Case Study of Fashion Brand Crossover Marketing

摘要：

This paper aims to make a thorough study into the theories about fashion brand crossover marketing. Results of questionnaire investigation reveal that crossover marketing has positive effect on consumers purchase inclination. Analysis was made over the crossover marketing cases at home and aboard, and the key principles of successful cases were summarized, which can provide basis for enterprises to formulate their crossover marketing strategies.

作者: Wang Yipei Li Jim

作者单位: Donghua University, Shanghai, P.R.China, 200050 Donghua University, Shanghai, P.R.China, 200050 Key Laboratory of Clothing Design & Technology, Dong

会议类型: 国际会议

会议名称: 2011年上海国际服装文化节纺织服装创新论坛

会议地点: 上海

会议语种:英文

页码: 331-334

在线出版日期: 2011-04-15（万方平台首次上网日期，不代表论文的发表时间）