Fashion Branding and Consumer Behaviors Scientific Models
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
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Tsan-Ming Choi Editor
Fashion Branding and Consumer Behaviors Scientific Models
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Editor Tsan-Ming Choi Business Division Institute of Textiles and Clothing The Hong Kong Polytechnic University Hung Hom, Kowloon Hong Kong SAR
ISSN 2191-5660 ISSN 2191-5679 (electronic) ISBN 978-1-4939-0276-7 ISBN 978-1-4939-0277-4 (eBook) DOI 10.1007/978-1-4939-0277-4 Springer New York Heidelberg Dordrecht London Library of Congress Control Number: 2014930099 © Springer Science+Business Media New York 2014 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
Preface
Effective branding is a critical success factor for all kinds of fashion brands and affects consumer welfare. By effective branding strategies, fashion brands can create equity, foster consumer brand loyalty, and enhance profitability. Essentially, consumers buying branded fashion products enjoy not only the functional needs of the products but also the excitement and other social needs (e.g., self-image projection, showing desirable lifestyle and social status etc). Proper branding strategies can enhance both dimensions and create a win-win situation in which consumers are more satisfied and the fashion brands make more profit. In the long run, both the
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