大众休闲服装品牌忠诚影响因素的实证研究

发布时间：2018-05-26 08:14

本文选题：大众休闲服装 + 品牌忠诚　；参考：《江苏科技大学》2013年硕士论文

【摘要】：在顾客选择范围日益扩大，企业争夺客户不断加剧的今天，培育和维护消费者的品牌忠诚已成为众多服装企业优先考虑的营销关键。如何真正赢得消费者的品牌忠诚，必须弄清其形成机理和驱动因素。本文在回顾和梳理国内外关于品牌忠诚及其影响因素文献的基础上，根据大众休闲服装行业的特点，，从消费者的心理和行为两个角度阐述了品牌忠诚的形成机理；从企业营销层面和消费者感知层面探讨了影响消费者品牌忠诚的主要驱动因素，并通过对南通地区大众休闲服装消费者品牌忠诚情况进行的群访调研资料，应用SPSS19.0、AMOS17.0软件对数据进行处理和分析，运用结构方程模型验证了企业和消费者两个层面的驱动因素对品牌忠诚的影响效果。实证结果表明品牌忠诚是一个多因素驱动的结果，其中企业营销层面的驱动因素：服务质量、企业形象、广告策略对消费者品牌忠诚有正向影响力，价格促销对消费者品牌忠诚有负向影响力；消费者感知层面的因素：顾客满意、品牌信任对消费者品牌忠诚有正向影响力，多样化需求和相关群体影响对消费者品牌忠诚有负向影响力。据此，本文给出了提高大众休闲服装行业消费者品牌忠诚的营销管理建议。
[Abstract]:With the increasing scope of customer selection and the increasing competition for customers, cultivating and maintaining the brand loyalty of consumers has become the key to the priority of many garment enterprises. How to truly win the brand loyalty of consumers, we must understand its formation mechanism and driving factors. On the basis of reviewing and combing the literature about brand loyalty and its influencing factors at home and abroad, according to the characteristics of mass leisure clothing industry, this paper expounds the forming mechanism of brand loyalty from two angles of consumers' psychology and behavior. From the aspects of enterprise marketing and consumer perception, this paper discusses the main driving factors that affect consumer brand loyalty, and through the investigation and investigation of the consumer brand loyalty of popular leisure clothing in Nantong area, SPSS 19.0 / AMOS17.0 software is used to process and analyze the data, and structural equation model is used to verify the effect of driving factors on brand loyalty at the two levels of enterprise and consumer. The empirical results show that brand loyalty is a multi-factor driven result, among which the driving factors of enterprise marketing level: service quality, corporate image, advertising strategy has a positive impact on consumer brand loyalty. Price promotion has negative influence on consumer brand loyalty; factors of consumer perception level: customer satisfaction, brand trust has positive influence on consumer brand loyalty, Diversified demand and the influence of related groups have negative influence on consumer brand loyalty. Accordingly, this article gives the marketing management suggestion to improve the consumer brand loyalty in the mass leisure clothing industry.
【学位授予单位】：江苏科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.86

【参考文献】