Perceived Brand Localness: An Empirical Study of the German Fashion Market: Business Analytics
Autor Jörg Igelbrinken Limba Engleză Paperback – 3 dec 2019
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Specificații
ISBN-13: 9783658287665
ISBN-10: 3658287667
Pagini: 320
Ilustrații: XXI, 320 p. 45 illus.
Dimensiuni: 148 x 210 mm
Greutate: 0.41 kg
Ediția:1st ed. 2020
Editura: Springer Fachmedien Wiesbaden
Colecția Springer Gabler
Seria Business Analytics
Locul publicării:Wiesbaden, Germany
ISBN-10: 3658287667
Pagini: 320
Ilustrații: XXI, 320 p. 45 illus.
Dimensiuni: 148 x 210 mm
Greutate: 0.41 kg
Ediția:1st ed. 2020
Editura: Springer Fachmedien Wiesbaden
Colecția Springer Gabler
Seria Business Analytics
Locul publicării:Wiesbaden, Germany
Cuprins
Brand Perception.- Fashion Influencer in the Context of Social Media.- Positioning of Local Fashion Brands.- New Typology: Consumers Purchase Motivation.
Notă biografică
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.
Textul de pe ultima copertă
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
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.
- Brand Perception
- Fashion Influencer in the Context of Social Media
- Positioning of Local Fashion Brands
- New Typology: Consumers Purchase Motivation
- Scholars and students of marketing and brand management
- Specialists in fashion and lifestyle branding, consultants in the field of BI and Social Media Analytics
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.
Caracteristici
Application of Watson Social Media Analytics in economic sciences