Impact of fashion brand image innovation on consumers' purchasing intention: mediation effect based on brand prototype

doi:10.19398/j.att.202106072

Abstract

Abstract: For an in-depth investigation of the mechanism of the impact of fashion brand image innovation on consumers' purchase intention, a relationship model is established based on the categorized processing theory, with brand prototype and brand emotion as intermediary variables, and empirically analyzed using questionnaire survey method. The results show that: the brand prototype dominates the main process from fashion brand image innovation to the formation of consumers' purchasing intention. Among them, the accumulated overall-level knowledge(brand prototype) has a direct impact on consumers' purchasing intention, and the accumulated attribute-level knowledge(brand emotion) has an indirect influence on consumers' purchasing intention. Finally, according to the research results, targeted suggestions are proposed for fashion brands to carry out image innovation activities.

Key words: brand image innovation, brand prototype, brand emotion, brand knowledge, categorized processing, purchase intention

摘要： 为了深入探明服装品牌形象创新对消费者购买意愿的影响机理,应用类别化加工理论,以品牌原型和品牌情感为中介变量,建立了关系模型并采用问卷调研法对模型进行实证分析。结果表明:品牌原型主导着从服装品牌形象创新到消费者购买意愿形成的主要过程。其中,积累的整体水平知识(品牌原型)直接影响消费者购买意愿;积累的属性水平知识(品牌情感)间接影响消费者购买意愿。最后,根据研究结果为服装品牌进行形象创新活动提供了针对性的建议。

关键词: 品牌形象创新, 品牌原型, 品牌情感, 品牌知识, 类别化加工, 购买意愿

CLC Number:

TS941.12

JIN Yali, CHEN Lihong, CAI Jianzhong. Impact of fashion brand image innovation on consumers' purchasing intention: mediation effect based on brand prototype[J]. Advanced Textile Technology, 2022, 30(3): 224-232.

靳雅丽, 陈李红, 蔡建忠. 服装品牌形象创新对消费者购买意愿的影响——基于品牌原型的中介效应[J]. 现代纺织技术, 2022, 30(3): 224-232.

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