The Construction of Apparel Brand Value Perception Based on Grounded Theory: A Case Study of the Intellectual 80’s Women in Hangzhou

In terms of the theoretical vacancy of apparel brand perceived value, this paper explores the dimensions of perceived value of apparel brand from the perspective of consumers. With lessons from grounded theory, one can build initial model of apparel brand value system through depth interviews, substantial coding, and theoretical saturation detection. Then, by means of quantitative empirical research, the logical relationship between factors can be investigated via factor analysis and independent test. The results show that the perceived value theory conclude two dimensions namely the perceived benefits and perceived costs. The perceived benefits includes functional value, social value, emotional value, cognitive value, experience value. Perceived costs includes purchase costs &risks and the use cost. It also fully demonstrates the relative importance in perceiving various dimensions of apparel brand for the intellectual 80’s women in Hangzhou.