• 한국의상디자인학회지
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• 제10권3호
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• pp.37-46
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• 2008

The purposes of this article are segmenting consumers by brand attachment motives and discovering the differences among the segmented groups in relation to clothing involvement and clothing behavior (ready-to-wear satisfaction, brand loyalty, purchased items, and purchased places). The subjects of this study were male and female consumers, who were residents in Seoul, Korea. The data had been collected during May, 2007, and statistical analyses used for the study were factor analysis, cluster analysis, t-test, and chi-square test. The results showed that brand attachment motive is composed of two factors: brand personality/individuality expression and conformity/status improvement. Based on cluster analysis, there were two brand attachment motive groups: individuality expression and status improvement segments. T-test showed that brand attachment motive segments were significantly different in terms of clothing involvement and clothing behavior (ready-to-wear satisfaction, brand loyalty and purchased items). For example, the individuality expression group was more interested in clothing, was more satisfied with ready-to-wear clothing, had higher brand loyalty, and usually purchased casual wear. Meanwhile, the status improvement group had a higher perceived risk in clothing involvement, was less satisfied with ready-to-wear clothing, had a lower degree of brand loyalty, and preferred to purchase formal wear. The results implied that brand attachment motive is an important variable in market segmentation, in which specific marketing strategies should be implemented for each targeted consumers.

• 한국의류학회지
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• 제32권11호
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• pp.1704-1714
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• 2008

The purpose of this research was to investigate the relationships among clothing benefits sought, brand attachment, and brand loyalty. The subjects were 559 male and female consumers who were residents in Seoul. The data were analyzed by factor analysis, multiple regression, and path analysis. The results showed that there were seven clothing benefits sought: ideal figure/impression improvement, individuality, brand, fashion, comfort, conformity, and sex appeal. Brand attachment motives had two factors of brand personality/individuality expression and conformity/status elevation. Brand attachment consisted of love/friendliness and passion. Statistical analyses showed that there were significant relationships among clothing benefits sought, brand attachment, and brand loyalty. There were significant effects of clothing benefits sought factors on brand attachment motives. The consumers who sought benefits of ideal figure/impression improvement, individuality, and sex appeal had a brand personality/individuality expression motive. In the meanwhile the consumers who sought benefits of brand, fashion, comfort, conformity, and sex appeal had a conformity/status elevation motive. There were also significant effects of brand attachment motives on brand attachment. The consumers who had a brand personality/individuality expression motive felt love/friendliness and passion for their brands.

• 디지털융복합연구
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• 제14권9호
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• pp.159-170
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• 2016

본 연구 사회적 미디어가 개인이 선호하는 브랜드에 대한 상표 애착에 미치는 영향에 대한 연구이다. 따라서 본 연구는 다중회귀분석을 통하여 다양한 참여자들에게 개인 신상정보를 공개하는 SNS 사용자는 사회화 대리인을 이용하는 것과는 아무 상관이 없다는 사실을 발견하였다. 그러나 사회적 뉴스를 소극적으로 이용하는 소비자들은 그들의 최종 구매의사결정을 확정하는데 사회화 대리인에 의존할 것이라는 결과가 나왔다. 인적 및 비인적 사회화 대리인은 이러한 사회적 발신인에 의존하는 개인들의 브랜드 어태치먼트 형성에 중요한 역할을 하는 것으로 드러났다. 이러한 연구결과를 바탕으로 마케터는 브랜드 인지도를 형성하기 위해 온라인 전략을 체계화할 필요성을 인식해야 하고 사회적 미디어 이용자들이 자사의 선호되는 브랜드에 대한 상표 애착을 증진시키기 위해 방법을 제공해야한다는 것을 알게 되었다. 집단주의 문화로 상징되는 한국 소비자 대상의 본 연구결과를 바탕으로 향후 개인주의 문화를 포함하는 비교연구 차원의 SNS와 사회화 대리인 연구의 필요성을 제기한다.