Relationship Between The Ingredient Co-Brand Image And Purchase Intentions

Since the reform and opening up, Shanghai textile and garment industry is vigorously promoting industrial restructuring,with the transformation from traditional trade to brand trade and fashion industry. However, compared with international well-known brands, Shanghai’s textile and garment industry still has a a big difference, although it has begun to have brand awareness and created some familiar brands such as Threegun, Conch and Maigoo. The competition between brands started to evolve into a differentiated competition. Ingredient co-branding is one style of co-branding, it is a strategic tool to achieve differentiated competition. However, the current implementation of vertical integration and academic research in this regard is still relatively small and brand image is an important factor to enhance the value-added products and to attract the attention of consumers. Therefore, how to build the evaluation index system of ingredient co-branding and analysis the relationship model between ingredient co-branding image and consumers’ purchase willingness,and then put forward countermeasures to enhance ingredient co-branding image have an important reference role to readjust the industrial structure of Shanghai textile and garment industry and improve brand marketing strategy.This research developed following two clues, structural equation model of relationship between ingredient co-branding image and consumers’purchase willingness and the use of case data for quantitative analysis of the model. Paper studying, intensive interview with professional in apparel industry and market research by double instructors advantage resources were used in this paper. Currently, articles about the the ingredients co-branding image is relatively small, so based on Bell model and the research results of co-branding image, the ingredient co-branding image should include "Product image" "Corporate image" and "Marketing campaign image". Measurement system of the three dimensions is determined by experts scoring, and a hypothetical model of ingredient co-branding image is built and three assumptions are developed. Different consumers have different perception of brand image, so personal factors are used as mediating variable and then view of ingredient co-branding image affects purchase intention indirectly by personal factors are put forward. Four stores of Three-gun are chosen as research establishments, and about300valid samples obtained. Reliability and validity verification, factor analysis and fitting analysis of data were analyzed by AMOS17.0and SPSS18.0. Relationship model between ingredient co-branding image and consumers’ purchase willingness were obtained and the best fit model were obtained through model updating. At last, corresponding countermeasures and suggestions of enhancing the ingredient co-branding image are proposed in this paper.Conclusions of this study are summarized as follows:1) Measurement system of ingredient co-branding image are built in "Product comfort image","Functional image","Functional image","Corporate image" and "Marketing campaign image", and the relationship model between these four variables and purchase willingness, personal factors are built.2) The confirmatory factor analysis of the established assumptions show:Consumers’ purchase willingness are positively and directly influenced by "Product comfort image""Functional image","Functional image","Corporate image" and "Marketing campaign image", and affected indirectly by "Marketing campaign image" through personal factors.Model established and suggestions put forward in this paper has a reference value to Shanghai clothing companies, they can promote the marketing of new products and enhance brand image, in order to improve consumers’ willingness to buy.