Journal of Textile Research ›› 2020, Vol. 41 ›› Issue (07): 160-166.doi: 10.13475/j.fzxb.20191100707

• Apparel Engineering • Previous Articles     Next Articles

Quantitative evaluation of value creation indices for apparel brand image based on entropy method

QIU Lijun, CHEN Lihong()   

  1. School of Textiles and Fashion, Shanghai University of Engineering Science, Shanghai 201620, China
  • Received:2019-11-04 Revised:2020-04-14 Online:2020-07-15 Published:2020-07-23
  • Contact: CHEN Lihong E-mail:lhckxyy@163.com

Abstract:

In order to quantitatively explore the influencing factors on fashion brand image value creation, scientific inductive analysis of related theoretical references was conducted to define clearly the connotation and the index system of fashion brand image value creation. Entropy method and the expert evaluation method were employed for further quantitative analysis on the indexing system, to determine the weight and degree of contribution of the indices. The results show that all dimensions have different levels of contribution, which are ranked in the order of image promotion, brand function, brand aesthetics, brand charisma and image design, among which the indices with the biggest contribution in each dimension are promotion image publicity, shopping guide function, brand poster, brand added value and value orientation, and price image design. On this basis, fashion enterprises would be able to design and practice targeted value creation activities and build their brand images.

Key words: apparel brand, brand image, value creation, brand communication, brand marketing

CLC Number: 

  • TS941.12

Tab.1

Index system of fashion brand image value creation"

维度层 指标层 参考文献
形象设计 产品形象设计 [11][14][15][16][17]
店面形象设计 [3][12][16][18]
品牌标识形象设计 [3][11][19]
包装设计 [11][20][21][25]
价格形象设计 [3][5]
形象宣传 设计师形象宣传 [15][22]
品牌代言人形象宣传 [15][22]
广告形象宣传 [5][23]
服务形象宣传 [3][14]
企业形象宣传 [5][16]
顾客形象宣传 [5]
促销形象宣传 [3][6][23]
品牌美学 品牌风格 [9][24]
品牌特征 [17]
品牌符号 [9][26][27][28]
品牌色彩 [28][29]
品牌图案 [28][29]
品牌海报 [9][23][26][30]
品牌商店氛围 [31]
品牌魅力 品牌内涵 [22][32][33]
品牌理念 [32]
品牌精神 [3]
品牌文化 [23][33]
品牌声誉 [22]
品牌个性 [12][14][24][34]
品牌附加值 [5][35]
价值取向 [22]
品牌功能 识别功能 [36][37][38]
质量承诺与保证功能 [36][38]
传播及导购功能 [36]
竞争功能 [36][39]
价值链功能 [36]

Tab.2

Weight distribution of dimension of fashion brand image value creation"

指标 权重 排序
形象设计 0.149 5 5
形象宣传 0.272 4 1
品牌美学 0.191 9 3
品牌魅力 0.181 3 4
品牌功能 0.204 9 2

Tab.3

Weight distribution of index of fashion brand image value creation"

