Perceived Brand Localness

Download or read book Perceived Brand Localness written by Jörg Igelbrink and published by Springer Nature. This book was released on 2019-11-27 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.