Perceived Brand Localness

An Empirical Study of the German Fashion Market

Jörg Igelbrink (Autor)

Buch | Softcover

XXI, 320 Seiten

2019 | 1st ed. 2020
Springer Fachmedien Wiesbaden GmbH (Verlag)
978-3-658-28766-5 (ISBN)

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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.

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.

Brand Perception.- Fashion Influencer in the Context of Social Media.- Positioning of Local Fashion Brands.- New Typology: Consumers Purchase Motivation.

Erscheinungsdatum	04.12.2019
Reihe/Serie	Business Analytics
Zusatzinfo	XXI, 320 p. 45 illus.
Verlagsort	Wiesbaden
Sprache	englisch
Maße	148 x 210 mm
Gewicht	450 g
Themenwelt	Geisteswissenschaften ► Psychologie ► Arbeits- und Organisationspsychologie
	Mathematik / Informatik ► Mathematik ► Finanz- / Wirtschaftsmathematik
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	Brand Management • Brand of Origin Effect • Brand Perception • Brand positioning • Business Intelligence • consumer attitude • Consumer behaviour • country of origin effect • Fashion Marketing • influencer marketing • Local Brand Positioning • Mixed Method • Social Media Analytics • Text Mining • Watson for Social Media Analytics
ISBN-10	3-658-28766-7 / 3658287667
ISBN-13	978-3-658-28766-5 / 9783658287665
Zustand	Neuware