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Fashion Branding and Consumer Behaviors : Scientific Models
by Choi, Tsan-Ming
Publication:
New York
Springer
2014
. 153 pages
, 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.
Date:
2014
Availability:
Items available:
Pearl Academy Delhi
[EBOOK]
(1),
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Why of the Buy : Consumer Behavior and Fashion Marketing
by Rath, Patricia Mink
Publication:
New York
Bloomsbury Publishing
2014
. 481 pages
, Consumer behavior affects the fashion industry—in design, production, merchandising and promotion at all levels—as much as it affects retailing. The Second Edition of Why of the Buy: Consumer Behavior and Fashion Marketing continues to address how psychology, sociology, and culture all influence the how, what, when, where, and why of the buy. The unifying element of this text is its presentation of current knowledge of consumer behavior applied to the fields of fashion and design in an enthusiastic and relevant way that will attract and engage students.New to this Edition -New What Do I Need to Know About …? feature lists the objectives of each chapter, providing a roadmap for study - New Chapter 11, Social Media and the Fashion Consumer, explores how the relationship between marketers, retailers, and consumers is aided by social media and the internet - New discussion of Omnichannel retailing in Ch. 13
Date:
2014
Availability:
Items available:
Pearl Academy Delhi
[EBOOK]
(1),
Pearl Academy Bengaluru
On Display
[658.8342 RAT]
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