浅析名人效应对消费者选购服装的影响

选取一、二线城市的线上线下消费者进行问卷调查和访谈,主要从消费者的生活水平、对时尚的敏感程度、购买时关注的因素、品牌认知度及消费者的兴趣爱好等方面与名人代言之间的关系着手,分析名人效应对消费者选购服装产生的影响及其原因,并根据调研结果对消费者、商家及代言者提出可行性建议。     

东北地区毛衫品牌产品消费认知与认可度研究

从毛衫品牌认知情况、毛衫品牌消费选择倾向和毛衫品牌产品细节认可度3方面,对国内9个知名毛衫品牌以及1个非专业毛衫品牌进行问卷调研,并提出毛衫品牌发展建议。通过东北市场的实地调研及网络调研得出,国内大多数毛衫品牌并没有被消费者熟知,大多数消费者对毛衫品牌没有固定的消费意向,消费者对部分毛衫品牌产品的细节满意度不高,毛衫品牌市场存在很大的争取潜在消费者的空间,企业需要不断提升自身,加强品牌形象宣传以提高市场竞争力。     

快时尚品牌形象对购买意愿的影响

为探究快时尚品牌形象对消费者购买意愿的影响机制,构建了一个包含品牌形象、品牌认同、时尚意识、消费者购买意愿在内的结构模型。通过对430名消费者的问卷调查,运用结构模型与Bootstrap分析方法对模型进行实证检验。研究结果表明:快时尚品牌形象包括产品形象、消费者形象和企业形象,其对消费者的购买意愿有显著影响,消费者的品牌认同在其中起中介作用;消费者的时尚意识在产品形象和企业形象对品牌认同和消费者购买意愿的影响中起着调节作用,但其在消费者形象与品牌认同、购买意愿的关系中的调节作用不显著。最后根据研究结果为快时尚企业提出增强消费者品牌购买意愿的具体建议。     

基于消费者需求的针织休闲运动服调研分析

为将消费者需求与服装企业供给相结合,采用网络问卷和观察法,主要从运动偏好、购买行为、运动服偏好方面对消费者需求进行调研,并从面料的原料成分、组织结构、款式细节等方面对品牌休闲运动服进行调研。结果表明,消费者最喜欢的运动为跑步,超过90%的人购买过运动服,其比较注重运动服的款式和面料;品牌休闲服的材质以纯棉和棉涤混纺为主,组织结构是纬平针,领型、门襟设计多为连帽和拉链式,有弹性裤腰设计的针织休闲运动服是符合消费者需求的首要选择。     

消费者关于乳品的认知、支付意愿及行为的研究进展

本文梳理了国内外学者关于消费者的乳制品品牌认知、支付意愿及购买行为方面近年来的研究进展。研究结论表明,多数学者认为,消费者个人偏好、广告宣传、产品形象、口碑等因素主要影响消费者的乳制品品牌选择;企业社会责任和产品信任度直接影响消费者的品牌忠诚度;个人消费习惯、获取信息的渠道及可靠程度、受教育程度、价格、收入水平、对食品安全事件的认知等因素不同程度地影响消费者的支付意愿;对安全事件的了解程度、对待风险的态度和对信息主体的信任程度等显著地影响消费者购买行为的恢复。     

谁来填补高档坚果市场领导品牌的空缺

当消费者在超市里购买开心果、大杏仁、腰果和榛子等高档坚果产品自己吃或送亲朋好友时,很多人都不知道哪个品牌产品的质量好。坚果产品在品牌知名度、产品色泽、包装形式、价格定位,甚至是产品包装设计风格等方面均差异不大,消费者选择起来非常困难,对坚果产品的品牌和质量都不放心,高档坚果市场还没有值得消费者信任的知名品牌。     

基于消费者感知的服装品牌LOGO设计评估研究

基于消费者感知的基础上,结合语义分析法和投射心理学试验应用于服装品牌LOGO设计评估,通过试验方案设计、试验样本的调研与选择、语意形容词组的选择、试验界面及过程设计,进行消费者感知试验及数据分析,构建了服装品牌LOGO设计评估体系并进行了个案实证研究。服装企业可据此评估体系对目标消费群进行服装品牌LOGO设计评估,确定消费者对品牌LOGO设计的感知是否与品牌定位相符合,新创品牌可根据服装品牌LOGO设计的评估结果与品牌定位的拟合度来选择品牌LOGO的设计方案。     

本土运动服饰品牌跨界营销对消费者购买意愿的影响

为研究影响消费者购买本土运动服饰品牌跨界合作服饰产品的营销影响作用机制,通过文献阅读、深度访谈及对本土4大运动品牌跨界营销案例进行搜集分析,提取影响购买意愿的8个因子。借助TPB和SOR理论模型,构建跨界营销因子对消费者购买意愿的影响模型。基于网络问卷调研获取的数据进行因子分析与多元回归分析。结果显示：消费者的品牌认知、跨界联合评价、品质认知、线下体验、个人创新性、个人文化自信、品牌的设计创新、传播渠道8个因子均对消费者的购买意愿产生影响,其中传播渠道、个人文化自信、个人创新性3个因素的影响较大。从设计创新、开拓传播渠道、借力文化自信等方面对本土运动服饰品牌企业提出了一定的建议。     

