Consumers' emotions in the relationship development towards fashion brands in Portugal
Raquel Reis
IPAM - The Marketing School, Portugal
PhD in Marketing from the University of Sheffield, UK. Assistant Professor and Director of the Marketing Management Master in IPAM – The Marketing School – Laureate International Universities.Marketing Director of Cenertec – Centro de Energia e Tecnologia, since 1998. Trainer and consultant in marketing and communication areas. Research Interests: Relationship Marketing, Social Responsibility and Qualitative Methodology.
Abstract
The fashion industry needs to be recreated in short periods of time, following the sector’s trends. Consumers are each time more selective and demanding, influencing buying habits and trends. In this sense, the fashion... [ view full abstract ]
Authors
- Francisca Queiroz (IPAM - The Marketing School, Portugal)
- Inês Marques (IPAM - The Marketing School, Portugal)
- Nuno Ribeiro (IPAM - The Marketing School, Portugal)
- Raquel Reis (IPAM - The Marketing School, Portugal)
- Paula Arriscado (IPAM - The Marketing School, Portugal)
Topic Area
Brand, Identity & Corporate Reputation Track: Click here for the Brand, Identity & Corpora
Session
PT3-BICR2 » Brand, Identity & Corporate Reputation (14:30 - Tuesday, 7th July)
Paper
Poster-Consumers__emotions_in_the_relationship_development_towards_fashion_brands_in_Portugal.pdf
Presentation Files
The presenter has not uploaded any presentation files.
