• 복식문화연구
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• 제30권4호
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• pp.563-578
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• 2022

Society's emphasis on a thin body ideal may intensify an individual's negative perceptions of fatness. The purpose of the present study was to examine the relationship between sociocultural attitudes toward appearance (awareness and internalization of the female ideal) and anti-fat attitudes among middle-aged Korean women. In addition, the aim was to examine whether the body internalization of female ideals was a mediator in the proposed model. Participants included a sample of 264 middle-aged Korean women who completed a series of measures online. The following information was collected through online questionnaires: awareness and internalization of the female ideal, attitudes toward fat, body weight perception, and demographics. Data were analyzed using correlation analysis, descriptive analysis, factor analysis, and structural equation modeling. The measurement model and the structural model testing provided an acceptable fit to the data, and all proposed pathways in the research model were statistically significant. Awareness of the female ideal was significantly and positively associated with internalization, and it significantly and positively predicted both constructs of anti-fat attitudes. Additionally, awareness of the female ideal was significantly and positively indirectly associated with attitudes toward fat people-dislike and willpower mediated by internalization. Overall, these findings suggest that society's emphasis on female appearance and a thin body can ultimately result in significant stigmatization of overweight/obese individuals. This study emphasizes the importance of establishing a healthy appearance standard to reduce anti-fat prejudice.

• 복식문화연구
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• 제24권3호
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• pp.324-335
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• 2016

The fashion product image preference changes depending on one's lifestyle and personal inclination. Women want to show the fashion product image preference, often through their clothing and makeup choices. Brand image includes those elements related to the brand. Advertising is the primary method for introducing brands. This study was conducted to investigate the effects of fashion product image preference on emphasis of brand image and advertising factor evaluation targeting working women in their 20s and 30s. The fashion product image preference was s sophisticated image. Preference for a sophisticated image has a significant effect on emphasis of brand image when selecting fashion products. Emphasis of brand image has a notable effect on the brand direct advertising factor evaluation. Fashion product image preference has a significant effect on both brand's direct and indirect advertising factor evaluation. When selecting a fashion product (clothing and cosmetics), brand image importance was found to have a positive effect on a brand's direct advertising factor evaluation. Therefore, fashion companies should take advantage of their brand logo. Companies should also pay attention to clothing and product containers used in advertising to show the brand. In addition, every company should create an advertising image that represents their overall brand, by using a combination of detailed advertising factor evaluation.

• 한국의류학회지
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• 제24권8호
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• pp.1197-1208
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• 2000

The purpose of this study was to find out the effects of the accord between consumers benefit factors and attribute factors of brand image on brand attitude. This study was based on Kellers conceptualizing model of brand image. The subjects were 605 working women in their twenties living in Seoul, Korea. The data were analyzed by Euclidian distance model, ANOVA of repeated measures, regression, F-test by Extra Sum of Squares Principle. The results were as follows. 1. There were significant differences among the brands and among the segmented groups in the accord between benefit factors and attribute factors of brand image and in the brand preference. Moreover there were significant interactions between the brands and the segmented groups in the accord between benefit factors and attribute factors of brand image and in the brand preference. 2. There were significant effects of the accord between benefit factors and attribute factor of brand image on brand attitude. 3. There were significantly different effects of the accord between benefit factors and attribute factors of brand image on brand attitude among the segmented groups.

• 복식
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• 제59권10호
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• pp.111-123
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• 2009

This study investigated the multifaced country image. The casual relationships among the multifaced country image, attitudes toward a country, and purchase emotion and purchase intention of fashion products with Korean images were also investigated. To conduct a quantitative analysis, we collected data from 296 Korean female consumers. SPSS 12.0 and AMOS 5.0 packages were used for statistical analysis. The results of this study as follows. To identify components of country image of Korea, exploratory and confirmatory factor analyses were conducted. This procedure produced five components such as culture, technique/product, ethical values, nationality, and space. Structural equational model was used to analyze the relationships among the country image, attitudes toward a country, purchase emotion, and purchase intention of fashion products with Korean image. The proposed model was verified.

• 한국의류학회지
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• 제39권4호
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• pp.492-504
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• 2015

This study verified the effect of self-image pursuits by female consumers for clothing purchase values and fashion images as well as the role of age regulations as a measurement invariance. We surveyed 717 women aged 20-60 residing in Seoul, Gyeonggi province and Incheon city. The survey showed that pursuit affects clothing purchase values, which subsequently affect fashion images. However, expressive value was not shown to affect urban style fashion images for clothing purchase values. Age (one of main parameters for market segmentation) was also shown not regulate the effect of self-image pursuits on clothing purchase values and fashion images. The results of this study can provide fundamental data to establish fashion image-based marketing to help predict consumer's purchase behavior and suggest practical advice for effective marketing strategies by applying marketing based on differentiated fashion images to fashion marketing programs.

• 복식
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• 제52권1호
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• pp.103-115
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• 2002

The purpose of this study is understanding modern woman's various aesthetic values and aesthetic sense through observing expression aspects of gender images in the 1990s military fashion and analyzing their aesthetic characteristics and formative factors. Gender images in military fashion have expressed the masculine image of authoritative image and offensive image and offensive image, and the feminine image of conservative image and ostentatious image, sensual image. The authoritative image showed authority and dignity of military uniform by using the classic military uniform's image. This spoke for desire of women to rise their position. Heroism and androcentrism affected as its formation factor. The offensive image destroyed original dignified image of military uniform by that resistance to authoritative image and existing gender identity appeared as way-out form and deconstructive expression. Anti-establishment spirit, resistance to gender identity, and deconstructionism affected as its formation factor. The conservative image expressed military fashion only with slim and soft silhouette, curved line, color, and simple details by magnifying feminity. Fallen man's authority affected as its formation factor. The ostentatious image expressed military fashion with magnifying accessories such as gold button and belt by women who wanted to display ostentatiously their social position and charm. The aspiration for class of elite affected as its formation factor. The sensual image intended to show erotic voluptuous beauty of woman's body by indirect and direct body exposure. Narcissism, desire to show, and sexual amusement affected as its formation factor.

