Perceived Brand Localness (eBook)

An Empirical Study of the German Fashion Market

Jörg Igelbrink (Autor)

eBook Download: PDF

2019 | 1st ed. 2020
XXI, 320 Seiten
Springer Fachmedien Wiesbaden (Verlag)
978-3-658-28767-2 (ISBN)

Infos

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.

Inhalt

Acknowledgements 6
Preface by the Editor 7
Abstract 9
Table of Contents 10
List of Tables 13
List of Figures 16
List of Abbreviations 18
1. Introduction 19
1.1 Problem Statement 19
1.2 Research Objective 24
1.3 Course of the Investigation 25
1.4 Conclusion: Introduction 27
2. Literature Review 29
2.1 Theoretical Reference Frame 29
2.1.1 Neo Behaviourism Theory 30
2.1.2 Dissonance Theory 34
2.1.3 Semantic Network Theory 37
2.1.4 Consumer Culture Theory 38
2.2 State of Research 38
2.2.1 Fashion Marketing 40
2.2.1.1 Fashion Marketing due to Consumer Behaviour Perspective 42
2.2.1.2 Fashion Marketing in terms of Supply-Based Perspective 49
2.2.1.3 Fashion Marketing due to Lifestyle Segmentation 54
2.2.2 Brand Perception 55
2.2.2.1 Brand Perception due to Coverage 55
2.2.2.2 Brand Perception due to Origin 64
2.2.2.3 Brand Perception due to National and Individual Effects 67
2.2.3 Social Media 71
2.2.3.1 Fashion Influencer in the Context of Social Media 71
2.2.3.2 Fashion User Content Sources in the Context of Social Media 74
2.2.3.3 Controlling in the Context of Social Media 76
2.3 Conclusion: Literature Review 78
3. Empirical Research and Method Approach 85
3.1 Development of Research Objective and Research Questions 85
3.2 Research Methodology 87
3.3 Research Approach 93
3.3.1 Research Method Design 94
3.3.1.1 Basis Structure of Sequential Exploratory Mixed-Method Design 94
3.3.1.2 Phases of Sequential Explorative Mixed-Method Design 98
3.3.2 Qualitative Exploratory Pre-Investigation 104
3.3.3 Qualitative Main Study 106
3.3.3.1 Quality Criteria of Study 106
3.3.3.2 Method of Analysis 108
3.3.3.2.1 Content-Structured Guided Interviews 108
3.3.3.2.2 Process of Qualitative Content Data Analysis 113
3.3.3.3 Purposive Sample Selection 119
3.3.3.3.1 Basic Consideration and Foundation of Sample 119
3.3.3.3.2 Sinus Milieus 120
3.3.3.3.3 Fashion Involvement 124
3.3.3.3.4 Recruitment of Respondents 127
3.3.3.3.5 Final Sample Description 132
3.3.3.4 Data Collection 135
3.3.3.5 Structure and Development of Categories 139
3.3.4 Quantitative Study 142
3.3.4.1 Research Approach of Social Media Analytics 142
3.3.4.2 Refinement of Research Questions 145
3.3.4.3 Quantitative Sample Selection 149
3.3.4.3.1 Framework due to Quantitative Sample Selection 149
3.3.4.3.2 Quantitative Sample Selection due to Social Media Analytics 150
3.3.4.4 Method of Analysis due to Text Mining Process 152
3.3.4.5 Model Configuration due to Social Media Analytics 154
3.3.4.6 Data Collection 156
3.4 Antecedents of Different German Fashion Design Interpretation 162
3.5 Conclusion: Research Method Approach 169
4. Presentation of Results 171
4.1 Insights of Qualitative Pre-Investigation 171
4.2 Insights of Qualitative Data Analysis 174
4.2.1 Education Level as an Impact on the Research Question 174
4.2.2 Fashion Involvement as an Impact on the Research Question 182
4.2.3 Associations towards Local Fashion Brands 187
4.2.4 Determination of Local Fashion Brands 192
4.2.5 Basic Attitude towards Local Fashion Brands 210
4.2.6 Purchase Motivation towards Local Fashion Brands 213
4.2.7 Attitude towards Local Fashion Brands 233
4.2.7.1 Framework due to Relevant Characteristics 233
4.2.7.2 Attitude Attributes of Local Fashion Brands 242
4.2.8 Perception Bias towards Local Fashion Brands 252
4.2.8.1 Bias due to Perceived Fashion Brand Signals and Symbols 252
4.2.8.2 Bias due to Different Cognitions about a Local Fashion Brand 253
4.2.9 Interim Results of Qualitative Data Analysis 256
4.3 Insights of Quantitative Data Analysis 264
4.3.1 Insights due to Refined Research Question of Quantitative Analysis 264
4.3.1.1 Supplement Research Questions of Social Media Analysis 264
4.3.1.2 Preconditions of Quantitative Social Media Analysis 265
4.3.1.3 Analysis and Insights of Realign Consumers’ Frequency Distribution of Gender and Sentiments 268
4.3.1.4 Analysis and Insights of Realign Users’ Intention of Recommendation 276
4.3.1.5 Analysis and Insights of Realign Users' Willingness to Pay a Price Premium 281
4.3.1.6 Analysis and Insights of Realign Users’ Affiliation towards a Specific Local Fashion Brand Segment 282
4.3.2 Interim Results of Quantitative Analysis 285
4.4 Consolidation of Results and Theory Derivation Due to PFBL 287
4.4.1 Overall Research Question on a Meta Level 287
4.4.2 Characteristics of Local Fashion Brands and Revealed Associations 288
4.4.3 Impact of PFBL on Consumers’ LFB Association and Attitude 291
4.4.3.1 Influence due to Consumers' Education Level 291
4.4.3.2 Influence due to Consumers' Value Orientation 292
4.4.3.3 Influence due to Consumers’ Fashion Involvement 293
4.4.3.4 The Impact of German Fashion Culture 293
4.4.3.5 Influence Due to Consumers’ Gender 294
4.4.3.6 Influence of Attributes on Consumers’ LFB Attitude 295
4.4.4 Explanation Theory based on Consumers’ LFB Purchase Motivation 296
4.5 Discussion of Results 302
4.5.1 Fashion Marketing regarding Consumer Behaviour 303
4.5.2 Brand Perception and Perceived Brand Localness (PBL) 304
4.5.3 Social Media with regard to Fashion Influencers 305
4.6 Conclusion: Presentation of Results 306
5. Conclusion 307
5.1 Summary of Chapters 307
5.2 Contribution to Theory and Practice 308
5.3 Critical Appraisal and Opportunities for Further Research 313
5.4 Implication for Theory and Practice 315
List of References 317

Produkt-Details

• Erscheint lt. Verlag: 27.11.2019
• Reihe/Serie: Business Analytics
• Reihe/Serie: Business Analytics
• Zusatzinfo: XXI, 320 p. 45 illus.
• Sprache: englisch
• Themenwelt: 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: 3-658-28767-5 / 3658287675
• ISBN-13: 978-3-658-28767-2 / 9783658287672