Purpose - This study investigates whether the influence of selected marketing-mix elements on brand equity differs for … price promotions and intensive discount-store distribution have a negative influence on brand equity. However, this effect … differs across brand types: the higher a brand's initial equity level, the more harmful is the impact of these marketing …

The fashion industry is considered one of the most relevant industries worldwide. At the same time, however, it is … repeatedly accused of irresponsible behavior toward the environment and society. For fashion brands who identify Generation Z as … in Germany, the impact, a) attitude toward responsible fashion consumption and b) environmental concern were analyzed …

sustainable luxury (ATSL) and the consequent impact on consumer-based brand equity (CBBE). A cross-cultural quantitative study was … fashion, showing that sustainability and intrinsic experiential value are the antecedents that most predict young consumers … that the relationship between ATSL and two CBBE blocks (i.e. brand building block (BBB) and brand understanding block (BUB …

fashion firms to be more competitive in China. Based on the perspective of brand-equity dimensions, the current study proposes … fashion brands have had a strong performance in the Chinese market, other brands have not. Nevertheless, prior studies do not … satisfactorily address the reasons that some Korean fashion brands are successful and popular in China. The present study aims to …