Designer Reputation Belief, Social Media Communication, Fashion Store Environment, Customer relationship, Intention to purchase, Designed fashion product.


Customer relationship management is an essential activity for business because customer relationship becomes a critical concept between business and consumer behavior. The need for fashion is emerging as an essential human need, not only in developed countries but also in developing countries like Vietnam. The purpose of this study is to define the constructs related to the fashion designer, which will impact the customer’s purchase intention under the mediator of the customer relationship. The primary research methodology is a quantitative research method with the survey via a questionnaire. Through a survey of 567 consumers, the research has shown that fashion designer reputation belief, social media communication, and fashion store environment are the antecedents of the customer relationship. Moreover, customer relationship is the mediator of the above factors and the intention to purchase designed fashion product. The study contributed to confirm the relationship theory in the fashion industry, especially in designed fashion products, which is not concerned by the researchers in the past. Furthermore, the study proposed some managerial implications related to the fashion designer reputation belief, social media communication, and fashion store environment for fashion designers.

Full Text : PDF


Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50, 179-211.
Ajzen, I. & Fishbein, M. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Andrews, J. C., Netemeyer, R. G., Burton, S., Moberg, D. P. & Christiansen, A. (2004). Understanding adolescent intentions to smoke: An examination of relationships among social influence, prior trial behavior, and antitobacco campaign advertising. Journal of Marketing, 68, 110-123.
Blackwell, R. D., Miniard, P. W. & Engel, J. F. (2006). Consumer behavior, Mason, OH, Thomson/South-Western.
Brink, A. & Berndt, A. (2009). Relationship marketing and customer relationship management, Cape Town, South Africa, Juta and Company Ltd.
Dunne, P. M., Lusch, R. F. & Carver, J. R. (2013). Retailing, Massachusetts, US, Cengage Learning.
Edosomwan, S., Prakasan, S. K., Kouame, D., Watson, J. & Seymour, T. (2011). The history of social media and its impact on business. Journal of Applied Management and entrepreneurship, 16, 79-91.
Engel, J., Blackwell, R. & Kollat, D. (1982). Consumer Behavior. Engel Consumer Behavior.
Gronroos, C. (2007). Service management and marketing: Customer management in service competition, Chichester, Wiley.
Hair, J. F., Hult, G. T. M., Ringle, C. & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM), London, Sage publications.
Hansen, T., Jensen, J. M. & Solgaard, H. S. (2004). Predicting online grocery buying intention: a comparison of the theory of reasoned action and the theory of planned behavior. International Journal of Information Management, 24, 539-550.
Hilton, B., Choi, C. J. & Chen, S. (2004). The ethics of counterfeiting in the fashion industry: quality, credence and profit issues. Journal of Business Ethics, 55, 343-352.
Jobber, D., Lancaster, G. & Meunier-FitzHugh, K. L. (2019). Selling and Sales Management, UK, Pearson.
Kaplan, A. M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53, 59-68.
Kawamura, Y. (2004). The Japanese revolution in Paris fashion. Fashion theory, 8, 195-223.
Khoa, B. T. (2018). The Impact of Perceived Risk on the Customer’s Online Purchasing Intention in Ho Chi Minh city. Journal of Science and Technology, 34, 87 - 97.
Khoa, B. T. (2020). The Antecedents of Relationship Marketing and Customer Loyalty: A Case of the Designed Fashion Product. The Journal of Asian Finance, Economics and Business, 7, 195-204.
Kim, A. J. & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1, 164-171.
Kutner, S. & Cripps, J. (1997). Managing the customer portfolio of healthcare enterprises. Healthcare Forum Journal, 40, 52-54.
Lovelock, C. H. & Wirtz, J. (2008). Services marketing: People, technology, strategy, New Jersey, Prentice-Hall.
Macintosh, G. & Lockshin, L. S. (1997). Retail relationships and store loyalty: a multi-level perspective. International Journal of Research in marketing, 14, 487-497.
Marzo-Navarro, M., Pedraja-Iglesias, M. & Rivera-Torres, M. P. (2004). The benefits of relationship marketing for the consumer and for the fashion retailers. Journal of fashion marketing and management, 8, 425-436.
Morgan, R. M. & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The journal of marketing, 58, 20-38.
Murthy, D. (2012). Towards a sociological understanding of social media: Theorizing Twitter. Sociology, 46, 1059-1073.
Nguyen, H. M. & Khoa, B. T. (2019a). Perceived Mental Benefit in Electronic Commerce: Development and Validation. Sustainability, 11, 6587-6608.
Nguyen, H. M. & Khoa, B. T. (2019b). The Relationship between the Perceived Mental Benefits, Online Trust, and Personal Information Disclosure in Online Shopping. The Journal of Asian Finance, Economics and Business, 6, 261-270.
Nguyen, M. H. & Khoa, B. T. (2019c). Customer Electronic Loyalty towards Online Business: The role of Online Trust, Perceived Mental Benefits and Hedonic Value. Journal of Distribution Science, 17, 81-93.
Nguyen, M. H. & Khoa, B. T. (2019d). Perceived mental benefits of online shopping. Journal of Science, 14, 3-17.
Ou, W.-M., Shih, C.-M., Chen, C.-Y. & Tseng, C.-W. (2012). Effects of ethical sales behaviour, expertise, corporate reputation, and performance on relationship quality and loyalty. The Service Industries Journal, 32, 773-787.
Palmatier, R. W., Dant, R. P., Grewal, D. & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: a meta-analysis. Journal of marketing, 70, 136-153.
Parsons, A. G. (2011). Atmosphere in fashion stores: do you need to change? Journal of fashion marketing and management: An international journal, 15, 428-445.
Reinartz, W. J. & Kumar, V. (2003). The impact of customer relationship characteristics on profitable lifetime duration. Journal of marketing, 67, 77-99.
Scarpi, D. (2006). Fashion stores between fun and usefulness. Journal of Fashion Marketing and Management: An International Journal, 10, 7-24.
Sheth, J. N. & Parvatlyar, A. (1995). Relationship marketing in consumer markets: antecedents and consequences. Journal of the Academy of marketing Science, 23, 255-271.
Srinivasan, R. & Moorman, C. (2005). Strategic firm commitments and rewards for customer relationship management in online retailing. Journal of Marketing, 69, 193-200.
Sterlacci, F. (2019). What is fashion designer? [Online]. Available: [Accessed September 12 2019].
Teece, D. J. (1998). Capturing value from knowledge assets: The new economy, markets for know-how, and intangible assets. California management review, 40, 55-79.
Widyarini, L. A. & Gunawan, S. (2017). Predicting consumer purchase intention on fashion products in online retailer: integration of self-determination theory and theory of planned behavior. Int J Emerg Res Manag Technol, 6, 7-18.
Zinko, R., Ferris, G. R., Humphrey, S. E., Meyer, C. J. & Aime, F. (2012). Personal reputation in organizations: Two‐study constructive replication and extension of antecedents and consequences. Journal of Occupational and Organizational Psychology, 85, 156-180.