The Research On Impact Of Clothing Brand Image On Customers' Purchase Intention

Consumers are not limited to the product or service by producing the product or service intention in new media consumption era.It depends on consumers' overall perception of their brand image more often.The brand image gradually become the main factor that constantly enlarges the gap between products in the product increasingly homogenization today.Although our country is the world's largest clothing production and consumer,however the image of clothing brand and perfection still has many deficiencies for the clothing industry.There is still a gap between the state-owned clothing brand and the world famous clothing brand.At the same time,Academic research is limited in the study of the dimension or evaluation system of clothing brand image in view of the academic research clothing brand image system.From the perspective of customer perceived value,combining consumers purchase intention and brand image of the academic research is not much in view of the academic research clothing brand image system.Therefore further study of clothing brand image is the influence of different dimension on consumer purchase intention have significant academic and practical significance based on consumers' perceived value.Push our country clothing from made in China to created in China,Chinese speed toward the Chinese quality,Chinese products to the Chinese brand.For this purpose,this paper build a empirical research model of “Brand image-perceived value-purchase intention” through the questionnaire survey to collect data and SPSS statistical software to analyze data concluded.Make reasonable Suggestions to the brand image of China's garment industry on the basis of the conclusions.It is expected that China's garment industry will continue to change its mind from manufacturing in China to creating in China,from Chinese speed to quality in China,and from Chinese products to Chinese brands.First of all,the objects of this study are different consumer groups of clothing brands.The independent variables in the empirical model are defined as four dimensions of clothing brand image--dimension I: corporate image;Dimension II: user image;Dimension III:marketing communication image;Dimension IV: product image.The mediation variable is defined as the perceived value of customers,and the dependent variable is defined as the purchase intention of consumers.Secondly,according to thequestionnaire items designed in line with the 8 dimensions and 6 variables,a complete questionnaire consisting of 28 items was sorted out after the pre-survey and feedback modification with the students.Questionnaires were distributed online(questionnaire star)and offline(major shopping malls),and data were collected.This study questionnaire has high reliability and validity,the recovery of data after the data correlation,regression model analysis,draw the conclusion: clothing brand image four dimensions of corporate image,product image and user image on customer perceived value and consumer purchase intention has positive influence;Marketing communication image has positive influence on perceived value of customers.The perceived value of customers has a positive influence on consumers' purchase intention.Finally,based on the empirical conclusion,China's garment industry brand image creation and improvement Suggestions,including: refining brand concept,focus on brand positioning,strict on product quality,enhance brand awareness,identify the brand crisis,responsible for the brand,maintain the brand image.