维度 指标 权重
形象设计 产品形象设计 0.010 8
店面形象设计 0.023 0
品牌标识形象设计 0.022 8
包装设计 0.040 3
价格形象设计 0.052 7
形象宣传 设计师形象宣传 0.066 9
品牌代言人形象宣传 0.013 5
广告形象宣传 0.013 2
服务形象宣传 0.021 9
企业形象宣传 0.025 0
顾客形象宣传 0.059 6
促销形象宣传 0.072 2
品牌美学 品牌风格 0.017 7
品牌特征 0.022 5
品牌符号 0.012 3
品牌色彩 0.012 3
品牌图案 0.041 5
品牌海报 0.062 9
品牌商店氛围 0.022 8
品牌魅力 品牌内涵 0.022 8
品牌理念 0.013 2
品牌精神 0.012 3
品牌文化 0.031 7
品牌声誉 0.010 8
品牌个性 0.019 8
品牌附加值 0.035 4
价值取向 0.035 4
品牌功能 识别功能 0.022 8
质量承诺与保证功能 0.032 4
传播功能 0.013 2
导购功能 0.062 9
竞争功能 0.038 2
价值链功能 0.035 4
[1] 彭涛. 基于利益相关者视角的品牌价值创造机理分析[D]. 重庆:重庆交通大学, 2008: 1-8.
PENG Tao. Analysis of brand value creation mechanism based on stakeholder perspective[D]. Chongqing:Chongqing Jiaotong University, 2008: 1-8.
[2] 唤明. 品牌差异化价值创新的思考[J]. 船艇, 2007,268(3):40-42.
HUAN Ming. Brand differentiation value innovation thinking[J]. Boat, 2007,268(3):40-42.
[3] 杜沁盈, 陈李红. 线上线下服装品牌形象评价体系比较研究[J]. 丝绸, 2019,56(6):51-57.
DU Qinying, CHEN Lihong. Comparative study on online and offline clothing brand image evaluation system[J]. Journal of Silk, 2019,56(6):51-57.
[4] 范秀成, 陈洁. 品牌形象综合测评模型及其应用[J]. 南开学报(哲学科学社会版), 2002(3):65-71.
FAN Xiucheng, CHEN Jie. Brand image evaluation model and its application[J]. Journal of Nankai (Philosophy, Literature and Social Science Edition), 2002(3):65-71.
[5] 徐青青, 曹红锐. 浅谈服装品牌形象塑造[J]. 武汉科技学院学报, 2004,17(6):108-111.
XU Qingqing, CAO Hongrui. A brief discussion on clothing brand image building[J]. Journal of Wuhan University of Science and Technology, 2004,17(6):108-111.
[6] 谢京辉. 品牌价值创造和价值实现的循环机制研究[J]. 社会科学, 2017(4):47-56.
XIE Jinghui. Research on the circulation mechanism of brand value creation and value realization[J]. Social Science, 2017(4):47-56.
[7] 杨依依. 企业品牌价值创造机理分析[J]. 经济论坛, 2007,33(20):88-90.
YANG Yiyi. Analysis on the mechanism of enterprise brand value creation[J]. Journal of Economic Forum, 2007,33(20):88-90.
[8] 黄斌元. 关于品牌价值创造的一个简要模型[J]. 价值工程, 2003,19(6):19-21.
HUANG Binyuan. A brief model of brand value creation[J]. Value Worker, 2003,19(6):19-21.
[9] 郑晶, 顾雯, 刘晓刚. 品牌美学实现品牌价值创新的挖掘与构建[J]. 包装工程, 2016,37(14):47-52.
ZHENG Jing, GU Wen, LIU Xiaogang. Exploration and construction of brand aesthetics to realize brand value innovation[J]. Packaging Engineering, 2016,37(14):47-52.
[10] 金焕民. 产品、商品与品牌系列解读品牌之四:价值创造的终极密码[J]. 销售与市场(评论版), 2015(5):98-99.
JIN Huanmin. Product, commodity and brand series interpretation of brand: IV: the ultimate password of value creation[J]. Sales and Marketing (Review Edition), 2015(5):98-99.
[11] 张利艳. “互联网+”时代品牌视觉形象包装与传播研究[J]. 安徽理工大学学报, 2016,18(3):86-92.
ZHANG Liyan. Research on brand visual image packaging and communication in the era of “Internet +”[J]. Journal of Anhui University of Science and Technology, 2016,18(3):86-92.
[12] 于艳丽, 景进安. 试谈品牌个性的核心价值及其塑造途径[J]. 经济师, 2006(6):213-214.
YU Yanli, JING Jinan. On the core value of brand personality and its way of building[J]. Economist, 2006(6):213-214.
[13] 戴开勋. 差异化营销策略及应用[J]. 经济与管理, 2010,32(10):158-160.
DAI Kaixun. Differentiated marketing strategy and application[J]. Economics and Management, 2010,32(10):158-160.
