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

Date
2015-11-11
Authors
Son, Jihyeong
Lee, Young-A
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Altmetrics
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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.

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