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http://dx.doi.org/10.5850/JKSCT.2017.41.6.977

Developing a Scale to Measure Brand Image Attributes of Fashion Brands -Focused on Attribute Symbolism-  

Shim, Soo In (Dept. of Fashion Design, Chonbuk National University/Research Institute of Human Ecology, Chonbuk National University)
Lee, Yuri (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.41, no.6, 2017 , pp. 977-993 More about this Journal
Abstract
In this study, we develop a scale to measure brand image attributes related to the symbolic use of fashion brands, and then, test the validity and reliability of the scale. In Study 1, a comprehensive literature review was conducted to generate the initial set of measurement items. Nominal Group Technique was subsequently conducted to refine the measurement items in a qualitative way. In Study 2, an expert survey was performed to further refine the measurement items in a quantitative way. In Study 3, a consumer survey was performed to determine the final set of measurement items and validate it. The scale of brand attribute symbolism consists of 21 items with six factors (i.e., Strength, Intellect, Cheerfulness, Traditional Femininity, Nature, and Affordability). The six-factor, 21-item scale is found valid and reliable. Implications, limitations of this study, and suggestions for future research are also discussed.
Keywords
Brand; Image; Attributes; Symbolism; Scale;
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Times Cited By KSCI : 7  (Citation Analysis)
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