Fashion opinion leadership, innovativeness, and attitude toward advertising among Portuguese consumers
In the context of the fashion market, this study aims to analyze opinion leadership and, specifically, to verify the correlation that may exist between opinion leadership, fashion innovativeness and attitude towards fashion advertising. It is also intended to identify two different consumer groups:...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad de Alicante
2016-12-01
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| Series: | Revista Mediterránea de Comunicación |
| Subjects: | |
| Online Access: | https://www.mediterranea-comunicacion.org/article/view/9890 |
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