on brand love in the Viet Nam fashion industry. The paper uses the quantitative method, with 450 offline responses … attractiveness and expertise. The SMA has positive influence on brand love. It is essential for many fashion brands in Viet Nam to … increase brand love by focusing on the SMA tools with the development of brand’s CI (attractiveness, expertise and relevance) …

The Indian luxury market has evolved in a dynamic manner. Consumers are more and more attracted to luxury fashion … fashion brands are not only bought for their functional utility but are also purchased for its social utility as it helps the …

This study explores and observe the motivations of youth in digital culture which influence them to follow and interact … with brands on digital media through netnography. This technique try to adopt patron notion of youth in digital culture … which influence them for youth follow brands official pages for the purpose of being up to date with brands offerings for …