...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Clothing & textiles research journal >Exploration of Apparel Brand Knowledge Brand Awareness, Brand Association, and Brand Category Structure
【24h】

Exploration of Apparel Brand Knowledge Brand Awareness, Brand Association, and Brand Category Structure

机译：服装品牌知识品牌意识，品牌联想和品牌类别结构的探索

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Four phases of research were conducted to explore female college consumers' apparel brand knowledge using students from a Southeastern university. First, results from a survey revealed a positive correlation between apparel brands' recall and recognition performances (Phase 1). In Phase 2, through a brand-sorting task, four major apparel brand categories commonly perceived by female college consumers were identified. An online survey with a random sample of students (Phase 3) discovered that brands with higher levels of brand awareness were not necessarily linked to more favorable brand associations. Finally, an online experiment revealed that consumers' cognitive structures of brand-category memberships were significantly affected by the model of categorization they were asked to use by the researchers (Phase 4). This study provided insight into the constructs of brand awareness, brand associations, and the three models of categorization which may aid consumers when identifying and classifying apparel brands in the market.
机译：进行了四个阶段的研究，以利用东南大学的学生探索女性大学消费者的服装品牌知识。首先，一项调查结果显示，服装品牌的召回率和识别度之间呈正相关（第一阶段）。在阶段2中，通过品牌分类任务，确定了大学女性消费者通常认为的四个主要服装品牌类别。对学生进行随机抽样的在线调查（第3阶段）发现，具有较高品牌知名度的品牌不一定与更有利的品牌联想有关。最后，一项在线实验表明，消费者对品牌类别成员身份的认知结构受研究人员要求使用的分类模型的影响很大（第4阶段）。这项研究提供了对品牌知名度，品牌联想和三种分类模型的了解，这些模型可以帮助消费者在市场上识别和分类服装品牌。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号