The Effect of Resource-based in Strategic Alliances on Consumer’s Perception of Cool Feeling Fiber

• Main Authors: CHENG, HSIAO-WEN, 鄭筱雯
• Other Authors: LIAW, GOU-FONG
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/29931393353795724558

碩士 === 輔仁大學 === 織品服裝學系碩士在職專班 === 104 === Environmental changing and development of technology induce the lifestyle transform. In summer of 2012, consumers could buy the cool feeling clothing in convenience stores so that the life experience was enhanced. The efficacy of functional textiles is derived from the material, the fiber brand must cooperate in strategic alliances with apparel brand to communicate with consumers. The unique identity of material is dominated by fiber brand, the channel type and professional image of apparel brand is also the essential of strategic alliances. The data were composed of average consumers and were collected from 320 questionnaires by convenience sampling in 8 experimental situations. The study discussed the quality and brand perception of strategic alliance in cool feeling fiber brand and apparel brand from the view of consumer. The study concluded that the quality perception depended on the unique identity of fiber brand, the brand perception depended on the channel type and professional image of apparel brand. The marketing importance by fiber industry is the unique identity of fiber brand and cooperate with appropriate apparel brand to achieve win-win situation.