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基于fsQCA的国产服装品牌忠诚提升路径研究

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为探究中国服装企业维护和提升消费者品牌忠诚的方式,以京东平台上 30 个国产服装品牌为案例,在收集商品评论并对其进行文本分析的基础上,运用模糊集定性比较分析(fsQCA)方法,探究国产服装企业维护和提升品牌忠诚的多种因素组合路径.研究结果表明,国产服装企业品牌忠诚的提升是多因素组态作用的结果,产生高品牌忠诚的 7 条路径可以归纳为 5 种模式,分别为质量领先+影响力型、质量领先+情感驱动型、情感驱动+社会责任感型、质量领先+在线社群运营型、品牌形象+价值让渡型.在此结论的基础上提出服装企业应注重生产制造能力提升、积极履行社会责任以及要以满足消费者需求为中心等建议,为国产服装企业提供了理论和实践启示.
Research on the loyalty enhancement path of domestic apparel brands based on fsQCA analysis
To explore how Chinese apparel enterprises maintain and enhance consumer brand loyalty.Taking 30 domestic apparel brands on the Jingdong platform as a case study,on the basis of capturing product reviews and analyzing them in text,fsQCA(fuzzy set qualitative comparative analysis)method was applied to explore the multiple factor combination paths of domestic apparel enterprises to maintain and enhance brand loyalty.The results of the study show that the enhancement of brand loyalty of domestic apparel enterprises is the result of multi-factor grouping,and the seven paths that generate high brand loyalty can be summarized into five patterns,which are quality leadership and influence type,quality leadership and emotion-driven type,emotion-driven and sense of social responsibility type,quality leadership and online community operation type,and brand image and value cession type.Based on this conclusion,it was proposed that apparel enterprises should focus on the improvement of production and manufacturing capabilities,actively fulfill their social responsibility,and be centered on meeting consumer needs,which provides theoretical and practical insights for domestic apparel enterprises.

brand loyaltyfsQCA approachdomestic apparel brandscustomer valuebrand image

姜铸、储鹏

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西安工程大学 管理学院,陕西 西安 710048

品牌忠诚 fsQCA方法 国产服装品牌 顾客价值 品牌形象

陕西省社会科学基金陕西省教育厅哲学社会科学重点研究基地项目

2019S02018JZ034

2024

毛纺科技
中国纺织信息中心 北京毛纺织科学研究所

毛纺科技

北大核心
影响因子:0.3
ISSN:1003-1456
年,卷(期):2024.52(2)
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