On the analysis of Biel model and fruits from other scholars, conbining fast fashion clothing brands＇ characteristics and advantages/functions of ingredient co-branding, we built evaluation index system of ingredient...On the analysis of Biel model and fruits from other scholars, conbining fast fashion clothing brands＇ characteristics and advantages/functions of ingredient co-branding, we built evaluation index system of ingredient co-branding image from three aspects： product image, corporate image and marketing hype image. It will have important effects between ingredient enterprises and terminal companys when they implement co-branding strategy.展开更多
Based on the theory of the brand alliance, this paper expounds the competitive advantages and classifications of the strategy of the brand alliance, analyzes the brand development of the textile and apparel industries...Based on the theory of the brand alliance, this paper expounds the competitive advantages and classifications of the strategy of the brand alliance, analyzes the brand development of the textile and apparel industries in Shanghai, and puts forward the countermeasures and suggestions for the enterprises to scientifically and rationally formulate the strategies of the development of the brands, and constructs the structural equation model in line with the purchase intentions of the consumers based on the case of the combination of the brands of the components and fibers and the clothing under the Shanghai Textile Group.展开更多
文摘On the analysis of Biel model and fruits from other scholars, conbining fast fashion clothing brands＇ characteristics and advantages/functions of ingredient co-branding, we built evaluation index system of ingredient co-branding image from three aspects： product image, corporate image and marketing hype image. It will have important effects between ingredient enterprises and terminal companys when they implement co-branding strategy.
文摘Based on the theory of the brand alliance, this paper expounds the competitive advantages and classifications of the strategy of the brand alliance, analyzes the brand development of the textile and apparel industries in Shanghai, and puts forward the countermeasures and suggestions for the enterprises to scientifically and rationally formulate the strategies of the development of the brands, and constructs the structural equation model in line with the purchase intentions of the consumers based on the case of the combination of the brands of the components and fibers and the clothing under the Shanghai Textile Group.
