Structural Equation Model for Brand Image Measurement of Jeans

摘要

This research is to probe into the jeans' brand image. In this study, we regard the brand image sources as the input, the customer's brand loyalty as the output and the brand asset valuator (BAV) model as the middle treatment of procedures, and then build a full model for evaluating the brand image for jeans.This model probes into three components of brand image in terms of image of product, image of maker and images of competitor, how is it influence between consumer and loyalty of the brand through the impact of four components of brand power measurement, which is brand knowledge, brand honor, brand fitting and differential effect. The scope of this research includes the famous brands of jeans on the market, with the questionnaire survey to the consumers who are wearing jeans with brands, we gather the information and construct a structural equation model (SEM) to prove the adequacy of the brand image's model, and confirm the relationship between hypotheses of the research.