关键词: 服装品牌, 品牌形象, 因子分析, 权重分布

Abstract:

In order to analyze the different influence factors of a colthing brand image, on the basis of synthesizing the connotation and factors constitution of the brand image, the influence factors of the colthing brand image are divided into 6 major aspects by questionnaire survey and statistical analysis. On this basis, the weights distribution of indexes at all levels are determined by nonlinear principal component analysis method. Accordign to weights, the 6 primary indexes are product, customer, storefront, propaganda and promotion, service, corporate image in descending order. This shows that the synthesis perception to the clothing brand image from customers centers on the basic properties of product and personality of customer. The results may become the theory basis and reference for colthing enterprise to engage in maintenance of brand image and brand marketing.

Key words: clothing brand, brand image, factor analysis, weight distribution