The Research On Sports Garment Brand Image Model On The Customer Perception

Affected by the impact of popular culture, sports apparel to become an important part of the garment industry.In the new century,with the people advocating sports and leisure fitness effects of trendiness, sports market has become a place of strategic importance to the big businessmen .Clothing has practical significance beyond its basic function, the value of the homogenization of the product, so that the brand image of the construction and development of a sports apparel brand building the key to success. In recent years, most internationally famous sportswear brands have entered China. If the document sportswear enterprises want to succeed in the international sportswear brands competion, we must actively study the psychological and behavioral characteristics of consumers to meet their needs change and create a good brand image.Brand image is the consumer brand perception of the brand-specific sum. The elements of brand image are different beceause the clothing styles are diveision. It is only through empirical research, can we truly understand which elements consist of consumer perception of brand sportswear and which image elements are more important to whole brand image. The study on the brand image take the sports appearl for example.Tt from a consurmer perception point of view ,according to the quantitative research of the sports apparel brand image constitute the elements to build a sports apparel brand image scale models and test for our sports apparel brand image of the shape and management of reference.This study is the use of standard empirical research . Asking a hypothetical model firstlybased on the literature study, combined with expert interviews and pertest get out questionaire .By questionnaire survey of consumers identify the sports apparel brand image elements based on consumer perception point of view. Then through software of SPSS statistical analysis of survey data, the sportswear brand image classified as "clothing product image", "brand symbol image", "convenience", "store image", "promotional image", "sales promotion image", "corporate image" and "service image" 8 latitude. So that hypothetical model is comfirmed. Though the use of analytic hierarchy of expert scoring method to determine the layers of the weight of elements of the dimension,anyalyze the constituent elements of various dimensions of the overall image of the importance of the impact . "clothing product image","service image","store image", are important to the brand image of sports garment.And further explores the relationship between the image of latitude.So as to further enrich and develop the theory of apparel brand image.Because different demographic variables on the sports apparel brand image model of the importance of the warious dimendion of the perceived differences ,this study carried out for this problem in the demographic variables and model for sports appearl brand image among the constitent elements of the various dimension of analysis, which can provide reference value for China's sportswear to build and manage brand image.