Perceived Brand Localness

An Empirical Study of the German Fashion Market

• Author(s): Jörg Igelbrink,
• Publisher: Springer Nature
• Pages: 320
• ISBN_10: 3658287675
  ISBN_13: 9783658287672
  
• Language: en
• Categories: Business & Economics / Marketing / General , Business & Economics / Consumer Behavior , Computers / Business & Productivity Software / Business Intelligence , Business & Economics / Sales & Selling / General , Business & Economics / Advertising & Promotion , Business & Economics / Business Mathematics ,

Description:... 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.