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Anti-Consumerism in the Fashion Industry and its Influence on Brand Resonance

Pjatakova, Dajana LU ; Nilsson, Catharina LU and Rashid, Sk Abtahiune LU (2018) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20182
Department of Business Administration
Abstract
Purpose: Anti-consumerism and sustainable fashion are two vital concepts that are prominent in
society today, but have not been analyzed in terms of if they are a part of creating this brand
resonance. A new framework, the Sustainable Brand Stewardship Model, is introduced to
determine if a sustainable brand is able to sustain long-term competitive advantages through
enhancing brand resonance.
Methodology: Mixed method research using primarily qualitative data, through case studies and
a questionnaire, with quantitative data to support qualitative results
Findings: The research conducted demonstrates that sustainable brands who promote this
concept of anti-consumerism can enhance their brand resonance by adhering to the Sustainable... (More)
Purpose: Anti-consumerism and sustainable fashion are two vital concepts that are prominent in
society today, but have not been analyzed in terms of if they are a part of creating this brand
resonance. A new framework, the Sustainable Brand Stewardship Model, is introduced to
determine if a sustainable brand is able to sustain long-term competitive advantages through
enhancing brand resonance.
Methodology: Mixed method research using primarily qualitative data, through case studies and
a questionnaire, with quantitative data to support qualitative results
Findings: The research conducted demonstrates that sustainable brands who promote this
concept of anti-consumerism can enhance their brand resonance by adhering to the Sustainable
Brand Stewardship Model.
Contribution: This paper is one of the few to show the connection between sustainable
fashion/anti-consumerism and brand resonance. Moreover, to the best of our knowledge, the
creation of our Sustainable Brand Stewardship Model is also the first conceptualization of what
constitutes a sustainable brand and how a brand may enhance its brand resonance with no other
similar models created before this study. (Less)
Please use this url to cite or link to this publication:
author
Pjatakova, Dajana LU ; Nilsson, Catharina LU and Rashid, Sk Abtahiune LU
supervisor
organization
course
BUSN21 20182
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
sustainable fashion, sustainable brand, anti-consumerism, brand resonance, brand equity, Sustainable Brand Stewardship Model, CBBE pyramid, brand orientation, market orientation, Patagonia, Nudie Jeans, Uniqlo
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
8968788
date added to LUP
2019-01-30 09:48:50
date last changed
2019-01-30 09:48:50
@misc{8968788,
  abstract     = {Purpose: Anti-consumerism and sustainable fashion are two vital concepts that are prominent in
society today, but have not been analyzed in terms of if they are a part of creating this brand
resonance. A new framework, the Sustainable Brand Stewardship Model, is introduced to
determine if a sustainable brand is able to sustain long-term competitive advantages through
enhancing brand resonance.
Methodology: Mixed method research using primarily qualitative data, through case studies and
a questionnaire, with quantitative data to support qualitative results
Findings: The research conducted demonstrates that sustainable brands who promote this
concept of anti-consumerism can enhance their brand resonance by adhering to the Sustainable
Brand Stewardship Model.
Contribution: This paper is one of the few to show the connection between sustainable
fashion/anti-consumerism and brand resonance. Moreover, to the best of our knowledge, the
creation of our Sustainable Brand Stewardship Model is also the first conceptualization of what
constitutes a sustainable brand and how a brand may enhance its brand resonance with no other
similar models created before this study.},
  author       = {Pjatakova, Dajana and Nilsson, Catharina and Rashid, Sk Abtahiune},
  keyword      = {sustainable fashion,sustainable brand,anti-consumerism,brand resonance,brand equity,Sustainable Brand Stewardship Model,CBBE pyramid,brand orientation,market orientation,Patagonia,Nudie Jeans,Uniqlo},
  language     = {eng},
  note         = {Student Paper},
  series       = {LBMG Strategic Brand Management - Masters Paper Series},
  title        = {Anti-Consumerism in the Fashion Industry and its Influence on Brand Resonance},
  year         = {2018},
}