Browse > Article
http://dx.doi.org/10.7233/jksc.2016.66.1.090

Fashion Brand Attitude of Tweenagers - Focused on Brand Awareness, Image, Identification and Loyalty -  

Han, Ki-Hyang (Dept. of Fashion Design, College of Design, Konkuk University)
Won, Myung-Sim (Dept. of Fashion Design, College of Design, Konkuk University)
Publication Information
Journal of the Korean Society of Costume / v.66, no.1, 2016 , pp. 90-107 More about this Journal
Abstract
The purpose of this study was to examine the fashion brand attitude of tweenagers, with a focus on brand awareness, image, identification and loyalty. The study analysed 541 fifth and sixth-grade students in Seoul elementary schools. Major statistical methods used for this study were Cronbach's alpha analysis, confirmatory factor analysis, and path analysis with SPSS 19.0 and AMOS 19.0. Brands selected for this study were "NIKE" and "BEANPOLE KIDS". The result of this study was as follows: First, the study showed that both "NIKE" and "BEANPOLE KIDS" had 4 significant routes from the research model. Brand awareness had influence on brand image; brand image had influence on brand identification and brand loyalty; and brand identification had influence on brand loyalty. Second, using the bootstrapping to verify the significance of the total effect and indirect effect, brand awareness had a significant indirect effect on brand identification and brand loyalty; brand awareness did not have any direct effect on brand identification and brand loyalty for both "NIKE" and "BEANPOLE KIDS". Also, the total effect of brand awareness on brand identification and brand loyalty was significant. The result of this study showed the development potential to the fashion companies targeting tweenagers.
Keywords
brand awareness; brand identification; brand image; brand loyalty; tweenagers;
Citations & Related Records
Times Cited By KSCI : 9  (Citation Analysis)
연도 인용수 순위
1 09/10 best of brands (2009, November). Fashionbiz, 154-168.
2 2010 Fashion market closing by apparel sorts: Baby & child clothing (2013, August 1). Retrieved from http://www.appnews.co.kr/main/inews.php?table=internet_news&query=view&uid=37969
3 2011/2012 best brands (2011, December). Fashionbiz, 58-79.
4 2014 demographics [2014년 인구동태]. (2015, October) Retrieved from http://kosis.kr/ups/ups_01List.jsp http://kosis.kr/statisticsList/statisticsList_01List.jsp?vwcd=MT_ZTITLE&parentId=A#SubCont http://kosis.kr/statisticsList/statisticsList_01List.jsp?vwcd=MT_ZTITLE&parentId=A#SubCont
5 2015 Fashion Market Research Business - Sales 45 trillion 400 billion ... Casual clothing rises while sports sales flies [2015 패션시장조사사업 - 매출 45조4000억...스포츠 질주 속 캐주얼 확장세] (2015, August 7). Retrieved from http://www.ktnews.com/sub/view.php?cd_news=95182
6 Aaker, D. A. (1996). Building strong brands. New York, U. S.: The Free Press.
7 Aaker, D. A. (2006). Managing Brand Equity. (S. M. Lee, Trans). New York, U. S.: The Free Press. (Original work published 1991)
8 Achenreiner, G. B. & John, D. R. (2003). The meaning of brand names to children: A developmental investigation. Journal of Consumer Psychology, 13(3), 205-219.   DOI
9 Ahn, K. H. (2003). Market leader's brand management. Seoul, Republic of Korea: Hakhyunsa.
10 Ahn, K. H., Han, S. M., & Jun, S. Y. (2008). Strategic brand management (3rd ed.). Seoul, Republic of Korea: Hakhyunsa.
11 An, S. H. (2015, December 2). The best brand of each apparel_best of kid's apparel: New Balance(E - land) [2015년을 빛낸 복종별 베스트는?_아동복 1위: 뉴발란스 키즈(이랜드)]. Retrieved from http://www.fashionbiz.co.kr/TN/main.asp?cate=2&idx=151369
12 Assel, H. (1984). Consumer Behavior and Marketing Action (2nd ed.). Boston, U. S.: Kent Publishing Co.
13 Belk, R. W., Bahn, K. D., & Mayer, R. (1982). Developmental recognition of consumption symbolism. Journal of Consumer Research, 9, 4-17.   DOI
14 Choi, H. M., Kim, E. J., & Son, J. S. (2015, October 30). World economy excites due to China's two child birth [중국 '두 자녀' 울음소리에...세계경제가 들뜨기 시작했다]. Retrieved from http://news.chosun.com/site/data/html_dir/2015/10/30/2015103003324.html
15 Belk, R. W., Mayer, R., & Driscoll, A. (1984). Children's recognition of consumption symbolism in children's product. Journal of Consumer Research, 10, 386-397.   DOI
16 Best fashion power brand top 10? (2010, December) Fashionbiz, 178-206.
17 Castleberry, S. B. & Merrier, P. A. (2007). How young is too young: Marketing to the tween generation. Journal of Business Case Studies, 4(1), 55-60.
