Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Analysis on the Influence of Consumer Perception and the Text Logo of Women’s Fashion Brand

Author WangBaoLu
Tutor JiangLei
School Beijing Institute of Clothing Technology
Course Fashion Design and Engineering
Keywords Women’s fashion brand Logo Text logo Consumer Perception
CLC F274
Type Master's thesis
Year 2012
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With the mass media development, information communicate emphasizes more on pictures and videos. Just because of this, enterprises invest more energy in this field. More and more bands have changed their logos to deliver a new brand image in recent years. But it is not clear that how the brand logo can influence the consumer perception.In the first part of this paper, summarize the widely used elements of women’s fashion brand logo and the dimensionalities of consumer perception through collecting 200 women’s fashion brand logos and reading plenty of literatures. Then use experimental method to quantitatively analyze the relationship between the women’s fashion brand logo and consumer perception. At last there is the conclusion and some suggestions. In this paper, women’s fashion brand logo is composed mainly by text and color, and the text changes in logo can influence visual image perception and value perception. Also, gender and major have influence on consumer perception.

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