KOREASCHOLAR

THE IMPACT OF SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS ON BRAND EQUITY IN OMNICHANNEL FASHION RETAIL: MEDIATING ROLE OF BRAND TRUST

Anita Nanda, Vera Butkouskaya
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/434464
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Global Fashion Management Conference
2024 Global Fashion Management Conference at Milan (2024.07)
pp.186-192
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
SustainabilityIntegrated marketing CommunicationsBrand managementFashionOmnichannel
Author
  • Anita Nanda(HSE University)
  • Vera Butkouskaya(HSE University)