Fashion brand retailing : creating added value and customer loyalty

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Fashion brand retailing : creating added value and customer loyalty


Author: Ma, Yuet-mei Maria
Title: Fashion brand retailing : creating added value and customer loyalty
Degree: M.A.
Year: 2000
Subject: Fashion merchandising -- China -- Hong Kong
Clothing trade -- China -- Hong Kong
Retail trade -- China -- Hong Kong
Marketing -- China -- Hong Kong
Product management -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Institute of Textiles and Clothing
Pages: x, 127 leaves : ill. ; 30 cm
Language: English
InnoPac Record:
Abstract: This paper deals with the case study of a Hong Kong fashion retail chain. The purpose of the study is to assess the marketing and branding strategies of the firm. Data were collected through quantitative survey, qualitative in-depth interview, as well as secondary information provided by the case study company. The study attempts to investigate the company's present brand performance from different perspectives, including product, price, distribution, promotion, service, and customer development. To accomplish this, two customer researches were carried out. The first research involved a survey of about 200 respondents with the company's lower-tier customers. They were asked to reveal their perceptions and satisfaction level on various aspects of the brand. In the second research, top-spending customers of the store were selected to express their views and suggestions towards the brand, through individual telephone interviews. Results of the two researches were examined and compared. Findings of customer perceptions relative to brand image, customer privilege, product, price, service, and retail image were obtained. The study has also demonstrated the significance of value creation in the process of brand building, and the cause-and-effect relationship between brand value and customer loyalty. It concludes by emphasizing the importance of sustaining customer loyalty as the answer to the future success of Hong Kong fashion retailers.

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