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Browsing by Author "Lecki, Natascha"
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Does size matter? : An exploration of the role of body size on brand image perceptions
Watson, Anna; Lecki, Natascha; Lebcir, Mohamed (2015-05-18)Purpose – This paper aims to investigate the role of body size on female consumers’ fashion brand image perceptions. Design/methodology/approach – An experimental design was used whereby the model’s body size in a fictitious ...