• 마케팅과학연구
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• 제20권1호
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• pp.98-109
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• 2010

对于品牌资产的组成, 测量和管理的研究开始于David A.Aaker (1991) 和Kevin Lane Keller(1993). 最近, 很多的研究都集中于品牌资产的组成: 品牌意识, 质量预期, 产品形象和品牌忠诚度. 本文主要针对于这些成分间相互关系, 而且特别主意产品种类(实用或者享受)的调节作用. 基于以上所提及的关系所建立的模型可以参看图1. 本文的假设如下: 顾客的品牌意识对于顾客的忠诚度和品牌形象有积极的影响; 顾客的质量预期对于品牌忠诚度和品牌形象有积极的影响; 品牌形象对于品牌忠诚度有积极影响; 这些品牌资产成分间的关系可以被产品种类所调节. 具体说明就是, 对于实用性产品, 质量预期对于品牌忠诚度的作用会增强, 而对于享受产品品牌形象对于品牌忠诚度的作用会更强. 为了确定适用于本研究的产品, 58名首尔的大学生参加了前测. 结果是计算机被选择成为实用性产品, 而牛仔裤被选定成为享受产品. 每一种产品各选择了两个品牌: 三星和惠普以及李维斯和NIX. 在研究中, 首尔地区的237名大学生回答了问卷. 研究对象被划分为两组: 一组(121名)回答关于计算机的问卷, 其他的116名回答关于牛仔裤的问卷. 搜集的数据通过AMOS 7来验证可信度, 效度以及变量间的相互关系. 验证性因子分析证明本研究的模型是可以用来进一步研究的. 品牌资产成分间的相互关系也通过AMOS 7 来验证. 结果模型的结果展现在图2中. 质量预期对于品牌的形象有积极的影响, 但是品牌意识却没有. 但是品牌意识, 质量预期, 以及品牌形象都对品牌忠诚度有积极的影响. 并且, 这些关系受到产品种类的调节. 本文的研究结果可以增进我们对于品牌资产成分间相互关系的了解, 并且可以支撑对于品牌资产的测量. 本文也对于产品种类的作用进行了阐述. 在现实的营销管理中, 这些结果可以提供一些建议来有效保持品牌资产.

• 복식
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• 제50권8호
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• pp.67-74
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• 2000

The clothing behavior of male homosexuals were examined. Especially their clothing preference, clothing purchase behavior and clothing symbols as a group took were analysed. The subject was 49 male-homosexuals and the survey was done at the tray bars in Yi-Tae-Won in Seoul. The questionnaire and interview method were broth used to collect the data. The findings from the study were as follows : 1. The casual style was mostly preferred and lightly-fitted style was more preferred than loose style. Both straight type blue jeans and tight-fit style were widely worn by the subject. 2 Among design, price, color, fashion trend and sewing quality. design was the most important factor In clothing purchase. Besides design, color and fashion trend were counted more seriously than price or sowing quality. Blue and black were preferred as clothing colors. 3. Department stores were the most popular shopping place. and then traditional markets and shops near Universities were also preferred. Over 60% of the subjects answered that the decision of clothing purchase was made by himself and 20% of the subject used friend as personal information sources. The score stimuli was the most frequently used information for apparel shopping, and fashion magazines were also used as an important information source. 4. The clothing related symbols used to represent group look were lightly-fitted style. right ear-piercing, tight-fit plaid pants, leather look, rainbow flag, bandannas, reversed triangle. etc. And the subjects thought the symbols were not meaningful as group look because they were already adopted by the non-homosexual people. And they thought that their style of fashion has influenced on that of mass.

• 패션비즈니스
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• 제20권2호
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• pp.107-123
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• 2016

The purpose of this study is to obtain specific data about the characteristics of color preference on Women's street fashion within China and Korea. Photos of Women's street fashion from the twenties and thirties were taken in person in four cities in China(Beijing, Dalian, Qingdao and Nanjing) and Seoul from July 2nd to August 10th, 2015. Three hundred photos in each city were selected, making a total of 1,500 photos. In the analysis of the colors of the clothing in these five cities, the uses of the multi color was most frequent in Dalian, while those of Black was most prevalent in Beijing, Qingdao, Nanjing and Seoul. The Black proved to be commonly preferred through all the items, regardless of terms of the nationality, areas and seasonal changes. The high incidence of Purple Blue color in Beijing, Dalian and Qingdao might be attributed to their preference of the blue jeans. The Multi color was highly shown in all the cities which might be due to their preference of compound colors rather than the mono ones. The high preference for the chromatic colors such as Red, Yellow Red and Yellow might be ascribed to the Chinese traditional color preferences. The differences lies in the color tones, such as the dark and light grayish tone emphasized in Seoul and Nanjing, and vivid and strong tones in Beijing, Dalian and Qingdao. Seoul shows a liking for the achromatic colors, preferring dark and grayish tones, compared with four cities in China, only Nanjing has a similar trend to Seoul. This study analyzes geographical preferences in China that possibly contribute to the launching of Korean fashion brands in view of the design and marketing as a useful basic resources.

