The study on the Impact of the Clothing Brand Name Language to Communication based on the IMC Theory

摘要：

　　With Chinese and foreign exchanges becoming more frequent,consumers awareness of consumption has undergone a transformation.Chinese consumers have started to like foreign clothing products more and prefer foreign clothing brands.As a result,there are a lot of westernized brand names in the China market.The role that the language of clothing brand name plays in brand communication is of concern.Based on the theory of Integrated Marketing Communication (IMC),a model can be determined to evaluate brand awareness and brand loyalty through the Analytic Hierarchy Process (AHP).Then by using information attained from the investigation of 10 clothing brands of Chinese name and 10 clothing brands of English name in China market,the impact of the clothing brands language (Chinese or English) on brand communication in China market can be obtained.

关键词： Brand Awareness Brand Loyalty Brand Name Analytic Hierarchy Process

作者: Xin Chen Chi Liu Qian Qi

作者单位: School of Fashion & Art Design Xian Polytechnic University 19 Jinhua South Road,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: 1252-1260

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）