【作者】 荆晓欢；

【导师】 赵平；

【作者基本信息】 北京服装学院 ， 服装设计与工程， 2008， 硕士

【摘要】 品牌资产的建设是品牌理论的重要组成部分,品牌资产和营销组合策略之间的关系已经成为品牌资产研究的重要内容。在服装品牌研究领域中,关于品牌资产和营销策略组合之间关系的研究还相对较少。本文在现有的品牌资产以及广告投入相关文献整理的基础上,结合服装品牌自身的特点,构建了平面广告投入与女装品牌资产的关系模型,并提出了相关假设。本文采用实证研究的方法,以问卷和量表研究的形式,从消费者角度探索平面广告投入和女装品牌资产核心维度之间的关系,进而研究广告投入如何影响品牌资产及其维度。本文在对研究假设进行一一验证后,得出的主要研究结论如下: 1、品牌意识/联想、感知质量、感知价值和品牌忠诚这四个维度与品牌资产有较强的正相关关系;2、平面广告投入频度和投入强度对女装品牌资产及其维度有较强的正面影响;3、平面广告投入强度对女装品牌资产的影响要强于平面广告投入频度对女装品牌资产的影响。并在此基础上,指出了本研究所具有的局限性和未来需要研究的问题。更多还原

【Abstract】 The construction of brand equity is an important part of brand theory. In the competitive market environment, building and managing brand equity is an essential company strategy for achieve superiority and success. In the clothing brand research area, the research which relates about the brand property and between the marketing strategy combination relatively are also few. This paper based on the existing brand equity and advertisement investment theory, combined characteristic of clothing brand, established the model between graphic advertisement investment and female attire brand equity, and put forward relevant assumptions.This paper based on the consumer angle to exploration the relations of graphic advertisement investment and the female attire brand equity core dimension’s, and how the research advertisement invest affects the brand equity with empirical study method and questionnaire and meter research form. After the assumptions certificated one by one, the main conclusions of the study are work out as follows:1.Four dimensions of brand equity, the brand consciousness/association, the sensation quality, the sensation value and the brand loyal, have the strong co relational dependence to the brand equity; 2. The graphic advertisement investment frequency and the investment intensity have the strong positive influence to the female attire brand equity and the dimension of it; 3. The graphic advertisement investment intensity to the female attire brand equity’s influence is stronger then graphic advertisement investment frequency to the female attire brand equity’s influence. Based on this, this paper had pointed out the limitation of this research and the future question which needs to study.更多还原