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http://dx.doi.org/10.5850/JKSCT.2014.38.6.823

The Effects of Chinese Students' Lifestyle and Gender on Korean Apparel Brand Experience and Attitude  

Zhao, Jing (Dept. of Clothing & Textiles, Chungnam National University)
Kim, Hanna (Dept. of Clothing & Textiles, Chungnam National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.38, no.6, 2014 , pp. 823-833 More about this Journal
Abstract
This study examines the lifestyle and gender effects of Chinese students in Korea on the Korean apparel brand experience. In addition, this study explores the effect of various brand experiences on attitudes toward Korean apparel brands. This study targets 355 Chinese university students who live in Korea. The results show that a Chinese students' lifestyle consists of four factors: adventure-seeking, sociability, individualism, and materialism. Brand experience consists of five different experiences: cognitive, affective, relational, sensory, and behavioral experience. Adventure-seeking lifestyle affects all five brand experiences and sociability influences sensory and relational experience. Individualism influences relational and behavioral experience; however, materialism affects four brand experiences (except sensory experience). Female students indicate a higher level of brand experience (except relational experience than) male students. Finally, three brand experiences (affective, sensory, and relational experience) impact brand attitude. Theoretical and managerial implications of the results are discussed along with limitations and future research directions.
Keywords
Chinese students in Korea; Lifestyle; Brand experience; Brand attitude;
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Times Cited By KSCI : 12  (Citation Analysis)
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