Human Ecology Research

  • 제54권1호
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  • Pages.97-106
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  • 2016
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  • 2982-5725(pISSN)
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  • 2982-6608(eISSN)
대한가정학회 (The Korean Home Economics Association)
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패션명품에 대한 소비자의 브랜드 동일시가 브랜드 애착에 미치는 영향: 자기 감시와 사회적 자아존중감의 조절 효과를 중심으로

The Effect of Consumer's Brand Identification about Luxury Fashion Brand on Brand Attachment: The Moderating Effect of Self-Monitoring and Social Self-Esteem

  • Kim, Soo Jin (Department of Home Economics Education, Chonnam National University) ;
  • Wee, Eun Hah (Department of Home Economics Education, Chonnam National University)
  • 투고 : 2015.10.30
  • 심사 : 2015.12.24
  • 발행 : 2016.02.28
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초록

The purposes of this study were to examine the effect of consumers brand identification of a luxury fashion brand on brand attachment and to determine the moderating influences of self-monitoring and social self-esteem on this effect. For this study, a questionnaire was developed through a literature search. The developed survey was then conducted by means of on-line and off-line questionnaires. Data from 228 women with experience in buying luxury fashion brands was analyzed with descriptive statistics, Cronbach a, factor analysis, regression, two-way one-way analysis of variance (ANOVA) and t -test using SPSS for Windows 21.0. First, the brand identification of consumer was composed three factors; actual, ideal, social identification. The brand attachment was composed five factors; emotional, dependency, attraction, intellectual curiosity, and general interest. Second, it was shown that brand identification has a positive influence on brand attachment. Third, it was also shown that there is a moderating influence from self-monitoring on the effect of consumer's brand-identification of a luxury fashion brand on brand attachment. Interaction effect between consumer's brand-identification and self-monitoring was found out to be meaningful at brand affect. Fourth, there was an additional moderating effect from social self-esteem on this effect. Interaction effect between consumer's brand-identification and social self-esteem was found out to be meaningful at brand affect.

키워드

참고문헌

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피인용 문헌

  1. Effects of Self-congruity and Functional Congruity of Luxury Fashion Brands on Purchase Intentions: Focusing on Self-construal Moderation vol.20, pp.1, 2018, https://doi.org/10.5805/SFTI.2018.20.1.50