赵茂林;曲洪建;蔡建忠;

• 1:上海工程技术大学纺织服装学院
• 2:江苏东方盛虹股份有限公司

摘要(Abstract)：

为研究服装联名品牌形象、消费者信任和消费者购买意愿间的影响机制，针对服装企业关于服装联名品牌形象的构建提供切实可行的建议。经文献研究，确定了服装联名品牌形象的4个维度，构建了服装联名品牌形象、消费者信任与消费者购买意愿三者间的理论模型，将调研所得数据采用多元回归分析的方法，实证检验三者间的关系。结果表明：服装联名品牌的文化形象、标识形象、服务形象对消费者购买意愿影响显著；联名品牌的企业形象对消费者购买意愿影响不显著；消费者信任在服装联名品牌的服务形象与消费者购买意愿间存在完全中介效应，在文化形象以及标识形象与消费者购买意愿间起到部分中介效应。研究结果可为服装企业进行服装联名品牌形象的构建提出相关对策建议。

关键词(KeyWords)： 服装联名品牌形象;消费者信任;联名营销;购买意愿

Abstract:

Keywords:

基金项目(Foundation): 上海市政府决策咨询重点项目(2018-A-035);; 上海市哲学社会科学规划课题(2017BGL026)

作者(Authors): 赵茂林;曲洪建;蔡建忠;

DOI: 10.19333/j.mfkj.20210503007

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