Consumer Responses After An Unsatisfactory Online Apparel Shopping And Return Experience

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Consumer Responses After an Unsatisfactory Online Apparel Shopping and Return Experience

Author : Seunghee Cha
Publisher :
ISBN 13 :
Total Pages : 296 pages
Book Rating : 4.:/5 (464 download)

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Book Synopsis Consumer Responses After an Unsatisfactory Online Apparel Shopping and Return Experience by : Seunghee Cha

Download or read book Consumer Responses After an Unsatisfactory Online Apparel Shopping and Return Experience written by Seunghee Cha and published by . This book was released on 2010 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Although there has been a rapid growth in online apparel sales and online apparel shopping during the last several years, consumers still have concerns when they purchase apparel products online (ComScore, 2007; Dunne & Lusch, 2005; ITFacts E-commerce, 2007). From the online apparel shoppers' perspective, online apparel shopping involves a considerable level of risk because they cannot inspect and try on apparel products before the purchase. If consumers are not satisfied with the fit, color, or quality of the product after it is delivered, they will most likely want to return the product (Taylor & Cosenza, 2000). The research question of the present study is why some dissatisfied consumers decide to continue online shopping and why others decide to discontinue online shopping when presented with an unsatisfactory online shopping and return experience. Based on the concepts of distributive, procedural, and informational justice, this study examined the direct effect of compensation on distributive justice, the direct effect of efficient return procedures on procedural justice, and the direct effect of information availability of return on informational justice, and the direct effects of perceived distributive, procedural, and informational justice on post-recovery satisfaction. Indirect effects on post-purchase intentions after an unsatisfactory online apparel shopping and return experience were also examined. Furthermore, the present study examined the moderating effect of perceived seriousness of product failure on the relationship between compensation and distributive justice, the relationship between efficient return procedure and procedural justice, and the relationship between information availability for return and informational justice. The moderating effects of shopping orientations, perceived performance risk, and previous experience with online apparel shopping on the relationships between three types of perceived justice and post-recovery satisfaction, and on the relationship between post-recovery satisfaction and post-purchase intentions were also examined. The present study employed a combined experimental and a survey-based method. For the experiments, five scenarios were developed using projective technique. The convenience sampling was conducted. 148 students at Oregon State University participated. Subjects read a scenario in the third person perspective about a consumer returning a product. They were then asked to assess evaluative criteria including distributive justice, procedural justice, informational justice, post-recovery satisfaction, post-purchase intentions, perceived seriousness of product failure, convenience shopping orientation, economic shopping orientation, recreational shopping orientation, perceived performance risk, and previous experience with online apparel shopping. The findings indicated that participants who read a scenario in which a consumer received higher levels of distributive, procedural, and informational justices indicated the consumer would be more satisfied with the service recovery and would develop positive post-purchase intentions. In other words, consumers who had an unsatisfactory online apparel shopping and return experience were perceived as being willing to develop positive post-purchase intentions from the same online store if the e-retailer provided high levels of post-recoveries such as free return shipping fee, both store return option and mail return option, and information availability about return shipping fee. The results supported that the concepts of distributive, procedural, and informational justice may be applicable for understanding consumers who had an unsatisfactory online apparel shopping and return experience. The findings have managerial implications for e-return policies and return procedures. If e-retailers provide high levels of service recoveries with return policies and return procedures in which consumers perceive fair, those consumers may be satisfied with those return policies and return procedures, and then are likely to repurchase apparel products from the same online apparel store. Future research needs to examine the impacts of other factors such merchandise credit, cash refunds, and online help options on perceived justice.