18 Choi, M. (2008). The influence of sports Sponsorship on sports ware brand equity and purchase intention (Unpublished doctoral dissertation). Kyung Hee University, Seoul, Republic of Korea.
19 Choi, M. (2013). A study on formation of brand attitude and brand loyalty by the activities in consumer-driven online fashion brand community. Journal of the Korean Society of Costume, 63(2), 110-124. doi: 10.7233/jksc.2013.63.2.110   DOI
20 Choi, S. H. (2011). The effect of the correspondence between self-image and brand image on masstige brand preference (Unpublished master's thesis). Ewha Women's University, Seoul, Republic of Korea.
21 Demographics_general population census. (2013). Retrieved from http://kosis.kr/statisticsList/statisticsList_01List.jsp?vwcd=MT_ZTITLE&parentId=A
22 Elliot, R. & Leonard, C. (2004). Peer presser and poverty: Exploring fashion brands and consumption symbolism among children of the British poor. Journal of Consumer Behavior, 3(4), 347-60.   DOI
23 Graeff, T. R. (1996). Using promotional messages to manage the effects of brand and self-image on brand evaluations. Journal of Consumer Marketing, 13(3), 4-18.   DOI
24 Harradine, R. & Ross, J. (2007). Branding: A generation gap? Journal of Fashion Marketing and Management, 11(2), 189-200.   DOI
25 Grant, I. J. & Stephen, G. R. (2005). Buying behavior of "tweenage" girls and key societal communicating factors influencing their purchasing of fashion clothing. Journal of Fashion Marketing and Management, 9(4), 450-467.   DOI
26 Gregan-Paxton, J. & Roedder, J. D. (1995). Are young children adaptive decision makers? A study of age differences in information search behavior. Journal of Consumer Research, 21(4), 567-580.   DOI
27 Ha, O. S. (2004). Measuring apparel brand equity: Emphasis on sportswear brands (Unpublished doctoral dissertation). Dongguk University, Seoul, Republic of Korea.
28 Hogg, M. K., Cox, A. J., & Keeling, K. (2000). The impact of self-monitoring on image congruence and product/brand evaluation. European Journal of Marketing, 34(5/6), 641-666.   DOI
29 Hoyer, W. D. & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(September), 141-148.   DOI
30 Hur, N. (2005). A study on the development of torso pattern for the schoolgirl of a tween generation (Unpublished master's thesis). Dongduk Women's University, Seoul, Republic of Korea.
31 Im, H. W. (2008). Lifestyle and clothing purchasing behavior of preteen generation (Unpublished master's thesis). Konkuk University, Seoul, Republic of Korea.
32 Jacoby, J. & Kyner, D. B. (1973). Brand loyalty versus repeat purchase behavior. Journal of Marketing Research, 10(February), 1-9.   DOI
33 Jung, M. K. (2014, December 31). Looks back at the 2014 fashion market. Kid's brand polarization deepens_Finding ways in China [2014 패션시장을 돌아본다 - 유아동복 시장 양극화 심화 ... 중국서 활로 모색]. Retrieved from http://www.apparelnews.co.kr/naver/view.php?iid=53245
34 Jang, S. & Rhee, E. (2008). The effect of fashion brand personality on consumer's brand identification and brand loyalty. Journal of the Korean Society of Clothing and Textiles, 32(1), 88-98.   DOI
35 Jeon, M. (2006). Size fit and purchase of the tween generation: The higher graders of elementary schools and middle school students (Unpublished doctoral dissertation). Wonkwang University, Jeonju, Republic of Korea.
