Perfectly imperfect - A comparison of female millennial consumers’ perceptions towards ‘Brand Activist Aspirants’ and ‘Authentic Brand Activists’ in the lingerie market
Purpose: The purpose of this study is to comprehend female millennial consumers’ perceptions towards lingerie brands that are categorised as ‘Brand Activist Aspirants’ compared to ‘Authentic Brand Activists’. Methodology: As this research focuses on studying consumers’ perceptions, a subjective social constructionist view was taken. By using an abductive approach, an exploratory qualitative resear
