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Sustainability and Social Responsibility

Effects of Fast Fashion Brands' Sustainability Practices on Brand Equity Formation

Authors
  • Jihyeong Son (Washington State University)
  • Young-A Lee (Iowa State University)

Abstract

This study aims to examine (1) whether sustainability practices of fast fashion brands affect customer-based brand equity formation and (2) how the effects of sustainability practices differ across consumers’ perceptions toward fast fashion brands’ sustainability practices.

How to Cite:

Son, J. & Lee, Y., (2015) “Effects of Fast Fashion Brands' Sustainability Practices on Brand Equity Formation”, International Textile and Apparel Association Annual Conference Proceedings 72(1).

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Published on
2015-11-11

Peer Reviewed

License

Creative Commons Attribution 4.0