Research On The Influence Of International Clothing Brand Image On Consumers’ Brand Preference

International fashion brands originating from South Korea,Japan and other countries have created a unique brand image in the Chinese market with the help of geographical advantages,cultural output,the rapid development of Internet and multimedia technology,etc.and favored by and widely touted by young consumers.However,there are few researches on the relationship between brand image and consumer brand preference.Therefore,it is necessary for us to study the influence mechanism of international clothing brands image on consumer brand preference,explore the marketing means of clothing brand to expand the international market,and provide suggestions for enterprises and related industry managers to develop ideas and plan the industry layout.In this context,firstly,based on the brand image theory,this thesis takes the Korean brand chuu as the research object,starting from the brand’s product image,corporate image and user image,and explores the influence of the brand image in the Chinese market on consumers’ brand preference in the framework of S-O-R(stimulus-organic-response)research model.The theoretical hypothesis is derived based on the existing theoretical results,and design empirical research for verification.Secondly,considering the differences in the market performance of clothing brands in different countries,it focus on the moderating effect of the disclosure or concealment in the country of origin brand on the research model.Finally,in order to ensure that the respondents make a real evaluation of the clothing consumption experience,two experimental studies were conducted with the South Korean clothing brand chuu and the virtual clothing brand STAR as the research objects,and a total of 917 questionnaire samples were obtained.The empirical research method was used to verify the influence of brand image on brand preference.The main findings of this thesis are as follows:(1)Brand image has a significant positive impact on brand preference.This paper takes chuu,a South Korean clothing brand,as the research object,and verifies that brand image has a positive effect on brand preference from three dimensions: product image,corporate image and user image.All three dimensions have a significant positive impact on brand preference at the significance level of 0.000.(2)Brand attractiveness plays a partial mediating role between brand image and brand preference.This study found that the Boot CI of brand association among product image,corporate image,user image and brand preference were [0.020,0.086],[0.024,0.086] and[0.017,0.074],all of which did not include 0,and both direct and indirect effects existed.The results indicated that brand attractiveness plays a partial mediating role between the three dimensions of brand image and brand preference.(3)Brand association plays a partial mediating role between brand image and brand preference.This thesis found that the Boot CI of brand association among product image,corporate image,user image and brand preference were [0.008,0.046],[0.008,0.046] and[0.007,0.040],excluding 0,and both direct and indirect effects existed.The results indicated that brand association plays a partial mediating role between the three dimensions of brand image and brand preference.(4)The disclosure or concealment of the country of origin had a moderating effect on the relationship between brand image and brand preference(p<0.05).Under the popular brand image,the country of origin overt or covert had no effect on consumer brand preference.Under the unpopular brand image,the degree of consumer brand preference was higher under the country of origin concealment condition.Based on the above research conclusions,this thesis puts forward the following suggestions for international clothing brands:(1)Pay attention importance to the three-dimensional and multi-dimensional image construction of international clothing brands;(2)Enhance the attractiveness of international clothing brands;(3)Choose to public or hide the image of the country of origin according to the actual situation.The conclusions and suggestions of this thesis will provide theoretical reference for the brand image and brand preference of international clothing brands,and enrich the related research of Korean clothing image.Finally,the thesis presents the limitations of the research design and put forward suggestions for future research.