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Article
Publication date: 18 September 2009

Xiao Tong and Jana M. Hawley

This paper aims to explore the effectiveness of eight selected marketing activities in creating brand equity in the Chinese clothing market.

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Abstract

Purpose

This paper aims to explore the effectiveness of eight selected marketing activities in creating brand equity in the Chinese clothing market.

Design/methodology/approach

A shopping centre intercept survey is conducted to collect data in the two largest Chinese cities, Beijing and Shanghai. The empirical tests, using a structural equation model (SEM), support the research hypotheses.

Findings

The results indicate the positive effects of store image, celebrity endorsement, event sponsorship, web advertising, and non‐price promotions on brand equity in China as well as the detrimental impact of frequent price promotions.

Research limitations/implications

The study is limited to consumers in Beijing and Shanghai.

Practical implications

The findings answer the following questions: how do foreign clothing brand suppliers develop effective brand strategies for the China market? Should marketing activities designed to build brand equity be modified to accommodate different attitudes or behaviors in China?

Originality/value

Few studies have investigated how to build brand equity in China. A structural model was used to examine the relationship between eight widely used marketing activities and the dimensions of brand equity for imported clothing brands in China. The study also examines the directional relationships between brand equity dimensions.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 13 no. 4
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 17 July 2009

Xiao Tong and Jana M. Hawley

This study seeks to examine the practicality and applications of a customer‐based brand equity model in the Chinese sportswear market.

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Abstract

Purpose

This study seeks to examine the practicality and applications of a customer‐based brand equity model in the Chinese sportswear market.

Design/methodology/approach

Based on Aaker's well‐known conceptual framework of brand equity, this study employed structural equation modeling to investigate the causal relationships among the four dimensions of brand equity and overall brand equity in the sportswear industry. The present study used a sample of 304 actual consumers from China's two largest cities, Beijing and Shanghai.

Findings

The findings conclude that brand association and brand loyalty are influential dimensions of brand equity. Weak support was found for the perceived quality and brand awareness dimensions.

Research limitations/implications

Future research needs to be done if the results are to be expanded into other regional Chinese markets in light of the significant gaps between different regions. Further research also could strengthen this analysis by adding performance measurement into the model.

Practical implications

The paper shows that sportswear brand managers and marketing planners should consider the relative importance of brand equity in their overall brand equity evaluation, and should concentrate their efforts primarily on building brand loyalty and image.

Originality/value

This study contributes to the scant literature testing the applicability of consumer‐based brand equity in the sportswear industry. Since China is the world's fastest‐growing market for sportswear products, this study also provides important insights about the understanding of Chinese consumers' perceptions of overall brand equity and its dimensions.

Details

Journal of Product & Brand Management, vol. 18 no. 4
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 13 July 2010

Sunyoung Ko, Pamela Norum and Jana M. Hawley

The purpose of this study is to construct consumer value structures for clothing.

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Abstract

Purpose

The purpose of this study is to construct consumer value structures for clothing.

Design/methodology/approach

Using content analysis, a total of 301 advertisements from the New Yorker and Esquire magazines are analyzed during one representative year out of each of the last four decades.

Findings

Consumer values reflected in clothing ads are identified as functional, social, emotional and epistemic. Functional value dominated throughout the 1970s, 1980s, and 1990s, but showed a decreasing trend. By the 2000s, emotional value had overtaken functional value in emphasis. Consumer consequences and product attributes, which fell under each of the consumer values, are also revealed. Of all the consumer consequences, high quality was connected the most frequently with functional value. At the same time, high quality served as an intermediary qualifier for symbols of social status, a consequence of social value. Fabric was the attribute linked most frequently to functional and social consequences.

Practical implications

Clothing companies can use the values, consequences and attributes presented here to differentiate between values, to determine the most effective attributes to emphasize, and to target certain audiences for their marketing and advertising strategies.

