Emmanuel-Stephen, Christiana Mbang; Gbadamosi, Ayantunji - In: Journal of Fashion Marketing and Management: An … 26 (2021) 1, pp. 126-140
Purpose: Although consumption is a universal phenomenon, it is characterised with considerable degree of diversity in relation to various factors such as culture, age, gender, ethnicity and many others. Accordingly, more often than not, these factors underpin consumers' reactions to different...