REPUTATION MODEL PROPOSAL FOR THE FASHION INDUSTRY (CROSBI ID 678930)
Prilog sa skupa u zborniku | prošireni sažetak izlaganja sa skupa | međunarodna recenzija
Podaci o odgovornosti
Gárgoles, Paula ; Brečić, Ružica ; Grilec Kaurić, Alica
engleski
REPUTATION MODEL PROPOSAL FOR THE FASHION INDUSTRY
The purpose is to propose and test the model for measuring the reputation of fashion brands. In order to test the model, 10 in-depth interviews with 10 Spanish Fashion CEOs and top managers were conducted. The findings validated variables: brand awareness, product and service quality, brand affect, self-congruence and sustainability and provided social networking as the new variable and removed the financial performance variable.
brand reputation, fashion brands, in-depth interviews
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Podaci o prilogu
748-752.
2019.
objavljeno
10.15444/GFMC2019.07.04.03
Podaci o matičnoj publikaciji
2019 Global Fashion Management Conference at Paris Proceedings
Choi, Jeonghye
Pariz: Global Alliance of Marketing & Management Associations
2288-825X
Podaci o skupu
2019 Global Fashion Management Conference
predavanje
11.07.2019-14.07.2019
Pariz, Francuska