Fashion Adoption Groups and Consumer-Brand Relationships
The goal of the study was to compare fashion adoption groups on brand variables linked to consumer-brand relationships. Hypotheses were: Fashion change agents and fashion followers will differ in (a) brand attachment, (b) brand love and (c) brand trust.
How to Cite:
Workman, J. E. & Lee, S. & Jung, K., (2015) “Fashion Adoption Groups and Consumer-Brand Relationships”, International Textile and Apparel Association Annual Conference Proceedings 72(1).