• 복식문화연구
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• 제3권2호
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• pp.449-459
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• 1995

The purpose of this study was to classify the dimension of clothing involvement, to identify the relationship between clothing involvement and brand loyalty by demographical characteristics. The results of the study were as follow. 1. General clothing involvement consisted of one dimension. 2. Clothing involvement is positively related to brand loyalty. The higher clothing involvement group had the higher brand loyalty. 3. There were is significant relationships among clothing involvement, brand loyalty and customer buying behavior such as expense and frequency of purchase. The expense and frequency of purchase were positively related to the higher clothing involvement group and the higher brand loyalty. 4. There were significant relationship between demographic characteristics and clothing involvement, between demographic characteristics and brand loyalty.

• 한국의류학회지
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• 제21권1호
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• pp.237-247
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• 1997

The purpose of this study was 1) to explain integrated clothing brand loyalty by investigating the dimensions, 2) to investigate relationships between brand loyalty and clothing importance, aesthetic aspects of clothing, modesty, status symbol of clothing and authoritarian personality, 3) to identify the effects of demographic variables on clothing brand loyalty. The subjects were 104 female living in Kyong-Ju, Korea. The data were collected using self -administered questionnaires and analyzed by factor analysis, frequency, correlation, step- wise multiple regression and ANOVA. The results showed that 1) four dimensions of clothing brand loyalty were identified through the factor analysis: continued brand loyalty, habitual brand loyalty, symbolic brand loyalty and committed brand loyalty, 2) the status symbol of clothing, aesthetic aspects of clothing, and authoritarian personality were positively related to brand loyalty. Among these, the status symbol of clothing was the most significant variable, 3) brand loyalty was not varied by demographic variables.

• 복식
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• 제21권
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• pp.219-226
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• 1993

The main purpose of this study is to inves-tigate brand loyalty on ready-to-wear of fe-male. The subjects were two hundred ninty females in Taegu. Using SPSS package in or-der to identify relations of clothing selection behavior and information source uses multivariate analysis of variance(MANPVA) univariate analysis of variance(ANOVA) were executed. Scheffe est a kind of post-hoc multiple comparisons methods was adapted. conclusions reached in this study are as follows: 1. Clothing purchase pattern of consumers classified brand loyal group and brand dis-loyal group. The number of people in the brand loyal group was fifty more than that of the brand disloyal group. 2. In relation of brand loyalty and clothing selection behavior brand loyal group had high scores on individuality and exhibition of clothing selection behavior. Brand dis-loyal group had high scors on economy practicality courtesy facility. 3. In difference of information uses on brand loyalty brand loyal group had high scores on printed-information source, broadcast-ing-information source broadcast-ing-information sources. Among them brand loyal group particularly used printed-infor-mation source more than brocasting infor-mation source. On the contray brand dis-loyal group have high scores on human-in-formation source.

• 한국의류학회지
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• 제20권3호
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• pp.502-511
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• 1996

While much research on brand loyalty have been conducted until now, little has been challenged to integrate the results of previous (studies and how the brand loyalty is developed. The purpose of this study was to) suggest and test the model of clothing brand loyalty formation via consideration of all related variables simultaneously using the LISREL. The subjects were 505 male and female college graduates or higher white collar workers in their twenties and thirties living in Seoul, Korea. The data were collected by self- administered questionnaires. The results showed that consumer knowledge, product involvement, and perceived risk are positively related to information search. However, the influence of perceived risk on information search is statistically insignificant. Product involvement is also positively related to consumer satisfaction. Information search and consumer satisfaction are positively related to brand loyalty, respectively. In conclusion, consumer knowledge, product involvement, and perceived risk have positive influences on brand loyalty through the mediating variables of information search and consumer satisfaction.

• 대한가정학회지
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• 제36권3호
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• pp.161-172
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• 1998

The purpose of this study were 1) to identify the effect of regions on clothing brand loyalty and related variables, 2) to investigate the relationships between brand loyalty and clothing importance, aesthetic aspects of clothing, modesty, status symbol of clothing and authoritarian personality, and 3) to identify the effects of age, job, education and income on clothing brand loyalty. The subjects were 106 and 100 female adults living in Kyong-Ju and Seoul, respectively. The data were collected using self-administered questionnaires and were analyzed by t-test, chi-square test, correlation, multiple regression and ANOVA. The results showed that 1) clothing importance and authoritarian personality were different according to regions. That is female living in Kyong-Ju had a higher authoritarian personality and female living in Seoul had a higher clothing importance scores. 2) The status symbol of clothing, aesthetic aspects of clothing, and authoritarian personality were positively related to brand loyalty. Among these, the status symbol of clothing was the most significant variable, 3) Continued brand loyalty and habitual brand loyalty were varied by age.

