Research on the Influence of Clothing Brands Nomenclature on Consumers
At present,a lot of domestic apparel enterprises name their 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 decision towards English and Chinese brand name has been deeply discussed in tiiis article.Statistical software SPSS17.0 had been chosen to analyze the collected data,it can be found tiiat consumers hold a positive attitude towards the brand cultural connotation,brand popularity and customers satisfaction.Consumers think that clothing brand name in English has high brand popularity and customers satisfaction to a certain degree.At the same time,the clotiiing brand name in Chinese can spread its cultural connotation more easily.Consumers think that clothing brand name in English cannot make customers have higher buying intentions.Only when enterprises ensure tiie quality of tiieir products and provide better service,can consumers have a good purchasing experience.
Clothing Brand Nomenclature In Chinese In English SPSS
Su-Wei Sun Jian-Fang Liang
School of Fashion & Art Design,Xian Polytechnic University 19 Jinhua South Road,Xian,Shaanxi,710048,P.R. China
国际会议
第六届纺织生物工程及信息国际会议(The 6th Textile Bioengineering and Informatics Symposium )(TBIS2013)
西安
英文
1274-1281
2013-09-26（万方平台首次上网日期，不代表论文的发表时间）