Perceived Brand Localness: An Empirical Study of the German Fashion Market - Couverture souple

Igelbrink, Jörg

Couverture souple

ISBN 10 : 3658287667 ISBN 13 : 9783658287665

Editeur : Springer Gabler, 2019

Synopsis

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.

A propos du livre

À propos de l'auteur

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.

Détails de l'édition

• Éditeur: Springer Gabler
• Date d'édition: 2019
• Langue: anglais
• ISBN 10: 3658287667
• ISBN 13: 9783658287665
• Reliure: Broché
• Nombre de pages: 344
• Coordonnées du fabricant: GPSR Kontakt; ProductSafety@springernature.com; ; Uhlandstraße 14; Stuttgart; 70182; Allemagne