دانلود کتاب Fashion Marketing in Emerging Economies Volume I: Brand, Consumer and Sustainability Perspectives

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Contents Notes on Contributors List of Figures List of Tables Part I: Introduction 1: Fashion Marketing in Emerging Economies: An Introduction Introduction Defining Emerging Markets Fashion in Emerging Markets The Objective of the Book Target Audience Outline of the Book Conclusion References Part II: Fashion Marketing in Emerging Economies: Consumer and Brand Building Perspectives 2: Fashion Brands and Emerging Markets’ Opportunities: A Literature Review from a Consumer Behaviour and Marketing Perspective Introduction Methodology Results and Discussions Fashion Consumption in Emerging Markets (EMs) The New Middle Class Approach to Fashion and Purchasing Intentions Luxury Consumption Luxury as a Status Signal in EMs Luxury Experience: The New Consumer’s Generation Fashion Products’ Perception in Emerging Markets (EMs) The Impact of Country-Related Cues Counterfeit Issues African Inspiration Conclusions Appendix: Alphabetical List of the Journals Considered for the Literature Review References 3: Fashion Weeks and Customer Experiences in Emerging Markets Introduction Research Methodology Literature Review History and Development of Fashion Weeks Shows Fashion Weeks and Customer Experiences in Emerging Markets Consumer Experiences Analysis of Research and Findings Theoretical Considerations Two-Step Model of Communication and Interaction Model of Communication Conclusion and Recommendation Political Stability and Support Supporting Domestic Manufacture Supporting Fashion Education Partnerships and Sponsorships National Design Councils and Organisations Implementing Technologies and Stronger Digital Presence Collaborative Events Cultural Events Consistency of Shows Promoting Domestic Fashion References 4: Will I Follow My Ideal Self Everywhere? Exploring Consumers’ Perceptions Towards Fast Fashion Influencers on Instagram Introduction Literature Review The Growing Popularity of “Fast Fashion” The Rise of Social Media Influencers Opinion Leaders Social Influence Theory Para-Social Relationships and Wishful Identification Self-Concept and Perceived Congruence The Research Objective Research Methodology Findings Fashion Leadership and Trends Outfit Inspiration Browsing for New Fashion Trends Self-Concept and Fit Ideal Personality and Lifestyle Relatable Influencers Perceived Unrelatability Sponsorship Effect No Effect Perceived Loss of Sense of Style Conclusion and Implications References 5: Emerging Economies in Fashion Global Value Chains: Brand Positioning and Managerial Implications Introduction Fashion in Emerging Economies Emerging Economies in Fashion Global Value Chain Recommendations for Fashion Marketing in Emerging Economies Positioning the Brand Communicating the Brand Engaging the Stakeholders Engaging with Experts Exploring Creative Options Conclusion References Part III: Fashion Marketing in Emerging Economies: Sustainability and Social Responsibility Perspectives 6: Communication of CSR Practices and Apparel Industry in India—Perspectives of Companies and Consumers Introduction Literature Review Methods Results and Discussion CSR Practices—Apparel Companies Websites CSR Practices—Online Consumer Reviews Conclusion References 7: Sustainability and the Supply Chain Introduction The Rise of Emerging Economies Exploring the Issues: Fast-Paced Growth Leading to Shifting Power Challenges in Cost and Rising Inflation Trade and Tariff Uncertainty The Impact of Governing Bodies and Stakeholders Green Marketing and Greenwashing Green Marketing Where ‘Net Green’ Is Explored in the Emerging Market of India Case Study The Lack of Regulation and Possible Solutions Sourcing—Sustainable Supply Chains in Emerging Economies The Barriers and Potential Solution of Reducing Carbon Emissions in Indian Cotton Production Garment Manufacturing in Emerging Economies Workers’ Rights and the Pay Gap Auditing Garment Manufacturers Global Commitment on Living Wages Sustainable Futures in Garment Manufacturing Future Focus on New Areas for Development in Emerging Economies Development of Artisan Craftsmanship as a Partnership or Collaboration Knowledge Partnership and Collaboration Supply Management Technological Innovations Sustainable Business Models in the Supply Chain The Value Chain Collaborative Business Strategies in Emerging Economies Circularity and the Value Chain Corporate Social Responsibility Conclusion Appendix References 8: Sustainable Fashion in Ghana: An Exploratory Study of Fashion Designers’ Knowledge, Practices and Challenges Introduction Materials and Methods Results Demographic Background Characteristics of Respondents Knowledge of Sustainable Fashion Importance of Slow Fashion Practices of Sustainable Fashion in Ghana Challenges Discussion Conclusion References 9: Sustainable Fashion: The Case of a Mexican BCorp Introduction Social Media in the Fashion Industry Sustainability in the Fashion Industry Sustainable Fashion BCorps and Sustainable Fashion Methodology Someone Somewhere: The Mexican Case of a BCorp Mexico and Sustainable Fashion Someone Somewhere’s Profile The Marketing Mix Product Price Supply Chain and Distribution Channels Someone Somewhere and Its Online Presence Website Social Media Presence Facebook Twitter Instagram YouTube Discussion Conclusion References Part IV: Conclusion 10: Brand, Consumer and Sustainability Perspectives in Fashion Marketing: Conclusion and Research Agenda Introduction References Index