Originality/value

The essential contribution of this paper is that this study reveals a hierarchical dimension to clothing value and is the first study which attempts to construct a means‐end chain through the content analysis of advertisements.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 14 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

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Article
Publication date: 1 June 2005

Namkyung Jang, Kitty G. Dickerson and Jana M. Hawley

The purpose of this qualitative study was to explore how the performance of apparel products is measured in the apparel business so as to contribute theoretical understanding and…

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Abstract

Purpose

The purpose of this qualitative study was to explore how the performance of apparel products is measured in the apparel business so as to contribute theoretical understanding and the company's capacity of apparel product development.

Design/methodology/approach

Qualitative research method was employed. Face‐to‐face interviews were conducted with 27 individuals who have developed apparel products in the US apparel and retail industries. Emergent themes were classified into Griffin and Page's “core success and failure measures” including customer acceptance, financial performance, product‐level, and firm‐level.

Findings

Findings revealed that the performance measures for apparel products are multidimensional. The combination of consumer acceptance and financial performance measures, especially sales and profitability, served as critical measures for apparel product performance. Both long‐ and short‐term performances were considered.

Research limitations/implications

The small, convenience and purposeful sample should be considered as a limitation.

Practical implications

The findings from this study may be useful for apparel product development in the apparel industry where it is important, particularly in an increasingly competitive marketplace.

Originality/value

The emergent performance measures in this study may be used as a baseline for further studies that need to measure apparel product performance.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 9 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Available. Content available
Article
Publication date: 1 March 2005

238

Abstract

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 9 no. 1
Type: Research Article
ISSN: 1361-2026

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Book part
Publication date: 9 March 2021

Asim K. Karmakar and Sebak K. Jana

Trade war among the nations dates back mainly to the nineteenth century. Some of the trade wars may be cited as (i) The First and Second Opium War Empire between 1839 and 1842;…

Abstract

Trade war among the nations dates back mainly to the nineteenth century. Some of the trade wars may be cited as (i) The First and Second Opium War Empire between 1839 and 1842; (ii) The Smoot-Hawley Tariff Act, 1930 signed by US President Herbert Hoover; (iii) Chicken wars in the early 1960s; (iv) The US–Japan automobile trade war in the 1980s; (v) 1985 Pasta War between America under the Regan Administration of United States and Europe; (vi) The Banana wars. However, trade becomes more intense in the present century with the increase of the economic trade instruments. Under the Obama Administration, currency war and tariff war both became strong between the United States and China with intense effect over the globe. After the Obama regime, came Donald John Trump with a number of controversial (aggressive) trade protectionism plans saying thereby “China’s accession to the World Trade Organization has enabled the greatest jobs theft in history” and “Trillions of our dollars and millions of our jobs flowed overseas as a result.” Even during the COVID-19 period in the 2020s, threats and counter-threats have been on the ascend. It is in this backdrop the present chapter mainly traces the history of trade wars in the twenty-first century, touching upon the nineteenth and twentieth century trade battles.

Available. Open Access. Open Access
Article
Publication date: 25 July 2022

Cara Greta Kolb, Maja Lehmann, Johannes Kriegler, Jana-Lorena Lindemann, Andreas Bachmann and Michael Friedrich Zaeh

This paper aims to present a requirements analysis for the processing of water-based electrode dispersions in inkjet printing.

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Abstract

Purpose

This paper aims to present a requirements analysis for the processing of water-based electrode dispersions in inkjet printing.

Design/methodology/approach

A detailed examination of the components and the associated properties of the electrode dispersions has been carried out. The requirements of the printing process and the resulting performance characteristics of the electrode dispersions were analyzed in a top–down approach. The product and process side were compared, and the target specifications of the dispersion components were derived.

Findings

Target ranges have been identified for the main component properties, balancing the partly conflicting goals between the product and the process requirements.

Practical implications

The findings are expected to assist with the formulation of electrode dispersions as printing inks.

