KOREASCHOLAR

HOW DO CONSUMERS EMOTIONALLY AND LINGUISTICALLY REACT TO MASSTIGE COLLABORATIONS? EVIDENCE FROM THE FASHION INDUSTRY

MONICA MENDINI, SALVATORE MAIONE
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401152
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.671-676
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Masstige collaborations, temporary collaborations among fast fashion and luxury brands, are becoming increasingly popular. Despite this, no research so far has analyzed consumers’ reactions towards this new fashion practice. The aim of this research is to investigate the emotions and relevant linguistic elements associated with consumers’ reactions to masstige collaborations.

Keyword
masstige collaborationsfashionnew fashion strategiesconsumer reactionsemotionslinguistic elementssocial media
Table Content
ABSTRACT
INTRODUCTION
MASSTIGE COLLABORATIONS
THE SOCIAL AND PSYCHOLOGICAL MEANING OF WORDS
METHODOLOGY & RESULTS
DISCUSSION AND CONCLUSIONS
REFERENCES
Author
  • MONICA MENDINI(UNIVERSITY OF APPLIED SCIENCES AND ARTS OF SOUTHERN SWITZERLAND)
  • SALVATORE MAIONE(UNIVERSITÀ DELLA SVIZZERA ITALIANA)