• 한국의류학회지
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• 제25권8호
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• pp.1367-1377
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• 2001

Cousumers developed self-image through clothing symbolic product for reveal one’self image. When consumers select particular brand of various brand in the market that congruent with one’self image. They have to continue image. In this purpose, the research model was constituted and the questionnaire was made, reviewing preceding studies on self-image, shopping orientation. As for the method of the research, 635 female consumers were the object for the data of this research. The major results of this were as follows: 1. The factor or real self-image was composed of four factors: the refined and deluxe image, casual and simple image, decorous and dressy image, quiet and feminine image. 2. The consumer with real self-image were classified three groups: the group of feminine and dressy image 288 persons, the group of casual image 167 persons and poor image 171 persons. In the consumer’s classified real purchasing brand-image the group of feminine and dressy image was given higher score at feminine and refined and deluxe image, the group of casual image was given higher score at casual and active. 3. The factor of shopping orientation was composed of four factors: pleasant, planned, loyal, recreational shopping orientation. The group of feminine and dressy image was given higher score at pleasant and planned shopping orientation, the group of casual image was given lower score loyal and confident shopping orientation than the other group.

• 패션비즈니스
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• 제13권4호
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• pp.99-111
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• 2009

The purpose of this study was to identify women's clothing image according to their body image. Self-administered questionnaires were used for data collection. The results were as followed: First, the body image was shown in three dimensions of care for appearance, concern about weight, and appearance attractiveness. And clothing image was shown in seven dimensions of gorgeousness, beauty, sophistication, comfort, confidence, neatness, and feminity. Second, women were segmented into interest in appearance attractiveness group, body image intermediate group, appearance & weight concern group, and body image retard group. Interest in appearance attractiveness group and appearance & weight concern group were found frequently among women in 20s and students or unmarried women, preferred for gorgeousness and feminity of clothing more, and enjoyed internet shopping. Appearance & weight concern group was heavier than interest in appearance attractiveness group. Body image intermediate group were found frequently among women of lower education, and shopped at stores. Third, younger unmarried women preferred for beauty, confidence, and feminity of clothing image and older women preferred for comfort more. Women who preferred for beauty and sophistication of clothing image shopped at internet shopping mall more frequently.

• 통상정보연구
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• 제18권3호
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• pp.101-130
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• 2016

최근 소비시장으로서 중국의 중요성이 증대됨에 따라 중국 소비자들에 대한 체계적이고 과학적인 연구의 필요성이 제기되고 있다. 이러한 맥락에서 본 연구는 국가이미지와 기능적 속성 및 브랜드개성이 중국 소비자들의 한국제품 선택에 어떠한 영향을 미치는가를 성(性)별 비교분석을 통해 살펴보고 있다. 이를 위하여 중국 북경(北京), 상해(上海), 광주(廣州) 지역에 거주하는 성인 소비자들을 대상으로 한국산 핸드폰 제품에 관한 설문조사를 실시하였으며, 실증분석 결과 나타난 주요 연구결과를 요약하면 다음과 같다. 첫째, 여성 소비자들이 한국 핸드폰 선택시 남성 소비자들에 비해 국가이미지와 브랜드개성의 영향을 상대적으로 더 많이 받는 것으로 나타났다. 둘째, 남성과 여성 소비자 모두 한국 핸드폰 선택시 다른 두 요인에 비해 기능적 속성 요인의 영향을 더 많이 받는 것으로 나타났다. 본 연구에서는 이러한 연구결과를 토대로 한국기업들의 바람직한 대중국 마케팅 전략에 관한 주요 시사점을 제시하고 있다.

• 패션비즈니스
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• 제12권4호
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• pp.99-113
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• 2008

The purpose of this study is to compare the social image and the external image of a Korean woman in 1970s and find out that the make-up can provide an important clue to examine the image of a woman in a given period. The research scope covered 10 top news of the daily newspapers and articles of women's magazines. A focus was made to an analysis on words and photos from them. The relationship of each image scale was examined by comparing the linguistic image scale and the visual image scale. The results were as follows : First, a frugal and tidy image. It was the look of our tidy, simple, traditional and classic woman. Second, an image of a cute and pure lady of refined manners. In 1970s, women were supposed to be 'a loving wife', a cultured female image with a faithful role of a 'wise mother' and a lady of refined manners as the best value. Third, a frivolous and decadent image. Double-faced image of a woman which included the women, who had to live as the lady of refined manners during the daytime and seductive woman during the night. Fourth, an image of a contemporary working woman. It was the image as a chic, confident and dignified working woman requested by the society of the times. Namely, it can be understood that women had a make-up of a soft and gorgeous tone as an expression of a will to keep a confident and female aspect in the course of working in the society by the women experiencing 1970s, the turbulent period. Consequently, it is possible to understand that the make-up was utilized as a means to express an ideal beauty of the time pursuant to the historical background or feature.