An Analysis Of The Chinese Apparel Industry With The Goal Of Forecasting The Launch Of A New Brand

Abstract

This study investigates the relationships between various aspects of brand equity, such as brand awareness and loyalty, brand image and perceived quality, using the Chinese apparel industry as a case study. In order to accomplish this, it builds upon the model for developing brand equity that was developed by Yoo, Donthu, and Lee (2000). In order to accomplish this goal, an intercept survey was carried out in shopping centers located in Beijing and Shanghai, the two most populous cities in China. Chinese customers are beginning to appear and behave more like their counterparts in more industrialized countries as China's middle class continues to grow and the market becomes more global. The directional correlations between brand equity and each of these factors, including perceived quality, brand awareness, brand image, and brand loyalty, were investigated, and it was found that there is some debate over which direction these relationships should go in. This outcome is consistent with what was discovered in the scholarly research. On the other hand, an analysis of variance was carried out in order to investigate the connection between these two factors and the Chinese market. It's possible that this information will be helpful to marketers as they devise distribution strategies for the Chinese market. According to the findings of the study, there is a positive correlation between distribution intensity and all measures of brand performance when using analysis of variance (ANOVA). It is possible that if Chinese customers have a lower opinion of the product's quality, this will lead to a more favorable brand image and an increase in customer loyalty. This would be the result of Chinese customers having a lower opinion of the product's quality.