Effect of brand image on consumer purchasing behaviour on clothing: Comparison between China and the UK's consumers

Brand is a powerful tool to attract more consumers to buy particular products. Some may even regarded it as equity as it can add values to the products. This study examines the factors which contribute to brand equity in the clothing industry, comparing the consumer behaviour between the British and Chinese respondents based on the four respects of brand equity, namely brand awareness, perceived quality, brand loyalty and brand association. Semi-structured interviews have been conducted to solicit responses from interviewees for analysis. The findings suggested that Chinese tend to have negative perceptions towards the quality of clothes produced in their own country. Having known that China has no influential clothing brands around the world, it is important that Chinese factory owners together with marketers should join hands to have better control over the clothes quality. In the UK, clothing brands are much better developed than its China counterparts, however, more emphasis should be placed on the marketing strategies such as rewarding customer loyalty with a view to enhance the sustainable development of the clothing brands