Browsing by Author "Alwi, Sharifah Faridah Syed"

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    Breaking barriers with disability inclusion: brand activism as a catalyst for social sustainability in fashion
    (Springer Nature, 2024-12-29) Lee, Zoe; Alwi, Sharifah Faridah Syed; Gambetti, Rossella; Henninger, Claudia E; Alevizou, Panayiota; Ryding, Daniella; Goworek, Helen
    Brand activism is an emerging strategy aimed at fostering social sustainability in fashion. Despite efforts in inclusivity concerning diverse races, colours, and body shapes in model representation, fashion’s approach to authentic disability inclusion remains lacking. Often, portrayals of disabled models evoke sympathy, deviating from fashion’s aspirational ideals. This chapter seeks to delve into successful fashion marketing strategies that genuinely incorporate disabilities. By examining the convergence of brand activism and authentic disability inclusion, it aspires to dismantle barriers and cultivate an inclusive culture, thereby elevating social sustainability.
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    Retailers, don't ignore me on social media! the importance of consumer-brand interactions in raising purchase intention - Privacy the Achilles heel
    (Elsevier, 2023-01-28) Gutierrez, Anabel; Punjaisri, Khanyapuss; Desai, Bhavini; Alwi, Sharifah Faridah Syed; O'Leary, Simon; Chaiyasoonthorn, Wornchanok; Chaveesuk, Singha
    Effective interactions are essential for retail brands to progressively nudge consumers towards purchase. While social media provides the platform for brands to directly connect with consumers, it is critical that brands take privacy concerns seriously. This paper address common questions retailers ask: How do brands develop effective interactions with consumers on social media? Do consumer-brand interactions impact purchase intention? Does privacy matter? Through 541 UK participant responses and using social exchange theory, this research examines consumer-brand interactions on social media, focusing on how social media activities, attitudes towards social media advertising, and privacy, impact upon purchase intention. Our results show that brands must establish strong relationships through high-quality consumer-brand interactions to significantly raise purchase intentions, while also carefully managing consumers' privacy expectations. Effective privacy management positively mediates the link between social media and purchase intention but ignore privacy, and it becomes the Achilles heel of the relationship.
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    The thousand faces of beauty: How credible storytelling unlocks disability representation in inclusive luxury fashion branding
    (Elsevier, 2024-08) Lee, Zoe; Alwi, Sharifah Faridah Syed; Gambetti, Rossella
    The increasing popularity of inclusive marketing as part of the broader strategies of brand activism, linked to the diversity, equity and inclusion (DEI) movement, is creating new opportunities for luxury fashion brands to signal their responsibility and openness when it comes to these issues. However, such inclusivity initiatives can lead to consumer backlash when luxury brands rely on perfectionism and self-esteem to elicit admiration and desirability. We ask whether weaving models with disabilities into brand narratives contributes to positive consumer responses. Using signaling theory, our study employs a structural equation modeling approach to show that, despite the negative effect of perceived brand inclusivity on consumers’ willingness to buy, the serial mediation by transportation into brand stories and advertising credibility flips the effect to positive. By doing so, this study also extends extant literature on inclusive advertising in luxury fashion by going beyond dominant manifestations of inclusivity tackling feminism and LGBTQAI + rights.