A Study of the Chinese Clothing Market, to Predict the Establishment of Brand Equity

Abstract

In this study, the garment industry in China is used to examine the connection between brand equity and its constituent parts (namely, brand awareness, brand loyalty, brand image, and perceived quality). The concept expands upon the work of Yoo, Donthu, and Lee (2000) to create brand equity. At order to get the required information, an intercept survey was conducted in shopping malls in Beijing and Shanghai, the two largest cities in China. As the Chinese middle class expands and the market becomes more global, Chinese consumers are starting to look and act more like their Western counterparts. Perceived quality, brand awareness, brand image, and brand loyalty were all examined, and it was discovered that the directional correlations between brand equity and each were contested. The result jibes with what was found in the aforementioned literature review. Alternatively, ANOVA was used to look at their connections in the Chinese market. Marketers may use the information to better understand the Chinese market and develop a distribution plan tailored to it. A significant correlation between distribution intensity and all measures of brand success was found using analysis of variance (ANOVA) (recognition, loyalty, perception, and perceived quality). It's possible that if Chinese consumers have a lower opinion of the product's quality, this will lead to a more favourable brand perception and an increase in customer loyalty.