A study of fashion brand equity on generation xers - using artificial neural networks

Wing Sun Liu, K.L. Au, Y.N. Lam

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

Abstract

This paper sets forth to study the equity of fashion brand names among the Generation Xers in Hong Kong. Focuses would be placed on their fashion awareness and perceived quality. Artificial Neural Networks, in view of its human architecture, is a major tool in this consumer oriented research.
Original languageEnglish
Title of host publication[Missing Source Name from PIRA]
Publication statusPublished - 2001
EventAsian Textile Conference [ATC] -
Duration: 1 Jan 2001 → …

Conference

ConferenceAsian Textile Conference [ATC]
Period1/01/01 → …

Keywords

  • Brand equity
  • Generation xers
  • Artificial neural networks

Cite this