【作者】 江影；

【导师】 刘国联；

【作者基本信息】 苏州大学 ， 服装设计与工程， 2006， 硕士

【摘要】 随着感性消费时代的到来,消费者是否购买产品的因素不仅仅在于产品本身,而在于对整个品牌形象的综合感知。对于品牌形象体系的研究,目前还多限于品牌形象的测评方面,而真正从消费者的认知出发,研究消费者对品牌形象维度所产生的心理感觉还十分缺乏。因此,结合消费者对服装品牌形象的感性评价进行深入的理论研究有着十分重要的意义。本文在系统归纳了品牌形象的概念及内涵、品牌形象的认知过程、品牌识别系统、企业形象识别系统以及营销沟通五个理论依据的基础上,结合对服装品牌市场的调研,确立了由三个层次组成的服装品牌形象体系;在此基础上,通过层次分析和专家问询相结合的方法,确定了各个服装品牌形象维度间的权重关系,从而使服装品牌形象维度体系更加系统和完善。在消费者感性心理研究方面,采用了语意差别法、因子分析法、问卷调查等方法,选取了形成服装品牌形象最为重要的三个维度(服装款式、价格及价格减让以及服务质量)进行了进一步的消费者感性心理研究。更多还原

【Abstract】 With the arrival of the times of consumption on sensory, the factors of customer purchasing decision depend not only on the products, but also on the sensory perception of the image of the brand. Nowadays, the study on the system of the brand image is limited within, and most of them focus on, the evaluation of the brand. There hardly have the researches on the area of customer sensation related to the dimensions of clothing brand image. Consequently, it’s very significant to investigate the image of the clothing brand with the combination of the viewpoint from customers.According to the conception and connotation, cognitive process and identity system of brand image, the corporate identity system, and distribution communication system, the three levels of clothing brand image system were established. On this basis, the weights of dimensions were obtained by the methods of layer-analysis and professionals inquiry. It is more systematic and perfect of this system accordingly.On the aspect of customer’s sensation research, three most important dimensions of clothing brand image were provided to analyze the customer’s sensation by applying the methods of SD, factor analysis, questionnaire and so on.更多还原