article "46th)

It is very need to know further about brands because: 

First, further study is needed in the area of consumer-brand relationships including more variety of brand variables, for example, brand charisma, brand consciousness, brand equity, and self-expressive brand. Understanding the link between brand variables, risk avoidance, and word-of-mouth (e.g., customer reviews) would provide useful information for retailers and marketers in planning strategies for targeting this group of consumers. With the growth of Internet shopping, it is important to examine how risk avoidance and brand variables influence the willingness to purchase products online. It is necessary to explore various emerging forms of producer-consumer collaboration during virtual co-creation tasks . It would also be meaningful to explore variables related to consumer-brand relationships within and across cultural contexts 

Second, further research is needed to explore how brand relationships have been formed and evolved from collective wisdom and collaborative marketing between providers and consumers . Various open innovation cases from research based social labs to global R&D centers across countries , to innovations at public space design , to innovations between university and industry (, to industrial textile clusters can be applied to those at fashion industry. Open innovations from fashion industry can provide potential opportunities for fashion companies as a strong social institution to link between fashion, technology and society .

Third, new digital technologies and open web environments can generate various opportunities to influence brand relationship. For example, RFID technology can stimulate consumers’ participation in brand distribution and various interactions between brand suppliers and consumers.