"Between Brexit, efforts to 'Make America great again' and ongoing appeals for patriotic consumption to boost economies, the intersection between national identity, marketing campaigns, and consumer choices has been brought to the fore. This book maps out this terrain and provides a framework...

This book provides a comprehensive view on the internationalization of fashion brands, offering academic and managerial insights into how fashion brands in diverse sizes can build and sustain their businesses in competitive global marketplaces. This book takes a critical look at the...