Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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The Effect of Self-Monitoring, Pioneer Brand Awareness, Types of Endorsers on Quality Perception of Me-Too Brands - Focused on Outdoor Brand -

자기감시성, 선발브랜드의 인지도, 광고모델 유형이 미투 브랜드의 품질지각에 미치는 영향 -아웃도어 브랜드를 중심으로-

  • 정승연 (성균관대학교 대학원 의상학과) ;
  • 황선진 (성균관대학교 의상학과)
  • Received : 2015.08.03
  • Accepted : 2015.10.23
  • Published : 2015.12.31
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Abstract

This study was intended to investigate the influences of consumer's self-monitoring, pioneer brand awareness, types of endorsers on quality perception of "me-too" brands with a focus on outdoor brands. The design of this research was comprised of 2 types of self-monitoring(high vs. low), 2 types of pioneer brand awareness(high vs. low), 2 types of endorsers(professional expert vs. typical consumer). The study was carried out by using samples from residents of Seoul and Gyeonggi area. The number of subjects used in the final analysis totaled 243, with age of the consumers ranging grom 20's to 50's. The results of this study were as follows. Self-monitoring, pioneer brand awareness and types of endorsers had shown a statistically significant correlation effect on the quality perception of me-too brands. Especially, in the high-level self-monitoring group, the effect of pioneer brand awareness on quality perception of me-too brand was significant when typical consumer model was given. The result presents that using a professional expert model in the market rather than a typical consumer model can offset the quality perception of pioneer brand with low awareness.

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