考虑消费者行为的服装“品牌故事”的塑造与传播

Research on clothing "brand story" building and communication considering on consumer buying behavior

针对品牌故事的内涵、塑造和传播问题,收集相关文献,结合服装品牌形象的相关理论,提炼出服装“品牌故事”的构成维度,包括形象定位、文化理念、价值理念与故事艺术。在此基础上,构建了服装“品牌故事”与消费者行为关系的理论模型,并对理论模型进行了实证检验。最后针对服装“品牌故事”的塑造与传播提出针对性的建议。调查结果表明:4个维度均与消费者行为有显著的相关性,且价值理念对消费者行为的影响最为显著。此研究可使服装企业在不同层面上更合理地塑造“品牌故事”,更符合消费者对品牌形象的感知,有助于服装品牌形象的塑造与传播。

Brand stories have a positive effect on consumer emotion and consumer-brand relationship,while consumers′cognition,emotion and tendency toward brand stories have a decisive influence on the building and communication of brand stories.The literatures were reviewed about the connotation,building and communication of brand stories,combined with the related theories on clothing brand image,the components of clothing"brand story"were put forward,including image positioning,cultural concept,value concept and story art.On that basis,the theoretical model building,and empirical test were conducted between clothing"brand story"components and consumers′purchase behavior.Finally,the targeted suggestions were put forward for the"brand stories"shaping and spreading.The survey results showed that the four dimensions were significantly correlated with consumer purchasing behavior,and the value concept had the most significant impact on consumer purchase behavior.This research intended to enable clothing enterprises to create more reasonable"brand story"at different levels,more in the with consumers′perception on brand image and improve brand image building and communication.