36 Jun, D. & Kim, S. (2010). An analysis of adolescents' fashion brand conformity for peer groups: Focus on perceived risk, self-esteem & gender. Journal of the Korean Society of Clothing and Textiles, 34(4), 575-587.   DOI
37 Jung, M. K. (2015a, November 16). Domestic Kid's brand market excites due to China's two child birth [국내 유아동복 업계 '들썩' 중국 '두 자녀 출산 허용]. Retrieved from http://www.apparelnews.co.kr/21cNet/print.php?uid=58324&sbj=%B1%B9%B3%BB%20%C0%AF%BE%C6%B5%BF%BA%B9%20%BE%F7%B0%E8%20%A1%AE%B5%E9%BD%E2%A1%AF
38 Jung, M. K. (2015b, December 23). Girls' sports casual market expanding_Adidas, MLB girls' sales rocketing [여아 스포츠 캐주얼 시장 커진다_아디다스, MLB 여아 매출 급증]. Retrieved from http://www.apparelnews.co.kr/naver/view.php?iid=59003
39 Kang, B. J. (2005). Children Research Methodology. Goyang, Republic of Korea: Seohyunsa.
40 Kang, M., Kong, H., & Shin, J. (2006). The effects of luxury brand identification on brand affect and brand loyalty. Journal of Marketing Management Research, 11(1), 39-62.
41 Kim, J. (2009). Influence of an experience type of a brand on a consumer-brand relationship and brand equity at a flagship store of clothes (Unpublished master's thesis). Hanyang University, Seoul, Republic of Korea.
42 Keller, K. L. (2008). Strategic brand management: building, measuring, and managing brand equity (3rd ed.). New York, U. S.: Person Prentice Hall.
43 Kim, A. (2006). Effect of media involvement, body satisfaction and self-esteem on the appearance management behavior of preeten boys and girls (Unpublished master's thesis). Yonsei University, Seoul, Republic of Korea.
44 Kim, C. J. & Kim, Y. J. (2006). Perception of appearance and style of tween generation. Journal of the Korean Society of Clothing and Textiles, 30(6), 928-938.
45 Kim, J. S. (2003). A study on the awareness of sport brands: With sport B.I (Unpublished master's thesis). Chosun University, Gwangju, Republic of Korea.
46 Kim, K. A. (2004). Actual wearing conditions and fitting problems of ready-to-wear garment for tween generation boys aged from 12 to 14. Journal of fashion business, 8(5), 85-99.
47 Kim, N. & Rhee, K. (2001). A study on the adolescent consumer's behavior conformity in brand choice: Focus on casual wear. Journal of Korean Home Economics Education, 39(12), 253-269.
48 Kim, S. & Chung, M. (2006). The effect of consumers' brand identification of fashion luxury product on brand affect and brand loyalty. Journal of the Korean Society of Clothing and Textiles, 30(7), 1126-1134.
49 Kim, S. (2008). The effect of band assets of domestic basal cosmetic products on he customer satisfaction and customer loyalty (Unpublished master's thesis). Yonsei University, Seoul, Republic of Korea.
50 Kim, S. J. (2007). Relation of fashion sensibility and consumer sensibility of junior brands among tween generations (Unpublished master's thesis). Pusan University, Pusan, Republic of Korea.
51 Kim, T. (2000). A study on the formation process of the brand equity (Unpublished doctoral dissertation). Dong-A University, Busan, Republic of Korea.
52 Kim, Y. S. (2007). Youth's sports brand awareness and preference and their purchasing behavior (Unpublished master's thesis). Kookmin University, Seoul, Republic of Korea.
53 Kwon, H. & Kim, M. (2013). A study on the brand image that appeared in the national young casual brand advertisement. Journal of the Korean Society of Costume, 63(4), 143-157. doi: 10.7233/jksc.2013.63.4.143   DOI
54 Lachance, M. J., Beaudoin, P., & Robitaille, J. (2003). Adolescents' brand sensitivity in apparel: Influence of three socialization agents. International Journal of Consumer Studies, 27(1), 47-57.   DOI
55 Lee, C. Y. (2014, December, 30). The best brand of theyear. "Not a surprise", proved the power of the traditional powerful brand [올해를 빛낸 최고의 브랜드 "이변은 없었다" 전통의 강자 브랜드 파워 입증]. Retrieved from http://www.apparelnews.co.kr/2011/inews.php?table=internet_news&query=view&uid=53223
56 Lee, D. (2012). The effects of the sportswear brand image on loyalty and purchase intention (Unpublished doctoral dissertation). Kyunghee University, Seoul, Republic of Korea.
57 Lee, J. H. (2010). A study of the influence of brand personality and brand reputation on the external and internal customers' brand identification, satisfaction and loyalty (Unpublished doctoral dissertation). Inha University, Incheon, Republic of Korea.
