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Title: Fashion brand image marketing : brand image and brand personality
Authors: Lee, TS
Leung, CS
Zhang, Z
Keywords: Fashion brand image marketing
Brand image
Image congruity
Brand personality
Issue Date: 2000
Publisher: Emerald Group Publishing Limited
Source: Research journal of textile and apparel, 2000, v. 4, no. 2, p. 60-67 How to cite?
Journal: Research journal of textile and apparel 
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
ISSN: 1560-6074
DOI: 10.1108/RJTA-04-02-2000-B008
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