• Journal of the Korean Society of Costume
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• v.66 no.8
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• pp.1-13
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• 2016

The purpose of this study was to analyze the effects of comparative advertisement brand typicality and need for recognition in outdoor apparel market. This study was created with a mixed factorial design of 2 (Advertisement types: Comparative advertisement vs. General advertisement) X 2(Brand Typicality: High Brand vs. Low Brand) X 2 (Need for Cognition: High vs. Low). The results of this study are as follows: First, it was shown that comparative advertisement had a greater positive influence on attitudes toward advertising intentions in comparison to general advertisements. Second, while comparative advertisement was more effective than general advertisement for outdoor apparel brands with low typicality. Third, consumers with higher need for cognition showed a preferred attitude toward advertising intention when met with comparative advertising in contrast to general advertisement. Fourth, when consumers with higher needs for cognition were exposed to advertisement for brands of lower typicality, there was higher positive influence on the attitudes toward advertisement intention with comparative advertisement in comparison to general advertisement. This means the comparative advertisement may be effective for the new garment brand or the garment brands having low typicality to secure the cognition quickly from the consumers having high need for cognition.

• Journal of the Korean Home Economics Association
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• v.30 no.3
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• pp.33-43
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• 1992

The objective of this study were to (1) investigate the relationship between evaluations of apparel advertising, fashion involvement, and social attitudes, (2) examine how evaluation of apparel advertising, fashion involvement, and social attitudes vary according to gender, and (3) investigate the possible differences in purchase attitudes toward the advertised apparels according to gender and advertisement slogan. Questionnaire for evaluations of apparel advertising was comprised of four sections; apparel advertising acceptance, evaluation of advertisement slogan, purchase attitude toward the advertised apparels, and perception of effective media for apparel advertising. For evaluation of advertisement slogan, 5 sets of apparel advertisements were selected. Each set had two advertisements; one advertisement contained an image-oriented slogan, while the other had a quality-oriented slogan. "The Social Attitude Scale' by Kerlinger and 'Fashion Involvement Index' by Tigert, Ring & King were used. All the items were selected on the Cronbach's alpha reliability. The subjects were 217 college male and famale students in Seoul; 60 were asked about purchase attitude toward the image-oriented slogan, 60 purchase attitude toward the quality-oriented slogan, and 97 all the items included in evaluation of the two slogans. The data were analyzed using Pearson's correlation coefficient, X2-test, t-test, two-way ANOVA, and multiple regression analysis. The results of the study were the followings. 1. Fashion involvement had positive relationship with apparel advertising acceptance. The higher the level of conservative attitude males had, the more positive attitude they had in fashion involvement and apparel advertising acceptance. Subjects high in conservative attitude, fashion involvement, and apparel advertising acceptance. Subjects high in conservative attitude, fashion involvement, and apparel advertising acceptance had more positive in purchase of the advertised apparels. 2. Females high in apparel advertising acceptance were more favorable toward image-oriented advertisements. 3. Fashion involvement and apparel advertising acceptance were significantly higher in females than in males. Liberal attitude was significantly higher in males than in females. Evaluation of advertisement slogan did not differ according to gender. 4. Males perceived 'TV' was the most effective media for apparel advertising while females perceived 'display' was the most effective. 5. No significant interactions between advertisement slogan and gender were found in purchase attitude of the advertising apparels. 6. Apparel advertising acceptance was influenced by fashion involvement, social attitude, and sex. The explanatory power of the three variables was 17%.

• The Research Journal of the Costume Culture
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• v.24 no.1
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• pp.93-106
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• 2016

Study objectives are: 1) to investigate the difference in consumer perceptions of the model's image and physical attractiveness according to advertising model types; 2) to explore the effect of the difference between the model's image and the consumer's self image, the difference between the model's image and the brand's image, and the physical attractiveness of the model on attitude toward the advertising model; and 3) to explore the effect of attitude toward the advertising model on attitude toward the advertisement. A total of 306 female consumers over the age of 45 participated in experiments with advertisement stimuli for a senior apparel brand. Results showed a significant difference in the model's images and physical attractiveness according to each model type. The consumer's attitude toward the advertising model was determined by physical attractiveness of the model, not by the difference between model's image and the consumers' self-image, nor by the difference between the model's image and brand image. Attitude toward advertisements was determined by attitude toward the advertising model. The findings imply that advertising models of a senior apparel brand can be selected based on the physical attractiveness of the model. Consumers do not consider whether the model's image fits well with their self-images or the brand's image when building an attitude toward the advertising model, and this precedes the consumer's attitude toward the advertisement. These results can be used as guidelines to select appropriate models for advertisements of senior apparel brands.

