Anti-Consumerism in the Fashion Industry and its Influence on Brand Resonance
(2018) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20182Department 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:
http://lup.lub.lu.se/student-papers/record/8968788
- author
- Pjatakova, Dajana LU ; Nilsson, Catharina LU and Rashid, Sk Abtahiune LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN21 20182
- year
- 2018
- 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}}, 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}}, }