Research design: ethnocentrism on purchase intention of fast fashion co-branding in China.
This study examines the influence of Chinese consumers' ethnocentrism on the compatibility of fashion-co-branded products, focusing specifically on international fast fashion brands. This study examines fast fashion co-branding cases in the Chinese market, specifically focusing on the spillover...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
International Forum of Management Scholars
2023
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| Subjects: | |
| Online Access: | http://eprints.utm.my/105827/1/ZuraidahSulaiman2023_ResearchDesignEthnocentrismonPurchaseIntention.pdf |