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

Zhiqing Jiang, Shinya 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 publicationSmart Innovation, Systems and Technologies
Pages171-179
Number of pages9
Volume16
DOIs
Publication statusPublished - 2012

Publication series

NameSmart Innovation, Systems and Technologies
Volume16
ISSN (Print)21903018
ISSN (Electronic)21903026

Fingerprint

Lenses
Communication
Managers
Industry
Marketing
Emotion
Fashion industry

ASJC Scopus subject areas

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

Cite this

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 Smart Innovation, Systems and Technologies (Vol. 16, pp. 171-179). (Smart Innovation, Systems and Technologies; Vol. 16). https://doi.org/10.1007/978-3-642-29920-9_18

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 proceedingChapter

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 Smart Innovation, Systems and Technologies. vol. 16, Smart Innovation, Systems and Technologies, vol. 16, pp. 171-179. https://doi.org/10.1007/978-3-642-29920-9_18
Jiang Z, Nagasawa S. A Model Study on Emotional Communication in a Mono-brand Fashion Store Application of the Lens Model in the Fashion Industry. In Smart Innovation, Systems and Technologies. Vol. 16. 2012. p. 171-179. (Smart Innovation, Systems and Technologies). https://doi.org/10.1007/978-3-642-29920-9_18
Jiang, Zhiqing ; Nagasawa, Shinya. / A Model Study on Emotional Communication in a Mono-brand Fashion Store Application of the Lens Model in the Fashion Industry. Smart Innovation, Systems and Technologies. Vol. 16 2012. pp. 171-179 (Smart Innovation, Systems and Technologies).
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