基于消费者评价服装品牌文化创建途径研究

Study the Clothing Brand Culture Creation Based on the Evaluation of Consumers

文章通过对消费者购买评价决策过程的分类,以Aaker和Keler基于消费者的品牌价值为基础,得出了基于消费者评价的服装品牌文化创建的五个影响因子即品牌知名度、品牌联想、服装感知风格、品牌形象、品牌象征,并相应地提出了五条创建途径建议。

Based on the classification of the customersr decision-making process of purchase and the brand value of Aaker and Keler, five influencing factors effected on the clothing brand culture cre- ation were obtained,that is, brand awareness, brand association, clothing perception of style, brand image, and the symbol of a brand. According to this, five ways to create the culture of a clothing brand were proposed.