Research On The Clothing Brand Image Dimension And The Sensory Evaluation

With the arrival of the times of consumption on sensory, the factors of customer purchasing decision depend not only on the products, but also on the sensory perception of the image of the brand. Nowadays, the study on the system of the brand image is limited within, and most of them focus on, the evaluation of the brand. There hardly have the researches on the area of customer sensation related to the dimensions of clothing brand image. Consequently, it's very significant to investigate the image of the clothing brand with the combination of the viewpoint from customers.According to the conception and connotation, cognitive process and identity system of brand image, the corporate identity system, and distribution communication system, the three levels of clothing brand image system were established. On this basis, the weights of dimensions were obtained by the methods of layer-analysis and professionals inquiry. It is more systematic and perfect of this system accordingly.On the aspect of customer's sensation research, three most important dimensions of clothing brand image were provided to analyze the customer's sensation by applying the methods of SD, factor analysis, questionnaire and so on.