Fashion Branding and Consumer Behaviors: Scientific Models

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.