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

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2015-11-13
Authors
Childs, Michelle
Jin, Byoungho
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Altmetrics
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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.

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