To read the full version of this content please select one of the options below:

Fashion Brand Image Marketing: Brand Image and Brand Personality

T.S. Lee (Institute of Textiles and Clothing, The Hong Kong Polytechnic University)
C.S. Leung (Institute of Textiles and Clothing, The Hong Kong Polytechnic University)
Z.M. Zhang (Institute of Textiles and Clothing, The Hong Kong Polytechnic University)

Research Journal of Textile and Apparel

ISSN: 1560-6074

Publication date: 1 May 2000

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