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  • Fairchild Books Library
  • Consumer Behavior
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Redesigning the Brand

Kaled K. Hameide

Kaled K. Hameide is based at Montclair State College. Author affiliation details are correct at time of print publication.

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Fashion Branding : Unraveled

Fairchild Books, 2011

Book chapter

...In this chapter, we will examine the effects of the new environment created by technologies and innovations discussed in chapter 7 on the brand concept and branding process. In previous chapters, we formulated a definition that captured...

Innovation and Novelty

Lorynn R. Divita

Lorynn R. Divita is an associate professor of Family and Consumer Sciences at Baylor University, USA. She is a 2013-2014 recipient of the Baylor Fellows award for innovative teaching. Author affiliation details are correct at time of print publication.

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Fashion Forecasting

Bloomsbury Academic, 2019

Book chapter

...The essence of fashion is changeability. It satisfies the curiosity, the human drive towards what is new. Objectives Describe the characteristics of an innovation and how one becomes a trend Identify the key individuals who propel...

Fashion marketing and communication

Susan Dillon

Susan Dillon is Principal Lecturer and Subject Group Leader for Fashion and Jewellery at Sheffield Hallam University, UK. Author affiliation details are correct at time of print publication.

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The Fundamentals of Fashion Management

Bloomsbury Visual Arts, 2018

Book chapter

...Fashion communication is about the power of the brand and the logo.© Robert Alexander via Getty ImagesFashion marketing could be described as the face of the fashion industry, combining elements of promotion, advertising, design...

Consumer Research

Lorynn R. Divita

Lorynn R. Divita is an associate professor of Family and Consumer Sciences at Baylor University, USA. She is a 2013-2014 recipient of the Baylor Fellows award for innovative teaching. Author affiliation details are correct at time of print publication.

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Fashion Forecasting

Bloomsbury Academic, 2019

Book chapter

...I am in the fashion business but I feel when I design I’m in the business of trying to figure out what people want and why they want it. One of the main reasons that I do work in the fashion industry is because I’m intrigued about why...

Customer Behavior

Lynda Rose Poloian

Lynda Rose Poloian taught retailing, marketing, and fashion courses at Southern New Hampshire University, USA, and was Director of the Fashion Merchandising Program for more than 25 years. She is a past president of ACRA, the collegiate affiliate of the National Retail Federation. Author affiliation details are correct at time of print publication.

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Retailing Principles : Global, Multichannel, and Managerial Viewpoints

Fairchild Publications (US), 2003

Book chapter

...After completing this chapter you should be able to:Discuss how individual and group variables shape retail shopping behavior.Relate how demographics and psychographics influence customer behavior.Describe current societal factors that have...

Brand Loyalty

William D’Arienzo

William D’Arienzo, Ph.D., is founder of and currently facilitates the Brand Management Experience program at the Fashion Institute of Technology (FIT), USA, and is an adjunct Assistant Professor at Rider University, College of Business, USA. He is the founder and CEO of Wm. D’Arienzo Associates, Inc., a training and consultancy firm and is also CEO of Apparel Analytics, an online consumer research service. Author affiliation details are correct at time of print publication.

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Brand Management Strategies : Luxury and Mass Markets

Fairchild Books, 2016

Book chapter

...AFTER COMPLETING THIS CHAPTER, YOU WILL BE ABLE TO:Explain how co-creation and brand touch points drive brand loyalty.Develop strategies and methods for managing touch points.Evaluate methods of measuring and managing brand loyalty...

The Nature of Fashion

Elaine Stone

Elaine Stone was Professor Emerita, Fashion Institute of Technology, New York. Author affiliation details are correct at time of print publication.

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Sheryl A. Farnan

Sheryl A. Farnan is Professor at Metropolitan Community College, USA, where she teaches merchandising, business and marketing courses. Author affiliation details are correct at time of print publication.

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The Dynamics of Fashion

Fairchild Books, 2018

Book chapter

...Marketing and merchandising in the fashion businessThe stages of the fashion cycleThe intangibles of fashionIn his 1850 book Fashion: The Power That Influences the World, George P. Fox wrote, “Fashion is and has been and will be, through...

Conclusion

Joseph H. Hancock

Joseph Hancock, II is an international authority in the area of fashion branding as a form of storytelling. He released his book Brand/Story: Ralph, Vera, Johnny, Billy and Other Adventures in Fashion Branding (2009), now to be released in a 2nd Edition in 2016 to be called Brand/Story: Explorations and Cases in Fashion Branding. His works on branding and storytelling have appeared in such publications as The Brand Challenge by Kartikeya Kompella (Kogan Page 2016) and Strategic Design Thinking by Natalie Nixon (Bloomsbury, 2015). He has also published two coedited books, Fashion in Popular Culture (2013) and Global Fashion Brands (2014) with Intellect Publishing through The University of Chicago Press. Dr. Hancock is the principal editor of the peer-reviewed journal Fashion, Style and Popular Culture (Intellect Publishers). He is Executive Director for Events for the Popular Culture/American Culture Associations (PCA/ACA) and was their 2009 recipient of the Felicia F. Campbell Award for Area Chairs. He has been awarded Drexel's 2008 Steinbright Cooperative Career Center's faculty of the year and recently received the 2011 Stanley J. Gwiazda Professorship Award. Dr. Hancock has received over $100,000 in grants, fellowships and awards and has generated $13,000 in corporate gifts for Drexel University. Author affiliation details are correct at time of print publication.

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Brand Story : Cases and Explorations in Fashion Branding

Fairchild Books, 2016

Book chapter

...Season 10 of Dancing with the Stars. (from left to right) Tom Bergeron, Sharna Burgess, and Noah Galloway.Discuss the future of brandingReveal the importance of meaning and individual style for future brandsElaborate on shifting consumer...

Fashion and the Individual

Andrew Reilly

Andrew Reilly, PhD, is an Associate Professor of Fashion Design and Merchandising at University of Hawaii, Manoa, US. Author affiliation details are correct at time of print publication.

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Introducing Fashion Theory : From Androgyny to Zeitgeist

Bloomsbury Visual Arts, 2021

Book chapter

...Fashion is often a curious dance between two opposing forces—the desire to fit in and the desire to be different. As a concept uniqueness helps us to understand why some fashions die and some new ones begin. Some people—like fashion...

Consumers, Consumption, and Well-Being

Elena E. Karpova

,

Elena E. Karpova is an Associate Professor in the Department of Apparel, Events, and Hospitality management at Iowa State University, USA. Author affiliation details are correct at time of print publication.

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Grace I. Kunz

Grace I. Kunz is Professor Emerita at Iowa State University. Author affiliation details are correct at time of print publication.

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Myrna B. Garner

Myrna B. Garner is Professor Emerita at Illinois State University. Author affiliation details are correct at time of print publication.

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Going Global : The Textile and Apparel Industry

Fairchild Books, 2021

Book chapter

...Inequality of opportunity is created by the lottery of birth: Gender, economic circumstances, geography, and ethnicity can trap large groups of people into poverty. (World Bank, n.d.)Upon completion of this chapter, you will be able...