Ross, Jill; Harradine, Rod - In: Journal of Fashion Marketing and Management: An … 15 (2011) 3, pp. 306-325
Purpose – This study seeks to develop previous research into value branding by investigating potential misalignments between brand identity as intended by the brand owner, and the way in which the brand image is perceived by young consumers. Design/methodology/approach – Kapferer's model was...