Fashion Inspiration or Appropriation: A Quantitative Study on Cultural Appropriation, Brand Perception, and Consumer Responses

Abstract

This paper investigates the influence of individuals’ nationalism and worldmindedness levels on the relationship between perceived cultural appropriation and purchase intention mediated by brand attitude. The research is carried out through Credamo among Chinese consumers living in China in the context of luxury fashion. This study shows that perceived cultural appropriation negatively influences purchase intention and a mediation relationship exists with brand attitude. Furthermore, individuals’ world mindedness levels show to positively impact the negative relationship of perceived cultural appropriation on consumers’ responses while individuals’ nationalism levels do not seem to have an impact. All in all, this study provides several theoretical and managerial implications and suggestions for future research on the topic of cultural appropriation.