Research On The Influrence Of China Men's Clothing Brand Premium

With the rapid development of the apparel industry, the competition is more and more intense, so brand management has become an important competitive business strategy for every clothing enterprise, building brand is crucial to all of them, they start to pay more attention on brand building and their brand awareness is growing, brand premium gradually are noticed by clothing company and consumers. The phenomenon of brand premium in clothing market is very obvious. More and more international top fashion brand come into China, they can get the brand premium with its world-renowned brand awareness. If the Chinese native clothing brands want to survive in the competitive market, they should ensure the quality, then establish a strong brand that consumers can recognize its value and are willing to pay high premium, this paper attempts to explore the impact of men's clothing brand premium.Firstly, the author reviews the literatures of the brand premium, brand equity, the factors that affect brand premium and other aspects. Then combined with the characteristics and theoretical review, I identify the factors of men's brand premium initially. Based on the customer-based brand equity model,1 established the factor model of men's clothing brand premium.According to the research date of the evaluation of brand value,I use SPSS statistical software to do some analyst to the date of 29 involved men's clothing brand. I find out that behavior brand loyalty and satisfaction of men's clothing consumer directly affect brand premium, perceived quality and perceived value affect the brand premium by behavior brand loyalty, brand awareness, brand association and brand leadership affect the behavior brand loyalty through emotional brand loyalty., then affect the brand premium.In addition, the research also find that perceived value is the key factor,it is not only affect the brand satisfaction and also affect behavior brand loyalty,and these two indicators has a direct impact on brand premium. Brand personality has no impact on brand premium.According to statistical analysis, I modify the factor model of premium brands, and get the answer that how these factors affect the premium brand and then we explain the results with the men's clothing characteristicsIn brief, this thesis successfully draw lessons from research achievements on brand premium of scholars home and abroad, at the same time enlarge the bound of research in brand premium and set up the model of the influence of brand premium by comprehensively utilizing the knowledge of management science. It also analyzes how and why brand equity affects brand premium. I believe that clothing enterprise can use the conclusion to improve their own brand value and brand premium in this thesis for reference.