...) and symbolic brand associations (personality congruence and brand prestige) in creating brand loyalty in the ready‐to‐wear sector from the perspective of Generation Y consumers. Design/methodology/approach The research employs a structural equation modeling method based on data collected from 564...

...Tammy Robinson; Farrell Doss Purpose The purpose of this study is to understand the pre‐purchase alternative evaluation for prestige and imitation fashion products. The Engel et al. pre‐purchase alternative evaluation process served as the basis for the model. Design/methodology...