服装品牌形象对品牌忠诚度的影响机制

鉴于服装品牌形象对品牌忠诚度影响的复杂关系,构建服装品牌形象、感知价值、顾客满意度、品牌忠诚度的影响关系模型并提出理论假设。将服装品牌形象分为服务形象、产品形象、宣传促销形象、企业形象、店面形象和使用者形象6个结构维度。对模型和假设进行实证检验,分析结果表明:服装品牌形象从直接和间接2个方面对品牌忠诚度产生影响;感知价值通过顾客满意度所产生的中介效果间接影响品牌忠诚度;服装品牌形象与品牌忠诚度之间的关系受到顾客满意度较大影响。服装企业应通过提升品牌形象促使顾客满意度向品牌忠诚的转化。

Mechanism of influence of clothing brand image on loyalty

In view of the complex relationship between clothing brand image and loyalty, the influencing relationship model is constructed and the theoretical hypotheses is proposed. These influence factors include clothing brand image, perceived value, customer satisfaction and brand loyalty. Clothing brand image can be divided into six structural dimensions, including service image, product image, publicity and promotion image, enterprise image, enterprise image, store image and user image. The model and hypotheses were empirically tested. The results demonstrate as follows: firstly, clothing brand image directly and indirectly influences loyalty, secondly, perceived value indirectly influences loyalty by customer satisfaction. And customer satisfaction plays intermediate effect; and thirdly, customer satisfaction has great infouence on the relationship between clothing brand image and loyalty. Clothing enterprises should promote brand image to prompt the transformation of satisfaction to brand loyalty.