복식문화연구 (The Research Journal of the Costume Culture)

  • 제21권2호
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  • Pages.206-219
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  • 2013
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  • 1226-0401(pISSN)
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  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
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패션 브랜드 슬로건의 언어적 특성별 소비자 반응 연구

Research on consumer responses according to linguistic characteristics of fashion brand slogans

  • 여은아 (계명대학교 패션마케팅학과)
  • Yoh, Eunah (Dept. of Fashion Marketing, Keimyung University)
  • 투고 : 2013.02.04
  • 심사 : 2013.04.16
  • 발행 : 2013.04.30
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초록

In this study, it is explored how fashion brand slogans are categorized by linguistic characteristics and which linguistic characteristic is effective to improve consumer responses. Only 28% out of 1,346 fashion brands that are investigated are using slogans. Sportswear and men's wear are two product categories more often adopting slogans. A total of 11,113 consumers participated in the experimental study to evaluate slogan characteristics (familiarity, understandability, newness, pleasure), slogan attitude, and brand recall of 30 slogan-brand sets that were categorized by Park's 10 linguistic characteristics. In findings, slogans generating positive attitudes toward slogans and a good rate of brand recall tend to have no brand name in slogan, be written in the second-person view, include a futuristic message, and have information weighted on specialties. Slogan typology suggested based on results may be used for the future research as a basic guideline for the research on fashion brand slogans.

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참고문헌

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피인용 문헌

  1. 도시 슬로건 수식어가 슬로건 태도에 미치는 영향 : 외부인 시각 관점의 접근 vol.32, pp.3, 2015, https://doi.org/10.7737/kmsr.2015.32.3.105
  2. Congruity between the effect of sports apparel brand slogan and self-image on slogan and brand attitude - Moderating effect of self-monitoring - vol.29, pp.1, 2021, https://doi.org/10.29049/rjcc.2021.29.1.121