The Effect of Brand Communication Methods on Brand Relationship

Updated: 2009/9/4 16:29:00

— Based on Sportswear´ s Brand

Based on analyzing the theories about brand communication and brand relationship, this study focused on the communication system of sportswear brand and the effect mechanism that the methods of brand communication are acting on brand relationship, combining the sportswear brand´ s characteristics. Through market research and data analysis including questionnaire investigation, this thesis brought the valuable conclusions to sportswear brand in brand communication strategies, as follows: (1) Summing up the factor´ s system of the sportswear brand communication methods through factor analysis; (2) Constructing the effects´ model of the sportswear brand communication methods´ factors on 3 ~ dimensions (eg. Confidence,promise, and satisfaction) of brand relationship through linear - regression analysis.

Authority in Charge: China National Textile and Apparel Council (CNTAC)

Sponsor :China Textile Information Center (CTIC)

ISSN 1003-3025 CN11-1714/TS