Firms can acquire sustainable competitive advantages by managing brand relationships and consumption values. However, previous studies do not compare consumption value with consumer satisfaction and
The use of celebrities in marketing communications has become the practice of the major companies in the emplacement of the brand in the mind of consumers. Firms are making vast investments in hiring
The academic debate why and how companies are dealing with sustainability is dominated by two main arguments — the profit-seeking and the legitimacy-seeking view. While the first argues that
This systematic review was designed to assess the previous studies related to consumers behaviours towards sustainability in a fashion that covers various fashion items including clothing, jewellery,
Most research in marketing ethics focuses on the ethics of the marketing professional or salesperson, while information on the consumer perspective is scarce (Vitell, 2003). According to Laczniack
