The importance of choosing the "right" brand name is well known in literature as well as in practice - at least for mass producers. But while the general phenomenon of mass customization gains more and more attention not only with regard to heterogeneous customers but also within research,...

Although recent research has explored consumers’ reactions towards mass customization (MC) in general, these studies have considered aesthetic and functional MC as one and the same. In the present article, we focus specifically on consumer response to aesthetic MC because there are some unique...

We explore adoption of mass customization (MC) -- in place of mass production (MP) -- in a profit-driven competitive environment as a solution to the serious problem of overproduction (and all the environmental waste that it generates) endemic in the fashion industry. Building on a demand model...