Business Analytics

Perceived Brand Localness

An Empirical Study of the German Fashion Market

Autoren: Igelbrink, Jörg

Vorschau
  • Application of Watson Social Media Analytics in economic sciences

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eBook 74,89 €
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  • ISBN 978-3-658-28767-2
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Über dieses Buch

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.

Über die Autor*innen

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.

Inhaltsverzeichnis (5 Kapitel)

Inhaltsverzeichnis (5 Kapitel)

Dieses Buch kaufen

eBook 74,89 €
Preis für Deutschland (Brutto)
  • ISBN 978-3-658-28767-2
  • Versehen mit digitalem Wasserzeichen, DRM-frei
  • Erhältliche Formate: PDF
  • eBooks sind auf allen Endgeräten nutzbar
  • Sofortiger eBook Download nach Kauf
Softcover 96,29 €
Preis für Deutschland (Brutto)
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Bibliografische Information

Bibliographic Information
Buchtitel
Perceived Brand Localness
Buchuntertitel
An Empirical Study of the German Fashion Market
Autoren
Titel der Buchreihe
Business Analytics
Copyright
2020
Verlag
Gabler Verlag
Copyright Inhaber
Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
eBook ISBN
978-3-658-28767-2
DOI
10.1007/978-3-658-28767-2
Softcover ISBN
978-3-658-28766-5
Buchreihen ISSN
2570-1363
Auflage
1
Seitenzahl
XXI, 320
Anzahl der Bilder
45 schwarz-weiß Abbildungen
Themen