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

The Korean Society of Clothing and Textiles (한국의류학회)
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Brand Relationship Formation Process of Apparel Products(Part I)

의류제품의 상표관계 경로모형 연구(제1보)

  • 조희라 (숙명여자대학교 의류학과) ;
  • 이선재 (숙명여자대학교 의류학과)
  • Published : 2002.06.01
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Abstract

Brand relationship, which refers to the bond between brands and consumers, plays an important role in marketing due to its positive or negative effects on consumer behavior. The goals of this research were 1) to identify the types of brand relationships between young female consumers and apparel brands, and 2) to examine the influence of brand relationships over consumers'favorable attitudes and strong attachment (durability) to the brands. For the purpose of this study, ten casual wear brands, which are highly perceived by and popular with high school and university female students, were chosen by a preliminary inquiry. And then focused group interviews were performed to develop a questionnaire. The main examination was performed from August 20 to September 12, 2000, using five types of surveys each of which contained two brands. SPSS 8.0 was used for factor analysis and recession analysis. Four types of brand relationships were categorized based on the results of factor analysis: self-devotion, intimacy, rejection and trust. Each factor showed significant influence on both positive altitude and durability.

Keywords

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