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The Effect of Brand Personality and Brand Equity on Women's Casual Brand Extension  

Min Kyung Jin (Dept. of Fashion Design & Industry, Silla University)
Hong Keum Hee (Dept. of Fashion Design & Industry, Silla University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.29, no.6, 2005 , pp. 753-763 More about this Journal
Abstract
The purpose of this study was to determine effects of apparel product's brand personality, and brand equity on its brand extension. For the data collection, women in their 20s were surveyed, and a total of 576 questionnaire were finally used. Brand Reneevon and brand Enc were selected through a preliminary survey and then compared in terms of brand extension. Results of the study can be summarized as follows. 1 The brand personality of casual apparel for women consisted of low factors such as uniqueness, competence, fashionability and sincerity, while the brand equity of apparel included three factors brand loyalty, perceived quality and leadership, and brand association and awareness. 2. There was a significant positive correlation between brand personality and brand equity. 3. Brand Reneevon was found higher in brand equity than the brand Enc. 4. Brand extension was influenced by perceived quality and leadership. In case of the brand Enc, brand extension into fashion accessories was significantly affected by brand personality. 5. Brand Reneevon was found better than Brand Enc in brand extension, especially into fashion accessories.
Keywords
Apparel product; Brand equity; Brand personality; Brand extension;
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