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A Critical Analysis of Brand Image

   

Added on  2020-02-18

16 Pages2796 Words49 Views
Running head: A CRITICAL ANALYSIS OF BRAND IMAGE, VALUE AND PERCEPTIONAND THEIR AFFECT ON CONSUMER LOYALTY WITHIN THE CONTEXT OF THECHINESE LUXURY FASHION SECTORA critical analysis of brand image, value and perception and their affect on consumer loyaltywithin the context of the Chinese luxury fashion sectorName of the Student:Name of the University:Author Note:

2A CRITICAL ANALYSIS OF BRAND IMAGE, VALUE AND PERCEPTION AND THEIRAFFECT ON CONSUMER LOYALTY WITHIN THE CONTEXT OF THE CHINESELUXURY FASHION SECTORTable of ContentsMethodology....................................................................................................................................2Research Philosophy........................................................................................................................2Ontology..........................................................................................................................................3Epistemology...................................................................................................................................4Adopted Research Philosophy.........................................................................................................8Research Approach..........................................................................................................................9Adopted research approach............................................................................................................15Reference List................................................................................................................................17

3A CRITICAL ANALYSIS OF BRAND IMAGE, VALUE AND PERCEPTION AND THEIRAFFECT ON CONSUMER LOYALTY WITHIN THE CONTEXT OF THE CHINESELUXURY FASHION SECTORMethodology Introduction This methodology section provides justification on use of methodology by the researcher inorder to achieve research objectives as mentioned in the introduction chapter (VanPatten &Williams, 2014). In this section, research philosophy is explained that includes both ontologicaland epistemological. Justification is even given after this section on which is the best researchphilosophy that should be adopted by the researcher in this given research study and that alignswith the research topic. The present segment explains research approaches and suggests the bestapproaches that can be used by the researcher for the current research study (Tuohy et al., 2013). Research Philosophy It is essential to consider the fact that underlying epistemological assumptions particularly havecritical implication on any of the selected research philosophies. In addition, research philosophyhelp in guiding the researcher to look at the world around them in various ways and help them todecide the most suitable research strategy and method that need to be adopted by the researcher.Here, researcher plays an important role and need to pay attention to the given epistemologicalassumptions and it had been marked positive impact on what they do and their perceptions ofwhat had been examined as well (Taylor, Bogdan & DeVault, 2015).

4A CRITICAL ANALYSIS OF BRAND IMAGE, VALUE AND PERCEPTION AND THEIRAFFECT ON CONSUMER LOYALTY WITHIN THE CONTEXT OF THE CHINESELUXURY FASHION SECTOROntology Ontology is the science or learning of human beings as it particularly deals with the life ofrealism. In addition, ontology is a scheme of conviction that portrays an understanding of apersonality on what constitutes a fact (Tarone, Gass & Cohen, 2013). Furthermore, ontology isconnected with a particular question of whether societal entities required to be explained assubjective or objective. Therefore, objectivism as well as subjectivism can be treated as twomajor characteristic of ontology. Ontology mainly moves around with epistemology that informsthe theoretical perspective as far as possible. In that case, the main purpose or aim of socialscience is to highlight the social reality. It is because every people are unique and thinkdifferently to a specific situation. It is how people look situation and then demonstrate how theirviews shape the action that is undertaken within that reality. It is therefore necessary toinvestigate the ontological distinctions during the research process as it help researcher foruncovering the facts on how the perceptions of human nature impact on the approach that adoptsto reveal social truths. Here, objectivism means portraying the place where social entities exist in actuality that isexternal to social actors and connected with their existence. In addition, objectivism is anontological place that extends societal phenomenon as well as the meaning have an survival thatis self-governing of social actors (Roberts, 2013). On the contrary, Subjectivism deals with societal occurrence that is created from awareness aswell as resulting actions of those societal actors that are concerned with their existence. In

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