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Full-Text Articles in Social and Behavioral Sciences
Extending To Fashion Category: An Exploratory Study On An Auto Brand Extension, Langchao Zhang
Extending To Fashion Category: An Exploratory Study On An Auto Brand Extension, Langchao Zhang
LSU Master's Theses
Brand extension has been one of the most commonly used marketing strategies. Many industries use existing well-known brand names to launch new lines or categories to reduce the cost for creating awareness. Auto companies have been increasingly looking for opportunities of broadening their brand halo to gain more profit, while the billion-dollar global fashion industries have been seeking the chance of brand extensions from established durable brands. Previous research has examined the factors affecting consumers’ attitude toward brand extension, however, the majority of brand extensions are reportedly not successful. There are no known studies investigating the case of extending into …
An Investigation Of Decision-Making Style Of Chinese College Student Online Apparel Shoppers, Yao Zeng
An Investigation Of Decision-Making Style Of Chinese College Student Online Apparel Shoppers, Yao Zeng
LSU Master's Theses
Internet users in China increased to 210 million with an annual growth rate of 53.3 percent in 2007 (CNNIC, 2008). This dramatic increase of Internet usage in China provides numerous opportunities for online marketers. Thirty-eight percent of Chinese netizens are 18 to 24 years old, among whom college netizens account for a large proportion in China (CNNIC, 2008). Given the market potential of targeting this group, research is needed to understand Chinese college students’ online shopping behavior. The purpose of this research was to better understand Chinese college student online apparel shoppers by investigating their decision-making style and explore the …
Improvement Of Kenaf Yarn For Apparel Applications, Ting Zhang
Improvement Of Kenaf Yarn For Apparel Applications, Ting Zhang
LSU Master's Theses
The objectives of the research are to determine the impact of the retting methods and blending percentage on the properties of kenaf fiber as well as the yarns and fabrics that contain kenaf, and to analyze and characterize kenaf fiber and yarns and fabrics that contain kenaf in terms of physical properties, such as tensile strength, elongation, evenness, absorbency and surface characteristics. In this research, kenaf fiber bundles were treated by chemical methods and softened to improve fiber properties. The treated fibers then were blended with cotton having 0, 10%, 25%, and 50% blending ratio and spun into yarns with …