A Model Study on Emotional Communication in a Mono-brand Fashion Store Application of the Lens Model in the Fashion Industry

Zhiqing Jiang, Shin'ya Nagasawa

Research output: Chapter in Book/Report/Conference proceedingChapter

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 languageEnglish
Title of host publicationIntelligent Decision Technologies Proceedings of the 4th International Conference on Intelligent Decision
EditorsJain Lakhmi, Howlett Robert, Watada Junzo, Watanabe Toyohide, Gloria Phillips-Wren
Pages171-179
Number of pages9
DOIs
Publication statusPublished - 2012 Dec 1

Publication series

NameSmart Innovation, Systems and Technologies
Volume16
ISSN (Print)2190-3018
ISSN (Electronic)2190-3026

ASJC Scopus subject areas

  • Decision Sciences(all)
  • Computer Science(all)

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    Jiang, Z., & Nagasawa, S. (2012). A Model Study on Emotional Communication in a Mono-brand Fashion Store Application of the Lens Model in the Fashion Industry. In J. Lakhmi, H. Robert, W. Junzo, W. Toyohide, & G. Phillips-Wren (Eds.), Intelligent Decision Technologies Proceedings of the 4th International Conference on Intelligent Decision (pp. 171-179). (Smart Innovation, Systems and Technologies; Vol. 16). https://doi.org/10.1007/978-3-642-29920-9_18