Research On The Influence Of Emotional Marketing On Apparel Brand

In today’s apparel industry increasingly competitive era,the characteristics of the apparel itself have been unable to deeply touch to consumers,on the contrary,the competition of brand is already out and beyond the apparel itself,which makes resonance with consumers and forms the shared values in the psychological and emotional.Forming identity to the product based on the emotional resonance is the real reason for consumers buying behavior.Therefore,creating well-known brand is the most important content in the business development of strategy.Brand equity can enable enterprises to gain greater advantage as the most important intangible asset in the fierce market competition.The marketing strategy often plays a significant role in the process of building and enhancing the brand equity.In today’s market environment,people’s consumption has entered the era of emotional consumption,consumers pay more attention to the psychological and emotional satisfaction,emotional marketing emerges in this environment.Companies make the main line "emotion" go through the whole process of marketing activities just in this the emotional campaign period. Emotional marketing plays an important role in the marketing strategy.This paper defined the cdncepts of apparel brand equity and emotional marketing by studying the past advanced ideas,research methods and researching the domestic and international apparel brand equity and emotional marketing theory,and then it put forward the dimension of consumer-based apparel brand equity.At the same time, it built a research model of this paper by combining the emotional marketing to the consumer-based apparel brand equity.Then it proposed the research hypotheses and questionnaire survey,the questionnaires were collected and analyzed to test the hypothesis.At last,it drew the conclusions and presents the limitations and research prospects of the study.