Advertisement

Conclusion

  • Jörg IgelbrinkEmail author
Chapter
Part of the Business Analytics book series (BA)

Abstract

The introduction (chapter one) provides a detailed problem statement, which reveals the phenomenon of a local fashion brand preference confronting a global fashion brand superiority. It deals with theoretical and practical fashion market background information about the phenomenon and disclosure of the main research questions on a meta level. While this chapter recognises the consumers brand attitude as the most relevant research concept of the present investigation, it clarifies relevant concepts such as brand image and its coherence towards consumers’ brand perception, attitude, and associations at the beginning of the investigation.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020

Authors and Affiliations

  1. 1.HamburgGermany

Personalised recommendations