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Perceived Brand Localness
Jörg Igelbrink
其他書名
An Empirical Study of the German Fashion Market
出版Springer Nature, 2019-11-27
主題Business & Economics / Marketing / GeneralBusiness & Economics / Consumer BehaviorComputers / Business & Productivity Software / Business IntelligenceBusiness & Economics / Sales & Selling / GeneralBusiness & Economics / Advertising & PromotionBusiness & Economics / Business Mathematics
ISBN36582876759783658287672
URLhttp://books.google.com.hk/books?id=CsDADwAAQBAJ&hl=&source=gbs_api
EBookSAMPLE
註釋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.