The evaluating of the questionnaire of clothing brands and construction of dimensions based on consumers' perception

摘要

Clothing brand recognition is the integration perception of clothing brand functional attributes and affective properties formed by the consumers according to their own psychological characteristics, namely the overall feeling of the clothing brand. In order to construct the questionnaire of clothing brands, this paper formed the prediction questionnaire by using the method of interview and literature review. Through the analysis on an exploratory factor, the dimensions structure evaluation by consumers is made up of the quality of recognition, the value of recognition, the cognition degree, association, differentiation and loyalty of the brand. According to the analysis of reliability and verification, the consequence proved that the questionnaire of clothing brands on the basis of consumers' recognition has good reliability and validity.