한국의류학회지 (Journal of the Korean Society of Clothing and Textiles)
- 제16권4호
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- Pages.393-403
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- 1992
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- 1225-1151(pISSN)
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- 2234-0793(eISSN)
유행관여에 따른 여성기성복 상표이미지 포지셔닝 연구 -20대 직장여성을 중심으로-
A Study on Brand Image Positioning for Ladies' Ready-to wear According to Fashion Involvement - As Object of working women
- Park Hye Won (Dept. of Clothing & Textiles Graduate School, Ewha Womans University) ;
- Lim Sook Ja (Dept. of Clothing & Textiles Graduate School, Ewha Womans University)
- 발행 : 1992.12.01
초록
This Study intended to provide positioning strategies of brand Image for ladies' ready to wear by analysing the perceptual dimensions of working women. The subjects were devided into two groups according to the fashion involvement, and in each group, a positioning map was composed by use of multidimensional scaling. 251 subjects of this study were gathered into stratified sample groups from working women in Seoul, being subdivided according to their each occupation and age. The data were analysed by frequency, percentage, average,
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