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...

This timely text overviews theories, concepts, and contexts relating to the emerging field of behavioral economics. Research theories and data gathered across psychology, sociology, marketing, finance, and other relevant disciplines are synthesized to identify and elaborate on the defining aspects of consumer economic wellbeing. Against a background of consumer rights and responsibilities, the book discusses consumer phenomena of earning, spending, saving, and borrowing and their contributions to improving (and in some cases to worsening) economic wellness. In addition, the author presents...