Consumer Response to Stockouts in Online Apparel Shopping

Author : Mijeong Kim
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (63 download)

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Book Synopsis Consumer Response to Stockouts in Online Apparel Shopping by : Mijeong Kim

Download or read book Consumer Response to Stockouts in Online Apparel Shopping written by Mijeong Kim and published by . This book was released on 2004 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Abstract: The primary goal of this research was to investigate how consumers respond to stockouts from the perspective of discrepancy-evaluation theory of emotion. This research consists of two studies employing a randomized experiment using a mock website simulating online apparel shopping. In a 2 (timing of notification about stockout: before or after) x 2 (item preference: not preferred or preferred) x 2 (frequency of stockout: once or twice) complete between-subjects factorial design, Study 1 examined: (1) the effects of timing, preference, and frequency of stockouts on negative emotion, (2) structural relationships among negative emotion, store image, decision satisfaction, and behavioral intent, and (3) the moderating role of timing, preference, and frequency on the process by which stockouts influence consumer response. Female college students (N=820) participated in the simulated online apparel shopping experiment for Study 1, in which they experienced a different level of stockouts as a function of timing, preference, and frequency of stockouts. In a one factor (managerial response) between-subjects design with four levels (standard, substitute, backorder, or financial response), Study 2 explored the effect of four retail management responses on consumer responses to stockouts. Female college students (N=234) participated in another simulated online shopping experiment for Study 2, in which they received one of the four managerial responses. The findings from Study 1 revealed: (1) main effects for timing, preference, and frequency on negative emotion; (2) three two-way interaction effects for timing, preference, and frequency on negative emotion; (3) the effects of negative emotion on perception of store image, decision satisfaction, and behavioral intent; (4) the effect of negative emotion on behavioral intent mediated by perceptions of store image and decision satisfaction; (5) the varied relationship between store image and behavioral intent as a function of timing, preference, and frequency; and (6) the varied relationship between negative emotion and store image, store image and behavioral intent, and decision satisfaction and behavioral intent as a function of three two-way interactions among timing, preference, and frequency. The findings from Study 2 showed the effect of managerial response on negative emotion, perceptions of store image, and behavioral intent.

The TQM Journal, 23

Author : Lars Witell
Publisher :
ISBN 13 : 9780857249029
Total Pages : 147 pages
Book Rating : 4.2/5 (49 download)

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Book Synopsis The TQM Journal, 23 by : Lars Witell

Download or read book The TQM Journal, 23 written by Lars Witell and published by . This book was released on 2011 with total page 147 pages. Available in PDF, EPUB and Kindle. Book excerpt: This e-book discusses and contributes to the further development of the theory of attractive quality, often referred to as the Kano model. The theory of attractive quality was introduced to the Western world through the 1984 paper entitled OC Attractive Quality and Must-Be QualityOCO by Professor Noriaki Kano and his colleagues (Kano et al., 1984). This e-book aims to encourage research on the theory of attractive quality to enter a new phase of development. It especially calls for empirical investigations into the use and application of the Kano model and theoretical development of the theory of attractive quality. This e-book spans a wide range of topics, from further extensions of the Kano methodology and new approaches to the classification of quality attributes, to lifecycles of quality attributes and the theory of attractive quality."

When More Is Less

Author : Tsun-Yin Tung
Publisher :
ISBN 13 :
Total Pages : 129 pages
Book Rating : 4.:/5 (953 download)

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Book Synopsis When More Is Less by : Tsun-Yin Tung

