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The Research on Sports Garment Brand Image Model on the Customer Perception

Author: SuLuJie
Tutor: FangLiYing
School: Zhejiang University of Technology
Course: Fashion Design and Engineering
Keywords: Sportswear brand Consumer perception Brand Model
CLC: TS941.734
Type: Master's thesis
Year: 2010
Downloads: 326
Quote: 4
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Abstract


Influence of popular culture, sports apparel has become an important part of the garment industry. The new century, people advocating sports and leisure fitness fashion trend, so that the movement of the market to become the business battleground. The practical significance of clothing beyond its basic functions, combined with the homogenization of the value of the product, so that the construction and development of the brand to become the key sportswear brand building success. In recent years, the most internationally renowned sportswear brand has entered the country, China's sportswear enterprise in order to win in the same stage with renowned international sports apparel brand, must actively studying the psychological and behavioral characteristics of consumers shopping to meet their needs change, create a good brand image. The brand image is the sum of the consumer perception of a particular brand. Clothing category, the constituent elements of its brand image differences only through empirical research, in order to truly understand exactly what elements constitute the consumer's perception of the clothing brand image, as well as the weight of each dimension constitute factors and the overall image of the building importance . For the above reasons, the paper mainly studies the model of the sports apparel brand building, consumer survey, consumer perception perspective of quantitative research elements of the sports apparel brand, and constitute a factor in each dimension is determined by calculating the weights constructed the sportswear brand image model and test scale favor sportswear enterprises in China have a the targeted brand image and management. This study used a standardized empirical research, first proposed hypothetical model, on the basis of the relevant literature research and expert interviews and pre-tested design of the survey questionnaire, through the analysis of small sample surveys and the use of statistical software, fix a formal investigation questionnaire, of corresponding consumer groups, surveys, from the angle of consumer perception identified sportswear brand image of the constituent elements and SPSS software to conduct a statistical analysis of the survey data, delete the less impact factors of the overall image, the final movement clothing brand image is divided into apparel product attributes image \eight dimensions. Analytic Hierarchy Process expert scoring method to determine the factors of each dimension weights derived the clothing product attributes image \important analysis dimensions constitute factors on the overall image of the importance of further improving the model system. By exploring the relationship between the various constituent elements, enrich and develop the clothing brand image theory. Differences due to the different demographic variables on the perceived importance of each dimension of the sportswear brand model for this problem, the study, analysis of demographic variables with sports apparel brand model dimensions constitute the relationship between the factors to brand building and management decision-making based on expectations for China's sportswear company.

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CLC: > Industrial Technology > Light industry,handicrafts > Garment industry,footwear industry > Garment industry > A variety of wearing apparel > A variety of clothing : zoning > Sportswear
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