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

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

Developing a Scale to Measure Brand Image Attributes of Fashion Brands -Focused on Attribute Symbolism-

패션 브랜드의 브랜드 이미지 측정 도구 개발 -속성 상징성을 중심으로-

  • Shim, Soo In (Dept. of Fashion Design, Chonbuk National University/Research Institute of Human Ecology, Chonbuk National University) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 심수인 (전북대학교 의류학과/전북대학교 인간생활과학연구소) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2017.03.30
  • Accepted : 2017.08.30
  • Published : 2017.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

In this study, we develop a scale to measure brand image attributes related to the symbolic use of fashion brands, and then, test the validity and reliability of the scale. In Study 1, a comprehensive literature review was conducted to generate the initial set of measurement items. Nominal Group Technique was subsequently conducted to refine the measurement items in a qualitative way. In Study 2, an expert survey was performed to further refine the measurement items in a quantitative way. In Study 3, a consumer survey was performed to determine the final set of measurement items and validate it. The scale of brand attribute symbolism consists of 21 items with six factors (i.e., Strength, Intellect, Cheerfulness, Traditional Femininity, Nature, and Affordability). The six-factor, 21-item scale is found valid and reliable. Implications, limitations of this study, and suggestions for future research are also discussed.

Keywords

References

  1. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. doi:10.2307/3151897
  2. Bhat, S., & Reddy, S. K. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15(1), 32-43. doi:10.1108/07363769810202664
  3. Bloch, P. H. (1995). Seeking the ideal form: Product design and consumer response. Journal of Marketing, 59(3), 16-29. doi:10.2307/1252116
  4. Blumer, H. (1969). Fashion: From class differentiation to collective selection. The Sociological Quarterly, 10(3), 275-291. doi:10.1111/j.1533-8525.1969.tb01292.x
  5. Chang, P. L., & Chieng, M. H. (2006). Building consumerbrand relationship: A cross-cultural experiential view. Psychology & Marketing, 23(11), 927-959. doi:10.1002/mar.20140
  6. Chitturi, R., Raghunathan, R., & Mahajan, V. (2008). Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing, 72(3), 48-63. doi:10.1509/jmkg.72.3.48
  7. Cho, E., Fiore, A. M., & Russell, D. W. (2015). Validation of a fashion brand image scale capturing cognitive, sensory, and affective associations: Testing its role in an extended brand equity model. Psychology & Marketing, 32(1), 28-48. doi:10.1002/mar.20762
  8. Choi, H. J., Kim, Y. K., & Lee, K. H. (2006). The study on the image shown on the product, brand and advertisement of jean brand. Journal of the Korean Society of Clothing and Textiles, 30(4), 531-541.
  9. Choi, J. R., & Ryoo, S. H. (2010). Image analysis of color in clothes style. Journal of the Korean Society of Clothing and Textiles, 34(2), 266-279. doi:10.5850/JKSCT.2010.34.2.266
  10. Churchill, G. A. Jr. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64-73. doi:10.2307/3150876
  11. Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230-240. doi:10.1016/j.indmarman.2005.08.013
  12. Dobni, D., & Zinkhan, G. M. (1990). In search of brand image: A foundation analysis. Advances for Consumer Research, 17, 110-119.
  13. Esch, F. R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15(2), 98-105. doi:10.1108/10610420610658938
  14. Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, 9(3), 61-75. doi:10.1080/10696679.2001.11501897
  15. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. doi:10.2307/3151312
  16. Gerbing, D. W., & Anderson, J. C. (1988). An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of Marketing Research, 25(2), 186-192. doi:10.2307/3172650
  17. Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising, 28(4), 47-57. doi:10.1080/00913367.1999.10673595
  18. Homburg, C., Schwemmle, M., & Kuehnl, C. (2015). New product design: Concept, measurement, and consequences. Journal of Marketing, 79(3), 41-56. doi:10.1509/jm.14.0199
  19. Hong, S. H., & Kim, M. Y. (2008). The difference between original brands and extended brands in images and preference of overseas fashion luxury goods. Journal of the Korean Society of Clothing and Textiles, 32(10), 1640-1650. doi:10.5850/JKSCT.2008.32.10.1640
  20. Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55. doi:10.1080/10705519909540118
  21. Iacobucci, D. (2010). Structural equations modeling: Fit Indices, sample size, and advanced topics. Journal of Consumer Psychology, 20(1), 90-98. doi:10.1016/j.jcps.2009.09.003
  22. Islam, J. U., & Rahman, Z. (2016). Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal of Global Fashion Marketing: Bridging Fashion and Marketing, 7(1), 45-59. doi:10.1080/20932685.2015.1110041
  23. Jeong, S. J., & Choi, S. K. (2011). The clothing image according to coloration, tone, and interval of checked pattern in color contrast. Journal of the Korean Society for Clothing Industry, 13(2), 147-154. doi:10.5805/KSCI.2011.13.2.147
  24. Jones, J., & Hunter, D. (1995). Consensus methods for medical and health services research. BMJ: British Medical Journal, 311(7001), 376-380. doi:10.1136/bmj.311.7001.376
