metaverse and their influence in the existing business models, with emphasis on the fashion and retail industry. Users of the …

buying decisions in the fashion industry. The focus of the study is to connect fashion industry and marketing communication …/implications - The study shows what shapes the marketing communication strategies of the rising fashion industry but is limited to the … millennial buying decisions and not the larger fashion industry consumers. Practical implications - The needs for fashion …

). Face consciousness and public self-consciousness affect when in the fashion life cycle consumers decide to purchase, as … face consciousness; public self-consciousness; brand prestige; self-expressive brand (inner; social), and fashion …-consciousness (but not face consciousness) influenced fashion leadership. Thus, while face consciousness and public self …

particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive … branding strategies and gain a deeper understanding of fashion consumers' decision-making process in gaming environments … emotional challenge. The results of the multigroup analysis further suggest that in the fashion industry, building brand equity …

of female fashion clothing brands. Conceptualized research framework is empirically tested through utilization of Smart … PLS. Data are collected through questionnaire survey from 313 female consumers of fashion clothing brand with convenience … indirectly associated with brand jealousy for female fashion clothing brands. Brand love in association with brand jealousy …

and purchase intention towards brands in the field of fashion in the Vietnamese market. The study was carried out a … of fashion business in Vietnam market with different social brand engagement, perceived brand equity, as well as the … for the fashion industry in Vietnam, so that brands have strategic orientations in marketing, selection of target markets …

The role of new luxury fashion brand experience and authenticity on brand equity has not been sufficiently explored …, considering the rising relevance of new luxury fashion brand authenticity and its advantages for practitioners. We used a self …-administrative questionnaire, and the number of participants was 411 customers of new luxury fashion brands. Partial-least squares structural …

marketing, specifically focusing on the luxury fashion industry. The framework aims to highlight the role played by the industry … contribute to a better understanding of how luxury fashion brands can effectively incorporate sustainability into their marketing … framework derived from the literature review and systematic mapping approach, we examine its relevance in the luxury fashion …

sustainable fashion using a local college in Abu Dhabi as the study population. The literature review highlights a potential gap … this gap by connecting the study to a Middle Eastern high-street fashion brand. The study uses components of Ajzen's Theory …, price, and fashion, rather than its sustainability appeal. …