KOREASCHOLAR

HOW DO AFFINITY AND ANIMOSITY IMPACT FASHION BRANDS’ ENGAGEMENT?

Miao Miao, Shinichiro Terasaki, Kyung-Tae Lee

LanguageENG
URLhttp://db.koreascholar.com/Article/Detail/435014

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Global Fashion Management Conference

2024 Global Fashion Management Conference at Milan (2024.07)
pp.249-250

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

Keyword

Brand engagement Consumer affinity Consumer animosity Brand commitment Loyalty programs Perceived quality Fashion market

Author

Miao Miao(Ritsumeikan University)
Shinichiro Terasaki(Ritsumeikan University)
Kyung-Tae Lee(Chuo University)