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http://dx.doi.org/10.14400/JDC.2017.15.7.467

A Study on the Recognition of Swimsuit Brand Image Using IPA Technique  

Kim, Jae-Hwan (Dept. of Social Sports, International University of Korea)
Lee, Jae-Moon (Dept. of Physical Education, Kyung Hee University)
Publication Information
Journal of Digital Convergence / v.15, no.7, 2017 , pp. 467-477 More about this Journal
Abstract
The purpose of this study is to present the ranking and difference of the importance and satisfaction of the swimsuit brand image that the swimsuit consumers perceive through the IPA and to provide the implications for the activation of the swimsuit industry market by diagramming it with the IPA matrix. To do this, we analyzed 298 questionnaire data for university students and graduate students and the following conclusions were drawn through the ranking of importance, satisfaction, and the corresponding sample t-test and IPA matrix. First, as a result of examining the ranking through the average of the importance and satisfaction of the swimsuit brand image, the importance showed average 4.0 or more in order of 'quality', 'functionality', 'price', 'design', 'trust', 'color', and the satisfaction showed average 3.5 or more in order of 'trust', 'quality', 'functionality' and 'awareness'. Second, as a result of difference verification in swimsuit brand image, it showed a significant difference in order of 'quality', 'price', 'functionality', 'design', 'color', 'trust', 'sophistication'. On the other hand, it showed no significant difference of cognitive images. Third, as a result of IPA of swimsuit brand image, the factors of 'design', 'functional', 'quality' and 'trust' were included in I quadrant, 'price' 'color' in II quadrant, 'advertising image', 'event', 'popularity', 'originality' in III quadrant, and 'awareness', 'sophistication' in IV quadrant.
Keywords
Swim; Swimsuit; Brand; Brand image; IPA;
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Times Cited By KSCI : 12  (Citation Analysis)
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