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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 and the extent that their fulfillment goes beyond the usefulness or value of the items they purchase as well as the fashion industry´s means of communicating brand identity and enhancing brand loyalty. Along the way, these studies raise important questions about consumer behaviors, consumer welfare, environmental ethics and the future of consumer research. Included in the coverage:

A symbolic interactionist perspective on fashion brand personality and advertisement response.
Optimizing fashion branding strategies in a fluctuating market.
An analysis of fashion brand extensions by artificial neural networks.
Domestic or foreign luxury brands? A comparison of status- and non-status- seeking teenagers.
The impact of consumers´ need for uniqueness on purchase perception.
How brand awareness relates to market outcome, brand equity and the marketing mix.

A breakthrough volume on the complexities of how and why we buy, Fashion Branding and Consumer Behaviors will captivate researchers and practitioners in the fields of consumer psychology, marketing and economics.

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Preface.- I. Introduction and Review.- Fashion Branding and Consumer Behaviors: An Introduction.- Luxury Fashion Branding: Literature Review, Research Trends and Research Agenda for Scientific Research.- Fashion Brand Personality and Advertisement Response: Incorporating a Symbolic Interactionist Perspective.- II. Analytical Modeling Research.- Optimizing Fashion Branding Strategies: Management of Variety of Items and Length of Lifecycles in a Stochastically Fluctuating Market.- An Analysis of Fashion Brand Extensions by Artificial Neural Networks.- III. Empirical Studies.- "Domestic Made" or "Foreign Made" Luxury Brands? A Comparative Investigation Between Status and Non-Status Seeking Teenagers.- Co-branding in Fast Fashion: the Impact of Consumers´ Need for Uniqueness on Purchase Perception.- How Brand Awareness Relates to Market Outcome, Brand Equity and the Marketing Mix.- Consumer Perceived Risks Towards Online Group Buying Service for Fashion Apparel Products.

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From the book reviews:

"It illustrates the increasing amount of scholarly research being conducted in this important area, and Choi makes a nice call for future research on the topic of consumer welfare. ... Fashion Branding and Consumer Behaviors: Scientific Models is a book best suited for marketing and consumer psychology graduate courses ... ." (Andrew M. Kaikati, PsycCRITIQUES, Vol. 59 (48), December, 2014)

"This book truly gives a complete and well-delivered overview of the process of fashion branding. ... The author writing style is easy to follow and well-developed. ... The layout of the text is great, and the cover and packaging is very attractive. ... I would recommend this book to anyone studying the fashion industry, especially those who want to understand the failures and triumphs of certain brands and how to use branding in a social and business context." (Inspire and Action Blog, inspireandaction.wordpress.com, March, 2014)

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