Business Analytics

Perceived Brand Localness

An Empirical Study of the German Fashion Market

Authors: Igelbrink, Jörg

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  • Application of Watson Social Media Analytics in economic sciences

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eBook $79.99
price for USA in USD (gross)
  • ISBN 978-3-658-28767-2
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Softcover $99.99
price for USA in USD
  • ISBN 978-3-658-28766-5
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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.

About the authors

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.

Table of contents (5 chapters)

Table of contents (5 chapters)

Buy this book

eBook $79.99
price for USA in USD (gross)
  • ISBN 978-3-658-28767-2
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $99.99
price for USA in USD
  • ISBN 978-3-658-28766-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Perceived Brand Localness
Book Subtitle
An Empirical Study of the German Fashion Market
Authors
Series Title
Business Analytics
Copyright
2020
Publisher
Gabler Verlag
Copyright Holder
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
Series ISSN
2570-1363
Edition Number
1
Number of Pages
XXI, 320
Number of Illustrations
45 b/w illustrations
Topics