The Korean Fashion and Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effect of Upcycling Fashion Brand Image on Brand Equity and Behavioral Intention - Focusing on Brand Equity Theory and the Moderating Role of Green Peer Influence -

업사이클링 패션 브랜드 이미지가 브랜드 자산과 행동 의도에 미치는 영향 - 브랜드 자산 이론과 친환경 소비에 대한 동료 영향의 조절 효과를 중심으로 -

  • Juin Park (Dept. of Fashion Industry, Ewha Womans University) ;
  • Minjung Park (Dept. of Fashion Industry, Ewha Womans University) ;
  • Jungmin Yoo (Dept. of Business Administration, Duksung Women's University)
  • 박주인 (이화여자대학교 의류산업학과) ;
  • 박민정 (이화여자대학교 의류산업학과) ;
  • 유정민 (덕성여자대학교 경영학전공)
  • Received : 2024.05.23
  • Accepted : 2024.08.31
  • Published : 2024.08.31
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Abstract

The environmental and ethical concerns raised by the fashion industry have highlighted the need for sustainable fashion. Consequently, upcycling production methods have attracted considerable attention as alternative solutions. This study examines the effect of upcycling fashion brand image on brand equity, which further influences behavioral intentions, and investigates how the relationship between brand image and brand equity differs according to the acceptance of green peer influence. The study collected and analyzed 432 survey responses. Functional, symbolic, and hedonic brand images, which are all subdimensions of upcycling fashion brand image, were found to have a positive impact on brand equity. However, CSR (Corporate Social Responsibility) brand image did not exhibit a significant effect on brand equity. The study also found that the effect of CSR brand image on brand equity was significantly higher for the high green peer influence group than for the low green peer influence group, with only the high green peer influence group having statistical significance. This study suggests certain theoretical implications to applying brand equity theory in the upcycling fashion brand context and certain practical implications to building upcycling fashion branding strategies.

Keywords

Acknowledgement

이 논문은 2021년 대한민국 교육부와 한국연구재단의 일반공동연구지원사업의 지원을 받아 수행된 연구임 (NRF-2021S1A5A2A03071538)

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