基于消费者认知的服装品牌名称评估体系的构建与个案实证研究

Construction of Assessment System of Apparel Brand Name and Empirical Case Study Based on Consumer’s Perception

基于消费者认知,结合感性工学之感觉量化法及投射心理学实验对服装品牌名称进行评估研究,通过设计实验方案、筛选实验材料及语意形容词组、设计实验界面与过程,对消费者进行了认知实验及数据分析,构建了服装品牌名称评估体系,并选取了拜丽德休闲服装品牌进行了个案实证研究.

Based on consumer＇s perception, semantic analysis and project psychology are applied in the construction of assessment system of garments brand name. Experiment plan was designed, experiment materials and semantic adjective pairs were screened, experiment interface and process were designed. On the basis of all these preparation, consumer＇s perception experiments were implemented and experiment data were analyzed, construction of assessment system of garments brand name was built and brand case Bailide was studied.