Moving from Utilitarian to Symbolism in Apparel Branding – A WEAVISM Case

摘要

In response to the changing lifestyle in fashion consumption WEAVISM a newly developed brand by Hermin positions itself as a neo-luxury-slow-fashion brand to be differentiated from the prevalent luxury-fast-fashion trend In addition consistent with Hermin’s mission as a responsible corporation WEAVISM is committed to promote Taiwanese textile industry wide innovation and feedback to less advantaged groups in Taiwan This thesis built on functional attitude theory conducts a 2 X 2 X 2 experimental study to investigate the effective brand communication strategy that enhances WEAVISM brand authenticity and strengthens consumer-brand connection The results reveal that neo-luxury ideology (as opposed to functional attributes) and donation CSR message (as opposed to promoting Taiwanese textile innovation identity) are more effective to build consumer self-brand connection Brand authenticity is perceived stronger for symbolic consumers when either neo-luxury message paired with advocating Taiwanese textile innovation identity or functional benefits message paired with donation CSR message However for utilitarian-oriented consumers only donation message alone influences authenticity

獎項日期	2016 9月 10
原文	English
監督員	Ju-Faye Kao (Supervisor)