Research on Influence of Clothing Brands Nomenclature on Consumers

摘要：

　　At present,a lot of domestic apparel enterprises name tiieir brand in both English and Chinese.But both methods have their own advantages on propagating brand popularity and sales promotion because of cultural discrepancy.In view of tiiis issue,consumers cognitive towards English and Chinese brand name has been deeply discussed in this article.Statistical software SPSS17.0 had been chosen to analyze the collected data,it can be found that consumers hold positive attitude towards tiie brand cultural connotation,brand popularity and customers satisfaction.Consumers tiiink clotiiing brand of English name has high brand popularity and customers satisfaction in a certain degree.At the same time,the clothing brand of Chinese name can spread its cultural connotation more easily.Consumers think the clothing brand of English name can not make customers form higher buying intention.Only Enterprises ensure the quality of their products and provide better service,can consumers have a good purchase experience.

关键词： Clothing Brand Nomenclature In Chinese In English SPSS

作者: Su-Wei Sun Jian-Fang Liang

作者单位: School of Fashion & Art Design,Xian Polytechnic University,Xian,Shaanxi,710048,P.R. China

会议类型: 国际会议

会议名称: 第六届纺织生物工程及信息国际会议(The 6th Textile Bioengineering and Informatics Symposium )(TBIS2013)

会议地点: 西安

会议语种:英文

页码: 1345-1352

在线出版日期: 2013-09-26（万方平台首次上网日期，不代表论文的发表时间）