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Research on Influencing Mechanism of Fashion Brand Image Value Creation Based on Consumer Value Co-Creation and Experiential Value Perception Theory

Author

Listed:
  • Lihong Chen

    (Shanghai International Fashion Science and Innovation Center, Donghua University, Shanghai 200051, China)

  • Habiba Halepoto

    (Engineering Research Center of Digitized Textile and Fashion Technology (Ministry of Education), Donghua University, Shanghai 201620, China)

  • Chunhong Liu

    (Shanghai International Fashion Science and Innovation Center, Donghua University, Shanghai 200051, China)

  • Xinfeng Yan

    (International Cultural Exchange School, Donghua University, Shanghai 200051, China)

  • Lijun Qiu

    (Shanghai International Fashion Science and Innovation Center, Donghua University, Shanghai 200051, China)

Abstract

In view of the current lack of fashion brand competitiveness and innovation in China, this paper puts forward the concept of fashion brand image value creation and analyzes it from five dimensions: fashion brand image design, image publicity, brand aesthetics, brand charm, and brand function. This paper explores the relationship between fashion brand image value creation, customer participation behavior, experience value perception, intention, trust, and loyalty based on consumer value co-creation and experience value perception theories. On this basis, the structural equation model is used to test the research hypothesis empirically. An online survey questionnaire was subsequently developed and conducted to verify validity and reliability by statistical analysis. The results show that the value creation of fashion brand image will positively impact brand loyalty. Customer participation behavior and experience value perception play an intermediary and chain intermediary role, and customer participation willingness and fashion brand trust play a regulatory role. This study provides new ideas and references for the value creation of fashion brand image and provides quantitative scientific data for fashion enterprises to grasp the direction of brand image value creation and implement brand construction and marketing strategies.

Suggested Citation

  • Lihong Chen & Habiba Halepoto & Chunhong Liu & Xinfeng Yan & Lijun Qiu, 2022. "Research on Influencing Mechanism of Fashion Brand Image Value Creation Based on Consumer Value Co-Creation and Experiential Value Perception Theory," Sustainability, MDPI, vol. 14(13), pages 1-21, June.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:13:p:7524-:d:843652
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    References listed on IDEAS

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    2. Jui-Che Tu & Ching-Fen Hsu & Kharisma Creativani, 2022. "A Study on the Effects of Consumers' Perception and Purchasing Behavior for Second-Hand Luxury Goods by Perceived Value," Sustainability, MDPI, vol. 14(16), pages 1-18, August.

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