Which Consumer Associations Can Build a Sustainable Fashion Brand Image? Evidence from Fast Fashion Brands

Consumer Behavior Characteristics in Fast Fashion

Fashioning Data - A Social Media Perspective on Fast Fashion Brands

In this paper, we study the performance of N-gram language models on classification tasks such as sentiment analysis and spam detection and evaluate the effect of prior probability estimates on the results. Our data is in the form of public online posts pertaining to fast fashion brands, from different social media channels (Twitter and Facebook). We propose a novel ensemble model based on the ...

Brand image and brand dilution in the fashion industry

We develop a dynamic optimal control model of a fashion designer’s challenge of maintaining brand image in the face of short-term pro…t opportunities through expanded sales that risk brand dilution in the longer-run. The key state variable is the brand’s reputation, and the key decision is sales volume. Depending on the brand’s capacity to command higher prices, one of two regimes is observed. ...

Branding of Clothing Fashion products: Fashion Brand Image Development by Marketing Communication Approach

and status with the quality and comfort they deliver. Customers have become highly brand conscious presently. Hence, brand image is a significant factor in choosing the product or brand to buy. 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...

Examining the relationships among the brand equity dimensions: Empirical evidence from fast fashion

Purpose – The purpose of this paper is to understand the nature of the inter-relationships among brand equity dimensions in the fast fashion context. Design/methodology/approach – Based on the empirical data collected from 419 fast fashion consumers in the USA, the study investigated the inter-relationships among the various brand equity dimensions by structural equation modeling. Findings – Th...