Abstract
For this study, we clarify apparel brand conceptualization from the consumer perspective. Using the brand concept map (BCM) method, the complex associations in the perception of apparel brand are explicated in a graphical network structure. This includes associations related to the elements of channel, promotional activities, price, design, place of origin, and consumer impression, and the interconnections of these elements that are influenced by cultural factors. We propose that the network of associations in consumers’ memory, consisting of various elements, constitutes relevant consumer values. We contribute to the understanding of apparel brand structure on associations, network, and cultural levels. The methodology advanced in this study considers the network structure of consumer associations. We also identify the framework of relevant associations, elements, and values, which might be leveraged in marketing strategy
CHIEN HSIEN LEE, HAW RAN WONG , TZUYI KAO, JERSAN HU. (2014) A Study on the Conceptualization of Apparel Brand, International Review of Management and Business Research, Volume 3, Issue 1.
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