Zhou, Fangyu and Sulaiman, Zuraidah and Mas’od, Adaviah and Hasbullah, Nornajihah Nadia (2024) The impact of spillover effect and ethnocentrism on brand equity matching in fast fashion alliances. In: Proceedings of the 3rd International Conference on Public Management, Digital Economy and Internet Technology, ICPDI 2024, September 6–8, 2024, Jinan, China.
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Abstract
This paper expounds on the study background encompassing the fast fashion co-brands in the Chinese market and the typical factors affecting the co-branding process and consumer purchase intentions. This study mainly explores the relationship between fast fashion brand equity, co-branding match, spil
| Item Type: | Conference or Workshop Item (UNSPECIFIED) |
|---|---|
| Date Deposited: | 04 Mar 2026 18:19 |
| Last Modified: | 16 Apr 2026 22:00 |
| URI: | http://eprints.eai.eu/id/eprint/51957 |
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