Purpose: The purpose of this paper is to investigate the effect of four types of cause-related marketing (CRM) strategies on consumer responses to a fashion brand and to assess the relative effectiveness of each. Design/methodology/approach: An experiment was conducted with young adult...

Purpose – The purpose of this paper is first, to investigate young consumers' fashion disposition behavior, second, to identify motivations for their fashion disposition, and third, to identify emotional responses experienced during and after the fashion disposition process. The paper also...