Search
  Advanced Search
 
Journal search
Journal cover: Journal of Fashion Marketing and Management

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Online from: 1996

Subject Area: Marketing

Content: Latest Issue | icon: RSS Latest Issue RSS | Previous Issues

 

Previous article.Icon: Print.Table of Contents.Next article.Icon: .

Creating brand equity in the Chinese clothing market: The effect of selected marketing activities on brand equity dimensions


Document Information:
Title:Creating brand equity in the Chinese clothing market: The effect of selected marketing activities on brand equity dimensions
Author(s):Xiao Tong, (Department of Clothing, Textiles, and Interior Design, University of Alabama, Tuscaloosa, Alabama, USA), Jana M. Hawley, (Department of Apparel, Textiles and Interior Design, Kansas State University, Manhattan, Kansas, USA)
Citation:Xiao Tong, Jana M. Hawley, (2009) "Creating brand equity in the Chinese clothing market: The effect of selected marketing activities on brand equity dimensions", Journal of Fashion Marketing and Management, Vol. 13 Iss: 4, pp.566 - 581
Keywords:Brand equity, China, Clothing, Marketing
Article type:Research paper
DOI:10.1108/13612020910991411 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Abstract:

Purpose – This paper aims to explore the effectiveness of eight selected marketing activities in creating brand equity in the Chinese clothing market.

Design/methodology/approach – A shopping centre intercept survey is conducted to collect data in the two largest Chinese cities, Beijing and Shanghai. The empirical tests, using a structural equation model (SEM), support the research hypotheses.

Findings – The results indicate the positive effects of store image, celebrity endorsement, event sponsorship, web advertising, and non-price promotions on brand equity in China as well as the detrimental impact of frequent price promotions.

Research limitations/implications – The study is limited to consumers in Beijing and Shanghai.

Practical implications – The findings answer the following questions: how do foreign clothing brand suppliers develop effective brand strategies for the China market? Should marketing activities designed to build brand equity be modified to accommodate different attitudes or behaviors in China?

Originality/value – Few studies have investigated how to build brand equity in China. A structural model was used to examine the relationship between eight widely used marketing activities and the dimensions of brand equity for imported clothing brands in China. The study also examines the directional relationships between brand equity dimensions.



Fulltext Options:

Login

Login

Existing customers: login
to access this document

Login


- Forgot password?
- Athens/Institutional login

Purchase

Purchase

Downloadable; Printable; Owned
HTML, PDF (246kb)

Due to our platform migration, pay-per-view is temporarily unavailable.

To purchase this item please login or register.

Login


- Forgot password?

Recommend to your librarian

Complete and print this form to request this document from your librarian


Marked list


Bookmark & share

Reprints & permissions