Fashion Branding and Consumer Behaviors: Scientific Models (International Series on Consumer Science)
Fashion Branding and Consumer Behaviors: Scientific Models (International Series on Consumer Science) by Tsan-Ming Choi
English | 31 Jan. 2014 | ISBN: 1493902768 | 164 Pages | EPUB | 579.45 KB
English | 31 Jan. 2014 | ISBN: 1493902768 | 164 Pages | EPUB | 579.45 KB
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.