Purpose – This study aims to examine the relationship between social influence and consumers’ self-expression through brands. It considers susceptibility to interpersonal influence and social network influence on self-expressive brands and brand tribalism. The study examines whether...

Purpose – The purpose of this paper is to understand the relationships Generation Y females have with fashion brands online. Specifically, it examines the role of the internet and social networks in these relationships. Design/methodology/approach – Narrative interviews were employed to...