Research On Brand Loyalty And Influencing Factors Of Garment

With the establishment and development of market economy in our country, Competition between enterprises is becoming more and more intensive. On the other hand, the performance of brands is more reasonable. In this condition, the question that most enterprises are facing is the switching and running off of consumers and continuous decreasing of marketing shares. Now most enterprises are concerned about how to cultivate high loyalty consumers group, while the key to cultivate high loyalty consumers group is to learn about the structure of consumer brand loyalty and know which factors can effect consumer brand loyalty and to what degree that been effected. Those are questions that this article wants to solve.This study focus on garment brand loyalty, after reviewing the theory about brand loyalty, combined with the features in the apparel industry which is the rapid changes and fashion. By designing an evaluation scale, constructing garment brand loyalty model, evaluating the performance of the actual brands, this study has been concluded as the following:[1] Established"garment brand loyalty evaluation scale". This scale is consisted of 20 components, covering the 6 dimensions of garment brand loyalty. The Reliability and Validity Testing proved to be good and can be applied to actual brand measurement.[2] Constructing"garment brand loyalty model". This model includes 6 dimensions. The exploratory factor analysis and the conjoint analysis determine the composition of the garment brand loyalty elements and weights:"Customer Characteristics"32.75%,"Customer Evaluation"15.55%,"consumption experience"16.47%,"Customer Judge"11.41%,"Environment Factors"12.51%,"Customer Satisfaction"11.32%.[3] 8 domestic and international garment brands are evaluated by the scale. The result shows that there are no significant differences among the garment brand loyalty evaluation for both domestic and international brands, however there are distinct differences among dimensions of brand loyalty for international brands, which represent more personality to them.