品牌知名度对服装品牌延伸评价影响实证研究被引量：1

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摘要运用实验法研究服装品牌知名度对服装品牌延伸评价的影响,并通过消费者调查进一步验证实验结论。研究结果得出,对于女性消费者来说,品牌知名度的高低对女装品牌延伸评价影响较小,而对男性消费者来说,品牌知名度的高低是影响其对男装品牌延伸评价的主要因素。品牌知名度越高,男装品牌横向延伸到服装相关产品领域、近距离延伸及向上延伸获得的评价越高;品牌知名度对男装品牌向下延伸并没有表现出显著的影响。

作者李娟娟赵平

机构地区北京服装学院服装艺术与工程学院

出处《东华大学学报（社会科学版）》 2007年第3期208-213,共6页 Journal of Donghua University:Social Science

基金北京市哲学社会科学规划项目"北京服装品牌资产与消费模式的研究"资助项目编号B200501

关键词服装品牌知名度品牌延伸延伸评价

分类号 TS941 [轻工技术与工程—服装设计与工程]

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参考文献4

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