Empirical research on effect of apparel network marketing on brand power

An investigation into the influence of apparel network marketing on brand power,taking men′s wear brand H as an example,used Likert scale to evaluate the operation of the network marketing and the influence of brand H network marketing on brand power and gave them marks accordingly and related data were collected.A multiple response cross frequency analysis was used to describe the basic situation of brand H marketing channels,while factor analysis was used to determined the key factors affecting brand power of brand H network marketing,that is,value-added factor,product characteristic factor,service environment factor,advertisement factor,promotion factor and network marketing factor.Finally,it was found by correlation analysis that there is a positive correlation between H brand network marketing and fit for Chinese male body,high-end brand,well designed product,more advertisement,well designed advertisement,promotion activity and reasonable price.However,warm service and efficient work of the seller,shop convenient,and easy to buy are negative correlated to H brand network marketing.