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An Exploration of the Contributing Factors - How can Chinese Apparel Companies build Global Brands in the European Market?
Kristianstad University College, Department of Business Administration.
Kristianstad University College, Department of Business Administration.
Kristianstad University College, Department of Business Administration.
2005 (English)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

Nowadays having a global brand is essential in the business world and it is a goal for some Chinese apparel companies to pursue. The main purpose of this dissertation was to investigate the different views on the importance of the key factors influencing global brand building among the European customers, Chinese clothing companies and European apparel enterprises, and also to give some suggestions to Chinese apparel companies that have the intention to build strong brands in the European market.

A deductive approached was used. A new model, named Customer-Based Brand Factors Model, was based on the existing models and a successful case—Esprit. The newly created model consists of nine factors that influence the global brand construction and it applies Bernstein’s spiderweb model as a basic structure.

In order to investigate the different views on the key factors, a survey was conducted. The questionnaires were designed for three groups—European customers, Chinese apparel companies and European apparel companies. Based on analyses of data collected from the survey, an explanatory analysis was given about the different views on the factors. Hopefully, this paper will give Chinese apparel companies some insight into how to build their brands in the European market.

Place, publisher, year, edition, pages
2005.
National Category
Law
Identifiers
URN: urn:nbn:se:hkr:diva-3430Local ID: oai:eprints.bibl.hkr.se.oai2:586OAI: oai:DiVA.org:hkr-3430DiVA: diva2:229875
Uppsok
Social and Behavioural Science, Law
Available from: 2005-06-01 Created: 2005-06-01 Last updated: 2005-10-12

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File name FULLTEXT01.pdfFile size 1394 kBChecksum SHA-512
cdb4913753df7d26ee4dabbf3838773632a5366f6d1a8ae259058f89e1f5ca07d7e7d02095afa68ee5161bcc485ce65a9d319393cf2aa41efe4209a57e95e92a
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf