Research on rejuvenation strategies of traditional apparel brands

• Main Author: YANG, Ziming
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2024
• Subjects: apparel companies; brand rejuvenation; brand preference; purchasing behavior; Business Administration, Management, and Operations; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/etd_coll/552; https://ink.library.smu.edu.sg/context/etd_coll/article/1550/viewcontent/GPBA_AY2017_DBA_Yang_Ziming.pdf
• Institution: Singapore Management University

This paper discusses the brand rejuvenation of traditional apparel companies, focusing on whether brand rejuvenation affects brand preference and purchasing behavior, and how to effectively implement brand rejuvenation strategies. In theory, it constructs a brand rejuvenation measurement model and e...