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Perceived Brand Localness

An Empirical Study of the German Fashion Market

  • Book
  • © 2020

Overview

Authors:
  1. Jörg Igelbrink

    1. Hamburg, Germany

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  • Application of Watson Social Media Analytics in economic sciences

Part of the book series: Business Analytics (BA)

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Table of contents (5 chapters)

  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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Keywords

About this book

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.

Authors and Affiliations

  • Hamburg, Germany

    Jörg Igelbrink

About the author

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.

Bibliographic Information

  • Book Title: Perceived Brand Localness

  • Book Subtitle: An Empirical Study of the German Fashion Market

  • Authors: Jörg Igelbrink

  • Series Title: Business Analytics

  • DOI: https://doi.org/10.1007/978-3-658-28767-2

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020

  • Softcover ISBN: 978-3-658-28766-5Published: 03 December 2019

  • eBook ISBN: 978-3-658-28767-2Published: 27 November 2019

  • Series ISSN: 2570-1363

  • Series E-ISSN: 2570-1371

  • Edition Number: 1

  • Number of Pages: XXI, 320

  • Number of Illustrations: 45 b/w illustrations

  • Topics: Branding, Consumer Behavior, Business Information Systems

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