Effective Fashion Brand Extensions: The Impact of Limited Edition and Perceived Fit on Consumers'Urgency to Buy and Brand Dilution (Doctoral - 2nd place)
Abstract
The purpose of this study is to understand how an apparel brand can develop a successful brand extension with a retailer for short and long-term success. For short-term success, this study measures consumers’ urgency to buy.
How to Cite:
Childs, M. L. & Jin, B., (2015) “Effective Fashion Brand Extensions: The Impact of Limited Edition and Perceived Fit on Consumers'Urgency to Buy and Brand Dilution (Doctoral - 2nd place)”, International Textile and Apparel Association Annual Conference Proceedings 72(1).
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