Merchandising/Marketing/Retailing: Branding

Brand Image and Evaluation Factors of Fashion Product Advertisement

Authors: Hyun-Jung Lee (Hanyang University) , Ji-Yeon Lee (Hangyang University) , Kyu-Hye Lee (Hangyang University)

Abstract

Brand image is a collection of things related with brand that consumers have in the memory (Keller, 1993) and corporations are making much efforts to build a brand image and advertisement has been used as a major method to inform the brand image. Advertisement is communication message performed for the purpose of positively change the consumer’s emotion for corporations, brands and trademarks.

Keywords: Advertisement Evaluation Factors, Brand Image, Advertising Image

How to Cite: Lee, H. , Lee, J. & Lee, K. (2013) “Brand Image and Evaluation Factors of Fashion Product Advertisement”, International Textile and Apparel Association Annual Conference Proceedings. 70(1).