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.
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)
Über den Autor Tsan-Ming (Hrsg.) Choi
![]()
Tsan-Ming Choi (Jason) is currently Professor of Fashion Business at The Hong Kong Polytechnic University. Over the past ten years, he has actively participated in a variety of research projects on supply chain management and applied optimization for fashion business operations. He has authored/edited eleven research handbooks. He has published extensively in leading journals such as Annals of Operations Research, Automatica, Decision Support Systems, European Journal of Operational Research, IEEE Transactions on Automatic Control, IEEE Transactions on Industrial Informatics, Journal of the Textile Institute, Production and Operations Management, Service Science (INFORMS Journal), Textile Research Journal, etc. He has consulted several listed companies on supply chain management related topics. He is currently an area editor/associate editor/guest editor of Annals of Operations Research, Asia-Pacific Journal of Operational Research, Decision Sciences, Decision Support Systems, European Management Journal, IEEE Systems Journal, IEEE Transactions on Industrial Informatics, IEEE Transactions on Systems, Man, and Cybernetics - Systems, Information Sciences, Journal of the Operational Research Society, Production and Operations Management, Sustainability, Transportation Research - Part E. He has also served as an executive committee member/officer of professional organizations such as IEEE-SMC(HK) and POMS(HK) over the past several years. He received the President's Award for Excellent Achievement of The Hong Kong Polytechnic University in 2008. Most recently, he received the Best Associate Editor Award of IEEE Systems, Man, and Cybernetics Society in two consecutive years - 2013 and 2014. Before joining his current department in fall 2004, he was an assistant professor at The Chinese University of Hong Kong. T. C. Edwin Cheng is Dean of the Faculty of Business and Chair Professor of Management at The Hong Kong Polytechnic University. He obtained a B.Sc.[Eng](First Class Honours) from the University of Hong Kong, an M.Sc. from the University of Birmingham, U.K., and a Ph.D. and an Sc.D. from the University of Cambridge, U.K. He has previously taught in Canada, England, and Singapore. Prof. Cheng's research interests are in Operations Management and Operations Research. He has published over 600 papers in such journals as California Management Review, Journal of Operations Management, Management Science, MIS Quarterly, Operations Research, Organization Science, Production and Operations Management, and SIAM Journal on Optimization. He has co-authored 11 books published by Chapman and Hall, McGraw-Hill, and Springer. He received the Outstanding Young Engineer of the Year Award from the Institute of Industrial Engineers, U.S.A., in 1992 and the Croucher Award (the top research award in Hong Kong) in 2001. According to the ISI Web of Science, he has attained an h-index of 43 and generated over 7,500 non-self citations. A 2009 paper in the International Journal of Production Economics ranked him as the most productive researcher and the top 12th h-index researcher in Production/Operations Management in the world over the half-century 1959-2008. Over the years, Prof. Cheng has secured more than US$5 million in research funding from both public and private sectors to support his diverse research programmes.
