摘要
以服装品牌形象作为研究对象。在系统分析品牌形象的概念及内涵、品牌形象的认知过程、品牌识别系统、企业形象识别系统以及营销沟通这5个理论依据的基础上,结合对服装品牌市场的考察研究,确立了由3个层次组成的服装品牌形象体系。在此基础上,通过采用层次分析和专家问询相结合的方法,确定了各个服装品牌形象维度间的权重关系,从而使服装品牌形象维度体系更加系统和完善,为服装界创立自己的品牌形象提供了依据与思路。
Clothing brand image is studied. Having made a systematic analysis of the brand image＇s conception and connotation, brand image＇s cognitive process, brand identity system, enterprise image identity system, and marketing communications, coupled with market survey on clothing brand, it has developed a clothing brand image system which consists of three hierarchies. On this basis, the weight distribution of each dimension is ascertained by adopting the methods of layer-analysis and expert-questionnaire. Accordingly, it is more systematic and perfect of this system, which will provide new thoughts for the clothing enterprise to create its own brand image.
出处
《纺织学报》
EI
CAS
CSCD
北大核心
2007年第10期117-121,共5页
Journal of Textile Research
关键词
服装
品牌形象
维度
权重
clothing
brand image
dimension
weight
