نوع مقاله : مقاله پژوهشی
دانشکده مهندسی نساجی و پوشاک، دانشگاه آزاد اسلامی واحد قائم شهر، قائم شهر، ایران
عنوان مقاله [English]
Today, the value of the brand is not neglected to anyone in the word of marketing. A famous brand can creat a credit beyond the usual one for an organization. The purpose of this study is to investigate the effect of clothing related attributes on the special value of the brand of men and woman in LC Wikiki stores of Mazandaran province. The method used in this research is descriptive correlational. The variables of the results of the project for the brand value of the men and women's set were examined in the research process. Than, the fied method was applied and based on the collected data, the final analysis was done to confirm or reject the main research hypotheses using LISREL8.54 and spss22 software. The statistical population of the study was stores of Mazandaran province located in babolsar and Kelarabad. The sampling method was stratified randomly and the sample was 384 LC Waikiki customers in Mazandaran province. The content validity method was used to validate the questionnaire and Cronbach's alpha method was used to confirm the reliability of the questionnaire. The method of statistical analysis of the data was descriptive and inferential statistics and the method of testing the hypothesis was the structural equation. Structural equation modeling was used in this study. The results of this research show that the brand features of the dress effect on the brand equity.