Empirical Research on Relationship between Corporate Brand Value and Apparel Market Sales Revenue of Apparel Enterprise  

作　　者：阮艳雯 吴非 顾力文 顾雯 刘晓刚 

机构地区：[1]College of Fashion &Art Design,Donghua University [2]Robert H. Smith School of Business,University of Maryland,College Park

出　　处：《Journal of Donghua University(English Edition)》2017年第3期459-465,共7页东华大学学报（英文版）

基　　金：Shanghai Style Fashion Design&Value Creation Knowledge Service Center,China(No.ZX201311000031);Shanghai Style Fashion Trend Research Based on Knowledge Management of the Fundamental Research Funds for the Central Universities,China(No.15D110719);Shanghai Style Fashion Trend Research Based on Cloud Computing of the Fundamental Research Funds for the Central Universities,China(No.15D11073)

摘　　要：Among the existing researches on brand value,few of them focused on the demands of the companies in the clothing industry to brand value. There were three innovation points as follows: first of all,two key demands of apparel companies to existing brand value were summarized through investigation; then,the concept of rapid brand value evaluation and multi-dimensional factors( MDFs) was presented; finally,the relationship between apparel corporate brand value and the sales revenue in apparel market with the sales revenue was proven by empirical research.During the process of empirical study,the sales revenue data of 66 apparel enterprises domestic and abroad were collected,and the regression analysis has been done on the relationship between the corporate brand value and the apparel market sales revenue of apparel enterprise. The empirical research showed that they were positively correlated to each other. This conclusion presented a method of judging brand value development trend quickly by single indicator.Among the existing researches on brand value,few of them focused on the demands of the companies in the clothing industry to brand value. There were three innovation points as follows： first of all,two key demands of apparel companies to existing brand value were summarized through investigation; then,the concept of rapid brand value evaluation and multi-dimensional factors（ MDFs） was presented; finally,the relationship between apparel corporate brand value and the sales revenue in apparel market with the sales revenue was proven by empirical research.During the process of empirical study,the sales revenue data of 66 apparel enterprises domestic and abroad were collected,and the regression analysis has been done on the relationship between the corporate brand value and the apparel market sales revenue of apparel enterprise. The empirical research showed that they were positively correlated to each other. This conclusion presented a method of judging brand value development trend quickly by single indicator.

关 键 词：apparel revenue companies clothing summarized conclusion judgment quickly corporate empirical 

分 类 号：F270[经济管理—企业管理]