[14] 白琼琼, 宁俊. 成衣服装品牌评价体系研究[J]. 纺织学报, 2013,34(12):126-130.
BAI Qiongqiong, NING Jun. Research on ready-to-wear clothing brand evaluation system[J]. Journal of Textile Research, 2013,34(12):126-130.
[15] 朱江晖, 朱俊莉. 服装品牌影响因素及其权重分布[J]. 纺织学报, 2016,37(4):148-152,159.
ZHU Jianghui, ZHU Junli. Influencing factors of clothing brands and their weight distribution[J]. Journal of Textile Research, 2016,37(4):148-152,159.
[16] 胡觉亮, 李程, 韩曙光. 服装品牌形象影响因素分析及其权重确定[J]. 纺织学报, 2012,33(7):141-145.
HU Jueliang, LI Cheng, HAN Shuguang. Analysis of influencing factors of clothing brand image and determination of its weight[J]. Journal of Textile Research, 2012,33(7):141-145.
[17] YANG Wenjin, SU Jianning, QIU Kai. Research on evaluation of product image design elements based on eye movement signal[M] //DON Harris. Engineering Psychology and Cognitive Ergonomics. Switzerland:Springer, 2019: 214-226.
[18] KREMER Florence, VIOT Catherine. How store brands build retailer brand image[J]. International Journal of Retail & Distribution Management, 2012,40(7):528-543.
[19] LIM Hyunoh. A aevelopmental study on CPTED reflecting urban brand identity design characteristics-targeting the CPTED of Dongjoong town in Yangsan City, Gyeongnam[J]. Journal of Integrated Design Research, 2019(2):23-27.
[20] 杨晓芳, 易忠. 我国农副产品包装的品牌形象设计与推广[J]. 中国包装, 2018(9):70-74.
YANG Xiaofang, YI Zhong. Brand image design and promotion of agricultural and sideline product packaging in China[J]. China Packaging, 2018(9):70-74.
[21] 梁金明. 从产品个性包装论品牌形象设计[J]. 科技信息, 2010(28):297.
LIANG Jinming. Brand image design from the perspective of product personality packaging[J]. Science and Technology Information, 2010(28):297.
[22] 张秀娟, 苏巍巍. 浅议品牌形象战略的文化内涵[J]. 商场现代化, 2007,512(23):120-121.
ZHANG Xiujuan, SU Weiwei. On the cultural connotation of brand image strategy[J]. Mall Modernization, 2007,512(23):120-121.
[23] 於凌, 洪文进, 苗钰. 品牌服装橱窗陈列形象的影响因素及其权重分布[J]. 纺织学报, 2018,39(6):162-166.
YU Ling, HONG Wenjin, MIAO Yu. Influence factors and weight distribution of brand clothing window display image[J]. Journal of Textile Research, 2018,39(6):162-166.
[24] 厉春雷. 美学视角的品牌竞争优势:价值创造与美感体验[J]. 学术交流, 2013,227(2):137-139.
LI Chunlei. Brand competitive advantage from the perspective of aesthetics: value creation and aesthetic experience[J]. Academic Communication, 2013,227(2):137-139.
[25] 汤洁. 服装品牌形象在包装设计中的符号化体现[J]. 包装工程, 2010(6):67-70.
TANG Jie. Symbolic embodiment of clothing brand image in packaging design[J]. Packaging Engineering, 2010(6):67-70.
[26] 邹卫弘, 秦秀荣. 基于美学视角的品牌经营研究[J]. 经济研究参考, 2016(17):103-104.
ZOU Weihong, QIN Xiurong. Research on brand management based on aesthetic perspective[J]. Reference of Economic Research, 2016(17):103-104.
[27] 石涛. 美学竞争力在小众时尚品牌设计与应用中的研究[D]. 北京:北京服装学院, 2017: 15-17.
SHI Tao. Research on aesthetic competitiveness in the design and application of niche fashion brands[D]. Beijing:Beijing Institute of Fashion Technology, 2017: 15-17.
