| Brand net-image is the brand image that the enterprise shapes on the internet through advocacy, services, etc. The other hand, the brand net-image is the extension of brand image, is the public's total, abstract and general knowledge and evaluation to all net behavior of the brand. In recent years, to shape the brand image through the network, accompanied by the rapid development of the internet, has become a trend.Some scholars'researches on the brand net-image are mostly starting from the design level, this study is from the consumer perception, use the Delphi method an AHP to obtain 25 factors which effect the fashion costume net-image as the second level indicators to evaluate the brand net-image. These 25 indicators can be classified as an evaluation of six indicators: products show image, brand interpretation image, the website image, information services image, application service image and the image of public awareness. And this study will get the weight of each indicator, then obtain the fashion brand net-image evaluation system.The evaluation system from this study is used to measure the brand net-image of 4 youth leisure brands, 40 valid questionnaires are obtained. This study researches the differences of different weight levels of indicators among these 4 brands, and thus proposals for this kind of costume brand net-image. |
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