Purpose: This paper aims to explore the impact of brand authenticity on forming self-reinforcing assets (enticing-the-self, enriching-the-self and enabling-the-self), which subsequently influence the brand-self connectedness and consumers’ behavioral intentions. Design/methodology/approach:...

The textile and apparel industries in North America have experienced dramatic changes in the past decade. The North American Free Trade Agreement (NAFTA) has prompted the formation of apparel supply networks throughout the Western Hemisphere combining textile industries and retailers in the USA...

Purpose – To develop and validate a new scale for affective reactions to print apparel advertisements. Design/methodology/approach – Following the guidelines suggested by Churchill, the scale for measuring affective reactions to print advertisements was developed. A questionnaire was then...