Sustainability and Social Responsibility

Effects of Fast Fashion Brands' Sustainability Practices on Brand Equity Formation

Authors: Jihyeong Son (Washington State University) , Young-A Lee (Iowa State University)

Abstract

This study aims to examine (1) whether sustainability practices of fast fashion brands affect customer-based brand equity formation and (2) how the effects of sustainability practices differ across consumers’ perceptions toward fast fashion brands’ sustainability practices.

Keywords:

How to Cite: Son, J. & Lee, Y. (2015) “Effects of Fast Fashion Brands' Sustainability Practices on Brand Equity Formation”, International Textile and Apparel Association Annual Conference Proceedings. 72(1).