Fashion Marketing and Branding Research Skills Literature Review

The purpose of this assignment is to write a literature review. You will review relevant academic texts (articles, chapters, and books) in the chosen area and identify either a point of interest OR a research gap, followed by a specific Research Question.
Point of interest something that you read in the literature that interests you, something you would like to explore more.
Research gap something previous research has not discussed or looked at, a potential for a future research project.

1. Choose an area from the list:
– Social Media Marketing
– Brand Extensions
– Customer Loyalty
– Fashion Market Segmentation
– Fashion Consumer Behaviour Across Cultures
– Celebrity Endorsement

Please note the above areas will overlap. These are only he starting point for your reading.

2. Search for relevant academic literature in the chosen area. Read and take notes.
3. Choose the most relevant sources.
4. Review them.
5. Identify a point of interest OR a research gap.
6. Come up with a possible Research Question.
7. Include references in your work.