• 한국의류학회지
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• 제24권5호
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• pp.663-674
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• 2000

The purpose of this study was (1) to examine the preference for apparel brands and country of origin, (2) to evaluate the brand equity for domestic and imported apparels as perceived by Korean and American consumers, and (3) to analyze the effects of country of origin and brand equity on consumers' apparel purchase behavior. The sample included 151 Korean and 114 American consumers. The data were collected from respondents by using the mall-intercept method. In addition, the path analysis based on multiple regression analysis was applied to analyze the data. The major findings in this study were as followings; (1) Both of all Korean and US consumers preferred domestic apparel brands to imported brands but the latter preferred apparels made in home country to the former comparatively, (2) Korean consumers evaluated more favorably the brand equity for imported apparels than that for domestic apparels, but American consumers were quite the reverse, (3) To Korean consumers, the direct variable to influence the purchase intention of apparels was the perceived quality and indirect variables were the brand equity and country of origin. On the other hand, to American consumers, the perceived quality and the brand equity for domestics apparel had directly influence on the purchase intention and the brand equity for imported apparels did indirectly. Finally, implications for managerial and marketing strategies were discussed in regard to building an international apparel brand equity and improving exports with high quality apparels.

• Fashion, Industry and Education
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• 제14권2호
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• pp.35-46
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• 2016

The purpose of this study was to examine female consumers' attitudes and purchase intentions toward intimate apparel brands. To understand female consumers' shopping behaviors for intimate apparel products, this study examined interrelationships among brand familiarity, perceived risk, attitudes, and purchase intentions toward intimate apparel brands. A conceptual model was developed by adopting perceived risk theory (Cox, 1967) and theory of reasoned action (Ajzen & Fishbein, 1980). A pre-survey using a paper and pencil was conducted to identify the most familiar intimate apparel brand to young female consumers. The majority of pre-survey respondents (66 female college students) indicated Victoria's Secret as the most prominent intimate apparel brand. Therefore, Victoria's Secret was used to examine possible effects of brand familiarity on perceived risk and attitudinal and behavioral responses toward the brand. Using a web-based survey, 384 complete responses were collected from young female college students between the ages of 18-29 at a Mid-southern U.S. university. A structural equation modeling was employed to test the proposed research model and hypotheses. Results showed positive, statistically significant associations among the four variables (e.g., brand familiarity, perceived risk, attitudes, and purchase intentions). The findings suggested that young female consumers who are familiar with a particular intimate apparel brand are likely to perceive a low level of risk, leading to positive, strong attitudes with purchase intentions toward that particular intimate apparel brand. This suggests establishing brand familiarity through integrated marketing communication is crucial for risk reduction strategy in intimate apparel shopping.

• 한국의류학회지
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• 제30권6호
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• pp.916-927
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• 2006

The purpose of this study was to identify psychological and behavioral outcomes of commitment to apparel brand community by test structural equation model. Subjects of 317 members for 9 selected apparel communities responded the questionnaire in the home-page or in the attached file. The results were as follows: 1) The suggested structural equation mode was accepted by data from apparel brand communities with hish brand strength(${\chi}^2=97.42$, d.f.=89, p=0.25, GFI=0.92, AGFI=0.88, RMR=0.05, NFI=0.94). However, this model wasn't accepted by data kom apparel brand communities with low brand strength. 2) Three types of commitment to brand community(emotional, continuous and normative commitments) influenced brand identification positively and brand identification positively influenced three types of behavioral outcomes(favorable word-of-mouth, co-production and repurchase of brand). Therefore, managements need to develop marketing programs to promote each type of commitment to their's own brand community.

• 한국의류학회지
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• 제29권6호
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• pp.753-763
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• 2005

The purpose of this study was to determine effects of apparel product's brand personality, and brand equity on its brand extension. For the data collection, women in their 20s were surveyed, and a total of 576 questionnaire were finally used. Brand Reneevon and brand Enc were selected through a preliminary survey and then compared in terms of brand extension. Results of the study can be summarized as follows. 1 The brand personality of casual apparel for women consisted of low factors such as uniqueness, competence, fashionability and sincerity, while the brand equity of apparel included three factors brand loyalty, perceived quality and leadership, and brand association and awareness. 2. There was a significant positive correlation between brand personality and brand equity. 3. Brand Reneevon was found higher in brand equity than the brand Enc. 4. Brand extension was influenced by perceived quality and leadership. In case of the brand Enc, brand extension into fashion accessories was significantly affected by brand personality. 5. Brand Reneevon was found better than Brand Enc in brand extension, especially into fashion accessories.

• 한국의류학회지
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• 제32권2호
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• pp.247-258
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• 2008

The purposes of this study were to investigate influences of consumer's shopping value, brand alliances and apparel product involvement on purchasing behavior. The subjects of 172 hedonic shopping value and 208 utilitarian shopping value were chosen to participated for data collection. The data was analyzed by factor analysis, cluster analysis, and ANOVA. The main results of study were summarized as follows: 1. When an Internet Private Brand(PB) did not form brand alliance with a National brand(NB), utilitarian shopping value consumers did not differ in preference irrespective of whether product involvement was high or not. However, when the PB formed brand alliance with well-known NB, they showed higher preference for the high involvement apparel product than the low involvement product. 2. When an Internet PB did not form brand alliance with well-known NB, the utilitarian shopping value consumers' word-of-mouth intention did not differ between the high involvement apparel product and low involvement apparel product. 3. It was revealed that when an Internet PB did not form brand alliance, the utilitarian shopping value consumers showed higher intention to purchase than that of the low involvement product.

