https://scholars.lib.ntu.edu.tw/handle/123456789/612376
標題: | A cross-cluster and cross-region analysis of fashion brand extensions | 作者: | TSAN MING CHOI Liu S.-C. Tang C.S. Yu Y. |
關鍵字: | Cross-cluster and cross-region analysis; Fashion branding; Fashion business | 公開日期: | 2011 | 卷: | 102 | 期: | 10 | 起(迄)頁: | 890-904 | 來源出版物: | Journal of the Textile Institute | 摘要: | To obtain sustainable growth in revenue and market share, many fashion brands deploy category extensions and line extensions. In this paper, we examine how different fashion brands in Europe, North America, and Asia execute their brand extension strategies over different periods. By classifying different fashion brands into four clusters according to different price points and fashion contents, we conduct a cross-region and cross-cluster analysis to examine how different fashion brands execute their brand extension strategies. Our analysis is based on publicly available data associated with 48 fashion brands over a 90-year period. We discuss our findings along with managerial insights. ? 2011 The Textile Institute. |
URI: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-79958744067&doi=10.1080%2f00405000.2010.526344&partnerID=40&md5=6372bfd4b23f855d5496ef1af6dc2572 https://scholars.lib.ntu.edu.tw/handle/123456789/612376 |
DOI: | 10.1080/00405000.2010.526344 | SDG/關鍵字: | Cross-cluster and cross-region analysis; Fashion branding; Fashion business; Line extension; Market share; Sustainable growth; Competition; Cluster analysis |
顯示於: | 工商管理學系 |
在 IR 系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。