Study on Brand Loyalty in Chinese Local Fashion Brand in China: Focus on Business AttireTools Huang, Xiaosheng (2008) Study on Brand Loyalty in Chinese Local Fashion Brand in China: Focus on Business Attire. [Dissertation (University of Nottingham only)] (Unpublished)
AbstractChinese business attire market has provides an ideal platform for investigating the brand loyalty: fast economic growth, mature business attire market and distribution channel. However, this market differs widely from other countries with specific culture and development context. Factors influence consumers attitude toward brand loyalty would be different from prior studies. This study investigates brand loyalty toward local brands from a strategic and holistic view of Chinese business attire market, and the adoption of literatures about brand loyalty in fashion industry. They are used as a vehicle to analyse the performance of local brands. Questionnaire survey was conducted and 150 participators involved in the research. The result reveals the strengths and weaknesses of local brands, and indicates their opportunities and threats in the fierce competition environment. This study concludes with theoretical and managerial implications for marketers.
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