• 대한가정학회지
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• 제26권2호
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• pp.39-47
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• 1988

The aim of this study is to grasp the actual state of high school girls' clothing after liberalization of their uniform and to provide the reasonable guidance materials in clothing for both schools and homes. These are the results of the study 1. In the aspect of the favor of clothing and the interest in about clothes. a. They were fond of wearing "T" shirts, blue jeans in summer and pants and jackets in spring as their school wear. That implies that they enjoy wearing active and practical clothes. b. In the aspect of color, majority of them favored blue or similar colors, Also they had the tendency to love soft, simple clothe and more students preferred cloth without pattern. c. In their choice of them, they seldom paid attention to the informative-label are not their chief interest. d. More than half of girls prepare one or two suits in advance in a season, and they would prepare them deliberately This implies that their everyday life inclothing is based on the economic motive. 2. In the aspect of the purchasing clothes, a. Most of the girls bought them at the market and some of them at the direct-sales stall. b. when they purchased clothes, most girls were accompanied by their/mother and senior girls more often by their friends. c. The price and kinds of their favorite clothes such as "T" shirts and blouse was 5,000 won or so, and skirts, pants, one-piece and jackets are from the range of 5,000 won to below 10,000 won mostly. d. In regard to so-called brand-name items by popular designers, half of the girls responded that they wear some of such kinds of items because of superiority of sewing and longterm wearing, and the other half tend not to wear them due to high price.

• 대한가정학회지
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• 제33권1호
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• pp.203-210
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• 1995

The purpose of this study was to investigate the weights of clothing that middle school girl students are wearing and ghow athe students evaluate their comfort sensations for the state-of-clothing and classroom conditions. The results obtained were as follows. 1. Average total weights of clothing of each month were 795.5g/m2 for May(23.4$^{\circ}C$), 539-590.6g/m2(26.0-31.2$^{\circ}C$) from June to August, 723.6g/m2 for September(25.6$^{\circ}C$) and 980.2g/m2 for October(24.$0^{\circ}C$). 2. Total weight was changed markedly from May to June and from september to October. The change was mainly by tops. Not much change was observed for the bottoms due to the fact that students were blue jeans irrespect of the environmental conditions. 3. Not significant relationship was observed between clothing weights adn comfort sensations. When the classroom temperature was 23.4$^{\circ}C$, more than 50% of the students answered comfortable. 4. Negative correlation was observed between amount of bottoms weight and Rohrer Index; in other words, fat students were less bottoms such as pants of skirts. 5. Negative correlation was observed between physical finess and amount of under shirts at the month of May, June and October; students with igher physical fitness scores wear less under wear when the environmental temperature changes.

• 대한가정학회지
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• 제35권6호
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• pp.1-13
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• 1997

Hipp8ie style was introduced in 1960s when young generation's movement against industrial society and mass culture was spread. Its value was to go back to "Real and Pure Nature". Hippie originated from "Human Be-in" which was on-violent revolution held in sanfrancisco. American Hippie style was represented through freedom and love based on drug and psychedelic culture which were created by the young generation who were against traditional esthetic value as well as the moral and material value. However, Hippie style was represented differently in France. The privilege classes such as artists who were interested in surrealism, art negro and primitive culture, the intelligentsia like Montparnass in Paris, accepted Hippie style faster than ordinary people did. therefor, Hippie style in france was represented as an esthetic mode not a symbol of anti-culture and anti-policy. The general public imitated the style of the privileged classes and coordinated their style according to their personality without any standard such as blue jeans, ethnic, psychedelic, mini, mods, beatnik, etc. Yves Saint Laurent who was influenced by hippies led the mode of Paris to introduce "Africa", "Saharienne", "Pathwork". therefore, in 1960's fashion in Paris, everything was possible because of too many changes in fashion and refusal of accepting vogue.

