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|Title: ||Brand rejuvenation : the case of Playboy in China|
|Other Titles: ||Lun pin pai nian qing hua : yi Zhongguo Hua hua gong zi wei li|
論品牌年輕化 : 中國花花公子為例
|Authors: ||Chan, Chun Tung (陳振東)|
|Department: ||College of Business|
|Degree: ||Doctor of Business Administration|
|Issue Date: ||2009|
|Publisher: ||City University of Hong Kong|
|Subjects: ||Branding (Marketing)|
Product life cycle.
Fashion merchandising -- China.
|Notes: ||CityU Call Number: HF5415.1255 .C45 2009|
ii, 225 leaves : ill. (some col.) 30 cm.
Thesis (DBA)--City University of Hong Kong, 2009.
Includes bibliographical references (leaves 138-153)
|Abstract: ||This study explores the revitalization of ageing brands through brand rejuvenation
strategies in the Chinese fashion market. The customer-based brand equity model from
Keller (1998) is employed and expanded with sequential exploratory designs in order to
examine the role of brand personality and brand extension in the process of brand
rejuvenation. The study also explores other brand elements, such as brand image and
A shopping center intercept survey was conducted to collect data in five cities that
are most representative of China: Beijing (Northern), Shantou (Southern), Shanghai
(Eastern), Chengdu (Western) and Wuhan (Central). The sotvey was also conducted in
27 provincial cities. Of the 7,000 infotmants, 4,705 responses are considered valid in
this study. The empirical tests, using structural equation modeling, support the research
hypotheses. Specifically, brand personality, brand extension, and supporting marketing
programs can be effective brand strategies for rejuvenating ageing brands. In addition,
brand image, brand awareness and brand relationships can serve as mediating variables
of the three rejuvenation strategies. These empirically valid rejuvenation strategies can
help companies with ageing brands revitalize or lengthen their brand lifecycles.
Keywords: Brand Rejuvenation, Customer-Based Brand Equity, Brand Personality,
Brand Extension, Brand Image, Brand Awareness, Brand Loyalty, Brand Relationship|
|Online Catalog Link: ||http://lib.cityu.edu.hk/record=b2375090|
|Appears in Collections:||CB - Doctor of Business Administration|
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