Perceived Brand Localness
Jörg Igelbrink
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Sozialwissenschaften, Recht, Wirtschaft / Werbung, Marketing
Beschreibung
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.
Kundenbewertungen
Country of Origin Effect, Brand Management, Consumer Attitude, Text Mining, Influencer Marketing, Fashion Marketing, Brand Perception, Local Brand Positioning, Business Intelligence, Watson for Social Media Analytics, Mixed Method, Brand Positioning, Social Media Analytics, Consumer Behaviour, Brand of Origin Effect