The Empirical Study Of Brand Image Elements Affecting Clothing Repurchase Behavior

Brand image is a research focus in consumer behavior and marketing field, which has been regarded as one of the core elements of brand assets. Brand image management has also been viewed as a key marketing active of enterprises. According to consumer behavior and enterpises behavior in brand identity from foreign literature, the paper has studied the clothing brand image elements and their effect on repurchase behavior.Firstly, based on the theory of brand identity, the study has come up with a clothing brand image element structure model. Clothing brand image consists of product image, corporate image, personalized image and symbol of the image, a total of twenty-nine brand image elements. Secondly, through the contrast of consumer perceived differences of clothing brand image elements in first-time purchase and repurchase, key elements which influence the first-time purchase and repurchase most has been analised and quantified. Product properties, brand - customer relationship, metaphorical image play an important positive effect on consumer repurchase behavior. Finally, according to the conclusion, clothing enterprises could develop their brand by clothing quality, brand awareness, brand symbolic meaning, bring new style, dependence from brand and customer these five aspects, to cultivate customer loyalty.