Perceived Brand Localness

Discover the insightful research of Jörg Igelbrink in Perceived Brand Localness, published by Springer-Verlag Berlin and Heidelberg GmbH & Co. KG in 2019. This comprehensive study spans 320 pages and delves into the intricate motivations behind consumer purchases and attitudes towards local fashion brands. Igelbrink introduces a novel consumer typology that sheds light on how consumers are influenced by local brand positioning. This book is essential for anyone interested in consumer behavior, marketing strategies, and the dynamics of local fashion branding. Enhance your understanding of the market with this pivotal work that combines academic rigor with practical insights. Perfect for researchers, marketers, and fashion enthusiasts alike, Perceived Brand Localness is a valuable addition to your library.