Mechanism of influence of clothing brand image on loyalty

In view of the complex relationship between clothing brand image and loyalty,the influencing relationship model is constructed and the theoretical hypotheses is proposed. These influence factors include clothing brand image,perceived value,customer satisfaction and brand loyalty. Clothing brand image can be divided into six structural dimensions,including service image,product image,publicity and promotion image,enterprise image,store image and user image. The model and hypotheses were empirically tested. The results demonstrate as follows: firstly, clothing brand image directly and indirectly influences loyalty. secondly, perceived value indirectly influences loyalty by customer satisfaction. And customer satisfaction plays intermediate effect; and thirdly,customer satisfaction has great influence on the relationship between clothing brand image and loyalty. Clothing enterprises should promote brand image to prompt the transformation of satisfaction to brand loyalty.