Originality/value

Little knowledge is available regarding the particular requirements arising from the systematic qualification of aqueous electrode dispersions for inkjet printing. This paper addresses these requirements, covering both product and process specifications.

Details

Rapid Prototyping Journal, vol. 28 no. 11
Type: Research Article
ISSN: 1355-2546

Keywords

Available. Content available
Book part
Publication date: 9 March 2021

Abstract

Details

Global Tariff War: Economic, Political and Social Implications
Type: Book
ISBN: 978-1-80071-314-7

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Article
Publication date: 15 March 2011

Sanjukta Pookulangara, Jana Hawley and Ge Xiao

The purpose of this paper is to examine how attitudes and subjective norms predict channel migration across the three channels based on the theory of reasoned action (TRA).

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Abstract

Purpose

The purpose of this paper is to examine how attitudes and subjective norms predict channel migration across the three channels based on the theory of reasoned action (TRA).

Design/methodology/approach

A self‐administered questionnaire was administered to the participants comprised of staff, faculty, and students from four different universities in the southern and midwestern USA. The survey instrument was administered online and a total of 503 completed surveys were obtained.

Findings

TRA was successful in predicting channel‐migration intention in brick‐and‐mortar stores, catalogues, and the internet. Utilitarian beliefs were more relevant in predicting attitude toward channel migration for all three channels. Normative beliefs for bricks‐and‐mortar stores and catalogues were significant in predicting subjective norms, the relationship was negative. Attitude and subjective norms were the predictors of the channel‐migration intention for all three channels.

Research limitations/implications

These findings may not be generalizable to the study population because the sample was restricted to a small area. Additionally, the survey was administered online, which made it difficult to calculate the response rate.

Originality/value

The paper adds insights into the subject by examining channel‐migration behaviour using TRA.

Details

International Journal of Retail & Distribution Management, vol. 39 no. 3
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 6 October 2015

Sara Keith and Maria Silies

The term luxury and sustainability, within the fashion and textile industries are seldom seen as natural bedfellows. Recently however, the perception of luxury has begun to…

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Abstract

Purpose

The term luxury and sustainability, within the fashion and textile industries are seldom seen as natural bedfellows. Recently however, the perception of luxury has begun to include a definition left behind in the twentieth century; beautifully hand crafted artefacts valued for the time, skill and design invested in them. It is possible though, for the concept of luxury textiles to embrace this definition and that of the sustainable credentials of a “Cradle to Cradle” (McDonough and Braungart, 2002) mindset (that of a life beyond original creation) and be fashionable. The paper aims to discuss these issues.

Design/methodology/approach

Utilising a variety of methodologies including case studies, reflective practice and a practice-based approach; this paper examines the use of pre-consumer waste in the creation of new luxury textiles. Several projects are cited, offering examples of collaboration between textile mills and designers in the creation of new fabrics made from luxury by-products. This luxury waste is routinely shredded for automobile seat filling or landfill, however current sustainable thinking encourages a more creative solution to this circumstance. Designers have a crucial role to play in converting an unwanted by-product to one that is highly desirable.

Findings

Traditional values of what constitutes a luxury item include the concept of time invested in making a unique handmade artefact. More recently, this premise has been overlooked in favour of branded goods. The slow fashion movement advocates the inherent value of craftsmanship coupled with the ethical use of sustainable and or local materials and processes. The traditional techniques of felting, weave and stitch are utilised to create beautiful, original textiles from discarded waste. By collaborating with local mills, designers provide solutions to something that could be perceived as a problem.

Originality/value

The embedded narrative within these layered textiles provides an original quality and added value, building on their Scottish heritage. The resulting textiles reflect their provenance; the landscape they come from and the people who created them. As a result of purchase, the story continues with the new custodian, adding to the ongoing history of the textile. The design work and collaboration that this paper outlines embodies a transferable model for sustainable upcycled luxury textiles.

Details

International Journal of Retail & Distribution Management, vol. 43 no. 10/11
Type: Research Article
ISSN: 0959-0552

Keywords

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