Fashion branding and consumer behaviors

Contributor(s):

Choi, Tsan-Ming [Author]

Material type: Text

TextLanguage: English Publication details: Springer, 2014Description: ix, 151 pages : illustrations (some color)ISBN:

9781493946051

Subject(s):

Genre/Form:

Consumer behavior -- Textbooks

Contents:

pt. 1. Introduction and review. Fashion branding and consumer behaviors: an introduction ; Luxury fashion branding: literature review, research trends, and research agenda ; Fashion brand personality and advertisement response: incorporating a symbolic interactionist perspective pt. 2. Analytical modeling research. Optimizing fashion branding strategies: management of variety of items and length of lifecycles in a stochastically fluctuating market ; An analysis of fashion brand extensions by artificial neural networks-- pt. 3. Empirical studies. 'Domestic-made' or 'foreign-made' luxury brands? ; Co-branding in fast fashion: the impact of consumers' need for uniqueness on purchase perception ; How brand awareness relates to market outcome, brand equity, and the marketing mix ; Consumer perceived risks towards online group buying service for fashion apparel products.--

Summary: Fashion Branding and Consumer Behaviors presents eye-opening theory, literature review, and original research on the mutual influence of branding strategies and consumer response. Contributors use multiple methods to analyze consumers' psychosocial needs and the extent that their fulfillment goes beyond the usefulness or value of the items they purchase as well as the fashion industry's means of communicating brand identity and enhancing brand loyalty. Along the way, these studies raise important questions about consumer behaviors, consumer welfare, and the future of consumer research. Included in the coverage: A symbolic interactionist perspective on fashion brand personality and advertisement response. Optimizing fashion branding strategies in a fluctuating market. An analysis of fashion brand extensions by artificial neural networks. Domestic or foreign luxury brands? A comparison of status- and non-status- seeking teenagers. The impact of consumers' need for uniqueness on purchase perception. How brand awareness relates to market outcome, brand equity, and the marketing mix. A breakthrough volume on the complexities of how and why we buy, Fashion Branding and Consumer Behaviors will captivate researchers and practitioners in the fields of consumer psychology, marketing, and economics.

Holdings ( 1 )
Title notes ( 2 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	TBS Barcelona Libre acceso	HD9939 CHO (Browse shelf(Opens below))	Checked out	21/11/2024	B01719

Fashion Branding and Consumer Behaviors presents eye-opening theory, literature review, and original research on the mutual influence of branding strategies and consumer response. Contributors use multiple methods to analyze consumers' psychosocial needs and the extent that their fulfillment goes beyond the usefulness or value of the items they purchase as well as the fashion industry's means of communicating brand identity and enhancing brand loyalty. Along the way, these studies raise important questions about consumer behaviors, consumer welfare, and the future of consumer research. Included in the coverage: A symbolic interactionist perspective on fashion brand personality and advertisement response. Optimizing fashion branding strategies in a fluctuating market. An analysis of fashion brand extensions by artificial neural networks. Domestic or foreign luxury brands? A comparison of status- and non-status- seeking teenagers. The impact of consumers' need for uniqueness on purchase perception. How brand awareness relates to market outcome, brand equity, and the marketing mix. A breakthrough volume on the complexities of how and why we buy, Fashion Branding and Consumer Behaviors will captivate researchers and practitioners in the fields of consumer psychology, marketing, and economics.