• 한국의류학회지
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• 제32권2호
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• pp.190-200
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• 2008

The purposes of this study were to identify brand equity factors influencing brand preference and to investigate the effects of preference and other factors on brand performance of domestic and imported fashion accessary(handbag, shoes, purse, etc.) brands. A total of 300 women aged between 20 and 49 years were surveyed during the month of September, 2006, on 2 domestic brands and 2 imported brands that were well-known to consumers. The data were analyzed with factorial analysis, multiple regression analysis, ANOVA, Cronbach's ${\alpha}$, etc., using the SPSS 10.0. The result of research showed: 1) Four factors of brand equity were identified: quality, awareness, image, and trust. 2) Quality, awareness, price acceptability, distribution proximity, and brand performance of the domestic brands were higher than those of the imported brands. But brand preference of the imported brands was higher than that of the domestic brands. 3) Brand preference of the domestic brands was affected by quality, awareness, image, and trust. And brand performance of the domestic brands was affected by appropriateness, brand preference, and distribution proximity. 4) Brand preference of the imported brands was affected by image, quality, awareness, and trust. And brand performance of the imported brands was affected by price acceptability, appropriateness, and distribution proximity.