Over the last thirty years, sustainability has become a growing concern in fashion industry. While there is agreement among range of actors regarding need to engage with social and environmental challenges created by industry, less consent what entails. Although “sustainability” may be intuitively understood, it different meanings, depending on how applied, who applied by. Without clear-cut def...

Individuals use brands to create and communicate their self-concepts, thereby creating self-brand connections. Although this phenomenon is well documented among adult consumers, we know very little about the role of brands in defining, expressing, and communicating self-concepts in children and adolescents. In this article, we examine the age at which children begin to incorporate brands into t...

Purpose This study aims to determine how the most sustainable brands in Italy and Spain developed communication awareness-raising actions during COVID-19 pandemic whether these companies were truly involved raising public awareness of pandemic. The authors specifically focus on companies, as health is considered be an important corporate social responsibility task. Design/methodology/approach T...

Companies are striving to minimize environmental impact through sustainable business practices. Consumers have become more aware of environmental issues and many companies have recognized the relevance of green marketing in gaining competitive advantage. As a part of green marketing strategy, companies are developing green brands. This paper focuses on the effect of consumer’s concern for envir...

Consumers increasingly desire to make purchasing decisions based on factors such as health, the environment, and social justice. In response, there has been a commensurate rise in cause-related marketing to appeal to socially-conscious consumers. However, a lack of regulation and standardization makes it difficult for consumers to assess marketing claims; this is further complicated by social m...

The growing power of social media and the fast change communication forms encourages marketers to explore new ways for brands communicate creatively effectively. aim this study is determine how reveal involvement influencers in creative brand by analysing (comparatively) expression Lithuanian foreign networks. Research methodology results: analysis academic literature quantitative content Liter...

Since the early 2000s, Internet has become increasingly popular for development of information dissemination technology and as a platform interaction. Therefore, penetration rate Social Networking Services (SNSs) is also increasing. Using accounts created on SNSs, companies can disseminate communicate with users SNSs marketing purposes. Moreover, there are several influencer activities that use...