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Brand management and sustainability in the textile industry

Brand management is confronted with a variety of different framework conditions. In particular, the awareness of society regarding socially and ecologically produced products plays an increasingly important role in the definition of brand identity. The present study examines the influence of sustainability on the purchasing decision for textiles. In addition, the anchoring of sustainability in the brand identity and the resulting brand perception is discussed.

Scope: 13 pages
Reference: Chapter from Environmental Economic Forum Volume 24 Issue 4: 41,59 €
For students and faculty members with access to Springer publications, this article is available free of charge.