Cross‐national market segmentation in the fashion industry

Eunju Ko, Eunyoung Kim, Charles Ray Taylor, Kyung Hoon Kim, Ie Jeong Kang

2007-09-18articleInternational Marketing Review106 citationsclosed

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

Purpose – To discover whether there are market segments for the fashion industry that cut across countries and respond differently to advertising messages.

Citations in this library

Stored only when both papers are in the corpus — 106 citations exist upstream.

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