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Keywords: Patagonia
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2016) 20 (4): 435–452.
Published: 03 October 2016
... with a sample of college students (n=1,300) who were randomly assigned to view either a traditional advertisement for a Patagonia jacket or an anti-consumption advertisement of the same jacket. After that, consumer attitudes toward buying the jacket and PIs were measured employing online survey...
