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)

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
Creator
Contributor
Thesis advisor
Subject
Genre
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)
Instantiates
Publication
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)
Publication
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

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