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Self-Image Enhancement Through Branded Accessories Among Youths: A Phenomenological Study In India, Anitha Acharya, Manish Gupta

The Qualitative Report

Fashion not only forms an important part of everyday consumption decisions, but also plays an important role in all daily events such as, the clothing we wear, how we think and also what we eat and where we eat. In realism, fashion is an outcome of a dynamic culture and common shifts in the tastes and style of individuals. The center of the debate appears to be that branded fashion accessories involvement is likely to be associated with differences in sensitivity to one’s social surroundings (Auty & Elliott, 1998). The question is: “Whether involvement in fashion accessories with its strong …