Literature Review

  • Jörg IgelbrinkEmail author
Part of the Business Analytics book series (BA)


This investigation complies with the character of an explorative research with respect to the consumer behaviour in the German fashion market and with respect to prior academic knowledge in the field of brand perception. It draws on specific marketing constructs and concepts such as brand image, brand association and perception due to brand localness.


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Copyright information

© Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020

Authors and Affiliations

  1. 1.HamburgGermany

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