복식 (Journal of the Korean Society of Costume)

  • 제66권2호
  • /
  • Pages.45-60
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  • 2016
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  • 1229-6880(pISSN)
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  • 2287-7827(eISSN)
한국복식학회 (The Korean Society of Costume)
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소비자의 경험적 가치가 브랜드 자산에 미치는 영향 연구 - 럭셔리브랜드의 키치제품을 중심으로 -

The Effects of Experiential Value on Brand Equity - Focus on Kitsch Product of Luxury Brands -

  • 채희주 (연세대학교 언더우드 국제대학) ;
  • 고전미 (연세대학교 의류환경학과) ;
  • 고은주 (연세대학교 의류환경학과)
  • Chae, Heeju (Underwood International College, Yonsei University) ;
  • Ko, Jeonmi (Dept. of Clothing and Textiles, Yonsei University) ;
  • Ko, Eunju (Dept. of Clothing and Textiles, Yonsei University)
  • 투고 : 2015.09.14
  • 심사 : 2016.02.24
  • 발행 : 2016.02.29
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초록

As a method to satisfy needs and emotions of consumers who pursue diversity, the use of Kitsch in the fashion industry has been increased. Previous studies on Kitsch fashion have focused on qualitative research on the characteristics of Kitsch product, and little empirical researches have been conducted on consumer attitude such as consumer response to Kitsch products and brand equity. Therefore, the purpose of this study are 1) to investigate comparisons of experiential values (i.e., Aesthetic, Amusing, Cultural) with Kitsch product moderated by consumers' characteristics (i.e., consumer uniqueness, fashion involvement), and 2) to explore the relationship between experiential values and brand equity. Factor analysis, reliability analysis, ANOVA, and structural equation model using SPSS 18.0 and AMOS 18.0 were used for the data analysis. 210 questionnaires were analyzed for this study. The results of this study were as follows. First, significant difference in aesthetic values of Kitsch products were shown. Kitsch Product with nostalgic characteristics has higher aesthetic values than others. Specifically differences in experiential values with Kitsch product were partially moderated by consumers' characteristics (i.e., consumer uniqueness, fashion involvement), Second, cultural value had a positive influence on brand awareness, while amusing and cultural values had a positive influence on brand image. Also aesthetic and amusing values had a positive influence on brand loyalty. Academic and business implications were discussed from this study.

키워드

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피인용 문헌

  1. Effects of Contemporary Cultural Apparel Attributes on Consumer Response towards Consumer Behavior vol.66, pp.5, 2016, https://doi.org/10.7233/jksc.2016.66.5.001