The Research of Effecting Model of Brand Culture on Home Textile Consuming Behavior
Yan Dong, Hu Shou-Zhong

Abstract
In order to establish a reasonable influential relationship between brand culture and home textile consuming behavior, we try to extract the influencing factors of brand culture on home textile consuming behavior. Using SPSS, AMOS, we could do the factor screening and model building, in order to strongly support the enterprise development with era and beneficial brand culture, to improve brand taste and brand value, to maintain and expand market share.

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