Fashionable altruism: the marketing of fashion-based social enterprise
Jon Hewitt,
Lukas Parker,
Grace McQuilten
et al.
Abstract:Purpose
This paper aims to understand how fashion-based social enterprises (FSEs) navigate the marketing communications of fashion products alongside those of their social mission. The authors use the theoretical lens of Consumer culture theory, Collin Campbell’s “Romantic ethic” and the work of Eva Illouz to explore how FSEs weave the emotional appeals of fashion consumption with those of contributing to a greater social cause. The melding of these theoretical approaches to consumer behaviour enables a thorou… Show more
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