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  • 1.
    Aagerup, Ulf
    Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for Technology, Innovation and Marketing Management (CTIM2).
    To sell or not to sell: Overweight users’ effect on fashion assortments2010In: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 18, no 1, p. 66-78Article in journal (Refereed)
    Abstract [en]

    Overweight people claim to be mistreated by the fashion industry. Fashion companies disagree. Despite the controversy, actual research has been scarce. This study compares the sizes of clothes that the four leading mass-marketing fashion retailers in Sweden offer to the body sizes of the population. Although branding theory would support the idea of rejecting fat consumers to improve user imagery for fashion brands, such practices were not evident. The main contribution of this article is that it provides the first quantified empirical evidence on the theory of typical user imagery. In the discussion, it is posited that, although mass-market fashion brands should be susceptible to negative user imagery related to overweight and obese users, the companies avoid such problems by making garments that are not directly attributable to a specific brand, thus mitigating the negative effect of overweight and obese user imagery. © 2010 Macmillan Publishers Ltd.

  • 2.
    Rindell, Anne
    et al.
    Department of Marketing, Hanken School of Economics, Helsinki, Finland.
    Svensson, Göran
    Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for International Marketing and Entrepreneurship Research (CIMER). Oslo School of Management, Oslo, Norway.
    Mysen, Tore
    Oslo School of Management, Oslo, Norway.
    Billström, Anders
    Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL).
    Wilén, Kristoffer
    Hanken School of Economics, Helsinki, Finland.
    Towards a conceptual foundation of 'Conscientious Corporate Brands'2011In: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 18, no 9, p. 709-719Article in journal (Refereed)
    Abstract [en]

    This article develops a conceptual foundation for Conscientious Corporate Brands (CCBs) by exploring the role that (i) environmental and (ii) climate change issues, and that (iii) internal and (iv) external corporate codes of ethics play as dimensions of CCBs. The article's aim is to extend previous research in ethical branding by proposing an empirically grounded conceptual foundation of the conscientious dimension of a corporate brand. The empirical context is based on Nordic business-to-business relationships. © 2011 Macmillan Publishers Ltd.

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