![]() ![]() Sequential Brands Group has an agreement to sell its And1, Avia, Gaiam and SPRI activewear brands to Galaxy Universal, a portfolio owned by private equity firm Gainline Capital Partners, for about. Based on our results, this study can be considered as a pioneer in this new area of marketing, and propose several tactics for the practitioners.The Sequential Brands business model may not work to expand every brand, but Shmidman emphasized that capital resources, as well as a strong management team, infrastructure and retail support from the likes of PVH and Li & Fung will help them continue with their goal of adding two to three brands per year. Customers prefer to share music, technological-related, and funny contents on social media platforms. The results of the study showed that brand loyalty of the customers is positively affected when the brand (1) offers advantageous campaigns, (2) offers relevant content, (3) offers popular contents, (4) appears on various platforms and offers applications on social media were used by using SPSS 17.0 version. The scope of the study consists of customers who follow at least one brand on the social media in Turkey and the data were collected through the administration of a structured questionnaire with a sample of 338 people and tested via stepwise multiple regression analysis. The aim of this study is to identify the effect of social media marketing on brand loyalty of the consumers, given that the concept is receiving increasing attention from marketing academia and practitioners. ![]() One of the recent means is the social media marketing. Marketers have utilized various means to maintain the brand loyalty of their customers. Also, the findings fill the gap in the existing literature by conclusively providing a significant model that incorporates both personal (BT & BE) and social factors (FCSMC & UGSMC) for improving brand loyalty for garment industry.īuilding and maintaining brand loyalty are one of the central themes of research for marketers for a very long time. The findings help the brand managers and marketing professionals to understand consumer behavior about garment brand by not only social media communication, but by developing brand communities that increase trust and equity among customers. The findings from the SEM Path analysis revealed a partial mediating role of BT and BE in the relationship between social media communication (FCSMC & UGSMC) and BL. An online survey was conducted through social media forums (Facebook, Skype &Twitter) to collect data from different top garment brands (Uniworth, Outfitters, Levi's). Therefore, the primary aim of the study was to test the mediating role of Brand Trust (BT) and Brand equity (BE) in explaining the more pronounced impact of social media communication (FCSMC & UGSMC) on Brand loyalty (BL). Hence, it is worth noticing to inspect the impact of social media communication, brand trust and equity on brand loyalty using different social media websites. Similarly, brands are also using social media networks for the sponsorship and advertisement of their products and services to make sustaining relationships and developing trust with their customers. ![]() Social media is constantly changing the brand communication tools in the corporate world by playing a significant role in how consumers learn, research and share information about their brands. ![]()
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