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Fashion Branding and Consumer Behaviors - Scientific Models (Hardcover, 2014)
Loot Price: R3,628
Discovery Miles 36 280
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Fashion Branding and Consumer Behaviors - Scientific Models (Hardcover, 2014)
Series: International Series on Consumer Science
Expected to ship within 12 - 17 working days
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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.
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