The Resource Creation of brand equity in the Chinese clothing market, by Xiao Tong, (electronic resource)
Creation of brand equity in the Chinese clothing market, by Xiao Tong, (electronic resource)
Resource Information
The item Creation of brand equity in the Chinese clothing market, by Xiao Tong, (electronic resource) represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in University of Missouri-St. Louis Libraries.This item is available to borrow from all library branches.
Resource Information
The item Creation of brand equity in the Chinese clothing market, by Xiao Tong, (electronic resource) represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in University of Missouri-St. Louis Libraries.
This item is available to borrow from all library branches.
- Summary
- This study explores the relationship between 15 selected marketing activities and the creation of brand equity in the Chinese clothing market. The brand equity creation model from Yoo, Donthu and Lee's study (2000) was expanded and employed to examine relationships between selected marketing element and four dimensions of brand equity, that is, perceived quality, brand loyalty, brand awareness and brand association, and the relationships among four dimensions of brand equity. Imported sports shoes and clothing brands were used as product stimuli in this study. Shopping center intercept survey was conducted to collect data in the two biggest cities of China: Beijing and Shanghai. Of the 660 responses, 623 were considered valid and were used in this study. The empirical tests using a structural equation model (SEM) support the research hypotheses. The results show that store image, event sponsorship, target marketing, and Web advertising expenditures have a strong combined effect on brand equity creation in China. Frequent price promotions have negative effects on brand quality level and brand image. Different results with those from two similar studies conducted with the American and Korean samples suggest that cultural differences mediate the effect of marketing efforts on brand equity creation
- Language
- eng
- Note
-
- The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file
- Title from title screen of research.pdf file (viewed on August 9, 2007)
- Vita
- Label
- Creation of brand equity in the Chinese clothing market
- Title
- Creation of brand equity in the Chinese clothing market
- Statement of responsibility
- by Xiao Tong
- Language
- eng
- Summary
- This study explores the relationship between 15 selected marketing activities and the creation of brand equity in the Chinese clothing market. The brand equity creation model from Yoo, Donthu and Lee's study (2000) was expanded and employed to examine relationships between selected marketing element and four dimensions of brand equity, that is, perceived quality, brand loyalty, brand awareness and brand association, and the relationships among four dimensions of brand equity. Imported sports shoes and clothing brands were used as product stimuli in this study. Shopping center intercept survey was conducted to collect data in the two biggest cities of China: Beijing and Shanghai. Of the 660 responses, 623 were considered valid and were used in this study. The empirical tests using a structural equation model (SEM) support the research hypotheses. The results show that store image, event sponsorship, target marketing, and Web advertising expenditures have a strong combined effect on brand equity creation in China. Frequent price promotions have negative effects on brand quality level and brand image. Different results with those from two similar studies conducted with the American and Korean samples suggest that cultural differences mediate the effect of marketing efforts on brand equity creation
- Cataloging source
- MUU
- http://library.link/vocab/creatorName
- Tong, Xiao
- Dissertation year
- 2006.
- Granting institution
- Thesis (Ph. D.) University of Missouri-Columbia
- Illustrations
- illustrations
- Index
- no index present
- Literary form
- non fiction
- Nature of contents
-
- dictionaries
- bibliography
- theses
- http://library.link/vocab/relatedWorkOrContributorDate
- 1955-
- http://library.link/vocab/relatedWorkOrContributorName
- Hawley, Jana Marie
- http://library.link/vocab/subjectName
-
- Clothing trade
- Brand name products
- Marketing
- Shopping malls
- Target audience
- specialized
- Label
- Creation of brand equity in the Chinese clothing market, by Xiao Tong, (electronic resource)
- Note
-
- The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file
- Title from title screen of research.pdf file (viewed on August 9, 2007)
- Vita
- Bibliography note
- Includes bibliographical references
- Carrier category
- online resource
- Carrier category code
-
- cr
- Carrier MARC source
- rdacarrier
- Color
- black and white
- Content category
- text
- Content type code
-
- txt
- Content type MARC source
- rdacontent
- Control code
- 163576022
- Dimensions
- unknown
- Form of item
- electronic
- Media category
- computer
- Media MARC source
- rdamedia
- Media type code
-
- c
- Specific material designation
- remote
- System control number
- (OCoLC)163576022
- System details
- Mode of access: World Wide Web
- Label
- Creation of brand equity in the Chinese clothing market, by Xiao Tong, (electronic resource)
- Note
-
- The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file
- Title from title screen of research.pdf file (viewed on August 9, 2007)
- Vita
- Bibliography note
- Includes bibliographical references
- Carrier category
- online resource
- Carrier category code
-
- cr
- Carrier MARC source
- rdacarrier
- Color
- black and white
- Content category
- text
- Content type code
-
- txt
- Content type MARC source
- rdacontent
- Control code
- 163576022
- Dimensions
- unknown
- Form of item
- electronic
- Media category
- computer
- Media MARC source
- rdamedia
- Media type code
-
- c
- Specific material designation
- remote
- System control number
- (OCoLC)163576022
- System details
- Mode of access: World Wide Web
Library Locations
-
St. Louis Mercantile LibraryBorrow it1 University Blvd, St. Louis, MO, 63121, US38.710138 -90.311107
-
-
University ArchivesBorrow it703 Lewis Hall, Columbia, MO, 65211, US
-
University of Missouri-St. Louis Libraries DepositoryBorrow it2908 Lemone Blvd, Columbia, MO, 65201, US38.919360 -92.291620
-
University of Missouri-St. Louis Libraries DepositoryBorrow it2908 Lemone Blvd, Columbia, MO, 65201, US38.919360 -92.291620
-
Ward E Barnes Education LibraryBorrow it8001 Natural Bridge Rd, St. Louis, MO, 63121, US38.707079 -90.311355
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<div class="citation" vocab="http://schema.org/"><i class="fa fa-external-link-square fa-fw"></i> Data from <span resource="http://link.umsl.edu/portal/Creation-of-brand-equity-in-the-Chinese-clothing/FHdqn7Av3P0/" typeof="Book http://bibfra.me/vocab/lite/Item"><span property="name http://bibfra.me/vocab/lite/label"><a href="http://link.umsl.edu/portal/Creation-of-brand-equity-in-the-Chinese-clothing/FHdqn7Av3P0/">Creation of brand equity in the Chinese clothing market, by Xiao Tong, (electronic resource)</a></span> - <span property="potentialAction" typeOf="OrganizeAction"><span property="agent" typeof="LibrarySystem http://library.link/vocab/LibrarySystem" resource="http://link.umsl.edu/"><span property="name http://bibfra.me/vocab/lite/label"><a property="url" href="http://link.umsl.edu/">University of Missouri-St. Louis Libraries</a></span></span></span></span></div>
