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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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Bibliographic Details
Main Author:	Phau, Ian
Other Authors:	Nejdet Delener
Format:	Conference Paper
Published:	Global Business and Technology Association 2009
Online Access:	http://gbata.org/wp-content/uploads/2013/06/GBATA_2009_Readings_Book.pdf http://hdl.handle.net/20.500.11937/31186

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