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

The Korean Society of Clothing and Textiles (한국의류학회)
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Effects of Brand-Self Image Congruence on Attitudes toward Children's Wear Brands -Focus on Children's Image, Actual Image and Ideal Image-

브랜드-자기 일치성이 아동복 브랜드 태도에 미치는 영향 -아동 이미지, 실제 이미지, 이상적 이미지를 중심으로-

  • Kim, Ji-Yeon (Dept. of Clothing & Textiles, Hanyang University) ;
  • Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
  • Received : 2012.04.23
  • Accepted : 2012.11.13
  • Published : 2012.11.30
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Abstract

Self-congruency plays an important role in the context of mothers' shopping for children's clothing because purchasers are inconsistent with users. This study incorporates three dimensions of self-congruencies (congruency between children's image perceived by their mothers and brand image, congruency between mothers' actual self-image and brand image, and congruency between mothers' ideal self-image and brand image) due to purchaser-user inconsistency in children's clothing consumption. A total of 574 mothers with children aged 6 to 10 participated in a web-based survey. Descriptive statistical analysis, factor analysis, reliability analysis and multiple regression analysis were conducted. Self-brand image congruency variables have a different influence on brand attitudes when mothers purchase children's clothing. Brand attitude is influenced positively only when the perceived children's image coincides with brand image and when mothers' ideal self-image corresponds to brand image. In contrast, mothers' actual self-image and brand image congruence negatively influence brand attitude. Further investigation indicates that there are different effects of dimensions of self-congruency on brand attitude according to the characteristics of mothers and their children. This study suggests that when there is purchaser-user inconsistency, different types of image congruence has to be implemented to assess the impact on brand attitudes.

Keywords

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