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

Lihong Chen, Habiba Halepoto, Chunhong Liu, Xinfeng Yan and Lijun Qiu
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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

Sustainability, 2022, vol. 14, issue 13, 1-21

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.

Keywords: value creation; brand loyalty; customer participation behavior; experience value perception; structural equation model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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