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- Title
Interaction Model for the Young Fashion Buyers and Brand-Ambassadors.
- Authors
BAKANAUSKAS, Arvydas; BIČIŪNAITĖ, Vilija
- Abstract
The article presents a practical model for a successful interaction between the young fashion buyers and the brand-ambassadors. From the theoretical point of view, two models of the brand-ambassador and the target group interconnectedness were investigated - the BETTER model, used to describe the brand, which is relevant for the brand-ambassador selection, and the FIVE ELEMENT model, used to describe the brand-users. Based on the analysis of the theoretical work and the data gathered in the research, the practical interaction model for the Lithuanian fashion buyers and the "Inkariukai" brand-ambassadors was compiled.
- Subjects
LITHUANIA; INTERACTION model (Communication); FASHION buyers; BRAND name products; WORD-of-mouth communication; LIFESTYLES; MARKETING
- Publication
Management of Organizations: Systematic Research, 2011, Issue 58, p7
- ISSN
1392-1142
- Publication type
Article
- DOI
10.7220/mosr.1392-1142.2011.58.7