Download or read book Brand Personality and Consumer Choice in the Fashion Industry written by Stephanie Koziol and published by . This book was released on 2011 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Fashion Branding and Consumer Behaviors written by Tsan-Ming Choi and published by Springer Science & Business Media. This book was released on 2014-01-30 with total page 153 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book The Role of Personality in Influencing Consumer Choices in the Sustainable Fashion Industry written by and published by GRIN Verlag. This book was released on 2024-04-09 with total page 19 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2022 in the subject Business economics - Customer Relationship Management, CRM, grade: A, Robert Gordon University Aberdeen (Business Management), course: Consumer Psychology, language: English, abstract: The demand for sustainable fashion has increased due to the fashion industry's negative impact on the environment and society. Sustainable fashion consumption involves conscious consumer choices and is influenced by personal values, beliefs, and attitudes. Personality traits are also known to influence consumer behavior and decision-making. This study aims to investigate the impact of personality traits on sustainable fashion consumption. The study seeks to identify the personality traits that are most relevant to sustainable fashion consumption and to explore how these traits influence consumer choices in the sustainable fashion industry. The conceptual framework suggests that personality traits, experiential consumption, and brand loyalty are essential factors in sustainable fashion consumption and should be considered in marketing strategies and consumer behavior research. The Five Factor Model (FFM) theory and the Theory of Planned Behavior (TPB) are used to explain the impact of personality traits on consumer choices in the context of sustainable fashion consumption. The study will make a significant contribution to the literature on sustainable fashion consumption and consumer behavior by providing insights into the role of personality traits in sustainable fashion consumption and practical implications for sustainable fashion brands and their marketing strategies.
Download or read book The Why of the Buy written by Patricia Mink Rath and published by Bloomsbury Publishing USA. This book was released on 2023-03-09 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: Even as the fashion industry changes rapidly with new technologies, styles and trendsetters, one thing remains constant: the customer is key. But with more competition than ever before, how do fashion brands reach elusive customers and even more crucially, establish loyalty? This thoroughly updated third edition introduces core concepts of consumer behavior through a unique fashion perspective. Ideal for fashion merchandising and marketing courses, this text explains the motivation behind consumer choice and purchase written in a clear manner with industry examples. This text will cover updates in technology and social media, which have changed the landscape of the fashion market. Discussion of the pandemic, diversity, sustainability, and ethical practices are also included. Student activities, mini-projects, and brand new “Just-in-Case” case studies promote application of the text concepts for a complete understanding of The Why of the Buy. STUDIO Features Include: - Self-assessment quizzes to test yourself on what you have just read - Flashcards of key terms and concepts covered in the book Instructor Resources - Instructor's Guide to help incorporate the text into your classroom -The Test Bank includes sample test questions for each chapter - PowerPoint Slides for every chapter
Download or read book Fashion Marketing written by Caroline Le Bon and published by . This book was released on 2014-10-10 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fashion is everywhere! It transcends domains and applies to almost any kind of product (e.g., apparel, cars, digital devices, food, literature, travel, music, house decoration and personal wellness). Fashion greatly influences public interest, media coverage, and product success. The global fashion industry is among the most important in terms of investments, trade, and employment, despite its dependence on unpredictable demand. This book focuses on the fashion apparel and accessories industry in an attempt to help managers answer the following questions: Why and how do fashion products appeal to consumers, despite their constantly varying attributes? What specific elements and benefits of fashion influence consumers, and how can companies exploit them and gain from these? Which marketing strategies and tactics should companies use to increase fashion products' success while communicating and managing customers' image? How can companies maintain customer loyalty and generate higher profits with fashion products? By undertaking deep analyses of manufacturers and retailers' best practices, interviewing customers and companies, and reviewing recent academic research on fashion marketing, this book answers such questions and thus helps managers leverage the value that fashion adds to products while creating loyal customers in truly competitive fashion markets.
Download or read book Brand Attachment written by C. Whan Park and published by Now Publishers Inc. This book was released on 2008 with total page 50 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.
Download or read book Contribution of Brand Image and Brand Identity to Gain Competitive Advantage A Case study of UK Fashion Brands written by Hellen Dreeves and published by GRIN Verlag. This book was released on 2014-09-09 with total page 81 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scientific Study from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, , language: English, abstract: The main purpose of the present study was to inquire into the contribution of brand image and brand identity for attaining competitive advantage. For the purpose of the same a case study on fashion industry was taken with a few established and globally recognised fashion brands existing in London. The review of literature indicates that one of the sources for attaining competitive advantage could be the parameters as identified by customer perception model evolved out of the value-cascade positioning; such as the product characteristics, price, promotional activities of the fashion firm and reaching the target audience. The reason being they mostly remain invisible and at times difficult to copy. It is also evident from the data presentation and analysis that the intangible sources as referred in the literature review can also viewed through to gain brand image and brand identity and further lead the fashion industries to gain competitive advantage; they become the most imperative resources. Though an attempt has been made in the fourth chapter to establish relationship between brand images and brand identity its lead to attain competitive advantage could not be explored scientifically, but sufficiently explored with case studies. The case studies were established fashion brand with global recognition. The collected data supported the methodology of secondary data source as well as with interviews. Subsequent analysis of the data has identified a theoretical model that is proposed as the findings of the present study. As a bottom line it is found by the researcher that the brand image and brand identity leads to competitive advantage.
