Brand image has been a crucial clue to making subjective judgment for consumers to determine the brand, which is critical to making a purchase decision. The influence mechanism from apparel brand images on consumers’ purchase intention was explored for theoretical and positive analysis based on the self-congruity theory. This research first constructed a hypothetical model of apparel brand images influencing consumers’ purchase intention with self-congruity and perceived quality as mediators, in which a questionnaire was designed and conducted to test the theoretical model. The research shows that apparel brand image and perceived quality can significantly influence consumers’ purchase intention. The consumer purchase intention is directly related to clothing brand image provided self-consistency and perceived quality play an intermediary with the regulatory effect of self-motivation and brand familiarity. A positive attitude toward apparel brand image will stimulate consumers to build cognitive clues and associations between the consumers and the brand and strengthen cognitive consistency with the apparel brand’s spirit. The research results are beneficial to textile fashion and clothing enterprises to improve brand building and marketing.

In view of the current lack of fashion brand competitiveness and innovation in China, this paper puts forward the concept of fashion brand image value creation and analyzes it from five dimensions: fashion brand image design, image publicity, brand aesthetics, brand charm, and brand function. This paper explores the relationship between fashion brand image value creation, customer participation behavior, experience value perception, intention, trust, and loyalty based on consumer value co-creation and experience value perception theories. On this basis, the structural equation model is used to test the research hypothesis empirically. An online survey questionnaire was subsequently developed and conducted to verify validity and reliability by statistical analysis. The results show that the value creation of fashion brand image will positively impact brand loyalty. Customer participation behavior and experience value perception play an intermediary and chain intermediary role, and customer participation willingness and fashion brand trust play a regulatory role. This study provides new ideas and references for the value creation of fashion brand image and provides quantitative scientific data for fashion enterprises to grasp the direction of brand image value creation and implement brand construction and marketing strategies.

This study investigates the influence of employee fitness programs on organizational sustainability performance from the perspective of organizational support as perceived by employees. Organizational sustainability performance was specified as a second-order factor, which was affected by three first-order factors: financial performance, social performance, and environmental performance. A snowball sampling method was employed to conduct an online survey of working adults in Shanghai to test the proposed hypotheses. Results show that perceived organizational support toward employee fitness has a positive and significant effect on organizational sustainability performance, and the positive effect is mediated by job satisfaction and organizational commitment. This study also provides theoretical and managerial implications.

The agglomeration paradigm for creative industries has fundamentally changed under the digital economy, giving rise to a new form of virtual agglomeration within these industries. This study explores the causes of this virtual agglomeration. We collected online Chinese news texts related to the virtual agglomeration of the creative industry, used text mining to identify nine factors affecting its formation, and refined the internal and external factors for an analytical framework based on the PEST (political, economic, social, technological) and value-chain models. We then combined the relevant literature and the creative industry’s development practices, analyzed the mechanism of each driving factor, and constructed a driving-force model for the creative industry’s virtual agglomeration. The external driving factors were government policy planning, the digital economic environment, emerging consumer demand, and the application of innovative technology; the internal factors were the digitalization of cultural resources, flexible manufacturing, digital marketing and promotion, online interactive services, and virtual platform facilities. Each factor was found to contribute to virtual agglomeration through different internal mechanisms. This study’s findings have theoretical and practical value for cultivating the modes of virtual agglomeration within creative industries.

Industrial agglomeration serves as an effective model for developing the creative economy and manifests itself as the interdependence of creative subjects in geographical space. The traditional methods of resource agglomeration have undergone tremendous changes due to the development of digital technology. These transformations have given birth to a new organizational form of the virtual agglomeration of creative industries. The present work uses field interviews and grounded theoretical research methods to construct a theoretical model of this new organizational phenomenon. Questionnaire surveys and empirical testing using structural equation models are here combined to systematically analyze the formation mechanism of the virtual agglomeration of creative industries. The results show that digital technology, virtual platforms, digital creative talents, digitization of cultural resources, and government policies have driven the formation of the virtual agglomeration of creative industries. This has been achieved through network collaboration, freedom of participation, and trust guarantee mechanisms. The effect of emerging consumer demand on the virtual agglomeration of creative industries is not significant. In addition, the implications of this research are also considered and discussed.

Promoting green consumption is key in meeting ambitious sustainable fashion targets being set around the world. This research examined how framing of green message as positive or negative (i.e., benefit framing) influenced formation of sustainable consumption behaviors of fashion (SCBF) based on the cross‐theoretical model and, especially, how self‐efficacy, decision balancing, and perceiving threats‐mediated green message framing effects. Data were collected from 217 Chinese residents in an online experiment. Our findings show that green message framing has different effects on individuals in different change stages of SCBF and loss framing‐based green messages induce more positive responses toward SCBF with greater perceived threats in the pre‐intention and intention stages, while gain framing‐based green messages might stimulate positive behaviors toward SCBF with greater perceived benefits in the preparation and action and maintenance stages. Results suggest that highlighting green message expression in relating to SCBF may be useful for promoting broader sustainable behaviors. Therefore, this article significantly fills the gaps between green message framing and SCBF. The findings of this article have significant implications for fashion companies who wish to explore the fashion green market potential.