發(fā)布時(shí)間：2018-03-15 23:03

  本文選題：品牌形象　切入點(diǎn)：女性服裝　出處：《云南財(cái)經(jīng)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：在當(dāng)今市場(chǎng)競(jìng)爭(zhēng)日益激烈，而產(chǎn)品卻表現(xiàn)為同質(zhì)化的時(shí)代，品牌越來(lái)越凸顯出特殊的競(jìng)爭(zhēng)力。這其中，品牌形象成為品牌競(jìng)爭(zhēng)的核心內(nèi)容之一。同時(shí)，，我們正處于一個(gè)新女性時(shí)代，對(duì)于整個(gè)消費(fèi)市場(chǎng)來(lái)說(shuō)女性都占據(jù)著重要的地位，是消費(fèi)的主力軍。而對(duì)于服裝，尤其是品牌服裝正是女性熱衷消費(fèi)的。 本文主要研究品牌形象對(duì)女性購(gòu)買服裝行為的影響研究，通過(guò)對(duì)品牌形象、服裝品牌形象、購(gòu)買行為、品牌形象與購(gòu)買行為、女性服裝消費(fèi)的文獻(xiàn)回顧，對(duì)品牌形象和購(gòu)買行為進(jìn)行了概念的界定；對(duì)艾克品牌形象測(cè)評(píng)模型、科勒品牌形象測(cè)評(píng)模型、克里斯南品牌形象測(cè)評(píng)模型、貝爾品牌形象測(cè)評(píng)模型、E K B購(gòu)買行為模型、Kotler的購(gòu)買行為模型、霍華德 謝恩模式購(gòu)買行為模型的理論進(jìn)行評(píng)析；根據(jù)文獻(xiàn)綜述和典型貝爾品牌形象測(cè)評(píng)理論相結(jié)合，確定了本研究的女性服裝品牌形象維度，即產(chǎn)品/服務(wù)形象；使用人群形象；公司形象。產(chǎn)品/服務(wù)形象這個(gè)維度又劃分為：產(chǎn)品形象、品牌符號(hào)形象、店面形象、服務(wù)形象。接下來(lái)對(duì)品牌形象對(duì)女性服裝購(gòu)買行為影響的模型進(jìn)行假設(shè)：產(chǎn)品形象、品牌符號(hào)形象、店面形象、服務(wù)形象；使用人群形象；公司形象均正向影響顧客滿意、顧客忠誠(chéng)；顧客滿意又正向影響顧客忠誠(chéng)，從而構(gòu)建品牌形象對(duì)女性服裝購(gòu)買行為影響的模型，確定測(cè)量指標(biāo)體系并設(shè)計(jì)問(wèn)卷量表，適時(shí)發(fā)放問(wèn)卷，并分為預(yù)調(diào)研與正式調(diào)研，以便得到更準(zhǔn)確的數(shù)據(jù)。 本研究采用了描述性分析、信度分析、效度分析、因子分析、方差分析、相關(guān)分析、回歸分析，經(jīng)過(guò)數(shù)據(jù)分析得出假設(shè)均成立并得出結(jié)論，針對(duì)女裝品牌形象對(duì)女性購(gòu)買行為的影響提出了幾點(diǎn)建議。
[Abstract]:In the era of increasingly fierce market competition and homogenization of products, the brand becomes more and more competitive. Among them, brand image becomes one of the core contents of brand competition. At the same time, brand image becomes one of the core contents of brand competition. We are in a new era of women, women occupy an important position for the entire consumer market, is the main force of consumption, and for clothing, especially brand clothing, women are keen to consume. This paper mainly studies the influence of brand image on women's clothing purchase behavior, through the literature review of brand image, clothing brand image, purchase behavior, brand image and purchase behavior, women's clothing consumption. The concept of brand image and purchase behavior is defined, the Ike brand image evaluation model, the Kohler brand image evaluation model, the Chris nan brand image evaluation model, The evaluation model of Bell's brand image is based on Kotler's purchase behavior model and Howard's John Shane's purchase behavior model, which is based on the literature review and the typical Bell brand image evaluation theory. The dimensions of female clothing brand image in this study, namely product / service image, use crowd image, company image and product / service image, are divided into three dimensions: product image, brand symbol image, store image, etc. Service image. Then the model of the influence of brand image on women's clothing purchase behavior is assumed: product image, brand symbol image, store image, service image, use crowd image, company image all positively affect customer satisfaction. Customer loyalty; customer satisfaction also positively affects customer loyalty, so as to build a model of brand image influence on women's clothing purchase behavior, determine the measurement index system and design a questionnaire scale, timely issue questionnaires, and divided into pre-survey and formal investigation. In order to obtain more accurate data. In this study, descriptive analysis, reliability analysis, validity analysis, factor analysis, variance analysis, correlation analysis, regression analysis were used. This paper puts forward some suggestions on the influence of women's brand image on women's purchasing behavior.
【學(xué)位授予單位】：云南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F713.55;F416.86

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