Kim, Kyulim; Ko, Eunju; Lee, Mi-ah; Mattila, Pekka; … - In: Journal of Global Scholars of Marketing Science 24 (2014) 3, pp. 350-364
Today's consumers tend to focus on uniqueness and on personal and intangible values when making purchase decisions. Thus, companies undertake such innovative strategies as brand collaborations, especially in the fashion industry where brands collaborate with artists, celebrities or other brands...