Fashion Adoption Groups and Consumer-Brand Relationships

Date
2015-11-11
Authors
Workman, Jane
Lee, Seung-Hee
Jung, Kyangho
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Altmetrics
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Abstract

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.

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