KOREASCHOLAR

REPUTATION MODEL PROPOSAL FOR THE FASHION INDUSTRY

Paula Gárgoles, Ružica Brečić, Alica Grilec
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/372666
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Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
pp.748-752
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The purpose is to propose and test the model for measuring the reputation of fashion brands. In order to test the model, 10 in-depth interviews with 10 Spanish Fashion CEOs and top managers were conducted. The findings validated variables: brand awareness, product and service quality, brand affect, self-congruence and sustainability and provided social networking as the new variable and removed the financial performance variable.

Keyword
brand reputationfashion brandsin-depth interviews
Table Content
ABSTRACT
 LITERATURE REVIEW
 RESEARCH METHOD
  Qualitative research methodology
  Measurement Instrument
 DATA ANALYSIS
 CONCLUSION
 REFERENCES
Author
  • Paula Gárgoles(ISEM Fashion Business School- University of Navarra, Spain)
  • Ružica Brečić(University of Zagreb Faculty of Economics and Business, Croatia)
  • Alica Grilec(University of Zagreb Faculty of Textile Technology, Croatia)