The offshore migration of fashion manufacturing from established markets to offshore countries, and the increasingly complex nature of fashion consumption has played a crucial role in transforming the way fashion is perceived in the contemporary world. Globalisation of the fashion industry has...

This study empirically investigates the link between global companies' brand strength and consumers' actual purchase behaviors by considering online purchasability and the geographical area in the context of boycott campaigns. To test the hypotheses, we employed a hierarchical multiple...