Fashion Branding and Consumer Behaviors

Tsan-Ming Choi is currently an associate professor at The Hong Kong Polytechnic University. Over the past few years, he has actively participated in a variety of research projects in branding and supply chain management. His papers have appeared in leading business and engineering journals such as IEEE Transactions on Automatic Control, IEEE Transactions on Systems, Man, and Cybernetics – Parts A, B, C, Automatica, Production and Operations Management, Decision Support Systems, Journal of Brand Management, and various other IEEE Transactions, as well as well-established fashion journals such as Journal of the Textile Institute, Journal of Fashion Marketing and Management, Textile Research Journal etc. He has authored/edited five research handbooks and guest-edited seven special issues in academic journals. He is an associate editor/editorial board member of various well-established journals which including Decision Support Systems, IEEE Transactions on Systems, Man and Cybernetics – Part A, Information Sciences and Journal of Fashion Marketing and Management.

• 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.

From the book reviews: "It illustrates the increasing amount of scholarly research being conducted in this important area, and Choi makes a nice call for future research on the topic of consumer welfare. ... Fashion Branding and Consumer Behaviors: Scientific Models is a book best suited for marketing and consumer psychology graduate courses ... ." (Andrew M. Kaikati, PsycCRITIQUES, Vol. 59 (48), December, 2014) "This book truly gives a complete and well-delivered overview of the process of fashion branding. ... The author writing style is easy to follow and well-developed. ... The layout of the text is great, and the cover and packaging is very attractive. ... I would recommend this book to anyone studying the fashion industry, especially those who want to understand the failures and triumphs of certain brands and how to use branding in a social and business context." (Inspire and Action Blog, inspireandaction.wordpress.com, March, 2014)