[1]胡红艳,胡守忠*.成分联合品牌形象与购买意愿关系模型构建[J].服装学报,2019,4(01):85-88.
　HU Hongyan,HU Shouzhong*.Model Construction of Ingredient Co-Branding Image and Purchase Intentions[J].Journal of Clothing Research,2019,4(01):85-88.
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成分联合品牌形象与购买意愿关系模型构建()
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《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第4卷
期数:
2019年01期
页码:
85-88
栏目:
服装品牌营销
出版日期:
2019-02-28

文章信息/Info

Title:
Model Construction of Ingredient Co-Branding Image and Purchase Intentions
作者:
胡红艳;  胡守忠*
上海工程技术大学 服装学院,上海 201620
Author(s):
HU Hongyan;  HU Shouzhong*
Fashion College,Shanghai University of Engineering Science,Shanghai 201620,China
分类号:
TS 941.19
文献标志码:
A
摘要:
品牌差异化竞争已经成为企业竞争制胜的重要手段,成分联合品牌是实现差异化竞争的一种营销策略,可为消费者提供个性化需求,促进购买意愿。通过结构方程模型分析成分联合品牌形象对消费者购买意愿的影响,并对模型进行定性定量实证研究。利用数据分析软件对调研数据进行检验,通过修正得到最佳适配度模型,为产业链中企业制定有效的品牌合作策略提供依据。
Abstract:
Brand differentiation competition has become an important means to win the competition of enterprises. Ingredient co-branding is a marketing strategy to realize differential competition.In this paper, the structural equation model is used to analyze the influence of ingredient co-branding image on consumers’ purchase intention, and a qualitative and quantitative empirical study is conducted on the model. The data analysis software is used to test the survey data, and the optimal fitness model is obtained by revision,which provides a basis for the enterprise to formulate effective brand cooperation strategy in the industry chain.

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(责任编辑:张 雪,邢宝妹)

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更新日期/Last Update: 2019-02-27