Gursimranjit Singh; Kaur, Jasmeet; Kumar, Arvind - In: Marketing intelligence & planning 43 (2025) 4, pp. 704-724
This study aims to analyse the synchronization sustainability has with coolness and how promotion of sustainable fashion can be dealt in an ameliorate way. It also provides insights to the fashion brands on how they can engage customers through brand coolness and romance for meliorated bottom...