McNeil, Kimberly R.; Johnson, Olenda E.; Johnson, Ann Y. - In: Journal of Fashion Marketing and Management: An … 5 (2001) 3, pp. 234-240
The purpose of this study is to examine the influence of an urban folktale on the purchasing intentions and buying behaviour of the consumer. Specifically, it examines a rumour involving fashion designer Tommy Hilfiger, in which he purportedly made disparaging statements about...
