An Empirical Study Of The Influence Of Female Fashion Brand's Imaging On Consumer Purchase Behavior

Since the reform and opening up policies in the mid 80's all walks of life have benefited from the prospering market.However,with this huge rate of growth and development all sectors of the market are also facing increasingly fierce competition.In particular,the competition within the women's fashion clothing market has intensified in recent years,evolving from product competition to brand competition.With the environment constantly changing with new competitors,both domestic and international,enterprises are attaching specific attention importance to brand marketing.This involves constant analysis of the brand position and the strategy being employed for the brand marketing.With the continuous change of the competition environment,in order to adapt to the market,enterprises attach importance to brand marketing,and constantly adjust the strategy for the brand marketing service.Since then,brand competition among enterprises has become an important factor for the success of brand marketing,which is directly influenced by the brand image.The concept of "brand image" was born in the 1950s,and has been the focus of marketing research since its birth.International scholar Bied(1993)'How brand image drives brand equity'explains the concept "brand image"explaining its meaning and importance,and he believed that "brand image" is an important intangible asset of enterprises.For enterprises,a strong brand image is valuable,with the ability to improve the consumer to business perception and consumer loyalty.In a market with such fierce competition,the enterprise with strong and established brand imagine will not easily be eliminated.In today's market,many enterprises are paying special attention to the construction and establishment of brand image.This paper looks at the two aspects of purchase intention and brand image,combined with the brand connotation.This is done by consulting a large number of relevant models to measure brand image using both domestic and foreign literature.This will be based upon the Biel measurement model as,through the image of the company,product or service image and user image of the three dimensions of in-depth analysis and research on the enterprise brand image construction.In addition,the research will go through the analysis of each dimension,from the hard and soft factors to form fully comprehensive discussion on enterprise brand image.This paper takes fashion as the research object,to have had experience in buying consumers as the research sample questionnaire survey,select the universal Alimu map values.This survey has collected 360 effective questionnaires,and the use of SPSS17.0 from the reliability analysis,the questionnaire survey analyzed the correlation and regression analysis of several aspects.The conclusions are as follows:1.the consumer's willingness to buy is directly influenced by corporate image and product image;2.the image of the user can also affect consumers' willingness to buy,but compared to the first two,smaller weight occupied.3.by combining the characteristics of women's clothing industry,the analysis that the three dimensions on the fall of brand image,influence consumer purchase intention by the three dimensions of corporate image,product image and user image significantly.