The Effect Of Crossover Marketing Communication On Fashion Brand Association

As creative industries are developing vigorously and the needs of consumers are changing everyday, crossover marketing stepped onto the stage of fashion and marketing, attracting almost everyone.In this the paper, the methods of literature research, interview research, case study,scale and experiment are used to get a conclusion which is valuable for the enterprises to carry on the crossover marketing. As follows :Firstly, the related concepts have been straightened out and defined.Secondly, summarizes the successful experiences of crossover marketing through the case study .Thirdly,the scale of brand association has been built up and the four factors of primary brand Association, secondary brand Association, product price and product performance have been got by factor analysis.Lastly, conclusions have been made by the experiment:firstly, there are significant differences on fashion brand Association of consumer before and after crossover marketing, that is, crossover marketing have influence on the brand association;secondly, five different types of crossover marketing have significant differences on fashion brand association, which suggests that different types of crossover have different impacts on brand associations.