Download or read book Celebrity Fashion Marketing written by Fykaa Caan and published by Taylor & Francis. This book was released on 2023-02-21 with total page 163 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores the concept of the celebrity as a 'Human Fashion Brand' and the effectiveness of the celebrity in promoting fashions and shaping the identity and decisions of fashion consumers. Beginning with an overview of the background and context of the fashion celebrity, the authors consider celebrity fashion classifications, fashion influencers, explore existing theory, models, and tools and the role of technology; and explain how celebrity-endorsed products impact on fashion consumers and trends. The book defines and develops a ‘Human Fashion Brand Model’, which describes the relationship between the fashion celebrity, fashion celebrity marketers and fashion consumer behaviour choices in celebrity fashion emulation. Coupled with reflective questions to aid learning, every chapter is illustrated by case studies of celebrities as fashion brands, as well as their impact on fashion, including Kylie Jenner and Kim Kardashian, Beyoncé, and Madonna. Providing a holistic understanding of the celebrity as a human fashion brand and celebrity-inspired fashion consumption, Celebrity Fashion Marketing should be recommended reading for advanced undergraduate and postgraduate students studying Celebrity Fashion and Influencer Marketing, Fashion Marketing, Fashion Brand Management, and Consumer Behaviour.
Download or read book Fashion Branding Reinvented written by Priya Shahi and published by Abhishek Publications. This book was released on 2024-06-01 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fashion Branding Reinvented The New Age Approach" explores the transformative shifts in the fashion industry, focusing on how branding strategies have evolved in response to changing consumer behaviors, technological advancements, and global market dynamics. The book delves into innovative approaches that fashion brands are adopting to stay relevant and competitive, from leveraging social media and influencer partnerships to embracing sustainability and ethical practices. By analyzing case studies of leading fashion houses and emerging designers, the book offers insights into the contemporary branding landscape and provides practical guidance for building a compelling and resilient brand in today's fast-paced fashion world.
Download or read book A Study of Brand Preference written by Reham Shawky Ebrahim and published by . This book was released on 2013 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Self Congruity written by M. Joseph Sirgy and published by Praeger. This book was released on 1986-08-05 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Self-Congruity provides a comprehensive understanding of the self-concept, integrating the many references to it in the psychological literature. Using his previous findings, the author considers cognitive-versus-affective phenomena, and intrapersonal, interpersonal, situational, and analytic modes. He then applies his integrated theory to the problem of change in self-concept and behavior.
Download or read book The Art of Digital Marketing for Fashion and Luxury Brands written by Wilson Ozuem and published by Springer Nature. This book was released on 2021-07-17 with total page 471 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.
Download or read book Communicating Fashion Brands written by Emily Huggard and published by Routledge. This book was released on 2020-02-19 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book demonstrates how fashion brands communicate, why the practice is significant within wider society and how it can be perceived as culturally meaningful. Enabling readers to connect the tools and techniques of communication with their theoretical underpinnings and historical antecedents, the book shows how these methods can be applied in practice. The authors utilise social, consumer and cultural theory, and frameworks rooted in psychology, sociology and economics, as mechanisms to analyse and deconstruct current communication strategies used by fashion brands. The book presents insights and strategies for communicating authentic values, conveying a clearly defined aesthetic and visual language and generating shareable content that resonates with audiences. With insights into strategies used by brands including Burberry, Gucci, Dior, COS, Rapha, Warby Parker and Maryam Nassir Zadeh, each chapter outlines ways of maintaining relevant and consistent brand narratives in the 21st century. From how to sustain a dialogue with a brand’s community, to the use of brand collaboration, co-creative storytelling and fashion spaces, the book aims to develop reflective communication practitioners who have a deep understanding of the cultural landscape, brand strategy and industry innovation. Written for scholars and practitioners, this book is a valuable blend of theory and practice across the fields of fashion, communication and branding.
