...Miao Miao; I. Go; Cui Linyuan; Kayo Ikeda; Hideho Numata Purpose To investigate (1) the relationship between young adults' behavioural brand loyalty (BBL) and Japanese fashion companies' financial performance (FP) and (2) FP improvement from the perspectives of social media brand engagement...

... of the customers and an acceleration of the role of the consumer as an active player in value co-creation adding efficiency and effectiveness to the value co-creation process (Zwass, 2010). Social media Instagram Brand engagement Word of mouth marketing Value co-creation The concept of brand has...

... managerial challenge for the fashion industry and particularly fashion firms. Fashion Social media User-generated content Brand engagement User engagement One of the major conceptual shifts that has taken place in marketing theory has been to direct attention away from product-centric...

...Ronald E. Goldsmith; Leisa R. Flynn; Ronald A. Clark Purpose The purpose of this paper is to show how materialism, brand engagement in self‐concept (BESC), and status consumption influence clothing involvement and brand loyalty. Design/methodology/approach The authors use data from a survey...