Download or read book When More Is Less written by Tsun-Yin Tung and published by . This book was released on 2016 with total page 129 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study proposed a theoretical model of choice overload and empirically examined the model in the context of online apparel shopping. The purpose of the study was to investigate how the number of choices and product presentation formats influenced consumers’ online apparel shopping experience as well as how the formed attitude subsequently influenced consumers’ behavioral decision of subscribing to an email mailing list. To date, previous studies on choice overload have been conducted using experimental research designs, but findings from these experiments only provide fragmentary explanations about the phenomenon. The absence of a comprehensive framework to explain this phenomenon motivated the researcher to develop a theoretical model that treats consumer decision making in choice overload conditions as a continuous process. The proposed theoretical model is superiorly explaining under what circumstances the “too-much-choice effect” is more likely to occur, what evaluation mechanism consumers go through to form their attitude, and what consequences may result. Additionally, the researcher examined the effect of a moderator, product presentation format, on the relationships between the numbers of choices and the internal responses (attitude formation) in the context of apparel e-commerce. Both focus group and questionnaire data collection methods were conducted. First, because of the limited literature on choice overload in e-commerce, the researcher conducted an exploratory study consisting of two focus groups with female college students. The purpose of the focus groups was to understand the relationship between choice overload and consumers’ apparel online shopping experience, such as favorable and unfavorable shopping experiences as well as website designs/navigations. Next, questions were developed that measured consumers’ affective, behavioral, and cognitive evaluative responses (three components of attitude) when facing choice overload. In this stage of data collection, an online questionnaire with nine conditions (mock websites) was developed. The experimental design was a 3 X 3 factorial design with three levels of number of choices (24 vs. 60 vs. 120) and three levels of product presentation formats (Model vs. Flat vs. Hybrid). To examine the main and interaction effects, two-way Analysis of Covariance (two-way ANCOVA) was conducted. The Structural Equation Modeling (SEM) and Logistic SEM were applied to examine the hypothesized relationships among the number of choices, components of internal responses/attitude formation, and the behavioral decision variable (subscribing to a mailing list) in the proposed model. The findings revealed that consumers went through a series of stages to generate their behavioral decision when facing choice overload. Their internal responses followed the experiential hierarchy in the ABC model of attitudes to form their attitude (affective → behavioral → cognitive responses). The attitude formed had a substantial impact on their behavioral decision of signing up for the retailer’s email mailing list. However, product presentation had no effect on attitude formation (internal responses). The findings of this research study provide insights to the attitude formation process in consumers’ evaluation stage of decision-making. Researchers are encouraged to apply the model in different contexts to examine the generalizability of the model. These findings also provide further understanding of the interrelationship of factors underlying consumers’ negative responses in their online shopping experiences when facing choice overload. In addition, the present research study provided further information on consumer attitude formation and behavioral decision when faced with multiple product choices.

Building Models for Marketing Decisions

Author : Peter S.H. Leeflang
Publisher : Springer Science & Business Media
ISBN 13 : 146154050X
Total Pages : 642 pages
Book Rating : 4.4/5 (615 download)

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Book Synopsis Building Models for Marketing Decisions by : Peter S.H. Leeflang

Download or read book Building Models for Marketing Decisions written by Peter S.H. Leeflang and published by Springer Science & Business Media. This book was released on 2013-06-29 with total page 642 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.

Navigating the Shifting Landscape of Consumer Behavior

Author : Sahin, Fatih
Publisher : IGI Global
ISBN 13 :
Total Pages : 359 pages
Book Rating : 4.3/5 (693 download)

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Book Synopsis Navigating the Shifting Landscape of Consumer Behavior by : Sahin, Fatih

Download or read book Navigating the Shifting Landscape of Consumer Behavior written by Sahin, Fatih and published by IGI Global. This book was released on 2024-02-07 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt: The marketing world is transforming in this era of unprecedented technological advancement, changing consumer tastes, and evolving social norms. As information flows freely and brand loyalty becomes a coveted prize, understanding what motivates consumers to choose one brand over another is paramount. Navigating the Shifting Landscape of Consumer Behavior is an authoritative exploration of the dynamic interplay between consumers, brands, and the evolving digital environment. This book dives into the contemporary consumer behavior. The narrative reveals the phenomenon of brand activism as a significant force reshaping the marketing battlefield. No longer content to remain apolitical, brands are increasingly taking stances on pressing social and environmental issues. The book critically examines the dynamics of successful brand activism and explores customer reactions to companies championing social causes. The book incorporates real-world examples and practical tactics, making it an invaluable resource for marketing scholars, researchers, professionals, educators, and graduate students.

