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Research on the Influencing Factors of Brand Identity of Female Clothing Consumers in Sichuan under the "Her Era" Economy

Caiyan Xiao


With the development of economic globalization, the market competition is becoming more and more fierce, there are more and more brands in the market, and the choice space of consumers is increasing. This is especially true in the clothing industry today; and when consumers consider whether to buy unfamiliar brand clothing, they can only evaluate the brand through the most intuitive feeling of the product attributes (such as product quality, store image, etc.), thus forming their attitude towards the brand, and then influencing their final purchase decision. The higher the evaluation of the product attributes, the more positive their attitude towards the brand, and the stronger their willingness to buy. Therefore, while conducting brand management, enterprises should also strengthen the management of product attributes, which can not only improve the loyalty of old customers, but also attract potential new customers to make purchase decisions. Based on the product attributes, this paper aims to explore which product attributes can significantly influence the brand attitude; from the perspective of product attributes, to provide some suggestions for clothing brand operators to improve consumers' attitude towards their brand.


"Her Times"; Women's Clothing Brand; Identity Influence Factors

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DOI: http://dx.doi.org/10.18686/fm.v8i2.6805