Abstract
The purpose of this paper is to propose a model that analyzes the visual efficiency of emotional communication from brand manager to consumers in a mono-brand fashion store. Before setting up the model, an investigation of relevant literatures in marketing and psychology was done in order to put forward a hypothesis of the model. Based on recommendations of the extant research, the scale used to measure emotional communication in this study mainly relied on measuring brand personality. Then, an empirical, statistical study was conducted of Tod's in China for verifying the feasibility of the emotional-communication model. The results show that the emotional-communication model works to explain the visual efficiency of emotional communication in a mono-brand fashion store; a set of regression equations of estimated expectation is also provided on both brand manager and consumers' part. This research has presented a new perspective on fashion brands and on managers, consumers, and brand stores as a single mechanism.
| Original language | English |
|---|---|
| Title of host publication | Smart Innovation, Systems and Technologies |
| Pages | 171-179 |
| Number of pages | 9 |
| Volume | 16 |
| DOIs | |
| Publication status | Published - 2012 |
Publication series
| Name | Smart Innovation, Systems and Technologies |
|---|---|
| Volume | 16 |
| ISSN (Print) | 21903018 |
| ISSN (Electronic) | 21903026 |
Fingerprint
ASJC Scopus subject areas
- Computer Science(all)
- Decision Sciences(all)
Cite this
A Model Study on Emotional Communication in a Mono-brand Fashion Store Application of the Lens Model in the Fashion Industry. / Jiang, Zhiqing; Nagasawa, Shinya.
Smart Innovation, Systems and Technologies. Vol. 16 2012. p. 171-179 (Smart Innovation, Systems and Technologies; Vol. 16).Research output: Chapter in Book/Report/Conference proceeding › Chapter
}
TY - CHAP
T1 - A Model Study on Emotional Communication in a Mono-brand Fashion Store Application of the Lens Model in the Fashion Industry
AU - Jiang, Zhiqing
AU - Nagasawa, Shinya
PY - 2012
Y1 - 2012
N2 - The purpose of this paper is to propose a model that analyzes the visual efficiency of emotional communication from brand manager to consumers in a mono-brand fashion store. Before setting up the model, an investigation of relevant literatures in marketing and psychology was done in order to put forward a hypothesis of the model. Based on recommendations of the extant research, the scale used to measure emotional communication in this study mainly relied on measuring brand personality. Then, an empirical, statistical study was conducted of Tod's in China for verifying the feasibility of the emotional-communication model. The results show that the emotional-communication model works to explain the visual efficiency of emotional communication in a mono-brand fashion store; a set of regression equations of estimated expectation is also provided on both brand manager and consumers' part. This research has presented a new perspective on fashion brands and on managers, consumers, and brand stores as a single mechanism.
AB - The purpose of this paper is to propose a model that analyzes the visual efficiency of emotional communication from brand manager to consumers in a mono-brand fashion store. Before setting up the model, an investigation of relevant literatures in marketing and psychology was done in order to put forward a hypothesis of the model. Based on recommendations of the extant research, the scale used to measure emotional communication in this study mainly relied on measuring brand personality. Then, an empirical, statistical study was conducted of Tod's in China for verifying the feasibility of the emotional-communication model. The results show that the emotional-communication model works to explain the visual efficiency of emotional communication in a mono-brand fashion store; a set of regression equations of estimated expectation is also provided on both brand manager and consumers' part. This research has presented a new perspective on fashion brands and on managers, consumers, and brand stores as a single mechanism.
UR - http://www.scopus.com/inward/record.url?scp=84879250289&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84879250289&partnerID=8YFLogxK
U2 - 10.1007/978-3-642-29920-9_18
DO - 10.1007/978-3-642-29920-9_18
M3 - Chapter
AN - SCOPUS:84879250289
SN - 9783642299193
VL - 16
T3 - Smart Innovation, Systems and Technologies
SP - 171
EP - 179
BT - Smart Innovation, Systems and Technologies
ER -