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Keywords: Brand nationality
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Journal Articles
Muhammad Sabbir Rahman, Md Afnan Hossain, Mohammad Tayeenul Hoque, Md Rifayat Islam Rushan, Mohammad Iftekhar Rahman
Journal of Fashion Marketing and Management: An International Journal (2021) 25 (1): 153–183.
Published: 14 July 2020
... schematicity with brand consciousness and brand nationality. This study mainly considered the millennial consumers as they are the most dynamic and discerning segment when choosing a distinct fashion brand. Design/methodology/approach The study uses a well-structured questionnaire developed and distributed...
