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Fashion Brand Purity and Firm Performance
Joint Authors
Chiu, Chun-Hung
Dai, Xin
Zheng, Jin-hui
Cao, Zixia
Source
Mathematical Problems in Engineering
Issue
Vol. 2013, Issue 2013 (31 Dec. 2013), pp.1-18, 18 p.
Publisher
Hindawi Publishing Corporation
Publication Date
2013-05-02
Country of Publication
Egypt
No. of Pages
18
Main Subjects
Abstract EN
A large number of prior empirical research and case studies used qualitative methodology to discuss the fashion brand dilution resulting from consumer base extension from the target group(s) to the nontarget groups and its impacts.
From a different perspective, this paper establishes a dynamic brand dilution and performance model, demonstrating how dynamic changes of sales volumes involving the two consumer groups affect the degree of brand dilution and the performance of the brand.
We incorporate the factor “brand purity” to the model as a quantitative measure of brand dilution level that affects firm annual revenue and profit change comprehensively in iteration.
Our model suggests that fashion brands, especially luxury brands, can be easily diluted under the pressure of firm growth, and the brands suffer the significant negative impact on their revenues and profit.
While increasing sales volume can aggravate the negative consequences, brand purity can be increased through limiting the consumer base to the target group only.
American Psychological Association (APA)
Zheng, Jin-hui& Cao, Zixia& Dai, Xin& Chiu, Chun-Hung. 2013. Fashion Brand Purity and Firm Performance. Mathematical Problems in Engineering،Vol. 2013, no. 2013, pp.1-18.
https://search.emarefa.net/detail/BIM-1009129
Modern Language Association (MLA)
Zheng, Jin-hui…[et al.]. Fashion Brand Purity and Firm Performance. Mathematical Problems in Engineering No. 2013 (2013), pp.1-18.
https://search.emarefa.net/detail/BIM-1009129
American Medical Association (AMA)
Zheng, Jin-hui& Cao, Zixia& Dai, Xin& Chiu, Chun-Hung. Fashion Brand Purity and Firm Performance. Mathematical Problems in Engineering. 2013. Vol. 2013, no. 2013, pp.1-18.
https://search.emarefa.net/detail/BIM-1009129
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references
Record ID
BIM-1009129