Perceived Brand Localness

An Empirical Study of the German Fashion Market

  • Jörg Igelbrink

Part of the Business Analytics book series (BA)

Table of contents

  1. Front Matter
    Pages I-XXI
  2. Jörg Igelbrink
    Pages 1-10
  3. Jörg Igelbrink
    Pages 11-66
  4. Jörg Igelbrink
    Pages 67-152
  5. Jörg Igelbrink
    Pages 153-288
  6. Jörg Igelbrink
    Pages 289-298
  7. Back Matter
    Pages 299-320

About this book


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.


  • Brand Perception
  • Fashion Influencer in the Context of Social Media
  • Positioning of Local Fashion Brands
  • New Typology: Consumers Purchase Motivation

Target Groups

  • Scholars and students of marketing and brand management
  • Specialists in fashion and lifestyle branding, consultants in the field of BI and Social Media Analytics

The Author
Dr. Jörg Igelbrink is a professor of brand management at the Brand University of Applied Science in Hamburg. He is responsible for the lectures of brand management, advertising psychology, marketing and innovation management. He has worked as a brand manager at market-leading sportswear companies and prestigious ad agencies for about 20 years. In 2019, he completed his dissertation at the University of the West of Scotland in co-operation with the Hamburg University of Applied Sciences. He founded the Coaching Agency for Brand Building in Hamburg.


Consumer Behaviour Consumer Attitude Brand Management Brand Perception Brand Positioning Local Brand Positioning Fashion Marketing Influencer Marketing Text Mining Social Media Analytics Mixed Method Watson for Social Media Analytics Country of Origin Effect Brand of Origin Effect Business Intelligence

Authors and affiliations

  • Jörg Igelbrink
    • 1
  1. 1.HamburgGermany

Bibliographic information

  • DOI
  • Copyright Information Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Management
  • Print ISBN 978-3-658-28766-5
  • Online ISBN 978-3-658-28767-2
  • Series Print ISSN 2570-1363
  • Series Online ISSN 2570-1371
  • Buy this book on publisher's site
Industry Sectors
Chemical Manufacturing
Consumer Packaged Goods