... is formulated: Sustainability Slow and fast fashion Advertising Desirability Brand trust Willingness to buy NCA A regular EU citizen is estimated to buy more than 12 kg of clothing annually. According to the European Commission, clothing accounts for between 2% and 10% of the environmental...

...Richard Huaman-Ramirez; Noël Albert; Dwight Merunka Purpose This paper aims to extend the understanding of how global brands can positively influence brand trust by introducing two new mediating variables – brand affect and brand innovativeness, and testing the moderating role of consumer...

...Richard Huaman-Ramirez; Dwight Merunka Purpose The purpose of this study is to examine how brand attachment is related to brand experience. The model tests the partial mediating role of brand trust and the moderating role of age and income. Design/methodology/approach A total of 334...