平面广告图像要素对服装品牌形象的影响研究

发布时间：2018-03-19 23:06

本文选题：服装平面广告　切入点：图像要素　出处：《北京服装学院》2017年硕士论文　论文类型：学位论文

【摘要】：在日趋激烈的市场竞争中,越来越多的服装品牌已经意识到品牌形象的重要性,成功的品牌形象成为品牌获胜的关键。在众多的品牌营销策略中,广告占据重要的地位,它能够带来品牌形象的提升、品牌资产的扩大以及消费者忠诚的培养,是塑造品牌形象的有力工具。平面广告作为广告传播媒介的重要形式之一,其图像构成要素及表现方式影响着广告效果,进而影响服装品牌形象。本文通过文献研究、案例分析、访谈调研和实验等方法,得出针对中高端服装品牌实施平面广告传播策略的相关结论:(1)人物形象、品牌logo和背景元素三个图像构成要素均对服装品牌形象的品牌联想和感知质量两个维度产生显著影响;(2)其中,品牌logo影响最大,背景元素次之,人物形象第三;(3)服装形象对服装品牌形象的品牌联想和感知质量两个维度没有显著影响。
[Abstract]:In the increasingly fierce market competition, more and more clothing brands have realized the importance of brand image, successful brand image has become the key to brand winning. It can bring about the promotion of brand image, the expansion of brand equity and the cultivation of consumer loyalty, which is a powerful tool for shaping brand image. The image elements and expression mode affect the advertising effect, and then affect the image of clothing brand. This paper through literature research, case analysis, interview research and experimental methods, Draw the relevant conclusion that carries out the print advertisement communication strategy to the middle and high end clothing brand, the character image, Brand logo and background elements have a significant impact on brand association and perceived quality of clothing brand image. Among them, brand logo has the most influence, and background element is the second. There is no significant influence on the two dimensions of brand association and perceived quality of clothing brand image.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;F273.2;F416.86

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