Emotional branding speaks to consumers’ heart: the case of fashion brands
Abstract In this highly competitive market, fashion brands struggle to distinguish themselves to increasingly apathetic consumers. To become more competitive, fashion retailers employ emotional branding as a way to engage their customers, addressing the growing trend of consumers’ seeking emotional...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
SpringerOpen
2019-02-01
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| Series: | Fashion and Textiles |
| Subjects: | |
| Online Access: | http://link.springer.com/article/10.1186/s40691-018-0164-y |