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Online consumers' perspective on digital fashion branding magazines
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2014 (English)Independent thesis Advanced level (degree of Master (Two Years))Student thesis
Abstract [en]

The study is focused on investigating the effectiveness of digital fashion branding magazines through the perspective of various types of online fashion consumers. The classification of online fashion consumers is based on motives of shopping behavior. Factors of positive online shopping experience were employed in order to identify perceptions and preferences towards digital fashion branding magazines. The study is implemented by the means of digital fashion branding magazines’ analysis, focus group and individual interviews. The results of the research enable to identify various ways of presenting the branding magazines. The study demonstrates differences in perceptions of digital fashion branding magazines of various types of online fashion consumers. The types of consumers attracted by the branding magazines are considered as well. Digital fashion branding magazines are regarded to be an effective marketing tool which requires further improvement by all the identified types.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2014.
Series
Masteruppsats ; 2013.11.10
Keywords [en]
digital fashion branding magazines, online consumers, shopping motives
National Category
Design
Identifiers
URN: urn:nbn:se:hb:diva-17535Local ID: 2320/13382OAI: oai:DiVA.org:hb-17535DiVA, id: diva2:1309444
Note
Program: Master Programme in Fashion ManagementAvailable from: 2019-04-30 Created: 2019-04-30

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Swedish School of Textiles
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf