The Establishment Of Clothing Brand Relationship Quality Measuring Model

Through the evaluation of experts, the Discrimination analysis and the exploratory factoranalysis, the study finally complete the screening of the scale, getting clothing brandrelationship quality measuring scale with a total of18items which is divided into fivedimensions: behavioral intention, trusts and satisfaction, cognition degree, socialvalue and buying dependence. The study calculates the weight of each dimension. In order tocheck the effect of this measuring scale, the study selects3youth leisure clothing brands andsports apparel brands to evaluate their relationship quality by the scale, analyzing data byANOAV and the independent two-sample t-test. Result shows that significant differences existbetween two kinds of clothing brands’ total score and each dimension scores, so does that ofdifferent brands in the same category. And the score of foreign brand is higher than the scoreof domestic brand. The outcomes above are almost identical to the actual condition in themarket. This indicates that the scale is able to figure out differences among different brandsand effectively evaluate the clothing brand relationship.