By Kwok Keung Tam
2007
A Dissertation presented in part regard for the degree of MSc International Business
Table of Content
pageboy numbers Abstract i
Acknowledgements
ii
Chapter 1: Introduction 1.1 The importance of tarnish image on fashion clothing 1.2 Background entropy of China and the UK clothing market places 1.2.1 China clothing market 1.2.1.1 Chinese spending habits 1.2.1.2 Impediments to Chinas clothing brand education 1.2.2 UK clothing market 1.2.2.1 British spending habits 1.2.2.2 Characteristics of the UK clothing market 1.3 speculative framework 1.4 Objectives of the dissertation 1.5 Outline of the dissertation
1 1 2 2 3 4 5 5 6 7 7 8
Chapter 2: Literature followup 2.1 Introduction 2.2 The important roles of brand 2.2.1 The characteristics of successful brands 2.3 Brand comeliness 2.3.1 Brand awareness 2.3.2 Perceived quality 2.3.3 Brand obedience 2.3.4 Brand association 2.4 Consumer buying conduct
10 10 10 11 12 13 15 16 17 19
2.4.1 Models of consumer behaviour 2.5 Summary
20 23
Chapter 3: Methodology 3.1 Introduction 3.2 Theoretical backgrounds 3.2.1 Review of different research traditions 3.2.
2 Quantitative versus qualitative epitome 3.2.3 Reliability and validity of data 3.3 Justification of research mode 3.4 Sampling 3.5 Interview schedule 3.5.1 floor one 3.5.2 Stage two 3.5.3 Stage three 3.6 Administration 3.7 Analysis dodging 3.7.1 Grounded theory and its relationship to qualitative data abbreviation 3.7.2 Within-case and cross-case analysis 3.7.2.1 Within-case analysis 3.7.2.2 Cross-case analysis 3.8 Summary
24 24 24 24 25 26 27 29 31 31 32 34 34 34 34
35 36 37 37
Chapter 4: Research findings and discussion 4.1 Introduction 4.2 Backgrounds of respondents 4.3 Effect of clothing brand image on consumer buying behaviour 4.3.1 Significance of clothing brands on consumer purchasing...If you want to get a full essay, order it on our website: Orderessay
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