...Sabrina Staniszewski Samistraro; Danielle Mantovani Purpose Minimalism is a lifestyle that has been growing in popularity and attracting the attention of the market and global brands. However, consumers' responses to fashion brands with minimalist appeals continue to require further investigation...

...Vivek Mishra; Piyush Gupta Purpose In the context of fashion brands, this study addresses the gap in understanding the role of self-congruence – social self-congruence (SS) and ideal social self-congruence (IS) in consumer behaviour within the Metaverse. It provides insights into how SS...

...Lingwen wei; Yan Hong; Xianyi Zeng Purpose The purpose of this research is to conduct a theoretical prediction study exploring the effectiveness of different content marketing strategies in expanding the second-hand market for fashion brands, comparing the costs and risks involved...

...Marzanna Katarzyna Witek-Hajduk; Anna Małgorzata Grudecka; Anna Napiórkowska Purpose The aim of this paper is to identify ways and motives of application of e-commerce in the foreign expansion of small and medium enterprises (SMEs) fashion brands. Design/methodology/approach A multiple case...

... to line extensions in a luxury brand context. The approach is novel. © Emerald Group Publishing Limited 2014 Luxury brands Consumer-brand relationships Fashion brands Image dynamics Line extensions Step-down line extensions Not all designer brands see step-down line extensions...

...Ahmed Rageh Ismail; Gabriella Spinelli Purpose Fashion brand love is a central concept in the consumer‐brand relationship domain. Brand managers tend to create more lovable brands, e.g. McDonald's “I’m lovin it”. However, the importance of this concept is not frequently discussed in marketing...