Partial Least Squares Structural Equation Modeling

Author : Necmi K. Avkiran
Publisher : Springer
ISBN 13 : 3319716913
Total Pages : 243 pages
Book Rating : 4.3/5 (197 download)

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Book Synopsis Partial Least Squares Structural Equation Modeling by : Necmi K. Avkiran

Download or read book Partial Least Squares Structural Equation Modeling written by Necmi K. Avkiran and published by Springer. This book was released on 2018-02-16 with total page 243 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book pulls together robust practices in Partial Least Squares Structural Equation Modeling (PLS-SEM) from other disciplines and shows how they can be used in the area of Banking and Finance. In terms of empirical analysis techniques, Banking and Finance is a conservative discipline. As such, this book will raise awareness of the potential of PLS-SEM for application in various contexts. PLS-SEM is a non-parametric approach designed to maximize explained variance in latent constructs. Latent constructs are directly unobservable phenomena such as customer service quality and managerial competence. Explained variance refers to the extent we can predict, say, customer service quality, by examining other theoretically related latent constructs such as conduct of staff and communication skills. Examples of latent constructs at the microeconomic level include customer service quality, managerial effectiveness, perception of market leadership, etc.; macroeconomic-level latent constructs would be found in contagion of systemic risk from one financial sector to another, herd behavior among fund managers, risk tolerance in financial markets, etc. Behavioral Finance is bound to provide a wealth of opportunities for applying PLS-SEM. The book is designed to expose robust processes in application of PLS-SEM, including use of various software packages and codes, including R. PLS-SEM is already a popular tool in marketing and management information systems used to explain latent constructs. Until now, PLS-SEM has not enjoyed a wide acceptance in Banking and Finance. Based on recent research developments, this book represents the first collection of PLS-SEM applications in Banking and Finance. This book will serve as a reference book for those researchers keen on adopting PLS-SEM to explain latent constructs in Banking and Finance.

Customer Engagement Marketing

Author : Robert W. Palmatier
Publisher : Springer
ISBN 13 : 3319619853
Total Pages : 332 pages
Book Rating : 4.3/5 (196 download)

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Book Synopsis Customer Engagement Marketing by : Robert W. Palmatier

Download or read book Customer Engagement Marketing written by Robert W. Palmatier and published by Springer. This book was released on 2017-08-29 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.

Effects of Perceived Merchandise Quality and Service Quality on Consumer Shopping Behavior in the Internet Apparel Retailing Environment

Download Effects of Perceived Merchandise Quality and Service Quality on Consumer Shopping Behavior in the Internet Apparel Retailing Environment PDF Online Free

Author : Jihyun Kim
Publisher :
ISBN 13 :
Total Pages : 380 pages
Book Rating : 4.:/5 (65 download)

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Book Synopsis Effects of Perceived Merchandise Quality and Service Quality on Consumer Shopping Behavior in the Internet Apparel Retailing Environment by : Jihyun Kim

Download or read book Effects of Perceived Merchandise Quality and Service Quality on Consumer Shopping Behavior in the Internet Apparel Retailing Environment written by Jihyun Kim and published by . This book was released on 2004 with total page 380 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of this study was to investigate the structural relationships among perceived quality, perceived sacrifices, and perceived risks of product and service as antecedents of the value of Internet apparel shopping, as well as satisfaction and behavioral outcomes as consequences of the value of Internet apparel shopping. To examine the relationships among these variables, the quality-value-satisfaction (QVS) model (Cronin, Brady & Hult, 2000) was adopted and expanded to fit the Internet apparel retailing environment. This study employed both qualitative and quantitative approaches to examine the phenomenon of Internet apparel shopping. For scale development, two focus interviews were conducted using female college-aged consumers. For the model testing, an experimental design with two treatment levels of service quality was employed. Two mock Internet apparel retail sites were created. Pretest and manipulation checks of the two treatments were conducted. At two large Midwestern universities 361 female students were randomly assigned to one of two treatments and provided usable responses after browsing one of the two websites for ten minutes. The results of a series of confirmatory factor analyses revealed that three scales--perceived apparel quality, perceived Internet retailer's service quality, and perceived value of Internet apparel shopping--had three correlated factors with moderate to very good model fit indices and good reliability; however, these scales contained some areas for improvement through scale refinements. The findings from causal model analyses showed that four proposed models had moderate to very good model fit indices. In all except one model, treatment effects were significant. Perceived apparel sacrifice and apparel risk did not significantly impact perceived value. Perceived service risk was a successful mediating variable between perceived service quality and perceived value. Findings showed that perceived apparel quality, perceived service quality and perceived service sacrifice were significant determinants of the perceived value of Internet apparel shopping. In addition, perceived value was an influential factor affecting consumer satisfaction and future behavioral outcomes. Specifically, perceived value and perceived Internet retailer's service quality were the strongest predictors of future behavioral outcomes which were intention to purchase, search, revisit, recommend, and say positive things about the site to others.

