Afloat in a changing COVID-19 world : the rise of artisanal fashion in India for brand story relevance in challenging times
Year of publication: |
2023
|
---|---|
Authors: | Kay, Pandora ; Young, Caroline |
Published in: |
Fashion Marketing in Emerging Economies Volume II : South American, Asian and African Perspectives. - Cham : Springer International Publishing, ISBN 978-3-031-07078-5. - 2023, p. 99-159
|
Subject: | Artisanal | Brand architecture | Brand portfolio | Brand value | Co-branding | Point of parity | Indien | India | Markenführung | Brand management | Coronavirus | Mode | Fashion | Markenimage | Brand image |
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