Branding in Clothing Industry

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Effect of Brand Image on Consumer Purchasing Behaviour on Clothing: Comparison between China and the UK’s Consumers

By Kwok Keung Tam

2007

A Dissertation presented in part consideration for the degree of “MSc International Business”

Table of Content
Page numbers Abstract i

Acknowledgements

ii

Chapter 1: Introduction 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 1.2.1.1 Chinese spending habits 1.2.1.2 Impediments to China’s clothing brand development 1.2.2 UK clothing market 1.2.2.1 British spending habits 1.2.2.2 Characteristics of the UK clothing market 1.3 Theoretical framework 1.4 Objectives of the dissertation 1.5 Outline of the dissertation

1 1 2 2 3 4 5 5 6 7 7 8

Chapter 2: Literature review 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

10 10 10 11 12 13 15 16 17 19

2.4.1 Models of consumer behaviour 2.5 Summary

20 23

Chapter 3: Methodology 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 3.7.1 Grounded theory and its relationship to qualitative data analysis 3.7.2 Within-case and cross-case analysis 3.7.2.1 Within-case analysis 3.7.2.2 Cross-case analysis 3.8 Summary

24 24 24 24 25 26 27 29 31 31 32 34 34 34 34

35 36 37 37

Chapter 4: Research findings and discussion 4.1 Introduction 4.2 Backgrounds of respondents 4.3 Effect of clothing brand image on consumer buying behaviour 4.3.1 Significance of clothing brands on consumer purchasing decisions 4.3.2 Brand awareness

38 38 38 40 40

43

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

46 50 53 54 56 57

Chapter 5: Conclusions 5.1 Introduction 5.2 Conclusions 5.2.1 Significance of clothing brands on consumer purchasing decisions 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

58 58 58 58

59 59 60 60 61 61 62 64

References

66

Appendix 1: The 100 top brands 2006

79

Appendix 2: Interview questions

80

Appendix 3: Interview transcription

81

Abstract
Brand is a powerful tool to attract more consumers to buy particular products. Some may even regarded it as equity as it can add values to the products. This study examines the factors which contribute to brand equity in the clothing industry, comparing the consumer behaviour between the British and Chinese respondents based on the four respects of brand equity, namely brand awareness, perceived quality, brand loyalty and brand association.

Semi-structured interviews have been conducted to solicit responses from interviewees for analysis. The findings suggested that Chinese tend to have negative perceptions towards the quality of clothes produced in their own country. Having known that China has no influential clothing brands around the world, it is important that Chinese factory owners together with marketers should join hands to have better control over the clothes quality. In the UK, clothing brands are much better developed than its China counterparts, however, more emphasis should be placed on the marketing strategies such as rewarding customer loyalty with a view to enhance the sustainable development of the clothing brands.

i

Acknowledgements
I would like to thank my advisor, Dr. Vicky Story, in assisting me to finish the...
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