Download or read book Luxury Fashion Retail Management written by Tsan-Ming Choi and published by Springer. This book was released on 2016-11-26 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using various research methodologies, such as reviews, case studies, analytical modeling and empirical studies, this book investigates luxury fashion retail management and provides relevant insights, which are beneficial to both industrialists and academics. Readers gain an understanding of luxury fashion retailing, including proper operations and strategic management, which now are the most crucial items on the luxury fashion industry’s senior management agenda.
Download or read book The Why of the Buy written by Lorynn Divita and published by . This book was released on 2023 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Even as the fashion industry changes rapidly with new technologies, styles and trendsetters, one thing remains constant: the customer is key. But with more competition than ever before, how do fashion brands reach elusive customers and even more crucially, establish loyalty? This thoroughly updated third edition introduces core concepts of consumer behavior through a unique fashion perspective. Ideal for fashion merchandising and marketing courses, this text explains the motivation behind consumer choice and purchase written in a clear manner with industry examples. This text will cover updates in technology and social media, which have changed the landscape of the fashion market. Discussion of the pandemic, diversity, sustainability, and ethical practices are also included. Student activities, mini-projects, and brand new "Just-in-Case" case studies promote application of the text concepts for a complete understanding of The Why of the Buy. STUDIO Features Include: - Self-assessment quizzes to test yourself on what you have just read - Flashcards of key terms and concepts covered in the book Instructor Resources - Instructor's Guide to help incorporate the text into your classroom -The Test Bank includes sample test questions for each chapter - PowerPoint Slides for every chapter.
Download or read book The Influence of Self Brand Congruity on Brand Loyalty in the Fast Fashion Industry written by Kateryna Savchenko and published by . This book was released on 2017 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Nowadays brands are getting more humanized and endowed with their own brand personalities. This relates especially to the fashion industry, which provides consumers with highly symbolic goods. In order to express their self-concepts, consumers tend to evaluate and choose those brands whose personalities are similar to their own. This phenomenon is referred to as self-brand congruity. Close interaction between brands and consumers, as between people, can develop a friend relationship and lead to loyalty toward brands. This thesis examines the influence of actual and ideal self-brand congruity on brand loyalty in the fast fashion industry, and explores the impact of gender on it. The topics of brand personality, self-concept, self-brand congruity and brand loyalty, particularly in the context of fast fashion brands, are discussed. The study employs descriptive research with a quantitative method approach. The questionnaire gathers primary data on loyal customers of Zara, Mango, and H&M, through an online survey. The study reveals signicant impacts of both actual and ideal self-brand congruity on brand loyalty. However, there are certain differences in effects due to the particularity of each brand's strategy and features of its target customers. The role of gender is not affirmed.*****Nowadays brands are getting more humanized and endowed with their own brand personalities. This relates especially to the fashion industry, which provides consumers with highly symbolic goods. In order to express their self-concepts, consumers tend to evaluate and choose those brands whose personalities are similar to their own. This phenomenon is referred to as self-brand congruity. Close interaction between brands and consumers, as between people, can develop a friend relationship and lead to loyalty toward brands. This thesis examines the influence of actual and ideal self-brand congruity on brand loyalty in the fast fashion industry, and explores the impact of gender on it. The topics of brand personality, self-concept, self-brand congruity and brand loyalty, particularly in the context of fast fashion brands, are discussed. The study employs descriptive research with a quantitative method approach. The questionnaire gathers primary data on loyal customers of Zara, Mango, and H&M, through an online survey. The study reveals signicant impacts of both actual and ideal self-brand congruity on brand loyalty. However, there are certain differences in effects due to the particularity of each brand's strategy and features of its target customers. The role of gender is not affirmed.
Download or read book The Why of the Buy written by Patricia Mink Rath and published by Bloomsbury Publishing USA. This book was released on 2014-10-27 with total page 481 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do consumers decide what to buy for their wardrobes and their homes? What drives them to choose one brand over another? This current textbook tells all about how consumer behavior theory and practice is applied in the fashion industry. The second edition of Why of the Buy: Consumer Behavior and Fashion Marketing updates its presentation of how psychology, sociology, and culture influences consumers' fashion purchase decisions-and ultimately impacts the success of global fashion enterprises. 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 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 ~ Added discussion of Omnichannel retailing in Chapter 13 ~ Expanded and updated coverage of technology, ethics, and social responsibility ~ What Do I Need to Know About ...? list the objectives of each chapter and provide a roadmap for study ~ More than 20% new photos all in full color Chapter Features ~ Let's Talk features throughout each chapter encourage students to relate the topic to their experiences and observations ~ Case in Point and Point of View box features in each chapter offer real life case studies or current viewpoints on relevant consumer behavior and marketing topics ~ Chapter mini-projects offer an opportunity to apply chapter concepts to realistic fashion settings ~ Summaries, Key Terms, Questions for Review and Activities
