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Opinion leaders, designers’ labels and brand image as drivers of identity-driven consumption in emerging fashion market

Lookup NU author(s): Dr Sohel AhmedORCiD

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Abstract

© 2026 Emerald Publishing Limited. Purpose – This study aims to examine how designers’ labels in emerging economy influence consumers in vogue behaviour through fashion mavens (opinion leaders), perceived brand image, quality and price consciousness. Using Malaysia as the empirical context, the research highlights how identity and consumption drivers converge within the sustainability paradox of fashion markets. Design/methodology/approach – Data were collected through mall intercept surveys in Klang Valley, Kuala Lumpur, with constructs including perceived quality, price consciousness, brand image, exposure to fashion mavens and vogue behaviour. SmartPLS 3.2.8 was used to test direct, indirect and mediated relationships, ensuring methodological rigour and robust validation of measurement and structural models. Findings – Results demonstrate that brand image is the most powerful driver of vogue behaviour and mediates the influence of fashion mavens, who also exert strong direct effects. In contrast, perceived quality and price consciousness show limited impact, underscoring that identity, exclusivity and opinion leadership outweigh utilitarian attributes in shaping fashion consumption in emerging economies. Originality/value – This study contributes new insights by reframing fashion consumption in emerging economies as identity-driven rather than utilitarian. It extends the theory of reasoned action by showing how opinion leadership and brand image jointly shape consumer behaviour in contexts where visibility and prestige dominate. By clarifying the limited role of quality and price, the research challenges conventional assumptions in fashion marketing and offers a novel lens for understanding the sustainability paradox in emerging markets.

Publication metadata

Author(s): Zebal MA, Ahmed S, Sharif T, Ting DH

Publication type: Article

Publication status: Published

Journal: Research Journal of Textile and Apparel

Year: 2026

Pages: 1-20

Online publication date: 03/07/2026

Acceptance date: 06/06/2026

ISSN (print): 1560-6074

ISSN (electronic): 2515-8090

Publisher: Emerald Publishing Limited

URL: https://doi.org/10.1108/RJTA-12-2025-0290

DOI: 10.1108/RJTA-12-2025-0290

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