EAN: 9781493902767

FASHION BRANDING AND CONSUMER BEHAVIORS GEBUNDEN

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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