• 한국의류학회지
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• 제21권7호
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• pp.1196-1204
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• 1997

Cotton, rayon/cotton, and Tencel twill weave fabrics were used to investigate the effect of fiber types on the cellulase washing finish. And twill. basket, and derivative weave cotton fabrics were used to study the weave effect. Various fabrics were treated with neutral cellulase varying treatment times and with acid cellulase, stone, and stone-neutral cellulase respectively for two hours in a rotary washer. Weight loss decreased in the order of rayon/cotton> cotton> Tencel, and basket and derivative weave fabrics lost more weight than twill weave fabric. Color difference decreased in the order of cotton> Tencel> rayon/cotton, and twill weave fabric had larger color difference than derivative and basket weave fabrics. Back staining decreased in the order of cotton> rayon/cotton> Tencel, and twill weave fabric had larger back staining than derivative and basket weave fabrics. Tear strength retention decreased in the order of rayon/cotton> cotton> Tencet and twill weave fabric had larger tear strength retention than derivative and basket weave fabrics. Flex stiffness retention decreased in the order of cotton> Tencel> rayon/cotton, and in the order of derivative> twill> basket weave. In cotton fibers, damage of primary wall was observed. And the cellulase treatment on Tencel seemed to roughen the fabric surface slightly, and to fibril fibers along the fiber axis.

• 한국의류학회지
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• 제6권1호
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• pp.39-49
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• 1982

This treatise deals with teen-agers' tendencies in selecting clothes, upon the recent liberalization measures of dress restriction. in regard to girl students' uniforms inmiddle and high schools, effective 1983. Results of my poll of 430 inquirees on the subject is outlined as follows; The surveyees have a preference for wearing box-style upper garments with a round-neck line and ribbon/tie collar. They also prefer to wear shirt cuffs mainly in set-in sleeve style. A straight skirt silhouetting the body line is anticipated to be longer in length than the knee line by 2 or 3 cm's. A dressy or sporty look would be most welcome, too. The ensemble of blue jeans and T-shirt blouse would be usual wear during school attendance. The reason why they like to choose trousers is considered to stem from the unisex look in fashion rather economical and practical purposes. Clothes material tends to be natural fabrics, single-colored and non-patterned. Color needs to be in a subdued mood, tuned with the same color and of neutral tint. In styling, emphasis is to be placed on femininity. In particular, the middle school girls wish to intensify 'Har-mony' in style while the high school misses are concerned with 'Individuality.'

• 한국의류산업학회지
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• 제21권1호
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• pp.27-35
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• 2019

Fashion Influencer of Instagram get a lot of attention from the public, and they play a major role in shaping peoples' taste. This study attempts to analyze the fashion design of fashion influencer in Instagram. The data was collected from Apr. 15th to April 30th, 2017, and the pictures were collected from May, 2016 to April, 2017. Total of 460 pictures were collected based on the number of "likes". The method of study was content analysis and the cross tabulation analysis and frequency using SPSS Statics 24 Based on the above results, influencers were mostly models that have many "likes" on their photos. Many of influencers were wearing black, white, or blue dresses that do not have any patterns. Many others were wearing indigo, black, or white jeans with T-shirts. In summary of the above contents, influencer also found out that the materials of their clothes were both hard and soft, and that the casual style was the most popular among influencer, and that influencer also liked elegant, modern, mannish, or sexy looks. Therefore, through this study, it was found that the fashion design of influencer had a unique fashion image. Gigi Hadid, Kendall Jenner, and Blake Lively are the representative influencers of fashion instagram. Gigi Hadid was a casual and manish image, Kendall Jenner was a casual and sexy image, and Blake Lively was an elegant image.

• 한국의류학회지
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• 제39권5호
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• pp.641-655
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• 2015

This study examined the ideal image and fashion of Korean women in the 1970s from a socio-cultural context. This study used information on the 1970s politics, economy, and culture provided by "Chosun Ilbo" and "Yosungjungang" as well as their presentation of the ideal image and fashion for Korean women in the 1970s. The ideal image and fashion of women were considered from the viewpoint of Hamilton's Meta-theory. The ideal image of women in the 1970s is divided into two aspects. The image from the traditional Confucian perspective was prevalent and restricted the lives of women to housekeeping chores. On the contrary, women have increasingly participated in society vis-$\grave{a}$-vis education and employment opportunities to present a progressive image of women. These aspects coexisted during the turmoil of social change. Progressive women had money to buy clothes because they were economically independent. These women embraced styles that included mini, midi, maxi, and bell-bottom pants. Further, pants were developed into different styles such as pant suits. T-shirts and blue jeans as casual wear were very popular among the youth. At the end of the 1970s, the tailored look and the big look (which copied men's clothing) were in fashion. Masculine styles such as wide shoulders with pads and neckties strengthened gender equality. Other fashions were dominated by feminine styles described as beautiful, sweet, and elegant that reflected Korean society's tendency to regard women as sex objects. Clothing that exposed the body highlights this sexual objectification aspect. Women wore miniskirts, hot pants, and bikinis because they wanted to enhance their sex appeal, propagating the view of women as sex objects. In conclusion, all aspects of society and culture were closely interrelated with a fashion style that reflected the values of those aspects.