Fashion Brand Image Marketing: Brand Image and Brand Personality
Abstract
Driven by the competitive environment in fashion business, marketers have realized that creating a favorable brand image is a key to win larger market share in its market niche. An understanding of brand image can provide better foundation for developing a more effective marketing program. However, the brand image literature in consumer marketing can be characterized as fragmented. Even the definitions of brand image lack consensus. This paper critically reviews the meaning of brand image and its related concept, brand personality, and discusses marketing implication for fashion marketers
Keywords
Citation
Lee, T.S., Leung, C.S. and Zhang, Z.M. (2000), "Fashion Brand Image Marketing: Brand Image and Brand Personality", Research Journal of Textile and Apparel, Vol. 4 No. 2, pp. 60-67. https://doi.org/10.1108/RJTA-04-02-2000-B008
Publisher
:Emerald Group Publishing Limited
Copyright © 2000 Emerald Group Publishing Limited