Ho, Su San (2007) A study on the determinants of corporate brand image in the fashion retail industry. Masters thesis, Universiti Malaysia Sabah.
Corporate brands are an increasingly important element of organizational and marketing strategy. Among the changes that businesses make as they move towards globalization is a shift in marketing emphasis from product brands to corporate branding. In an era when companies can no longer base their strategy on a predictable market or a stable preferential product range, the ground rules for competition change. Differentiation requires positioning, not of products, but the whole corporation. Accordingly, the values and emotions symbolized by the organization become key elements of differentiation strategies and the corporation itself moves center stage. The proposed research takes a look at the determinants of the retail corporate branding for the fashion industry. The purpose of this research is to identify and study the different constructs of corporate brand management of retailers in the Kota Kinabalu. In summary, this study was analyzed by using various statistical analysis, which investigate the determinants of the corporate brand image for both the local and foreign fashion retails from the customers' perspective. Results showed that physical facilities and store atmosphere proves to have the most significant influence on corporate brand image for both the local and foreign fashion retails. Management implications and suggestions for future research are discussed.
|Item Type:||Thesis (Masters)|
|Uncontrolled Keywords:||Business, Corporate brand, Fashion, Fashion retail industry, Branding, Differentiation|
|Subjects:||?? TT490-695 ??|
|Divisions:||SCHOOL > School of Business and Economics|
|Deposited By:||IR Admin|
|Deposited On:||07 Feb 2012 11:21|
|Last Modified:||07 Feb 2012 11:21|
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