Influence Of Fashion Brand Image On Consumers' Purchase Intention

In the field of fashion consumption,brand image has gradually become one of the clues that consumers making judgments on brands.Brand image plays an important role in people's purchasing process.Meanwhile,as a key value asset of differentiated competitive advantage of clothing enterprises,brand image plays an important strategic role in enterprise management.According to relevant studies at China and abroad,brand image in the fields of service,tourism and automobile affects consumers' purchase intention.However,under the background of fashion industry and perspective of cognitive consistency theory,does brand image have an impact on purchase intention? What is the effect mechanism? How to accurately shape the image of clothing brand and positively influence the formation of consumers' buying intention? Those question worthy of discussion both in academic and business circles.Based on the cognitive consistency theory and combined with theoretical analysis and empirical research methods,this paper aims to explore the influence mechanism of fashion brand image on consumers' purchase intention.For the purpose of this study,the key research contents are as follows:(1)establishment of fashion brand image evaluation systemBased on grounded theory,MAXQDA10.0 software was used to explore the core concepts and components of the clothing brand image through existing materials and literatures,and 52 concepts were further encoded and analyzed,forming 31 categories and 7main categories,from which 1 core category was proposed and a saturated grounded theory model was constructed.After analysis,the clothing brand image is divided into seven dimensions of product image,brand identity image,corporate image,promotional image,store image,network image and service image,as well as29 specific components.Secondly,according to the classification results,fashion brand image measurement scale was designed and developed,and the good reliability and validity of the measurement scale were proved through empirical testing.(2)theoretical model construction of fashion brand image on consumers' purchase intentionBased on the cognitive consistency theory,from the cognitive subject(consumer)on cognitive object(brand image)positive or negative attitude is affected by the other factors associated with it(self consistency and quality perception)this starting point,the brand image as the dependent variable,self consistency and quality awareness as intermediary variables,purchase intention as outcome variables,and to self motivation and brand familiarity as regulating variable model of the building.(3)theoretical model test of fashion brand image on consumers' purchase intentionData were collected through questionnaire survey,and statistical analysis was made on the survey results by using Spss22.0 and Amos21.0 software and structural equation method.The data analysis results show that: the hypothesis model is reasonable and reliable,the research hypothesis only H8 a fails,and the rest hypotheses are verified.This indicates that fashion brand image has a significant positive impact on consumers' purchase intention,self-consistency and perceived quality play an intermediary role in the relationship between the two influences.In addition,self-confirmation motivation in the category of self-motivation moderates the relationship between self-consistency and purchase intention.Brand familiarity moderates the relationship between perceived quality and purchase intention.The main innovation of this study is:(1)based on the review of theoretical literature and the application of grounded theory,a fashion brand image measurement system consisting of seven dimensions was constructed and the corresponding measurement scale was developed.On the basis of the previous research,the thesis systematized and integrated the elements of the clothing brand image and further improved the clothing brand image theory.(2)based on the theory of cognitive consistency and combined with relevant studies on self-consistency and perceived quality,the paper constructed and empirically tested the theoretical model of clothing brand image affecting purchase intention.It provides a new theoretical perspective for the research on brand image and consumption intention.