Towards Understanding how Nigerian Fashion Brands Influence Customer Purchasing Behaviour. A Case Study of Nigerian Fashion Brands

This study seeks to explore how Nigerian fashion brands influence consumer purchasing behaviour. The focus of consumer purchasing behaviour research has traditionally explored the perspective, concerns, and decision-making process of consumers. Little attention has been paid to how fashion brands influence purchasing behaviour, especially fashion brands in developing countries. A thematic analysis was employed because of its flexibility in its approach to analysing video transcripts, already-existing interviews, and the social media of these fashion brands. Findings from the analysis revealed that Nigerian fashion brands influence purchasing behaviour through the use of factors like cultural and ethnic identity, and influencer marketing. An important implication is that since consumers’ consumption of fashion has moved beyond materialism, and towards cultural and self-identity, fashion brands need to communicate brand messages that deeply resonate with the values and ideology of their customers.