The Analysis Of Influencing Factors Affecting Crossover In Garment Brand

In costume industry, as the diversification was increasing in consumer‘s demands,co-branding developed, which domestic and overseas schorls had achieved breakthroughs,focusing on the realization in brand-joint, influencing factors on evaluation of co-branding andoverflow effect of co-brangding, etc. Among these researches, the research about evaluationinfluencing factors was the focus, which was researched from different aspects and levels,including economics, management and psychology, etc. However, currently there were moreresearches about crossover in case analysis than empirical researches.On the basis of evaluation influencing factors from consumers, diversity betweenconsumer characteristics and costume industry, theoretical model of evaluation influencingfactors in crossover will be researched in this thesis. Qualitative analysis and quantitativeanalysis will be applied, which include references method, questionnaire method and statisticalanalysis method.First of all, relating theories about crossover will be reviewed, to analyze the definition andtypes of crossover, then the object of study will be defined, and the relation betweenco-branding and crossover will be compared, in order to confirm that crossover is special whichbelongs to co-branding. In addition, relating theories about evaluation influencing factors willbe elaborated, in order to analyze brand equity, brand fit and product involvement. Consumer‘scharacteristics influencing on evaluation of crossover from the psychological point will beanalyzed.Secondly, evaluation influencing factors and classical models about co-branding will bereviewed. On the basis of S&R, combined with brand equity, brand fit product involvement andexternal factor consumer‘s characteristics, the model will be constructed. Then these factorswill be analyzed and hypothesis will be proposed.Thirdly, initial scale will be summarized on the basis of current scales. Preliminaryresearches will be proposed, to analyze the reliability and validity of research result, thenquestionnaire items will be improved, in order to get the final questionnaire. Then experimentmethod will be adopted. Finally, through analysis and discussion, assisted by statistical software,the hypothesis will be proved and the result will be explained. Finally, the conclusion of the thesis will be summarized, which will contribute toenterprises and companies. In additional, some prospects and assumptions will be adopted.