Marketing
The Effect Of Performative And Social Legitimation On Brand Equity: A Customer – Based Approach
Customer brand support is intensively used among marketers and marketing academics. It designs the support that the consumer markets give to the brand building thus or enhancing brand equity Read More »
Towards A More Elaborate Understanding Of The Fashion Photoshoot – An Aesthetic Production With
While agendas of diversity and inclusion seem to flourish and thrive in many instances, we still often experience a gap between agendas and practice. Such is also the case in fashion marketing. We Read More »
Fashion Film And OBC (Online Brand Community): The Co-authoring Dynamics
The aim of this research project is to investigate how fashion brands and their online communities begin a co-authoring process in fashion films. Since the early days, fashion market has always Read More »
Teleworking And Video-Meetings. Does Fashion Fit?
The Covid19 pandemic forced most companies to impose teleworking from home. Although individuals have access to many platforms in order to collaborate and to communicate with others, telework during Read More »
Fashion Shows: The Greatest Show On Earth
Fashion shows are one of the most important communication and marketing tools through which fashion brands their brand image, personality, values, and culture. Also, Fashion Shows give brands high Read More »
Author: Patricia SanMiguel, Ana Rus-Navas, Teresa Sádaba
Contributor: eb™ Research Team
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