[28] GERALD Mazzalovo. Brand aesthetics: a new brand management approach[J]. Journal of Brand Management, 2010,25(4):1-22.
[29] MARINA Candi, RGNVALDUR J Saemundsson. Exploring the relationship between aesthetic design as an element of new service development and perfor-mance[J]. Journal of Product Innovation Management, 2011(28):536-557.
[30] 顾薇, 张敏. 基于品牌美学的营销传播策略研究[J]. 艺术教育, 2016(6):276-277.
GU Wei, ZHANG Min. Research on marketing communication strategies based on brand aesthetics[J]. Art Education, 2016(6):276-277.
[31] PAUL Richardson, ARUN K Jai, ALAN Dick. The influence of store aesthetics on evaluation of private label brands[J]. Journal of Product & Brand Management, 1996,5(1):18-28.
[32] 赵智峰, 顾德学. “互联网+”时代服装品牌营销与视觉形象设计新趋势[J]. 丝绸, 2017,54(12):48-53.
ZHAO Zhifeng, GU Dexue. New trend of clothing brand marketing and visual image design in the era of Internet +[J]. Journal of Silk, 2017,54(12):48-53.
[33] 沈周锋. 品牌文化与视觉形象设计的关系[J]. 新美术, 2013(9):123-124.
SHEN Zhoufeng. The relationship between brand culture and visual image design[J]. New Art, 2013(9):123-124.
[34] 黄亚琴. 从橱窗陈列看服装品牌个性魅力[J]. 美与时代(上半月), 2008(2):72-75.
HUANG Yaqin. Individual charm of clothing brands from window display[J]. Beauty and Times (First Half), 2008(2):72-75.
[35] RIEZEBOS H J. Brand-added value: theory and empirical research about the value of brands to consumers[D]. Netherlands: University of Groningen, 1994: 173-185.
[36] 盛江军. 品牌功能的探索[J]. 江苏广播电视大学学报, 2005,79(2):70-72.
SHENG Jiangjun. Exploration of brand function[J]. Journal of Jiangsu Radio and Television University, 2005,79(2):70-72.
[37] 叶新宇, 陈铭强. 品牌建设中视觉传达设计的功能与应用[J]. 经营与管理, 2018(2):56-58.
YE Xinyu, CHEN Mingqiang. Function and application of visual communication design in brand construc-tion[J]. Management & Management, 2018(2):56-58.
[38] 卢宏亮, 李桂华, 黄磊. 消费者知识与成分品牌溢出效应:基于品牌功能视角[J]. 山西财经大学学报, 2015,37(8):42-51.
LU Hongliang, LI Guihua, HUANG Lei. Consumer knowledge and component brand spillover effect:based on brand function perspective[J]. Journal of Shanxi University of Finance and Economics, 2015,37(8):42-51.
[39] 张国建. 品牌的功能与价值的耦合机理研究[D]. 武汉:武汉理工大学, 2012: 6-17.
ZHANG Guojian. Research on the coupling mechanism of brand function and value[D]. Wuhan:Wuhan University of Technology, 2012: 6-17.
[40] 李沛, 吴茂春. 基于专家打分法的产品设计评价模型[J]. 包装工程, 2018,39(20):207-211.
LI Pei, WU Maochun. Evaluation model of product design based on expert scoring method[J]. Packaging Engineering, 2018,39(20):207-211.
[41] 贾艳红, 赵军, 南忠仁, 等. 基于熵权法的草原生态安全评价:以甘肃牧区为例[J]. 生态学杂志, 2006,25(8):1003-1008.
JIA Yanhong, ZHAO Jun, NAN Zhongren, et al. Evaluation of grassland ecological security based on entropy weight method: a case study of pastoral areas in gansu province[J]. Journal of Ecology, 2006,25(8):1003-1008.
[42] 高顺成. 中部六省对沿海纺织产业转移承接能力的拟熵权分析[J]. 纺织学报, 2011,32(4):138-145.
GAO Shuncheng. Quasi-entropy weight analysis of the transfer and undertaking capacity of the coastal textile industry in six provinces of central China[J]. Journal of Textile Research, 2011,32(4):138-145.
