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TITLE: FASHION BRANDING AND CONSUMER BEHAVIORS: SCIENTIFIC
MODELS
PUBLISHER: SPRINGER LANGUAGE: ENGLISH
LINK: http://is.gd/Dy15jt RELEASE TYPE: RETAIL
FORMAT: PDF RELEASE DATE: 2014.03.10
ISBN: 9781493902774 STORE DATE: 2014
SAVED.MONEY: 84 EURO DISKCOUNT: 01 x 05MB
AUTHOR: CHOI, TSAN-MING (ED.)
BOOK
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
environmental ethics, 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