品牌文化对家纺消费行为的影响模型研究

通过品牌文化内涵对家纺消费行为影响进行了理论分析,提取家纺消费行为中品牌文化对消费者行为的影响因素,以建立一套合理的品牌文化对家纺消费者行为影响关系的模型。利用SPSS、AMOS等分析软件,通过专家访谈和问卷调研方式,综合因子分析、SEM等方法进行了因素的筛选与模型构建,力图为品牌文化提供支持。     

夏铸九网络化的品牌与垄断性的艺术

如今的消费者,成了市场,乃至世界的中心,他们通过互联网、社交网络,以及物联网连接在一起,形成一股巨大的,看得见和看不见的力量。品牌面对消费者进行愈演愈烈的竞争,也使消费者变得成熟而苛刻。建筑大师夏铸九以品牌建构、根植手艺、设计体验、没有品牌四个方面来阐述网络化的品牌与垄断性的艺术地租这一主题。     

The effect of expectations generated by brand name on the acceptability of dried semolina pasta

Focus group interviews were performed to explore which characteristics drive consumer acceptance of pasta. A questionnaire was used to evaluate the consumer expectations of the product generated by the brand name. Consumer tests were performed in two different experimental conditions (blind and informed) to evaluate whether the knowledge of brand name affects consumer perception or not. Discrepancy between expected and blind preference ratings was found, suggesting that disconfirmation of expectations occurred for some brands. Hedonic ratings were different in blind and informed test, proving a significant effect of brand information on liking. Consumers generally moved their ratings towards expectation, revealing an assimilation effect.Experimental results showed also that the knowledge of brand name did not affect sensory attributes perception suggesting that, for dried pasta, the expectations generated by the brand name are essentially of the hedonic-based type.     

Influence of three non-sensory factors on consumer choice of functional yogurts over regular ones

To better understanding the consumer choice of functional foods, a choice-based conjoint study was carried out to investigate the influence of three non-sensory factors on consumer choice of functional yogurts over regular ones. Four attributes were considered in the conjoint study: type of yogurt (regular, enriched with antioxidants and enriched with fibre), brand (national familiar, national unfamiliar, and foreign familiar), price (low, regular and high) and claim (with and without ‘reduced disease risk’ health claim). Eighteen choice sets, each composed of three stimuli (regular yogurt, enriched with antioxidants and enriched with fibre and varying the brand, price and claim levels) were evaluated by 103 consumers. For each choice set, consumers had to indicate which yogurt would normally buy. A questionnaire on consumer attitude towards health and nutrition was answered by participants after the choice task. Brand, price and health claims highly significantly affected consumer choice of functional yogurts. The relative importance of brand was similar to that of type of yogurt. Therefore, results suggested that non-sensory factors such as brand and price could have an important impact on consumer perception of functional foods. The impact of brand, price and health claims was affected by consumer interest in health issues.     

Influence of packaging information on consumer liking of chocolate milk

Chocolate milk varies widely in flavor, color, and viscosity, and liking is influenced by these properties. Additionally, package labels (declared fat content) and brand are some of the extrinsic factors that may influence consumer perception. The objective of this study was to evaluate the effects of packaging labels and brand name on consumer liking and purchase intent of chocolate milk. A consumer acceptance test, conjoint analysis survey, and Kano analysis were conducted. One hundred eight consumers evaluated 7 chocolate milks with and without brand or package information in a 2-d crossover design. A conjoint analysis survey and Kano analysis were conducted after the consumer acceptance test. Results were evaluated by 2-way ANOVA and multivariate analyses. Declared fat content and brand influenced overall liking and purchase intent for chocolate milks to differing degrees. A subsequent conjoint analysis (n = 250) revealed that fat content was a driver of choice for purchasing chocolate milk followed by sugar content and brand. Brand name was less important for purchase intent of chocolate milk than fat or sugar content. Among fat content of chocolate milk, 2 and 1% fat level were most appealing to consumers, and reduced sugar and regular sugar were equally important for purchase intent. Kano analysis confirmed that fat content (whole milk, 1, or 2% fat chocolate milk) was an attractive attribute for consumer satisfaction, more so than brand. Organic labeling did not affect the purchase decision of chocolate milk; however, Kano results revealed that having an organic label on a package positively influenced consumer satisfaction. Findings from this study can help chocolate milk producers as well as food marketers better target their product labels with attributes that drive consumer choice of chocolate milk.     