58 Lee, J. Y. (2003). A study on the effect of brand identification on brand loyalty: Focus on the moderating role of brand affect (Unpublished master's thesis). Seoul National University, Seoul, Republic of Korea.
59 Lee, K. S. (2006). The effects of the sportswear brand property on the teenager satisfaction and repurchase intention (Unpublished master's thesis). Sookmyung Women's University, Seoul, Republic of Korea.
60 Lee, J. Y. (2006). A study of preteen generation's attitude about make-up (Unpublished master's thesis). Hansung University, Seoul, Republic of Korea.
61 Lee, M. & You, K. (2004). Regional differences of clothing consumption behavior in Korean adolescents. Journal of the Korean Society of Costume, 54(5), 13-25
62 Lee, T. (2012). The analysis of the factors that affect clothing purchasing behaviour of elementary school students (Unpublished doctoral dissertation). Busan National University of Education, Busan, Republic of Korea.
63 Lee, Y. (2008). A study on comparing specific character of domestic major departments store's VMD development (Unpublished master's thesis). Dongduk Women's University, Seoul, Republic of Korea.
64 Levy, S. J. (1981). Interpreting consumer mythology: A structural approach to consumer behavior. Journal of Marketing, 45(Summer), 49-61.   DOI
65 Lindstrom, M. & Seybold, P. B. (2003). Brandchild. London, England: Kogan Page.
66 Lindstrom, M. (2004). Branding is no longer child's play. Journal of Consumer Marketing, 21(3), 175-182.   DOI
67 Malhotra, N. K. (1988). Self-concept and product choice: An integrated perspective. Journal of Economic Psychology, 9, 1-28.   DOI
68 McDougall, J. & Chantrey, D. (2004). The making of tomorrow's consumer. Young Consumer, 5(4), 8-18.   DOI
69 McNeal, J. U. (1992). Children as Consumers. New York, U. S.: Lexington Books.
70 Oh, S. (2011). Notice the teenager consumer groups. Marketing, 45(4), 72-75.
71 Reichheld, F. F. (1996). The loyalty effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Boston, U. S.: Harvard Business School Press.
72 Rhee, Y. J. (2010). The effects of consumer brand identification and brand attachment to brand equity. Journal of the Korean Society of Clothing and Textiles, 34(5), 797-807.   DOI
73 Rio, A. B., Vazquez, R., & Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410-425.   DOI
74 Roper, S. & Shah, B. (2007). Vulnerable consumers: The social impact of branding on children. Equal Opportunities International, 26(7), 712-728.   DOI
75 Ross, J. & Harradine, R. (2004). I'm not wearing that!: Branding and young children. Journal of Fashion Marketing and Management, 8(1), 11-26.   DOI
76 Sheth, J. N. & Venkatesan, M. (1968). Risk-reduction processes in repetitive consumer behavior. Journal of Marketing, 5(August), 307-310.   DOI
77 Shin, K. Y. (2009). Study on the slacks pattern for the schoolgirl of a tween generation (Unpublished master's thesis). Hanyang University, Seoul, Republic of Korea.
78 Siegel, D. A., Coffey, T. J., & Livingston, G. (2001). The Great Tween: Buying machine. New York: Paramount Market Publishing.
79 Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9, 287-300.   DOI
80 Solomon, M. R. & Rabolt, N. J. (2006). Consumer Behavior in Fashion. (M. S. Kim, S. H. Lee, & J. S. Hwang, Trens). New Jersey, U. S.: Prentice Hall. (Original work published 2003)
81 Underwood, R. (2001). Building service brands via social identity: Lessons from the sports marketplace. Journal of Marketing Theory and Practice, 9(1), 1-13.
82 Son, Y. S. (2006). Kids marketing: The importance of kids marketing leading to future customers. Journal of Daehong Communications, 9/10, 62-65.
83 Sung, D. H. (2007). Youth purchasing behavior of sports clothing brands (Unpublished master's thesis). Mokpo National University, Mokpo, Republic of Korea.
84 The best 16 brands of 2015 [2015 올해를 빛낸 베스트 브랜드 16]. (2015, December 15). Retrieved from http://www.fi.co.kr/main/view.asp?SectionStr=Weekly&idx=53287&NewsDate=2015-12-15
85 Wells, W. D. & Prensky, D. (1996). Consumer behavior. New York: John Wiley & Sons.