服装品牌联想类型与忠诚度相关研究

发布时间：2018-04-05 16:29

本文选题：品牌形象　切入点：品牌联想　出处：《西南大学》2012年硕士论文

【摘要】：国际市场竞争日益激烈,服装品牌类型精细化,找准目标人群日趋成为降低竞争成本,提高竞争效率的有效手段。在各种研究中,对于品牌的研究早已成为广告学和管理学的热点。已往研究十分关注品牌形象在店面设计,服务人员,售后服务等中观层面的探讨,随着神经心理学的发展和美学的发展,对于品牌形象的研究展现了更加微观的层面和学科交叉的取向。但是理论层面关于消费者的品牌联想与忠诚度之间的关系研究比较笼统；并且在实际情境中,有些消费者会忠诚于某一个品牌,有些却不会。基于此,本研究采用结构访谈法,探讨消费者对服装品牌形象的联想类型和审美诉求。研究包括两部分：第一部分为前期研究,目的是筛选访谈图片材料,验证并发现消费者的联想类型并建立访谈结构。通过研究结果并参考贝尔(Alexander L. Biel,1993)对品牌联想维度的划分,将联想类型界定为5个维度,分别为：品牌保证联想,社会识别联想,个人识别联想,身份地位识别联想,审美联想。第二部分为正式研究,目的是探讨消费者在接受服装品牌形象信息时的联想类型特点与品牌忠诚度的关系。正式研究在重庆北碚区随机抽取60人,男女各30人,年龄为18-50岁,访谈结构分为已有品牌联想,品牌图片积极联想,并分别进行忠诚度测量。访谈用录音方式记录,后期进行量化整理。对访谈结果用spss软件进行分析,得出如下结论： 1在本已经的五个联想类型中,具有审美联想和品牌保证联想特征的消费者人数显著高于身份识别联想、社会地位识别联想和个人识别联想的人数。审美联想和品牌保证联想的消费者人数之间没有显著差异。 2具有品牌保证联想特征的消费者忠诚度显著高于其他联想类型的消费者。 3消费者在接受品牌图片信息时,审美联想类型的消费者潜在忠诚度显著高于其他联想类型(P0.01)。本研究的价值从理论意义上来看,补充了消费者品牌形象、品牌忠诚度之间关系的研究,并从微观领域深化了研究深度；从实践意义上来看,通过从认知环节深入研究消费者对品牌形象选择加工过程,能够实施更加准确有效的品牌推广策略。本研究的创新有两点：一是从心理学角度探讨,消费者在服装购买行为中部分认知过程,丰富了服装品牌的研究和服装购买决策理论。同时,也显示出审美因素在消费者对服装需求中具有基础地位。二是通过结构访谈法研究,将访谈结果量化,既保证了量化研究的优势,又保证了调查结果的真实可靠性。本文的不足在于取样范围较窄,没能从人口统计学角度对联想类型进行分析研究。在今后的研究中,可以扩大取样范围并对样本进行分层抽样,从全国范围进行区域差异研究。
[Abstract]:The international market competition is increasingly fierce, the clothing brand type is fine, the target group is becoming the effective means to reduce the competition cost and improve the competition efficiency.In all kinds of research, the brand research has already become the hot spot of advertising and management.In the past, great attention has been paid to brand image in store design, service personnel, after-sales service and other mid-level discussions, with the development of neuropsychology and aesthetic development,The research on brand image shows a more micro-level and interdisciplinary orientation.However, the theoretical study on the relationship between brand association and loyalty of consumers is relatively general; and in the actual situation, some consumers will be loyal to a certain brand, some will not.Based on this, this study uses the method of structured interview to explore consumers' association type and aesthetic appeal to clothing brand image.The study consists of two parts:The first part is a preliminary study, the purpose is to screen the interview picture materials, verify and find out the association type of consumers and establish the interview structure.According to the research results and referring to the classification of brand association dimension of Alexander LBieler 1993, the association type is defined as five dimensions: brand guarantee association, social identification association, personal identification association, identity recognition association and aesthetic association.The second part is a formal study to explore the relationship between consumers' association type characteristics and brand loyalty when they receive brand image information.The formal study randomly selected 60 people, 30 men and 30 men, aged 18-50 years, in Beibei, Chongqing. The interview structure was divided into existing brand association, brand image positive association, and measurement of loyalty.The interview was recorded by recording and the later quantitative arrangement was carried out.The results of the interview are analyzed by spss software, and the following conclusions are drawn:Among the five association types, the number of consumers with the characteristics of aesthetic association and brand guarantee association is significantly higher than that of identity association, social status recognition association and personal identity association.There is no significant difference in the number of consumers between the aesthetic association and the brand guarantee association.(2) the loyalty of consumers with brand guaranteed association is significantly higher than that of other Lenovo types.3When consumers accept brand image information, the potential loyalty of consumers of aesthetic association type is significantly higher than that of other Lenovo types.From the theoretical point of view, the value of this study complements the research on the relationship between consumer brand image and brand loyalty, and deepens the research depth from the micro field; from the practical point of view,A more accurate and effective brand promotion strategy can be implemented by deeply studying the process of consumer brand image selection and processing from cognitive aspects.The innovation of this study has two points: first, from the psychological point of view, consumers in the clothing purchase behavior in part of the cognitive process, enriched the clothing brand research and clothing purchase decision-making theory.At the same time, it also shows that aesthetic factors in the consumer demand for clothing has a basic position.The second is to quantify the interview results through the structural interview method, which not only guarantees the advantages of the quantitative research, but also ensures the true reliability of the investigation results.The shortcoming of this paper is that the sampling range is narrow and the association type is not analyzed from the demographics point of view.In the future research, the sampling range can be expanded and stratified sampling can be carried out, and regional differences can be studied from the national scale.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F273.2;F426.86

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