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.
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