Empirical Research Between Graphic Advertisement Investment And Female Attire Brand Equity

The construction of brand equity is an important part of brand theory. In the competitive market environment, building and managing brand equity is an essential company strategy for achieve superiority and success. In the clothing brand research area, the research which relates about the brand property and between the marketing strategy combination relatively are also few. This paper based on the existing brand equity and advertisement investment theory, combined characteristic of clothing brand, established the model between graphic advertisement investment and female attire brand equity, and put forward relevant assumptions.This paper based on the consumer angle to exploration the relations of graphic advertisement investment and the female attire brand equity core dimension's, and how the research advertisement invest affects the brand equity with empirical study method and questionnaire and meter research form. After the assumptions certificated one by one, the main conclusions of the study are work out as follows:1.Four dimensions of brand equity, the brand consciousness/association, the sensation quality, the sensation value and the brand loyal, have the strong co relational dependence to the brand equity; 2. The graphic advertisement investment frequency and the investment intensity have the strong positive influence to the female attire brand equity and the dimension of it; 3. The graphic advertisement investment intensity to the female attire brand equity's influence is stronger then graphic advertisement investment frequency to the female attire brand equity's influence. Based on this, this paper had pointed out the limitation of this research and the future question which needs to study.