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首页> 外文期刊>The Journal of the Textile Institute. 1 >Benetton's Brand Position Explored and Developed through Nicosia's Consumer-behaviour Model
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Benetton's Brand Position Explored and Developed through Nicosia's Consumer-behaviour Model

机译：通过尼科西亚的消费者行为模式探索和发展贝纳通的品牌地位

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This paper focuses upon the macro-environment of retailing of the selected area for research `Branding and the Female Consumer - Examined in a Benetton Franchise'. It then examiens the micro-environment, the store, which is explained by consumer-buying-behaviour models. Throughout the body of the paper, the information relates to Benetton and consumer behaviour and is drawn form primary research. The work aims to relate the findings concerning the consumer's perception of the brand to academic theorites and the decision-making process associated with consumer-buying-behaviour models. The subsequent analysis of the research findings can be directly applied to the academic models of consumer-buyer behaviour, theresults of which have an important implication for the retail services provided.
机译：本文着重研究所选区域的零售宏观环境，以研究“品牌和女性消费者-在贝纳通特许经营中进行检验”。然后，它会检查商店的微观环境，这可以通过消费者购买行为模型来解释。在本文的全文中，这些信息与贝纳通和消费者行为有关，是从主要研究中得出的。这项工作旨在将有关消费者对品牌认知的发现与学术理论​​以及与消费者购买行为模型相关的决策过程联系起来。对研究结果的后续分析可以直接应用于消费者购买行为的学术模型，其结果对所提供的零售服务具有重要意义。

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