...Mostaque Ahmed Zebal; Sohel Ahmed; Taimur Sharif; Ding Hooi Ting Purpose This study aims to examine how designers’ labels in emerging economy influence consumers in vogue behaviour through fashion mavens (opinion leaders), perceived brand image, quality and price consciousness. Using Malaysia...

...Festim Tafolli; Elkjer Qema; Kujtim Hameli Purpose This study aims to examine the impact of electronic word of mouth (e-WOM) on purchase intention, focusing on the mediating roles of brand image and brand trust among Albanian consumers in the fashion industry. Design/methodology/approach...

...T.S. Lee; C.S. Leung; Z.M. Zhang Driven by the competitive environment in fashion business, marketers have realized that creating a favorable brand image is a key to win larger market share in its market niche. An understanding of brand image can provide better foundation for developing a more...