Millennials' brand legitimacy judgements amid a global crisis: A deeply rooted affair
Khanyisa Brenda Nkuna,
Alet C. Erasmus,
Johan Olivier
Abstract:Many established clothing brands did not survive the global COVID‐19 pandemic, while some unexpectedly departed from countries such as South Africa which is a gateway for clothing imports in Africa. This raised questions about consumers' legitimacy perceptions of clothing brands, hence brands' worthiness of support during trying times. This study subsequently investigated Millennials' beliefs about clothing brands' appropriateness (pragmatic legitimacy); ethical worthiness, and potential to support self‐worth … Show more
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