...Joy Eghonghon Akahome Purpose This study aims to examine how fashion small and medium-sized enterprises (SMEs) in Nigeria strategically integrate online and offline channels within a resource-constrained emerging market context. Guided by the technology–organisation–environment (TOE) framework...

... advantage (Keller, 2013). In the face of rapid globalization, prominent international luxury brands benefit from the country-of-origin effect and, thus, Europe's venerable heritage of luxury augments the prominence of European brands in emerging markets (Roy and Chau, 2010 ; Stoenescu et al., 2016...

...Bright Senanu; Thomas Anning-Dorson; Nii Nookwei Tackie Purpose The study investigates the factors that influence young consumers (Gen Zs and Ys) in emerging markets to engage fashion ads of non-luxury fashion retail small- to medium-size enterprises (SMEs) on social media. Through a desk...

... and fit). China India Clothing Emerging markets China and India are two of the world's most important emerging markets. China's economic growth rate is the world's fastest, and India's is the second fastest. The GNP of China ranks sixth in the world and India ranks seventh. Together, China...