消费者感知视角下男士服饰企业品牌竞争力影响因素研究

A Study on the Factors Influencing the Brand Competitiveness of Men’s Apparel Enterprises from the Perspective of Consumer Perception

摘要: 针对既有品牌竞争力研究中分析层次混合、前置因素与结果构念交叉以及细分服饰研究外推边界不清等问题，本文从消费者感知视角研究男士服饰企业品牌竞争力的主要影响来源。基于品牌资产、竞争优势、顾客价值及消费者–品牌关系等理论，采用理论导向的文献归纳与构念审查方法，结合相关实证研究和男士服饰多品类、多场景及身份表达特征，对候选因素进行分析层次筛选、概念归并与行业适配。研究构建了由品牌基础力、品牌形象力、品牌营销力和品牌关系力构成的四维影响因素框架，并将消费者感知品牌竞争力界定为由相对总体竞争力、差异化优势、优先考虑意向和品牌溢价支付意愿共同表征的结果性构念。在此基础上，提出四类前置品牌表现与消费者感知品牌竞争力正向关联的理论命题。本文通过统一消费者感知分析层次、明确前因与结果的构念边界并进行男士服饰情境适配，为品牌竞争力的消费者侧研究及后续经验检验提供理论基础。

Abstract: Existing studies on brand competitiveness face several limitations, including the mixing of different levels of analysis, conceptual overlap between antecedent factors and outcome constructs, and unclear boundaries for generalizing findings from specific apparel categories. From a consumer-perception perspective, this study examines the major antecedents of brand competitiveness among men’s apparel enterprises. Drawing on brand equity theory, competitive advantage theory, customer value theory, and consumer-brand relationship research, the study adopts a theory-driven literature synthesis and construct review approach. Relevant empirical studies are further integrated with the multi-category, multi-scenario, and identity-expressive characteristics of men’s apparel to screen, consolidate, and adapt candidate factors. The analysis develops a four-dimensional antecedent framework comprising brand foundation strength, brand image strength, brand marketing strength, and brand relationship strength. Consumer-perceived brand competitiveness is conceptualized as an outcome construct reflected by relative overall competitiveness, differentiation advantage, priority consideration intention, and willingness to pay a brand premium. On this basis, four theoretical propositions are developed regarding the positive associations between the four antecedent dimensions and consumer-perceived brand competitiveness. By maintaining consistency at the consumer level of analysis, clarifying the conceptual boundaries between antecedents and outcomes, and adapting general brand constructs to the men’s apparel context, this study provides a theoretical foundation for consumer-side research on brand competitiveness and subsequent empirical examination.