  25. Jung, S. H., & Lee, Y. (2011). The impact of parent company attributes on e-brand personalities. Journal of the Korean Society of Costume, 61(5), 64-76.
  26. Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36. doi:10.1007/BF02291575
  27. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. doi:10.2307/1252054
  28. Keller, K. L. (2010). Brand equity management in a multichannel, multimedia retail environment. Journal of Interactive Marketing, 24(2), 58-70. doi:10.1016/j.intmar.2010.03.001
  29. Kenny, D. A. (2015, November 24). Measuring model fit. David A. Kenny's Homepage. Retrieved November 16, 2016, from http://davidakenny.net/cm/fit.htm
  30. Kenny, D. A., & McCoach, D. B. (2003). Effect of the number of variables on measures of fit in structural equation modeling. Structural Equation Modeling: A Multidisciplinary Journal, 10(3), 333-351. doi:10.1207/S15328007SEM1003_1
  31. Kim, Y. W. (2016, March 2). [오늘의 IT소식] 티몬, 20대부터 40대까지 구매 연령층 확대 등 [[IT News Today] Timon, Customers' age group is extended to range from 20s to 40s]. IT dongA. Retrieved September 16, 2016, from http://it.donga.com/23830/
  32. Kim, J. Y., & Lee, K. H. (2012). Effects of brand-self image congruence on attitudes toward children's wear brands-Focus on children's image, actual image and ideal image-. Journal of the Korean Society of Clothing and Textiles, 36(11), 1137-1147. doi:10.5850/JKSCT.2012.36.11.1137
  33. Kim, M. K., Chung, I. H., & Sung, H. K. (2002). The brand image of apparel: A qualitative approach. Journal of the Korean Society of Clothing and Textiles, 26(11), 1558-1569.
  34. Levy, M., Weitz, B. A., & Grewal, D. (2013). Retailing management (9th ed.). New York, NY: McGraw-Hill Education.
  35. Liljander, V., Polsa, P., & van Riel, A. (2009). Modelling consumer responses to an apparel store brand: Store image as a risk reducer. Journal of Retailing and Consumer Services, 16(4), 281-290. doi:10.1016/j.jretconser.2009.02.005
  36. Low, G. S., & Lamb Jr., C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management, 9(6), 350-370. doi:doi:10.1108/10610420010356966
  37. MacCallum, R. C., Browne, M. W., & Sugawara, H. M. (1996). Power analysis and determination of sample size for covariance structure modeling. Psychological Methods, 1(2), 130-149. doi:10.1037/1082-989X.1.2.130
  38. Marsh, H. W. (1995). ${\Delta}2$ and ${\mathcal{X}}^2$ I2 fit indices for structural equation models: A brief note of clarification. Structural Equation Modeling: A Multidisciplinary Journal, 2(3), 246-254. doi:10.1080/10705519509540012
  39. Marsh, H. W., Hau, K. T., & Wen, Z. (2004). In search of golden rules: Comment on hypothesis-testing approaches to setting cutoff values for fit indexes and dangers in overgeneralizing Hu and Bentler's (1999) findings. Structural Equation Modeling: A Multidisciplinary Journal, 11(3), 320-341. doi:10.1207/s15328007sem1103_2
  40. Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook (2nd ed.). Thousand Oaks, CA: SAGE Publications.
  41. Mulyanegara, R. C., Tsarenko, Y., & Anderson, A. (2009). The Big Five and brand personality: Investigating the impact of consumer personality on preferences towards particular brand personality. Journal of Brand Management, 16(4), 234-247. doi:10.1057/palgrave.bm.2550093
  42. Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York, NY: McGraw-Hill.
  43. Park, K., & Heo, S. (2004). Image of a region's co-brand: The case of 'CHIMERIC'. Journal of the Korean Society of Clothing and Textiles, 28(2), 243-251.
  44. Rageh Ismail, A., & Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth: The case of fashion brands among young consumers. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386-398. doi:10.1108/13612021211265791
  45. Reynolds, T. J., & Gutman, J. (1984). Advertising is image management. Journal of Advertising Research, 24(1), 27-37.
  46. Sasmita, J., & Mohd Suki, N. (2015). Young consumers' insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management, 43(3), 276-292. doi:10.1108/IJRDM-02-2014-0024
  47. Suresh, K. P. (2011). An overview of randomization techniques: An unbiased assessment of outcome in clinical research. Journal of Human Reproductive Sciences, 4(1), 8-11. doi:10.4103/0974-1208.82352
  48. Vahie, A., & Paswan, A. (2006). Private label brand image: Its relationship with store image and national brand. International Journal of Retail & Distribution Management, 34(1s), 67-84. doi:10.1108/09590550610642828
  49. Van De Ven, A. H., & Delbecq, A. L. (1974). The effectiveness of nominal, delphi, and interacting group decision making processes. The Academy of Management Journal, 17(4), 605-621. doi:10.2307/255641
  50. Vazquez, R., del Rio, A. B., & Iglesias, V. (2002). Consumerbased brand equity: Development and validation of a measurement instrument. Journal of Marketing Management, 18(1-2), 27-48. doi:10.1362/0267257022775882
  51. Yang, S. J., & Chung, S. J. (2001). Comparison of brand images between men's and women's wear brands targeting middle aged people or older people. Journal of the Korean Society of Clothing and Textiles, 25(6), 1112-1121.
  52. Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14. doi:10.1016/s0148-2963(99)00098-3