• Journal of the Korean Home Economics Association
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• v.43 no.6 s.208
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• pp.37-46
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• 2005

Advertising is the most powerful marketing communication tool. Fashion magazines are a popular media for fashion advertising because of their multi-color visual printing. In this study, the interest in and attitude toward fashion advertising were investigated with high school girls in Seoul, along with their interrelation with buying experience and post-purchase satisfaction. The consciousness of the endorser and the fashion of celebrities both increased with rising interest in fashion advertisement. However, the brand orientation showed no relationship with the interest in fashion advertisement. The interest in fashion advertisement was useful to explain buying experience with limited variance. The correlation between brand orientation and buying experience increased with rising interest in fashion advertisement, indicating that those with little interest in fashion advertisement showed strong dependence on brand loyalty. Those with more interest in fashion advertisement counted distinctive aspects of fashion advertisement more seriously. Affective aspects of fashion advertisement showed a correlation with buying experience and post-purchase satisfaction.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.7
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• pp.995-1003
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• 2000

This study examined the role of apparel merchandisers’in Korea. Data were collected by interviewing 7 apparel merchandisers who had worked for major apparel manufacturers. The interviews were analyzed by use of chronologically sequenced events. Korean apparel merchandisers take part in planning and production of the merchandise, sales management, and promotion. Merchandisers’activities related to merchandise planning were as follows: analysis of fashion trend and market, concept evolvement, planning of assortment and volume assortment, time table set up, color pallette decision, fabrication, line adoption, pricing, line preview, production planning, and placing order of materials. Merchandisers’activities related to apparel production were planning and controlling production and consolidation. In sales, merchandisers analyze retail sales and control inventory by reorder or conducting markdown sale. In relation to promotion, apparel merchandisers monitor merchandise advertisement, and educate salesman.

• Proceedings of the Safety Management and Science Conference
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• 2009.04a
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• pp.309-320
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• 2009

Today, Advertisement affects the daily consumption life of consumers because of the features and advantages of advertisement. In particular, and so does the TV advertisement. Therefore, customer education is required for the consumers so that they can lead a rational consumption through TV advertisement quality. In addition, with the introduction of the many new-born distribution channels, the recent market environment in apparel industry is changing, and the service and image of store types consumers can choose are increasing. The purpose of this research is to offer basic data which can help consumers to acquire necessary information and conduct rational consumption through TV advertisement. Also purchasing behavior of consumers communicate, feels of consumers about store image, TV advertisement quality of what is the attitude of the relative influence presents.

• Proceedings of the Korea Society of Costume Conference
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• 2003.10a
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• pp.57-57
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• 2003

Present avartar market is expanding with rapid development of the internet and its contents. Therefore, apparel industry is experimenting PPL by providing their products with avartar. Objectives of this study are to investigate about the avartar's fashion products efficiency on casual garment advertisements to study about the effect of avartar's clothing image provided by apparel industry and investigate about the effect of avartar's fashion product on apparel advertisement for fundamental data on the avartar's fashion marketing.

• Journal of Global Scholars of Marketing Science
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• v.15 no.3
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• pp.49-65
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• 2005

In the modem times, consumers are exposed in a plethora of advertisements either consciously or unconsciously. Generally, companies try to make eye-catching advertisements by using highly attractive models (HAM). In the case of apparel, consumers mainly collect information on fashion trends from advertisements they see in magazine, newspaper, catalogue, and television programs which are created by marketers. Therefore, the advertisements which are supplied by marketers affect consumers apparel purchasing behavior. In this study, a structural equation model is developed to examine how consumers determine the match-up suitability between models in the advertisements and the apparel they promote. As a result, we find two dimensions, sensuality and cuteness, in model attractiveness. Empirical results show that each dimension of the attractiveness plays different role in enhancing model-apparel match-up in the advertisements. Several implications of this study are discussed.

• The International Journal of Costume Culture
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• v.8 no.1
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• pp.11-22
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• 2005

The present study attempted to analyze the behavioral patterns and attitudes of high school girls toward apparel ads in magazines in relation to their physical self-concept. The study used a self-administered questionnaire. The sample consisted of 419 students at 3 girl's high schools located in Seoul. Likert scales were used for most measures with 1=never or very unimportant and 5=always or very important. Physical self-concept was measured on the basis of W S. Jung's Standardized Self-concept Test and Tennessee Self-concept Scale. Percentage, t-test, and Chi-square were used for the analysis of the data. Results are as follows: (1) Those with a high sense of physical self-concept read more magazines. (2) Those with higher sense of physical self-concept showed greater interest in magazine ads, consulted magazines for fashion trends, found ads more useful, and more often expressed satisfaction with the ads, than the lower self-concept group. (3) Advertisers should attempt to gain a deeper understanding of the socio-psychological characteristics of their readership as self-concept appeared to be related to several magazine readership attitudes and behaviors. Apparel ads targeting high school girls should consider the importance of company ads.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2000.04a
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• pp.261-264
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• 2000

A database was constructed for customers to find and choose and apparel product. The product information was collected from words on several kinds of advertisement, which purchasers meet in their ordinary life. The information was sorted and categorized in 8 basic mother categories (Target group, Color, Apparel type, Fabric, Size, Price, Manufacturer) to build a suitable database structure. Each mother category was arranged into subcategories. Also this study showed a demonstration version of the retrieval system. the research resulted can be used for more intensive retrieval system.