Influence Of Women's Clothing Brand Purchase Behavior

In contemporary times when the market competition is getting increasingly fiercewhile the products characterized by homogeneity, the brand tends to show morespecial competitiveness of which the brand image has become one of the core contentof brand competition. At the same time, we are in a new era of female in whichfemale act as the main force of consumption, accounting much more in the wholeconsumer market. As to the clothing, especially brand clothing, female is generallykeen to consume.This paper mainly aims at the effect study of brand image on female clothingpurchase behavior. By literature reviewing on brand image, clothing brand image,purchase behavior, brand image with purchase behavior, and female clothingconsumption, this study has defined the conceptions of brand image and purchasebehavior. And through theoretical analysis on such models as Aaker brand imageevaluation model, Keller brand image evaluation model, Krishnan brand imageevaluation model, Biel brand image evaluation model, E-K-B buying behavior model,Kotler’s purchase behavior model and Howard Shane pattern purchase behaviormodel, combining literature review with the evaluation theory of typical Bell brandimage, this study has identified dimensions of female apparel brand image, namelythe product/service image; the crowded user image; the company’s image.The product/service image can be further divided into product image, brandsymbols image, store image and service image.Then according to the effect model ofbrand image on female clothing purchase behavior, we assume that product image,brand symbols image, store image, service image, the crowded user image and thecompany’s image all have positive influence on satisfaction and loyalty of customer,and that customer satisfaction has also have positive influence on customer loyalty.Based on the former hypothesis, we have had built an effect model of brand image onfemale clothing purchase behavior, setting up a measurement index system, and designed, scattered the questionnaire timely with beforehand research and formalresearch, aiming to obtaining more accurate data.This research adopted the methods of descriptive analysis, reliability analysis,validity analysis, factor analysis, variance analysis, correlation analysis and regressionanalysis. Through data analysis, we can draw the conclusion that the hypothesis areall established, and some suggestions can be put forward as to the influence on femalepurchase behavior which female clothing brand image had have.