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Purpose – By using the concept of style, the purpose of this paper is to elaborate on the notion of brand community. More specifically, it seeks to explore how style can function as a linking value in forms of communities centred on brands that emerge within the empirical context of fashion and...
Purpose – The purpose of this paper is to substantiate Porter's ideas through multiple case studies of firms in one of Thailand's potential niches – Thai silk. Design/methodology/approach – This study examined upgrading strategies adopted by six companies involved in the production and...
Purpose – Uppsala internationalisation theory is highly utilised due to its simplicity and applicability. However, there are contrasting results on its assumption that firms follow a gradual internationalisation process. Literature shows that firm strategies (e.g. targeting a niche market) and...
Purpose – Excess consumption of apparel is driven by the apparel industry to offer more styles at lower prices in shorter time and the consumers’ desire to change fashion. The purpose of this paper is to apply adaptable design in apparel as a sustainable design solution for excess consumption...
Purpose – The purpose of this study is to invoke a consumer socialization approach to compare mothers and tween daughters on variables that may shape their clothing preferences and consumption behaviors. Additionally, this study explored the variables that predict how mothers and daughters...
Purpose – The purpose of this paper is to explore the decision‐making process used by luxury fashion retail buyers in Greece in order to assess the applicability of Sheth's (1981) model to the selection of brands and collections by retail buyers in luxury fashion resellers....
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