Closing the loop: A study of Brand Activism in the Fashion Industry
Implications: The study provides practical implications for brand managers at fashion companies that wish to improve their branding and sustainable strategy while aligning with consumers’ value. The proposed framework recommends several strategies for handling image-vision gap.Original/Value: This paper contributes to the narrow body of research on a complex phenomenon: brand activism and customers’ perception. It presents a new framework for analysing the relationship between the brand vision and brand image. Furthermore, it compares and contrasts the brand activism of two different fashion companies.