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http://dx.doi.org/10.5850/JKSCT.2008.32.11.1659

A Study on Advertising Expressive Factors of Fashion Products on Brand Equity -Focused on Mediate Role of Brand Personality-  

Lee, Seung-Hee (Dept. of Clothing & Textiles, Sungshin Women's University)
Chang, Yoon-Kyung (Dept. of Clothing & Textiles, Sungshin Women's University)
Park, Soo-Kyeong (Dept. of Clothing & Textiles, University of Ulssan)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.32, no.11, 2008 , pp. 1659-1668 More about this Journal
Abstract
The purpose of this study was to examine the impact of advertising expressive factors on brand equity and to investigate the role of brand personality as a factor mediate variable. The subject used for this study were 352 female university students. The data was analyzed by descriptive analysis, correlation analysis and confirmatory factor analysis using SPSS program and Amos program. As the result, model fit index showed $X^2$=57.824, df=19, GFI=0.969, CFI=0.959, NFI=0.942, and RMSEA=0.076, providing good model fit. Out of the advertising expressive factors, sophistication and model preference factors gave impact on brand personality. Also, among advertising expressive factors, novelty, sophistication, model preference, information factors affected brand equity. Finally, brand personality influenced on brand equity. Brand equity was affected directly by advertising expressive factors. It was also affected by brand personality which is a mediate factor between advertising expressive factors and brand equity. The results of this study would provide advertising strategy for fashion brand.
Keywords
Fashion advertisement; Advertising expressive factor; Brand personality; Brand equity;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
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