Erdoğmuş, İrem; Büdeyri‐Turan, Işıl - In: Journal of Fashion Marketing and Management: An … 16 (2012) 4, pp. 399-417
Purpose – In today's marketplace, successful branding requires building strong bonds with the consumers, by creating favorable, strong and unique brand associations in consumer minds. This study aims to identify the role of functional (perceived quality) and symbolic brand associations...