摘要
品牌认知是品牌忠诚的决定因素,体验是消费者形成品牌认知的主要途径,虚拟体验营销对于服装品牌的形象认知和价值认知都有显著的提升作用。本文以提升服装品牌认知为基本目标,从品牌文化和品牌互动两个体验基点探讨了服装企业开展虚拟体验营销的具体策略。
Brand awareness is the determining factor of brand loyalty, and the experience is the main way for consumers to form brand awareness. Virtual experience marketing can significantly improves the image awareness and perceived value of the clothing brand. In order to enhance the clothing brand awareness, based on the brand culture and brand interaction, this paper proposed virtual experiential marketing strategies for the clothing enterprises.
出处
《纺织导报》
CAS
北大核心
2013年第8期91-93,共3页
China Textile Leader
基金
2012年度河南省教育厅人文社会科学研究项目计划(2012-QN-064)
关键词
品牌认知
虚拟体验营销
品牌价值
品牌文化
brand awareness
virtual experiential marketing
brand value
brand culture