Brand name fluency and perceptions of water purity and taste

Extending the logic of processing fluency into the domain of food and beverage perceptions, this study explores whether the fluency of brand names can influence consumer perceptions of bottled-water attributes such as purity, taste, and mineral contents. Forty-four participants, who were presented with twelve unknown foreign brand names of bottled water, indicated their perceptions of water based solely on the brand names. The results revealed that perceptions of water purity and taste changed depending on whether the brand name was easy or difficult to process. Bottled water was more frequently perceived to be very pure when the foreign brand name was short and easy to pronounce. Bottled water was also more frequently perceived to taste “better-than-average” when the brand name was more fluent. Perceptions of mineral contents in the water were not influenced by the brand name fluency. This study expands our knowledge about various extrinsic cue effects on product perceptions by demonstrating the influence of brand name fluency on consumer perceptions of water attributes.     

Antecedents of consumer brand loyalty in the Australian wine industry

The wine industry has become fiercely competitive worldwide and as a result, consumers are increasingly exposed to a wider range of wines in retail outlets. This expanding consumer choice means that there is a need for Australian wineries to develop and build consumer loyalty toward their brands. This paper aims to empirically examine the factors influencing consumer loyalty to wine brands. Using data from Australian wine consumers, the authors empirically test a model of antecedents of wine brand loyalty. The model considers wine brand trust, wine brand satisfaction, wine knowledge, and wine experience. Hypotheses were tested with structural equation modeling. The findings of this study show that wine knowledge and wine experience affect wine brand loyalty indirectly through wine brand trust and wine brand satisfaction. In addition, it is demonstrated that consumer satisfaction with a wine brand is the strongest driver of wine brand loyalty. The result of this study has value for Australian wineries, wine retailers, and wine marketers.     

网购时代影响消费者购买中国风时装因素研究

为探讨网购环境下影响消费者购买中国风品牌时装的因素,收集相关文献,构建网购消费者购买因素模型,提炼出影响消费者购买行为的因素维度,并细化为15个指标.通过李克特量表调查分析各维度及指标的影响程度,得出4个维度均对消费者购买行为有不同程度的影响,且网店信誉对消费者行为影响最为显著.根据分析结果对中国风时装品牌网店、产品、...     

基于SIPS模型的服装品牌IP营销策略

针对服装品牌IP营销策略系统化布局缺失的问题,提出基于SIPS模型的服装品牌IP营销策略。将服装品牌的IP营销策略划分为内容、形式与引流3个维度,结合SIPS模型调整三维度策略的逻辑关系与布局,得出3种IP营销内容策略、5种形式策略与4种引流策略。归纳出各维度策略的特点与效用并据此提出基于SIPS模型的服装品牌IP营销策略。研究得出,实施该模型指导的IP营销策略后,某商业项目全渠道阅读量与销量得到大幅提升,其中第1次实施营销策略后,该品牌阅读人数、次数、销量环比发展速度分别为180.5%、178.9%、389.7%。服装品牌根据自身定位、消费群体与营销目标结合体系布局调整策略,可为品牌的可持续、纵深感发展提供启示。     

服装品牌来源国效应对消费者认知的影响

在对现有来源国效应相关理论文献分析的基础上,结合服装行业的特点,采用问卷调查的方法,得出国内消费者对美、法、英、日、韩、中等6国服装品牌的态度。探讨来源国形象对消费者的产品信念和品牌态度的影响,并分析了消费者的产品信念与品牌态度之间的相关性。结果显示：对于服装品牌来说,在中国消费者中确实存在较为明显的来源国效应;来源国形象的4个维度,即：国家认同度、品牌固有印象、国家发展水平、时尚引导力,均对消费者的产品信念产生影响;消费者对来源国服装品牌的产品信念与消费者的品牌态度之间存在正相关关系。     

消费价值观驱动下的服装品牌关系管理模型

在个性化消费成为主流消费文化的服装消费市场,以消费价值观为维度的品牌关系是顾客关系的核心内容,建立消费价值观驱动下的服装品牌关系管理模型为当今营销管理的新方向;一个强势品牌的确立：需要经历从探求目标消费群的消费价值观到概念化品牌的构造、从生产到传播品牌价值再赋值、从突破品牌信息传递屏障到品牌认知、从品牌选择状态到品牌诊断再回到概念化品牌,不断循环的管理过程;实证研究数据表明,在资源约束条件下,消费者认知下的品牌价值供给结构与其消费价值观诉求结构维系关系越拟合,管理就越有效,该品牌也就越强势。     

服装品牌的情感定位

从对人类情感需求的分析入手,将情感作为服装品牌的定位核心,由此进一步扩展了市场细分指标体系。引入服装品牌的情感定位方式,通过服装品牌情感因素的分析,得出情感层次与马斯洛的需求层次理论、服装穿着功能层次的对应关系。同时阐述了情感定位与品牌个性化之间的关系和消费者与品牌之间的情感维系问题,认为消费者与服装品牌之间的情感共鸣是情感维系的基础,而适度的情感定位调整则是保持服装品牌情感维系的关键。