服装品牌评价模型的构建与应用  

Clothing Brand Evaluation Model and Application

作　　者：于国瑞[1] 

机构地区：[1]宁波大学艺术学院,浙江宁波315211

出　　处：《宁波大学学报（人文科学版）》2015年第1期109-112,共4页Journal of Ningbo University：Liberal Arts Edition

摘　　要：基于消费者认知自编服装品牌测评量表,对宁波太平鸟女装品牌进行测评,以实证研究数据反映该品牌建设现状,并在应用中进一步验证了服装品牌评价模型的有效性和适用性。结果表明,服装品牌测评量表的内部一致性和重测信度均符合统计测量学的标准,具有良好的信效度,可以作为相关研究的工具。The article appraises Ningbo Bird Pacific women＇s brand by using the self-designed evaluation scale drew on the basis of clothing brand consumer’s cognition. Empirical research on the data reflects the situation of brand construction. And the application further tests the validation and applicability of the clothing brand evaluation model. The results showed that the clothing brand evaluation scale’s internal consistency and test-retest reliability are in line with the standard statistical surveying. It has good reliability and validity.

关 键 词：服装品牌 品牌认知 评价模型 

分 类 号：F713.56[经济管理—市场营销]