Purpose – The paper seeks to explore key differences in the perceptions of parents and children towards branding, examining differences and potential implications. Design/methodology/approach – This study was conducted over a six‐month period utilising focus groups, a school census and a...

Purpose – This study seeks to investigate value branding in the fashion context and young consumer perceptions of, and attitudes towards, supermarket value branded clothing with a view to identifying potential barriers to adoption. Design/methodology/approach – A mixture of methodologies was...