Sustainability and corporate social responsibility have today become key assets of many successful businesses and corporations. Despite constantly growing environmental awareness, we are still facing the issue of overconsumption in both the textile and fashion industries. This is mainly due to...

The current literature focuses on the cocreation of brands in dynamic contexts, but the impact of the relationships among brands on branding is poorly documented. To address this gap a concept is proposed concerning the relationships between brands and a model is developed, showing the influence...

With the highly dynamic global marketing system and the increasing importance of specialized products, the position and worth of brands has also increased. Each brand tries to provide a competitive advantage to its customers so they buy the product the first time and then keep buying it. This...