大众休闲服装品牌忠诚影响因素的实证研究  

作　　者：吴见平[1] 曹佳佳[1] 

机构地区：[1]江苏科技大学

出　　处：《企业经济》2013年第3期13-16,共4页Enterprise Economy

摘　　要：基于企业营销管理层面对大众休闲服装消费者品牌忠诚的影响因素进行了研究。通过对大众休闲品牌服装市场调研收集的第一手资料,应用SPSS19.0、AMOS17.0软件对数据进行处理和分析,并运用结构方程模型验证企业形象、服务质量、价格促销、广告策略对品牌忠诚的影响效果。结果表明,服务质量对品牌忠诚的作用最大,它不仅对品牌忠诚有直接作用,还通过企业形象对品牌忠诚起到间接作用。同时,企业形象和广告策略对消费者品牌忠诚也有显著作用。From the point of business marketing management, this paper conducts a survey on influencing factors of brand loyalty of popular casual wear consumers by investigating and collecting the primary data from the popular casual wear market, pro- cessing and analyzing the data with SPSS19.0 and AMOS17.0 software, and verifying the influencing effects of corporate image, service quality, price promotion and advertising strategy on brand loyalty by means of the structural equation model. The results show that service quality plays the biggest role on brand loyalty, which has a direct or indirect effect via corporate image, and meanwhile, comorate image and advertisin~ strategy also olav remarkable roles on consumer brand loyalty.

关 键 词：大众休闲服装 品牌忠诚 影响因素 结构方程模型 

分 类 号：F273.2[经济管理—企业管理]