• 한국의류학회지
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• 제24권7호
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• pp.953-963
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• 2000

This study intended to analyse the factors of brand image and brand image positioning of domestic 20’s female apparel(formal wear) among the consumer groups segmented by benefits sought in apparel and to provide marketing strategy of brand image. The subject of this study were 605 working women in their 20’s living in seoul, and the model sampling was done by convenienced sampling method based on the subjects age and occupation. Survey based on references and former studies was used. and statistical methods such as frequency, percentage, mean, factor analysis, preference regression were applied. The results of this study were as follows. 1. The factor structures of brand image were classified into symbolism/aesthetics, and practicality. 2. Perception, ideal preference vector, and brand preference of brand image were proven to be significantly different among the four segmented consumer groups.

• 복식문화연구
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• 제20권6호
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• pp.811-825
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• 2012

The purpose of this study was to identify imported apparel selection behavior according to Mongol women's conspicuous consumption orientation. A self-administered questionnaire was used for data collection. First, factors of conspicuous consumption orientation were high price and luxury brand, fashion style, altruism, prestige, and brand. Mongol women were segmented into the price and prestige pursuit group, the fashion and brand pursuit group, the altruism pursuit group, and the conspicuous consumption retard group. Second, factors of motivating the selection of imported apparel were value, symbolism, and aesthetics, and Mongol women considered the aesthetics of imported apparel important. Married Mongol women in their 30's chose imported apparel because of its symbolism. More married women selected imported apparel because of its value and more educated women selected imported apparel because of its aesthetics. Women with higher apparel expenditure selected imported apparel because of its value and symbolism. Quality, diversity, and the fit of imported apparel were the selection criteria for Mongol women and they were satisfied with the quality, diversity, and fit of the imported apparel. Brand awareness was very important when selecting imported apparel but the women's satisfaction level was significantly low. Third, more women in their 30's, unmarried, or with a lower educational level were found in the price and the prestige pursuit group, and the price and prestige pursuit group and the altruism pursuit group selected imported apparel for its aesthetics. More unmarried women in their 30's with a higher educational level were found in the fashion and brand pursuit group and selected imported apparel for its value, symbolism, and aesthetics. More unmarried women in their 20's with a higher educational level were found in the altruism pursuit group, but unmarried women in their 20's with a lower educational level were found in the conspicuous consumption retard group.

• 한국의류산업학회지
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• 제8권3호
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• pp.286-294
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• 2006

The purpose of this study was to identify the effect of marketing activities to apparel brand community on interaction of the community. Subjects of 317 members for 9 selected apparel communities responded the questionnaire in the home-page or in the attached file. Data were analyzed by exploratory factor analysis, one-way ANOVA, scheffe-test. The results were as follows: Significant differences among three community groups classified based on the levels of interactions(interaction of company to members and interaction among members) were found in several types of marketing activities(award to activities, added services, conveyance of community's purpose and acceptance of negative responses) to apparel brand community. These types of marketing activities were operated in communities with high level interactions higher than in communities with low level interactions. Therefore, marketers need to operate these types of community marketing activities to increase interactions which can contribute members' satisfaction of interest, transaction and relationship needs through apparel brand online community.

• 한국의류학회지
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• 제26권1호
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• pp.50-61
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• 2002

The manufacturer first identifies a target market before developing a sizing chart. A target market is specific for age or figure type. The purpose of this study is to evaluate the suitability of sizing system of women's apparel brand in Korea. For this purpose, the characteristics of the manufacture's sizing chart for jacket and skirt/pants were analyzed. For each brand, the target age of the brand and the age of consumers who preferred that bland were compared. The size charts collected from 27 women's apparel brands were analyzed and compared with Korean industrial standard sifting chart. The results of this study reviled that the body proportion in many manufacturer's sizing chart does not correspond to the body types in Korean industrial standard sizing chart. This trend was apparent for the short figure sizes made for women 155cm in height. There is a difference between the target age in brand concept and the age of consumer preferring to purchase that brand apparel. The age of fitting models usually does not correspond the customer's age. It was concluded that the age of target customer does not go well with the age of brand concept nor the fitting model age caused fit problem of the women's ready-made clothes.

• 패션비즈니스
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• 제6권5호
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• pp.112-124
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• 2002

Japanese apparel industries have deployed the activities of plannings, production & sellings by brand marketings. Owing to it, they satisfied customers and accomplished the goal of corporation objective market advantage. All through this process it is very essential to establish the concept of product Through the analysis of the brand development in Japanese total apparel corporation; 1) it accesses synthetically to acquire sales and target benefit by active marketing based on the analysis of market environment; 2) on relation with customer, it comes close to customer in the process of buying and consuming product and provides a customer satisfaction in the process of those. All the way of the process above and the precedent, it is to complete the goal of corporation. The development of the brand in Japanese apparel corporation depends on the corporate's customeroriented marketing. Due to it, Japanese apparel corporation perceives the differentiation that the consuming pattern of customer is its life style so that Japanese apparel corporation provides the product that can satisfy customer needs.