The Relationship Between Clothing Brand Association And Loyalty

In fierce competition of the international market, to divide up the clothing brand type more sub divisible, to aim at the target population is effective measure to reduce competitive cost and improve competition. In researches, it has been a focuses on the brand in advertising and management. In literature review, a lot of scholars focuses on brand image in store design, service personnel, after selling service at middle range. As the neural psychology and aesthetic development, researches on the brand image into the more microcosmic level and subject cross. The purpose of the present study to the associative type of clothing brand image and the aesthetic demand.The First part is the preparation stage. The purpose of screening interview material, verification and found that consumers associate type and the establishment of interview structure. Through the result of the research and to reference Biel (Alexander L.Biel,1993) on brand association dimension division, we will defined Association type in5dimensions, respectively:assurance association, social association, personal association, status association, and aesthetic imagination.The second part is the formal research, aims to explore the consumers in the acceptance of the clothing brand image information, formed in the associative type characteristics and brand loyalty.Formal study in Chongqing District of Beibei in60randomly selected, men and women every30, the age of18-50, interview structure is divided into the basic information, the positive association, and the positive association of loyalty measurement. Interview with a recording means record, then quantify finishing.The results of the interview with the SPSS software to carry on the analysis, draws the following conclusion:1.In the clothing brand in various factors, consumers value the clothing brand guarantee factors and aesthetic factors, namely the quality, price, function and style. Attach importance to aesthetic factors were significantly higher than the number of consumers (P<0.01) the importance of other factors and the number of.2.Aattached to the garment brand quality, price, function of the consumer, the customer loyalty significantly higher (P<0.01) the importance of other factors of consumer.3. First contact clothing consumers, concerned about aesthetic factors (P<0.01) was significantly higher than that of other factors.The innovation of this study has two:one is from the perspective of psychology, consumers in the garment purchasing part of cognitive process, enriches the clothing brand research and clothing purchase decision theory. At the same time, also shows the aesthetic factors in consumer demand for clothing has foundation status. The two is through the structural interview study, the interview results quantify, ensure that the quantitative research strengths, and guarantees the reliability of the survey results.The deficiencies of this paper lies above the sampling range is narrow, not from a demographic perspective on associative type analysis; followed by the interview will be the interview object language expression capacity constraints, there may be some factors cannot be investigated to. In future studies can expand the range of sampling and sample stratified sampling, and considers the use of the experimental method to measure implicit association type.