[43] 高光皓, 游新彩, 袁超权. 基于全局熵值法的湖南省绿色经济发展评价研究[J]. 当代经济, 2019(6):94-97.
GAO Guanghao, YOU Xincai, YUAN Chaoquan. Evaluation of green economy development in hunan province based on global entropy method[J]. Contemporary Economics, 2019(6):94-97.
[44] 张科静, 仓平, 高长春. 基于TOPSIS与熵值法的城市创意指数评价研究[J]. 东华大学学报(自然科学版), 2010,36(1):81-85.
ZHANG Kejing, CANG Ping, GAO Changchun. Evaluation of urban creativity index based on TOPSIS and entropy method[J]. Journal of Donghua University (Natural Science), 2010,36(1):81-85.
[45] 王霞, 王岩红, 苏林, 等. 国家高新区产城融合度指标体系的构建及评价:基于因子分析及熵值法[J]. 科学学与技术管理, 2014,35(7):35-88.
WANG Xia, WANG Yanhong, SU Lin, et al. Construction and evaluation of the index system of the integration degree of national high-tech zones: based on factor analysis and entropy value method[J]. Science of Science and Technology Management, 2014,35(7):35-88.
[46] 张一进. 平台生态系统价值创造研究[D]. 大连:东北财经大学, 2018: 119-121.
ZHANG Yijin. Research on value creation of platform ecosystem[D]. Dalian:Northeast University of Finance and Economics, 2018: 119-121.
[47] 张晓东. 跨境电商消费者参与价值共创对品牌偏好的影响[J]. 商业经济与管理, 2019,39(8):20-29.
ZHANG Xiaodong. Influence of cross-border e-commerce consumers' participation in value co-creation on brand preference[J]. Business Economics and Management, 2019,39(8):20-29.
[1] AN Na, ZHANG Jianlei, CHENG Longdi. Impact of fast fashion brand image on purchasing intention [J]. Journal of Textile Research, 2020, 41(08): 108-114.
[2] DU Qinying, CHEN Shu, CHEN Lihong. Effect of clothing brand image on consumer purchase and communication willingness on WeChat platform [J]. Journal of Textile Research, 2020, 41(04): 149-154.
[3] . Influence factors of clothing brand image and weights [J]. Journal of Textile Research, 2016, 37(4): 148-152.
[4] . Mechanism of influence of clothing brand image on loyalty [J]. Journal of Textile Research, 2015, 36(04): 146-152.
[5] . Study on ready-to-wear brand image evaluation system [J]. JOURNAL OF TEXTILE RESEARCH, 2013, 34(12): 126-0.
[6] YU Jun-Ying, YANG Yi-Xiong, DU Qin-Ping. Comprehensive evaluation and comparative study of apparel brand value from consumers′and experts′perspectives [J]. JOURNAL OF TEXTILE RESEARCH, 2012, 33(8): 134-139.
[7] HU Jue-Liang, LI Cheng, HAN Shu-Guang. Analysis of factors affecting clothing brand image and determination of their weights [J]. JOURNAL OF TEXTILE RESEARCH, 2012, 33(7): 139-143.
[8] YANG Wei. Emotional positioning of apparel brand [J]. JOURNAL OF TEXTILE RESEARCH, 2010, 31(7): 107-111.
[9] SHEN Lei;WANG Shaomei. Comparison of Chinese and Western women’s underwear’s style [J]. JOURNAL OF TEXTILE RESEARCH, 2009, 30(05): 114-117.
[10] XU Hong;JIANG Ying;LIU Guolian. Study on clothing brand image dimension and it′s weight distribution [J]. JOURNAL OF TEXTILE RESEARCH, 2007, 28(10): 117-121.
[11] HU Min-min;WU Guan-rong. The SPA emerges and functions [J]. JOURNAL OF TEXTILE RESEARCH, 2005, 26(6): 136-138.
Viewed
Full text


Abstract

Cited

  Shared   
  Discussed   
No Suggested Reading articles found!