...Tracie Tung; Franck Vigneron Purpose The purpose of this study is to understand how consumers' green trust and green brand equity (GBE) vary by perceived brand greenness and age in the US market from the lens of brand knowledge (brand awareness and brand image). Design/methodology/approach...

...Muhammad Sabbir Rahman; Md Afnan Hossain; Mohammad Tayeenul Hoque; Md Rifayat Islam Rushan; Mohammad Iftekhar Rahman Purpose The purpose of this research is to investigate the millennial consumers’ purchasing behavior of fashion clothing brands in the spectrum of brand awareness, brand...

... from the actual merchandise or store environment. Wi‐Suk Kwon can be contacted at: kwonwis@auburn.edu © Emerald Group Publishing Limited 2011 United States of America Consumer behaviour Clothing Brand awareness Women A brand is: qualitatively explored brand associations...

... apparel brands among Mexican college students, who constitute an important consumer segment purchasing US brands (Scardino, 2003). Min‐Young Lee can be contacted at: mlee6@uky.edu © Emerald Group Publishing Limited 2008 Brand awareness Perception Students Buying behaviour Customer...

... against national brands in terms of quality image and value (ACNielsen, 2003). Store brands of clothing are indeed marketed as if they were national brands (NDP Group, 2003). © Emerald Group Publishing Limited 2005 Consumer psychology Brands Clothing Premium products Brand awareness...

...; ladies wear ll percent; men's wear 12 percent; and underwear 14 percent. © Emerald Group Publishing Limited 2004 United States of America China Brand awareness Brand identity Consumer psychology Marketing An investigation of US registered brands sold in Shanghai's major...

... to the relationship between young school children and branding. The findings indicated that brand recognition commences at an early age with older age groups having greater brand awareness. Differences in the perceptions of parents and their children towards brands were identified, with parents expressing...