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Title: Enchancing fashion brand image through creating favourable customer experiences
Authors: Leung, CS
Keywords: Fashion brand image
Customer consumption experiences
Brand image marketing
Issue Date: 2001
Source: The 6th Asian Textile Conference : Innovation & Globalization, proceedings, Hong Kong, August 22-24, 2001 (VCD) How to cite?
Abstract: In the past, conventional feature-and-benefit models of marketing have been the mainstream models in understanding and explaining consumer buying behaviour. However, evidences show that, in the information technology age and the Postmodern culture, the brand marketing philosophy should be focused on creating favourable consumption experiences of the consumer rather than just communicating the conventional features and benefits per se of the brand. Thus, this paper aims to highlight such customer consumption experience concepts and integrate them with Postmodernity and fashion brand image marketing. A few marketing implications are also raised for further discussion
ISBN: 962-367-279-7
Appears in Collections:Conference Paper

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