| Summary: | 碩士 === 嶺東科技大學 === 流行設計系碩士班 === 105 === At present, H&M's annual sales and brand value on the rise in the world, but the growth rate has gradually slowed down. Will this trend affect the overall value and Taiwan market of the future ? Therefore, this study analyzes the characteristics of the brand with the lifestyle, through the brand image and context to understand their preferences, to help the brand and many competitors stand out in the Taiwan market. The study have 268 valid questionnaires, and results were analyzed according to narrative statistics, reliability, factor analysis, correlation and regression analysis. And then through the depth of the interview to understand the consumer experience, the study found that different life patterns do have different effects on brand image and situational feelings, and the "communication situation" is the most obvious, showing positive and negative impact. Finally, this study is based on analysis and interview conclusions, given brand recommendations.
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