Journal of Textile Research ›› 2022, Vol. 43 ›› Issue (04): 147-152.doi: 10.13475/j.fzxb.20210400906

• Apparel Engineering • Previous Articles     Next Articles

Impact of clothing color perceived value on brand loyalty

DAI Yuqian, LIU Xiaogang()   

  1. College of Fashion and Design, Donghua University, Shanghai 200051, China
  • Received:2021-04-06 Revised:2022-01-11 Online:2022-04-15 Published:2022-04-20
  • Contact: LIU Xiaogang E-mail:liuxg@dhu.edu.cn

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Abstract:

In order to analyze the influence mechanism of clothing color perceived value on brand loyalty, through literature review and theoretical basic research, a four-variable theoretical model of color perceived value, proactive improvement, brand identity, and brand loyalty was constructed. Then, relevant hypotheses were put forward. The empirical analysis of the 207 collected valid questionnaires was carried out by regression model. The results of the research show that the theoretical model of clothing color perceived value has good reliability and relevance, and three hypotheses have been verified. The higher the value of consumers' clothing color perception, the higher the brand identity and brand loyalty formed. The proactive improvement actions taken by clothing brands can positively affect the formation of consumer brand identity. Consumers who understand the fashion color trend have higher color perceived value and are more likely to form brand identity, which translates into brand loyalty.

Key words: color perceived value, clothing color, proactive improvement, brand loyalty, brand identity

CLC Number: 

  • F768.3

Fig.1

Theoretical model"

Tab.1

Study scale and measurement items"

变量 编号 测量项目 文献
色彩感
知价值		 cv1 具有实用性 [9]
cv2 具有持久性
cv3 有可接受的质量标准
cv4 搭配和谐的
cv5 能给我积极的心理暗示
cv6 增强外表或自我感觉
cv7 能体现我的身份
cv8 改善他人对我的看法
主动
改善		 pi1 不断根据流行色彩进行产品的设计 [10]
pi2 当流行趋势变化后,品牌会紧跟潮流
pi3 会主动向消费者提出改进建议
pi4 显示了时尚度高的色彩创新
品牌
认同		 br1 我认同该品牌所代表的生活方式 [11]
br2 该品牌的个性形象同我的个人口味相符
br3 该品牌能使我获得社会认可
br4 使用该品牌能使我获得他人尊重
br5 使用该品牌能体现出我的社会地位
br6 使用该品牌可让我更易获得他人认同
品牌
忠诚		 bl1 我愿意尝试购买该品牌推出的新产品 [12-13]
bl2 条件允许的话,我可能持续购买该品牌
bl3 需要时,我有(重复)购买该品牌的意向
bl4 我乐于向他人推荐该品牌

Tab.2

Reliability and validity summary"

变量 克隆巴赫α KMO值 显著性
色彩感知价值 0.841 0.837 0.000
主动改善 0.812 0.785 0.000
品牌认同 0.876 0.848 0.000
品牌忠诚 0.820 0.799 0.000

Tab.3

Correlation results of variables"

变量 色彩感知价值 主动改善 品牌认同 品牌忠诚
色彩感知价值 1
主动改善 0.563** 1
品牌认同 0.604** 0.629** 1
品牌忠诚 0.644** 0.536** 0.532** 1

Tab.4

Model regression results"

变量 色彩感知价值 品牌认同 色彩感知价值*
主动改善		 主动改善 常数项 R2 F
回归系数 t值 回归系数 t值 回归系数 t值 回归系数 t值 常数 t值
主效
应		 方程(1)
品牌忠诚		 0.644*** 12.062 4.469 0.000 0.412 145.484
调节
效应		 方程(2)
品牌认同		 0.627*** 9.898 0.026*** 0.749 -0.014 -0.246 0.361 59.145
方程(3)
品牌认同		 0.404*** 6.245 0.051*** 1.641 0.435*** 7.147 -0.029 -0.541 0.487 66.136
中介
效应		 方程(4)
品牌认同		 0.604*** 10.862 -1.160 0.000 0.362 117.981
方程(5)
品牌忠诚		 0.508*** 7.778 0.225*** 3.446 7.082 0.000 0.442 82.538

Tab.5

Regression results of cognitive degree model of fashion trend of clothing color"

变量 色彩感知价值 品牌认同 常数项 R2 F
回归系数 T值 回归系数 T值 常数 T值
主效
应		 方程(6)
品牌忠诚		 0.572*** 7.612 -1.077 0.000 0.322 57.944
方程(7)
品牌忠诚		 0.749*** 10.432 -4.718 0.000 0.556 108.834
中介
效应		 方程(8)
品牌认同		 0.516*** 6.568 -8.484 0.000 0.260 43.132
方程(9)
品牌认同		 0.618*** 7.252 6.813 0.000 0.375 52.589
方程(10)
品牌忠诚		 0.496*** 5.694 0.149*** 1.706 -9.511 0.000 0.333 30.892
方程(11)
品牌忠诚		 0.551*** 6.484 0.320*** 3.768 -6.901 0.000 0.616 69.969
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