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《【北服-服装设计与工程论文】跨界营销传播对服装品牌联想的影响（精品论文推荐 免费分享）》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、跨界营销传播对服装品牌联想的影响摘要面对创意产业的蓬勃发展、消费者日益变化的需求，跨界营销作为一种颠覆传统的营销方式登上了时尚与营销的舞台，成为为众人瞩目的焦点。本文主要通过文献研究、案例分析、访谈调研、量表制作和实验法，得出了针对服装企业实施跨界营销战略的有参考价值的结论。具体如下：1、对跨界及其有关概念进行了梳理与界定；2、通过案例分析总结了跨界营销的成功经验；3、构建了品牌联想量表，进行因子分析，得到品牌初级联想、品牌次级联想、产品价格、产品功能四个品牌联想因子；4、通过实验法得出：（1）服装品牌跨界前后的消费者品牌联想存在显著差
2、异，即跨界营销对服装品牌联想是有影响的；（2）五种不同类别的跨界营销对于服装品牌联想存在显著差异，这表明不同类型的跨界给消费者的品牌联想带来的影响不同。关键词：跨界；品牌联想；因子分析；实验ITheEffectofCrossoverMarketingCommunicationonFashionBrandAssociationAbstractAscreativeindustriesaredevelopingvigorouslyandtheneedsofconsumersarechangingeveryday,crossovermarket
3、ingsteppedontothestageoffashionandmarketing,attractingalmosteveryone.Inthisthepaper,themethodsofliteratureresearch,interviewresearch,casestudy,scaleandexperimentareusedtogetaconclusionwhichisvaluablefortheenterprisestocarryonthecrossovermarketing.Asfollows:Firstly,therel
4、atedconceptshavebeenstraightenedoutanddefined.Secondly,summarizesthesuccessfulexperiencesofcrossovermarketingthroughthecasestudy.Thirdly,thescaleofbrandassociationhasbeenbuiltupandthefourfactorsofprimarybrandAssociation,secondarybrandAssociation,productpriceandproductper
5、formancehavebeengotbyfactoranalysis.Lastly,conclusionshavebeenmadebytheexperiment:firstly,therearesignificantdifferencesonfashionbrandAssociationofconsumerbeforeandaftercrossovermarketing,thatis,crossovermarketinghaveinfluenceonthebrandassociation；secondly,fivedifferentt
6、ypesofcrossovermarketinghavesignificantdifferencesonfashionbrandassociation,whichsuggeststhatdifferenttypesofcrossoverhavedifferentimpactsonbrandassociations.Keywords:Crossover；BrandAssociation；FactorAnalysis；Experiment.II目录摘要⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯ⅠAbstract⋯⋯
7、⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯Ⅱ第1章绪论...................................................................................................................................11.1研究背景·································································································
8、·····························11.2研究目的及意义·······························································
