王臻頔;顾雯;刘晓刚;

• 1:东华大学服装与艺术设计学院

摘要(Abstract)：

针对我国快消服装企业对品牌价值提升和战略升级的需求,基于品牌价值理论,选取11个指标作为快销服装品牌价值测量指标。运用层次分析法构建了消费视角下的快销服装品牌价值评价指标体系。在此基础上,选取市场上有代表性的4个国内外快销服装品牌,通过收集5个省份351位消费者对各个品牌价值指标的评价数据,用SPSS软件对国内外快销品牌的品牌价值进行分析与比较。结果显示:快销服装品牌的品牌价值可按4个维度划分,其中品牌忠诚度和品牌认识对品牌价值评价具有显著影响。按方差分析可将调研品牌的品牌价值从高到低排序为:优衣库,H&M,美特斯邦威,森马。

关键词(KeyWords)： 快销服装;品牌价值;评价模型;消费者行为

Abstract:

Keywords:

基金项目(Foundation): 上海高校知识服务平台(海派时尚设计及价值创造协同创新中心)资助项目(13S107021)

作者(Author): 王臻頔;顾雯;刘晓刚;

Email:

DOI: 10.19333/j.mfkj.2017040080206

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