Section 1 - An Introduction -- Chapter 1: Fashion Marketing in Emerging Economies Volume II: South American, Asian and African perspectives -- Section 2 - Fashion Marketing in Emerging Economies: South American and Asian Perspectives -- Chapter 2: Fashioning the future generation: Generation Z...

"Integrating consumer behaviour, digital marketing, digital platform management, web analytics and marketing insights, Digital Consumer Management provides a holistic understanding - from a brand perspective - of the management of consumers and consumption in the digital ecosystem. Chapters...

The concept of vulnerability denotes the conflict between the resources available to an individual and the challenges they face in life. Due to personal characteristics and market structures, some consumers are made financially vulnerable, which makes it difficult to access the formal financial...

The fundamental differences between goods and services pose a challenge on developing an effective advertising strategy, this has led many scholars to recommend treating services differently and discussed the importance of communicating the relationship of tangible assets to service operation in...

While practitioners have adopted nostalgia-based marketing and advertising strategies, consumers’ responses have also been empirically considered, the theoretical argument of this paper is how the brand context affects these outcomes. No doubt, nostalgia can evoke positive emotions, but can...