Ribeiro, Liliana Simões; Duarte, Paulo Alexandre Oliveira - In: Journal of Fashion Marketing and Management 21 (2017) 2, pp. 158-171
Purpose The purpose of this paper is to apply Mowen’s (2000) meta-theoretical model of motivation and personality (3M) and its hierarchy of traits to deeper understand consumer behaviour towards online purchase of mass-customised apparel products. Design/methodology/approach For the current...