The Online Apparel Shopping Experience of Blind Consumers

Author : J'den B. Williams (‡d)
Publisher :
ISBN 13 :
Total Pages : 140 pages
Book Rating : 4.:/5 (125 download)

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Book Synopsis The Online Apparel Shopping Experience of Blind Consumers by : J'den B. Williams (‡d)

Download or read book The Online Apparel Shopping Experience of Blind Consumers written by J'den B. Williams (‡d) and published by . This book was released on 2021 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Why Startups Fail

Author : Tom Eisenmann
Publisher : Currency
ISBN 13 : 0593137027
Total Pages : 370 pages
Book Rating : 4.5/5 (931 download)

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Book Synopsis Why Startups Fail by : Tom Eisenmann

Download or read book Why Startups Fail written by Tom Eisenmann and published by Currency. This book was released on 2021-03-30 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: If you want your startup to succeed, you need to understand why startups fail. “Whether you’re a first-time founder or looking to bring innovation into a corporate environment, Why Startups Fail is essential reading.”—Eric Ries, founder and CEO, LTSE, and New York Times bestselling author of The Lean Startup and The Startup Way Why do startups fail? That question caught Harvard Business School professor Tom Eisenmann by surprise when he realized he couldn’t answer it. So he launched a multiyear research project to find out. In Why Startups Fail, Eisenmann reveals his findings: six distinct patterns that account for the vast majority of startup failures. • Bad Bedfellows. Startup success is thought to rest largely on the founder’s talents and instincts. But the wrong team, investors, or partners can sink a venture just as quickly. • False Starts. In following the oft-cited advice to “fail fast” and to “launch before you’re ready,” founders risk wasting time and capital on the wrong solutions. • False Promises. Success with early adopters can be misleading and give founders unwarranted confidence to expand. • Speed Traps. Despite the pressure to “get big fast,” hypergrowth can spell disaster for even the most promising ventures. • Help Wanted. Rapidly scaling startups need lots of capital and talent, but they can make mistakes that leave them suddenly in short supply of both. • Cascading Miracles. Silicon Valley exhorts entrepreneurs to dream big. But the bigger the vision, the more things that can go wrong. Drawing on fascinating stories of ventures that failed to fulfill their early promise—from a home-furnishings retailer to a concierge dog-walking service, from a dating app to the inventor of a sophisticated social robot, from a fashion brand to a startup deploying a vast network of charging stations for electric vehicles—Eisenmann offers frameworks for detecting when a venture is vulnerable to these patterns, along with a wealth of strategies and tactics for avoiding them. A must-read for founders at any stage of their entrepreneurial journey, Why Startups Fail is not merely a guide to preventing failure but also a roadmap charting the path to startup success.

Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior

Author :
Publisher :
ISBN 13 :
Total Pages : 572 pages
Book Rating : 4.:/5 (89 download)

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Book Synopsis Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior by :

Download or read book Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior written by and published by . This book was released on 2003 with total page 572 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Modern Methods for Business Research

Author : George A. Marcoulides
Publisher : Psychology Press
ISBN 13 : 113568412X
Total Pages : 479 pages
Book Rating : 4.1/5 (356 download)

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Book Synopsis Modern Methods for Business Research by : George A. Marcoulides

