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Keywords: Mixed methods
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Journal Articles
Sasikarn Chatvijit-Cook, Areti Tsitsakis Vogel, Nancy Nelson Hodges, Kittichai Watchravesringkan, Mackenzie Nalven, Kevin Bryan Cook
Journal of Fashion Marketing and Management: An International Journal (2026) 30 (6): 1152–1174.
Published: 24 June 2026
... consumption impacts both consumer leadership identity development and luxury brand equity through the early adoption of luxury rental consumption. Design/methodology/approach A mixed-methods approach was utilized. Study 1 employed a netnographic approach to investigate the development of leadership...
Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2026) 30 (1): 1–19.
Published: 20 August 2025
... were collected from 286 respondents with fashion brand experiences in the Metaverse. The data were analysed using a mixed methods approach, i.e. structural equation modelling (SEM) – symmetrical method and fuzzy-set qualitative comparative analysis – asymmetrical method. Findings As per...
Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2018) 22 (1): 99–113.
Published: 12 March 2018
... The research followed an exploratory, sequential, mixed methods design. The first phase consisted of in-depth interviews with adult individuals. The second phase involved surveying a similar segment of the population. Findings The present study supports the importance of demographic and psychological...
