A Research on Relationship among Life-Style, Brand Image and Situation of H&M’s Consumers

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...

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Main Authors: CHEN, YI-HSUAN, 陳以諼
Other Authors: FU, SZU-HUA
Format: Others
Language:zh-TW
Published: 2017
Online Access:http://ndltd.ncl.edu.tw/handle/hykq3s
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spelling ndltd-TW-105LTC001860022019-05-15T23:32:17Z http://ndltd.ncl.edu.tw/handle/hykq3s A Research on Relationship among Life-Style, Brand Image and Situation of H&M’s Consumers H&M之消費者生活型態、品牌形象及情境之關聯性研究 CHEN, YI-HSUAN 陳以諼 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. FU, SZU-HUA 傅思華 2017 學位論文 ; thesis 132 zh-TW
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description 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.
author2 FU, SZU-HUA
author_facet FU, SZU-HUA
CHEN, YI-HSUAN
陳以諼
author CHEN, YI-HSUAN
陳以諼
spellingShingle CHEN, YI-HSUAN
陳以諼
A Research on Relationship among Life-Style, Brand Image and Situation of H&M’s Consumers
author_sort CHEN, YI-HSUAN
title A Research on Relationship among Life-Style, Brand Image and Situation of H&M’s Consumers
title_short A Research on Relationship among Life-Style, Brand Image and Situation of H&M’s Consumers
title_full A Research on Relationship among Life-Style, Brand Image and Situation of H&M’s Consumers
title_fullStr A Research on Relationship among Life-Style, Brand Image and Situation of H&M’s Consumers
title_full_unstemmed A Research on Relationship among Life-Style, Brand Image and Situation of H&M’s Consumers
title_sort research on relationship among life-style, brand image and situation of h&m’s consumers
publishDate 2017
url http://ndltd.ncl.edu.tw/handle/hykq3s
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