1 - 7 of 7 articles
Purpose – Fashion brand love is a central concept in the consumer‐brand relationship domain. Brand managers tend to create more lovable brands, e.g. McDonald's “I’m lovin it”. However, the importance of this concept is not frequently discussed in marketing literature. Furthermore, the impact of...
Purpose – In today's marketplace, successful branding requires building strong bonds with the consumers, by creating favorable, strong and unique brand associations in consumer minds. This study aims to identify the role of functional (perceived quality) and symbolic brand associations...
Purpose – This study aims to understand the multifaceted fashion‐brand experience. By identifying the constructs and conceptualizing the building process of fashion‐brand experience, this study also aims to demonstrate the cognitive, affective, and behavioral brand experience dimensions in...
Purpose – To fill a gap in external atmospheric literature and provide useful information for small store retailers, this study aims to investigate the influence of external atmospheric variables, specifically window displays and landscaping (i.e., accessory vegetation), on customers’ responses...
Purpose – This study aims to examine the nature and impact of information overload and related coping strategies in the context of apparel shopping. It also examines perceptions of overload and coping strategies as antecedents to consumer confidence, shopping orientation and leader/follower...
Purpose – Conflicting marketing messages have caused consumers to misunderstand distinctions between sustainability and environmental concern, especially when considering the apparel industry. This study seeks to explore consumers’ actual knowledge and sentiment towards sustainability and...
Purpose – The literature holds few contributions regarding the sensory environment of small, privately‐owned retail stores. Hence, this paper seeks to explore the sensory experience of patrons of a small boutique. Design/methodology/approach – The study uses photo‐elicitation to examine the...
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