Affiliation:
1. Nottingham Trent University, UK
Abstract
This chapter outlines and explores how consumers access the e-servicescape of online value-led fashion retailers and form country of origin perceptions. The focus is on online fashion virtual environment, branding, and country of origin perceptions. The development of online fashion retailers is described, as is how consumers associate with country of origin when evaluating fashion retail websites. The chapter further discusses country of origin for several online value retail brand settings. It uses case studies to set the scene. Finally, the chapter presents the critical implications of the research and offers some recommendations.
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