Diffusion brands of designer jeans: effects on brand image and product quality
The study examines how status seeking and fashion innovative young consumers evaluate diffusion brands. Influence of brand naming techniques and country of origin on brand image and product quality of diffusion brands are also examined. The results revealed that sub-brands and nested brands have sim...
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| Format: | Conference Paper |
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Global Business and Technology Association
2009
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| Online Access: | http://gbata.org/wp-content/uploads/2013/06/GBATA_2009_Readings_Book.pdf http://hdl.handle.net/20.500.11937/31186 |