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Table Of Contents

1.1 The importance of brand image on fashion clothing
1.2 Background information of China and the UK clothing markets
1.2.1 China clothing market Chinese spending habits Impediments to China’s clothing brand development
1.2.2 UK clothing market British spending habits Characteristics of the UK clothing market
1.3 Theoretical framework
1.4 Objectives of the dissertation
1.5 Outline of the dissertation
2.1 Introduction
2.2 The important roles of brand
2.2.1 The characteristics of successful brands
2.3 Brand equity
2.3.1 Brand awareness
2.3.2 Perceived quality
2.3.3 Brand loyalty
2.3.4 Brand association
2.4 Consumer buying behaviour
2.4.1 Models of consumer behaviour
2.5 Summary
3.1 Introduction
3.2 Theoretical backgrounds
3.2.1 Review of different research traditions
3.2.2 Quantitative versus qualitative analysis
3.2.3 Reliability and validity of data
3.3 Justification of research method
3.4 Sampling
3.5 Interview schedule
3.5.1 Stage one
3.5.2 Stage two
3.5.3 Stage three
3.6 Administration
3.7 Analysis strategy
3.7.2 Within-case and cross-case analysis
4.2 Backgrounds of respondents
4.3 Effect of clothing brand image on consumer buying behaviour
4.3.2 Brand awareness
4.3.3 Perceived quality
4.3.4 Brand loyalty
4.3.5 Brand association
4.3.6 Consumer buying behaviour
4.4 Results
4.5 Summary
5.1 Introduction
5.2 Conclusions
5.2.2 Brand awareness
5.2.3 Perceived quality
5.2.4 Brand loyalty
5.2.5 Brand association
5.2.6 Consumer buying behaviour
5.3 Limitations
5.4 Implications
5.5 Recommendations for further research
Appendix 1: The 100 Top Brands 2006
Appendix 2: Interview Questions
Appendix 3: Interview Transcription
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Published by: Rukmini Gottumukkala on Jan 17, 2011
Copyright:Attribution Non-commercial


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