Download or read book Modern Methods for Business Research written by George A. Marcoulides and published by Psychology Press. This book was released on 1998-03-01 with total page 479 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume introduces the latest popular methods for conducting business research. The goal of each chapter author--a leading authority in a particular subject area--is to provide an understanding of each method with a minimum of mathematical derivations. The chapters are organized within three general interrelated topics--Measurement, Decision Analysis, and Modeling. The chapters on measurement discuss generalizability theory, latent trait and latent class models, and multi-faceted Rasch modeling. The chapters on decision analysis feature applied location theory models, data envelopment analysis, and heuristic search procedures. The chapters on modeling examine exploratory and confirmatory factor analysis, dynamic factor analysis, partial least squares and structural equation modeling, multilevel data analysis, modeling of longitudinal data by latent growth curve methods and structures, and configural models of longitudinal categorical data.

Digital and Social Media Marketing

Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Fashion & Luxury Marketing

Author : Michael R. Solomon
Publisher : SAGE
ISBN 13 : 1529765404
Total Pages : 517 pages
Book Rating : 4.5/5 (297 download)

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Book Synopsis Fashion & Luxury Marketing by : Michael R. Solomon

Download or read book Fashion & Luxury Marketing written by Michael R. Solomon and published by SAGE. This book was released on 2022-04-14 with total page 517 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by marketing experts, this authoritative and comprehensive full-colour textbook made up of both accessible research and theory, real-world examples and case studies including Prada, Gucci and Burberry, provides students with an overview of the global fashion industry and fashion marketing, strategy, branding, communications, retailing and distribution, as well as the psychological factors involved in consuming fashion and luxury. The role of social media, celebrities and influencers such as Kim Kardashian and Lil Miquela are discussed, as is the ever-increasing role of ethical fashion and sustainability. The authors also offer an expanded view of fashion and luxury by moving beyond just clothing and apparel to include other fashionable and luxurious products and services, including technology. Packed with attractive visuals from fashion and culture, and accompanied by chapter summaries, questions and exercises, this textbook is essential reading for students studying fashion, luxury, marketing, management, retailing, branding and communications. Also provided for educators are supporting PowerPoint slides and an instructor’s manual to support use of the textbook with students. Suitable for Fashion Marketing/Fashion Consumer Behaviour modules as well as a general text for Fashion Marketing programmes. The text will also appeal to Luxury programmes (MBA etc) and Retail Marketing modules (UG).

Developing Digital Marketing

Author : Park Thaichon
Publisher : Emerald Group Publishing
ISBN 13 : 1800713509
Total Pages : 139 pages
Book Rating : 4.8/5 (7 download)

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Book Synopsis Developing Digital Marketing by : Park Thaichon

Download or read book Developing Digital Marketing written by Park Thaichon and published by Emerald Group Publishing. This book was released on 2021-06-11 with total page 139 pages. Available in PDF, EPUB and Kindle. Book excerpt: Developing Digital Marketing: Relationship Perspectives provides a holistic perspective about the role of digital marketing in the global economy, helping readers to understand the shift from traditional marketing to more novel and innovative forms.

Handbook of Research on Global Fashion Management and Merchandising

Author : Vecchi, Alessandra
Publisher : IGI Global
ISBN 13 : 1522501118
Total Pages : 899 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Handbook of Research on Global Fashion Management and Merchandising by : Vecchi, Alessandra

Download or read book Handbook of Research on Global Fashion Management and Merchandising written by Vecchi, Alessandra and published by IGI Global. This book was released on 2016-05-03 with total page 899 pages. Available in PDF, EPUB and Kindle. Book excerpt: Innovation and novel leadership strategies have aided the successful growth of the fashion industry around the globe. However, as the dynamics of the industry are constantly changing, a deficit can emerge in the overall comprehension of industry strategies and practices. The Handbook of Research on Global Fashion Management and Merchandising explores the various facets of effective management procedures within the fashion industry. Featuring research on entrepreneurship, operations management, marketing, business modeling, and fashion technology, this publication is an extensive reference source for practitioners, academics, researchers, and students interested in the dynamics of the fashion industry.