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

Perceived Brand Localness: An Empirical Study of the German Fashion Market Jörg Igelbrink
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. Categories:
Computers – Applications & Software
Year:
2020
Edition:
1st ed. 2020
Publisher:
Springer Fachmedien Wiesbaden;Springer Gabler
Language:
english
Pages:
338
ISBN 10:
3658287675
ISBN 13:
9783658287672
Series:
Business Analytics
File:
31 MB