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

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. Contents Brand Perception Fashion Influencer in the Context of Social Media Positioning of Local Fashion Brands New Typology: Consumers Purchase Motivation Target Groups Scholars and students of marketing and brand management Specialists in fashion and lifestyle branding, consultants in the field of BI and Social Media Analytics The Author Dr. Jörg Igelbrink is a professor of brand management at the Brand University of Applied Science in Hamburg. He is responsible for the lectures of brand management, advertising psychology, marketing and innovation management. He has worked as a brand manager at market-leading sportswear companies and prestigious ad agencies for about 20 years. In 2019, he completed his dissertation at the University of the West of Scotland in co-operation with the Hamburg University of Applied Sciences. He founded the Coaching Agency for Brand Building in Hamburg Front Matter ....Pages I-XXI Introduction (Jörg Igelbrink)....Pages 1-10 Literature Review (Jörg Igelbrink)....Pages 11-66 Empirical Research and Method Approach (Jörg Igelbrink)....Pages 67-152 Presentation of Results (Jörg Igelbrink)....Pages 153-288 Conclusion (Jörg Igelbrink)....Pages 289-298 Back Matter ....Pages 299-320 Joerg Igelbrink's study provides the disclosure of a comprehensive explanation approach of the consumers purchase motivation and attitude towards local fashion brands. In the research field of consumer behaviour the new consumer typology illustrates both the consumer purchase motivation and derived local fashion brand positioning.