한국생활과학회지 (Korean Journal of Human Ecology)
- 제13권6호
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- Pages.943-957
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- 2004
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- 1226-0851(pISSN)
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- 2234-3768(eISSN)
패션브랜드에 따른 상품속성과 브랜드 태도에 관한 연구
The Study on Goods Attributes and Brand Attitude by Fashion Brand
- Shin, Won-Hye (Dept. of Fashion Marketing, College of Textile & Fashion) ;
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Yoo, Tai-Soon
(Dept. of Fashion Industry, Catholic University of Daegu)
- 발행 : 2004.12.31
초록
The purpose of this study is to 1) understand the importance of brands, which are known as one of the key purchasing points to consumers today; 2) 10 clearly clarify the various attributes of goods well-known to consumers; 3) to research the effect of the goods attributes on brand attitude. We examined 465 consumers to understand a purchase or a shopping habit with national and non-brand. The study used SPSS 11.0 package for a data analysis. Then using varimax rotation, we employed a factor analysis to analyze the data and obtain Cronbach
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