服装色彩感知价值对品牌忠诚的影响

为分析服装色彩感知价值对品牌忠诚形成的影响机制,通过文献回顾和理论研究,构建了色彩感知价值、主动改善、品牌认同、品牌忠诚4个变量的理论模型,并提出相关假设;应用回归模型对收集的207份有效问卷进行实证分析.研究表明:服装色彩感知价值理论模型具有较好的可靠性与相关性,提出的3个假设均得到验证;消费者感知到的服装色彩价值越...

Impact of clothing color perceived value on brand loyalty

In order to analyze the influence mechanism of clothing color perceived value on brand loyalty, through literature review and theoretical basic research, a four-variable theoretical model of color perceived value, proactive improvement, brand identity, and brand loyalty was constructed. Then, relevant hypotheses were put forward. The empirical analysis of the 207 collected valid questionnaires was carried out by regression model. The results of the research show that the theoretical model of clothing color perceived value has good reliability and relevance, and three hypotheses have been verified. The higher the value of consumers' clothing color perception, the higher the brand identity and brand loyalty formed. The proactive improvement actions taken by clothing brands can positively affect the formation of consumer brand identity. Consumers who understand the fashion color trend have higher color perceived value and are more likely to form brand identity, which translates into brand loyalty.