CAJ | 학술논문

如何有效地进行产品创新并以此制定一个综合性的自主品牌建设规划,已经成为国内企业由“加工制造型”向“品牌创造型”转型的当务之急。本研究以服装制造业为例,分析了消费者视角的服装产品创新对品牌权益的影响。结果表明,服装产品创新可以划分为设计理念创新、面料创新和样式创新三个维度,这三个维度能通过服装品牌联想、服装品牌感知质量积极地影响服装品牌忠诚;消费者的服装品牌认知对品牌忠诚的直接影响不显著;设计理念创新能通过服装品牌认知间接地影响服装品牌联想和服装品牌感知质量。本文根据这些发现提出了相应的建议。
여하유효지진행산품창신병이차제정일개종합성적자주품패건설규화,이경성위국내기업유“가공제조형”향“품패창조형”전형적당무지급。본연구이복장제조업위례,분석료소비자시각적복장산품창신대품패권익적영향。결과표명,복장산품창신가이화분위설계이념창신、면료창신화양식창신삼개유도,저삼개유도능통과복장품패련상、복장품패감지질량적겁지영향복장품패충성;소비자적복장품패인지대품패충성적직접영향불현저;설계이념창신능통과복장품패인지간접지영향복장품패련상화복장품패감지질량。본문근거저사발현제출료상응적건의。
Taking the garment manufacturing industry as an example, this paper explores the effect of apparel product innovation on brand equity from the perspective of consumers. The results show that apparel product innovation includes three dimensions, that is, design concept innovation, modality innovation, and fabric innovation. These dimensions positively affect brand loyalty through the mediating role of brand associations and perceived quality. The direct effect of apparel brand awareness on brand loyalty is not significant, whereas design concept innovation indirectly affects brand associations and perceived quality through brand awareness. Some managerial implications are discussed finally.