Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Online consumers' perspective on digital fashion branding magazines
Högskolan i Borås, Institutionen Textilhögskolan.
Högskolan i Borås, Institutionen Textilhögskolan.
2014 (Engelska)Självständigt arbete på avancerad nivå (masterexamen)Studentuppsats (Examensarbete)
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.

Ort, förlag, år, upplaga, sidor
University of Borås/Swedish School of Textiles , 2014.
Serie
Masteruppsats ; 2013.11.10
Nyckelord [en]
digital fashion branding magazines, online consumers, shopping motives
Nationell ämneskategori
Design
Identifikatorer
URN: urn:nbn:se:hb:diva-17535Lokalt ID: 2320/13382OAI: oai:DiVA.org:hb-17535DiVA, id: diva2:1309444
Anmärkning
Program: Master Programme in Fashion ManagementTillgänglig från: 2019-04-30 Skapad: 2019-04-30

Open Access i DiVA

fulltext(1409 kB)87 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 1409 kBChecksumma SHA-512
ac707ec58ba2b4890b0815d942a5af86695cd0e2b6e9734e6cadac85459ec47c569d056905cc1c8d0c8983c6883e5c7f38ca3069f7daadb7113056597929e8d5
Typ fulltextMimetyp application/pdf

Av organisationen
Institutionen Textilhögskolan
Design

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 87 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 98 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf