Journal of the Korean Society of Clothing and Textiles (한국의류학회지)
- Volume 16 Issue 2
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- Pages.211-225
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- 1992
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- 1225-1151(pISSN)
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- 2234-0793(eISSN)
A Study on the Determinant Variables of Brand Loyalty Related to Clothing Items
의복품목에 따른 상표충성의 결정변인 연구 - 서울 거주 여성을 중심으로 -
- Jin Byoung Ho (Dept. of Clothing and Textiles, Yonsei University) ;
- Kahng Hewon (Dept. of Clothing and Textiles, Yonsei University)
- Published : 1992.03.01
Abstract
The purposes of this study were 1) to estimate the brand loyalty related to clothing items,2) to investigate the differences between the brand loyal group and the brand disloyal group in 4 determinant variables (product involvement, information source, purchase-related and demo- graphic variables) of brand loyalty, 3) to find out important determinant variables which explain the brand loyalty on clothing items, and 4) to identify product attributes that lead to brand loyalty on clothing items. Four clothing items selected (ortho study were underwear, jean / skirt, T-shirt / sweater, and formal dress / suits. The questionnaire was administered to 529 adult women living in Seoul, and the methods used to analyze the data were Frequency, T-Test,
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