Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Brand Image and the Benefit of 20s Female Apparel Market(Part III)

20대 여성정장의류의 편익과 상표이미지에 관한 연구(제3보) -속성.편익.태도에 의한 상표이미지 개념체계 연구-

  • 박혜원 (오산대학 의상디자인과) ;
  • 임숙자 (이화여자대학교 의류직물학과)
  • Published : 2000.11.01
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Abstract

The purpose of this study was to find out the effects of the accord between consumers benefit factors and attribute factors of brand image on brand attitude. This study was based on Kellers conceptualizing model of brand image. The subjects were 605 working women in their twenties living in Seoul, Korea. The data were analyzed by Euclidian distance model, ANOVA of repeated measures, regression, F-test by Extra Sum of Squares Principle. The results were as follows. 1. There were significant differences among the brands and among the segmented groups in the accord between benefit factors and attribute factors of brand image and in the brand preference. Moreover there were significant interactions between the brands and the segmented groups in the accord between benefit factors and attribute factors of brand image and in the brand preference. 2. There were significant effects of the accord between benefit factors and attribute factor of brand image on brand attitude. 3. There were significantly different effects of the accord between benefit factors and attribute factors of brand image on brand attitude among the segmented groups.

Keywords

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