Fashion Brand Purity and Firm Performance
作者: Jin-hui ZhengZixia CaoXin DaiChun-Hung Chiu
作者单位: 1Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong
2Department of Management, Marketing and General Business, West Texas A&M University, Canyon, TX 79016, USA
3Sun Yat-Sen Business School, Sun Yat-Sen University, No. 135, Xingang West Road, Guangzhou 510275, China
刊名: Mathematical Problems in Engineering, 2013, Vol.2013
来源数据库: Directory of Open Access Journals
DOI: 10.1155/2013/363095
原始语种摘要: A large number of prior empirical research and case studies used qualitative methodology to discuss the fashion brand dilution resulting from consumer base extension from the target group(s) to the nontarget groups and its impacts. From a different perspective, this paper establishes a dynamic brand dilution and performance model, demonstrating how dynamic changes of sales volumes involving the two consumer groups affect the degree of brand dilution and the performance of the brand. We incorporate the factor “brand purity” to the model as a quantitative measure of brand dilution level that affects firm annual revenue and profit change comprehensively in iteration. Our model suggests that fashion brands, especially luxury brands, can be easily diluted under the pressure of firm growth, and...
全文获取路径: DOAJ  (合作)
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关键词翻译
关键词翻译
  • brand 黑穗病
  • dynamic 动力学的
  • fashion 时兴
  • empirical 经验的
  • methodology 方法学
  • discuss 议论
  • dilution 稀度
  • incorporate 加入
  • sales 销货
  • consumer 消费者