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

The Korean Society of Clothing and Textiles (한국의류학회)
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Antecedents of Fashion Brand Immunity to Negative Information and Impact on Brand Commitment

부정적 정보에 대한 패션브랜드 면역에의 영향요인과 브랜드 몰입과의 관계 연구

  • Kim, Han-Na (Dept. of Clothing & Textiles, Chungnam National University) ;
  • Lee, Eun-Jung (The Fashion School, Kent State University)
  • Received : 2011.05.03
  • Accepted : 2011.06.13
  • Published : 2011.07.31
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Abstract

This study examines how brands can be managed to influence the degree of their resistance to negative information and the extent to which this immunity to negative information predicts the purchase intention of consumers. In particular, the study investigated the difference between brand commitment and brand immunity on negative information in terms of the concept and the power of influence. A total of 410 usable questionnaires were obtained through an internet survey. A structural equation model using a correlation matrix with maximum likelihood was estimated using AMOS 18.0 to examine the relationship among a brand's social responsibility, quality orientation, brand innovativeness, easy purchase intention, and difficult purchase intention. The results showed that brand's social responsibility had significant effects on brand immunity to negative information while quality orientation and brand innovativeness had significant effects on brand commitment. In addition, brand immunity had significant effects on brand commitment and then brand commitment had a significant effect on easy and difficult purchase intentions. The key implications for research and management are discussed.

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