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Keywords: Implicit theory
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Journal Articles
Do consumers react differently to sweatshop allegations on luxury and non-luxury brands? A brand entitativity-based account
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Journal of Fashion Marketing and Management: An International Journal (2019) 23 (1): 138–155.
Published: 07 September 2018
... by the concept of brand entitativity and the implicit theory, the purpose of this paper is to examine whether this difference in the perceived brand entitativity of luxury and non-luxury brands impacts how consumers respond to sweatshop allegations in context to these brands. Design/methodology/approach Two...
