Journal of the Korean Society of Clothing and Textiles (한국의류학회지)
- Volume 19 Issue 1
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- Pages.3-12
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- 1995
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- 1225-1151(pISSN)
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- 2234-0793(eISSN)
Causal Relationships on Consumer Attitude Toward the Types of Fashion Advertising Appeal
의류광고의 소구유형에 따른 소비자의 태도 연구
Abstract
The purpose of this study were to identify the types of consumer responses and to investigate the attitude formation process toward the fashion advertising. A consusmer attitude model for the fashion advertising and to select relevant variables. A consumer attitude model was composed of the prior brand attitude, the consumer re, ;posses (affective, cognitive) the advertising attitude, the brand attitude, and the purchase intention paradigm. The result of this study were as follows: 1. Consumer responses on the fashion advertising were distingished between affective response and cognitive responses and the degree of responses differed by the advertising appeals types (emotional advertising, sex appeal advertising and product attribute advertising). 2. The main casual course of the fashion advertising was that the prior brand attitude
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