Perceived Brand Localness

1. Front Matter

   Pages I-XXI

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2. Introduction

   • Jörg Igelbrink

   Pages 1-10

3. Literature Review

   • Jörg Igelbrink

   Pages 11-66

4. Empirical Research and Method Approach

   • Jörg Igelbrink

   Pages 67-152

5. Presentation of Results

   • Jörg Igelbrink

   Pages 153-288

6. Conclusion

   • Jörg Igelbrink

   Pages 289-298

7. Back Matter

   Pages 299-320

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Jörg Igelbrink’s study provides the disclosure of a comprehensive explanation approach of the consumers purchase motivation and attitude towards local fashion brands. The structure equation model reveals six direct impacts on the consumers LFB attitude. The author’s findings identify a new consumer typology presenting a model of four positive consumer-attitude-types such as the influencing Realign Performance Advocates. In the research field of consumer behaviour the new consumer typology illustrates both the consumer purchase motivation and derived local fashion brand positioning.

• Consumer Behaviour
• Consumer Attitude
• Brand Management
• Brand Perception
• Brand Positioning
• Local Brand Positioning
• Fashion Marketing
• Influencer Marketing
• Text Mining
• Social Media Analytics
• Mixed Method
• Watson for Social Media Analytics
• Country of Origin Effect
• Brand of Origin Effect
• Business Intelligence

• Hamburg, Germany

  Jörg Igelbrink

Dr. Jörg Igelbrink is a professor of brand management at the Brand University of Applied Science in Hamburg. He is responsible for the lectures of brand management, advertising psychology, marketing and innovation management. He has worked as a brand manager at market-leading sportswear companies and prestigious ad agencies for about 20 years. In 2019, he completed his dissertation at the University of the West of Scotland in co-operation with the Hamburg University of Applied Sciences. He founded the Coaching Agency for Brand Building in Hamburg.

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