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