• 한국의류학회지
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• 제19권4호
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• pp.602-614
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• 1995

The purposes of this study were 1) to reveal the consumer's brand loyalty on clothing, 2) to identify the relationships between the consumer's clothing brand loyalty and consumer characteristics, product characteristics, and consumer's clothing buying behavior. Subjects were selected from the employed and unemployed housewives living in Taejon. A questionnaire was developed and administered by 316 housewives during Spring in 1992. Data were analysed by frequency, Pearson's correlation coefficient, regression and oneway- ANOVA. The result.; of the study were as follows: 1) The half of subjects had brand loyalty on clothing. 2) The relationships between consumer's clothing brand loyalty and housewives' and her husbands 'educational level and average income of a month were significant. Consumer's clothing brand loyalty and housewives 'age had significantly negative relationship. 3) Consumer's clothing brand loyalty was significantly related to price of clothing. 4) The relationships between consumer's clothing brand loyalty and satisfaction toward brands, and the store patronage behavior were significant. The relationships between consumer's clothing brand loyalty and her prepurchase information search behavior, and the amount of purchasing of clothing were not significant.

• 한국의류학회지
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• 제21권4호
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• pp.782-794
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• 1997

The purpose of study were 1) to find whether brand loyalty is reasonable measurement for market segmentation or not, 2) to know consumers' purchasing behavior by marketsegmentation, 3) to draw preference jean product. Objects were 462 high school students who live in Seoul and random sampling referred from "Korean school guide book". The questionnaires were selected from the previous studies and various bibliographies. For statistic analysis, percentage, average, ANOVA, x2-test, Duncantest, paired t-test, and multiple regression were used by SAS package. The results of this study were as follows. 1) Consumers were classified into affective brand loyalty group, familiar brand loyalty group, habitual brand loyalty group, brand interest but no brand loyalty group, and no brand loyalty group. 2) There were notable differences in clothes purchasing behavior variable through market segments' purchasing (requency, price. 3) The most Prefered jean Product is 80,000 won, domestic well-known brand, baggy style and preferable jean product shows different when it classified brand loyalty.d loyalty.

• 복식
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• 제39권
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• pp.125-138
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• 1998

In order to help apparel manufactures and marketers to promote apparel products more efficiently, and aid them in instilling brand names or brand images more distinctively in the minds of target consumers, it is the intent of this study (1) to investigate on the high-school girls brand loyalty and the brand discernment, self image(product image), and the buying behavior of casual wear. The subjects were 532 female high school students selected from the four high school in Seoul. The data were collected by self-admin-istered questionnaires. The data were analyzed by frequency, percentage, T-test, x2-test, and correspondence analysis. (1) 29.1% of the female students were cat-egorized as the brand loyalty group that was smaller than the non-brand loyalty group(70.9%). (2) In identifying the relationship between the demographic factors and the brand loyalty, the monthly household income and the month-ly personnel expenses were statistically significant. Namely, higher household income and the monthly personnel expenses were statistically significant. Namely, higher household income and the monthly personnel expenses there were, higher the brand loyalty was revealed. (3) The power of discernment was statistically significant according to the brand loyalty. That is, the brand loyalty group was more outstanding than latest fashion brands, the high-price brands, and the better-style brands in terms of design, color, and fabric. (4) The self image was also statistically significant according to the brand loyalty, Wher-eas the brand loyalty group preferred the unique, high-quality, sexy, and active self-images, non-brand loylty group revealed to prefer the non-noticeable and feminine self-images. The findings of this study will assist apparel manufactures and marketers in better identifying the target market, and in subsequently adjusting their products, brand image, and promotional activities in order to reach the target market more efficiently.

• 한국의류학회지
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• 제27권8호
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• pp.1004-1013
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• 2003

This study addressed an ill-understood issue of a price response model and a monopolistic price interval of fashion goods. The concept of monopolistic price interval introduced by Gutenberg has been rarely applied to the fashion goods, which is known as price sensitive goods. Thus, this study examined the price insensitive zone of the blue jean. The data of 268 respondents were analyzed using Choice-based Conjoint (CBC) analysis and t-test. Considering brand consideration set as a price determinant, we found the presence of monopolistic price interval of the jean. The results obtained from the CBC analysis showed that the bigger the size of brand consideration set, the shorter the monopolistic interval. This implied that the consumer who had a small brand consideration set was more likely to have a longer monopolistic price interval than the one who had a large brand consideration set, since the consumer with a small consideration set tended to value brand itself more than price. Although significant monopolistic price intervals were shown only for the three jean brands out of the seven, to reduce the size of brand consideration set and to increase brand loyalty were found important in maximizing firms'financial profits.

• 패션비즈니스
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• 제18권4호
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• pp.97-113
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• 2014

This study investigates consumer's traits of market segmentation based on the apparel benefits. The subjects were 302 college students living in Yunnam, China. The mean, ANOVA, factor analysis, Duncan test, and K-means cluster analysis were used for statisticals analysis. The results of this study are as follows. The college students were classified, into six subdivisions, according to the apparel benefits by cluster analysis: indifference group, utility pursuit group, hedonic/brand pursuit group, individuality pursuit group, social recognition/fashion pursuit group, and pursuit benefits-minded group. In the factors of happiness-pursuing and life-centered of materialism, significant differences were found according to the groups of apparel benefits, and all factors of symbolic consumption and brand loyalty were found to have significant differences according to the groups of apparel benefits. The evaluation criteria of clothing were significantly different, depending on apparel benefits subdivision in criteria of aesthetic, socio-psychological, and utility. The use of information was shown to have significant differences, according to the groups of apparel benefits. The study results are highly expected to be utilized as useful sources in marketing plans for the midwest of China.