Track

SSR

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Event

Description

This study aims to examine (1) whether sustainability practices of fast fashion brands affect customer-based brand equity formation and (2) how the effects of sustainability practices differ across consumers’ perceptions toward fast fashion brands’ sustainability practices.

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Nov 11th, 12:00 AM

Effects of Fast Fashion Brands' Sustainability Practices on Brand Equity Formation

This study aims to examine (1) whether sustainability practices of fast fashion brands affect customer-based brand equity formation and (2) how the effects of sustainability practices differ across consumers’ perceptions toward fast fashion brands’ sustainability practices.

 

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