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| Open Access | Analyze the evolution of information technology and its impact on Hong Kong's marketing and strategy.
Abstract
This study investigates the relationship between marketing strategies. And the advancement of information technology in each of the investigated variables, such as perceived quality, brand awareness, brand image, and brand loyalty. An intercept survey was conducted in shopping malls in Beijing and Shanghai to gather the necessary information. Marketers may be able to use data to inform decisions about distributor retail buying and brand actions. This study examines the relationship between the brand equity dimensions (brand awareness, brand loyalty, brand image, and perceived quality) and brand equity in the Chinese clothing industry. Data from the research was used to conduct an analysis. of variance (ANOVA) to better understand the relationships between the two in the Chinese market. Marketers may use the data to better inform distribution decisions in the Chinese Hong Kong market.
An analysis of variance (ANOVA) revealed that distribution intensity correlated positively with all measures of brand success (recognition, loyalty, perception, and perceived quality). Because Chinese consumers' perceptions of quality are declining, this may result in a more positive brand image and increased customer loyalty.
Keywords
Marketing, Motivations, Characteristics Brand, Perceived Quality, Brand image, Brand awareness Women, Challenges
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Copyright (c) 2023 LIN DONGWU, ABHIJIT GHOSH (Author)
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Copyright (c) 2023 LIN DONGWU, ABHIJIT GHOSH (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
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