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

The Korean Society of Clothing and Textiles (한국의류학회)
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Effect of Korean Fashion Brand Personality on Brand Preference and Purchase Intention by Chinese in their 20s -Focusing on the Teenie Weenie, E-land, and The Basic House-

20대 중국인의 한국 패션브랜드 개성지각이 브랜드 선호도와 구매의도에 미치는 영향 -Teenie Weenie, E-land, The Basic House를 중심으로-

  • Park, Hye Sun (Dept. of Clothing & Textiles, Paichai University) ;
  • Yang, Dan (Dept. of Clothing & Textiles, Paichai University)
  • 박혜선 (배재대학교 의류패션학과) ;
  • 양단 (배재대학교 의류패션학과)
  • Received : 2013.02.19
  • Accepted : 2013.05.08
  • Published : 2013.06.30
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Abstract

This study examined the awareness of Chinese in their 20s in regards to Korean fashion brands and brand personality; in addition, it analyzed the effect of brand personality on brand preference and purchase intention. This study investigated the differences of the brand personality effect on brand preference and purchase intention according to brand, sex, and age. The results were as follows: 1) The three highly recognized fashion brands were Teenie Weenie, E-land, and The Basic House. 2) Brand personality was comprised of factors for competence, vitality, innovation, and emotion. 3) Brand preference was affected by vitality, competence, and innovation. Purchase intention was directly affected by brand preference and brand personality factors such as vitality, competence, and innovation. 4) The effect of brand personality on brand preference and purchase intention were different according to brand, sex, and age. These results can be used as basic data or information to help fashion companies develop marketing strategies for young Chinese people.

Keywords

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  2. The Effects of Consumer Characteristics, Awareness of Korean Fashion Brands, and Satisfaction with Korean Fashion Products on Word of Mouth (WOM) Experiences and Behavior -Focusing on Chinese Students in Korea- vol.38, pp.2, 2014, https://doi.org/10.5850/JKSCT.2014.38.2.216