Personal Branding Through Fashion Blogging

The personality of brand lovers: An examination in fashion branding

Branding of Clothing Fashion products: Fashion Brand Image Development by Marketing Communication Approach

and status with the quality and comfort they deliver. Customers have become highly brand conscious presently. Hence, brand image is a significant factor in choosing the product or brand to buy. Driven by the competitive environment in fashion business, marketers have realized that creating a favorable brand image is a key to win larger market share in its market niche. An understanding of brand...

Personal Blogging: Individual Differences and Motivations

The present chapter examines current research of blogging practices; it focuses on the personal blog, a blog created and maintained by an individual and not used for financial or occupational gain. The authors maintain that individual difference factors, such as personality and gender, may contribute to differences in likelihood to blog, motivation to blog, and blog content. The authors argue t...

A Virtual Personal Fashion Consultant: Learning from the Personal Preference of Fashion

Besides fashion, personalization is another important factor of wearing. How to balance fashion trend and personal preference to better appreciate wearing is a non-trivial task. In previous work we develop a demo, Magic Mirror, to recommend clothing collocation based on the fashion trend. However, the diversity of people’s aesthetics is huge. In order to meet different demand, Magic Mirror is u...

Linking Reputations through Umbrella Branding

This paper develops a theory of umbrella branding as a way to link the reputations of otherwise unrelated products. My analysis predicts that umbrella branding can credibly signal positive correlation between the qualities of the included products to consumers, but cannot certify high quality or signal negative quality correlation. Moreover, whenever umbrella branding signals perfect positive q...