Effective Fashion Brand Extensions: The Impact of Limited Edition and Perceived Fit on Consumers'Urgency to Buy and Brand Dilution (Doctoral - 2nd place)

Michelle L. Childs; Byoungho Jin

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Effective Fashion Brand Extensions: The Impact of Limited Edition and Perceived Fit on Consumers'Urgency to Buy and Brand Dilution (Doctoral - 2nd place)

Authors: Michelle L. Childs (University of Tennessee) , Byoungho Jin (University of North Carolina at Greensboro)

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.

Keywords:

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).