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612-822-4611
Perceived Brand Localness: An Empirical Study of the German Fashion Market

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

Paperback

Series: Business Analytics

Investing & FinanceMarketingApplications

ISBN10: 3658287667
ISBN13: 9783658287665
Publisher: Springer Gabler
Published: Dec 3 2019
Pages: 320
Weight: 0.91
Height: 0.72 Width: 5.83 Depth: 8.27
Language: English
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.

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