• 복식
• /
• 제33권
• /
• pp.27-39
• /
• 1997

The purpose of this study was to classify the attributes of brand image criteria of women's shoes to compose the perceptual map of the brand by factor analysis and to examine the differences in brand preferences and purchase methods of shoes according to demographic variables. 10 brand names were selected for the study Samples were 271 women in Seoul Korea :143 were college students and 128 were career women.The data were analyzed using factor analy-sis multiple regression analysis one-way ANOVA Duncan's multiple range test x2-test t-test. The results of the study were the -followings: 1. Four segments of brand image attributes of women's shoes derived by factor analysis: F. 1. 'utility' F.2'appearance' ; F. 3 'sales promotion' ; F.4 'financial factor'. 2. As the result of draw up the perceptual map 'landrover' was high in utility but low in appearance 'Misope' and 'Mook' was low in utility but high in appearance. 'Fashion Leader' was in the nearest ideal direction to the utility and appearance. 3. The preference level of the shoes brand name was in order of the 'Fashion Leader'. 'Mook' and 'Soda' But consumers possessed 'Landrover' the most 4. There were significant differences among preference level of ' Landrover' and 'Misope' according to the social class. There were sig-nificant differences among possession level of 'Misope' and 'Soda' according to the social class 5. the middle and lower class consumers used an exchange ticket during the bargain sales more than upper class when they pur-chase shoes.

• 한국의류학회지
• /
• 제31권7호
• /
• pp.1030-1041
• /
• 2007

The purposes of this study were to identify the sub-dimensions of consumers' attitude and types of loyalty behavior toward fashion brands, and to analyze the influence of consumers' brand attitudes on brand loyalty. A survey was conducted with the questionnaire for consumer's buying experience of fashion brand. A total of 350 questionnaires were distributed, and 341 complete responses were analyzed. Exploratory factor analysis, confirmatory factor analysis, path analysis, and multi-group analysis were used for data analysis. The results of this study were as follows. First, the consumers' brand attitude consisted of four sub-dimensions of affective, familiar, value-expressive, and utilitarian attitude. Second, each brand attitude significantly influenced the brand loyalty behavior(single-brand loyalty, multi-brand loyalty, and brand switching). Finally, the causal relationship between brand attitude and brand loyalty differed by consumer's variety seeking tendency.

• 유통과학연구
• /
• 제11권11호
• /
• pp.49-55
• /
• 2013

Purpose - This study examined the effects of susceptibility to global consumer culture (SGCC) on the brand attitude of consumers of the global SPA brand in South Korea. Research Design, Data, and Methodology -Questionnaires were used, and the sample that was extracted by the convenience sampling method comprised 703 males and females, aged 20-36. The data were analyzed with SPSS 16.0 and Amos 5.0 for frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation modeling analysis. Results - First, conformity to consumption trends was found to have a significant effect on all four variables of SPA brand attitude (brand favorability, uniqueness, ethicality, and economic utility). Second, quality perception was found to have a significant effect on brand favorability, uniqueness, ethicality, and economic utility. Third, social prestige was found to have a positive effect on uniqueness. Conclusions - The results show that consumers' susceptibility to global culture is a significant factor in their attitude to the global SPA brand. Therefore, it would be more effective if the global SPA brand develops recognition among consumers that its products play a role in sharing new trends and global lifestyles.

• 한국생활과학회지
• /
• 제18권4호
• /
• pp.945-958
• /
• 2009

This study is to examine the factors affecting success of business withhigh accomplishments in customer recognition and financial aspect in the fashion industry. In addition, through survey on consumers and interviews on industry officials who concerned fashion brand, perceived success factors were compared between consumer and industry groups. This study selected a total of 20 brands, which were 5 brands per 4 categories(e.g., women, men, sports and casual wear), with high customer satisfaction and customer loyalty in consumer's perspective and high revenues, revenue growth, and profit rate in 2004 in a financial perspective. The survey on consumer group and interviews on officials in industry were conducted simultaneously. One thousand respondents were obtained from survey on consumers and 40 respondents were obtained from interviews on industry officials. Multiple regression analysis and t-test were used for data analysis via the SPSS 12.0 program. The result of this study was as following. From a consumer perspective, respondents recognized that both consumer satisfaction and brand revenues were positively related to brand factors of consumer, product and marketing. From an industry's perspective, consumer, product and marketing factors affected consumer satisfaction as a brand success factor. In comparison of perception difference in brand success factors between consumer and industry groups, industry group was more likely to concern about the importance of brand success than consumers. In addition, the consumer group perceived the most highly consumer factor as a brand success factor, followed by product and marketing and external environment factors, while industry group did in order of consumer, marketing, product, and external environment factors, which indicated significant difference in perceptions of the two groups. Through this study on consumer satisfaction to improve positive and amicable buying behavior and comparative analysis on difference of perception of consumers and industry on factorsfor financial ability and revenue increase, the foundation for strategy establishment of brand distinction in fashion industry can be provided.

• 한국의류학회지
• /
• 제38권2호
• /
• pp.251-265
• /
• 2014

China is the biggest market for the Korean fashion industry. However, China is still difficult in regards to market entry and market success in China despite the geographical proximity. This study investigated the image of Korea and its impact on brand identity, brand attitude and intention to purchase with a focus on Chinese consumers in order to identify the variables of a country's image that affect a consumer's intention to purchase. The results of this survey targeted 214 Chinese consumers who were used for the final analysis. The survey subjects were female consumers in their 20s and 30s, living in metropolitan cities in China. Exploratory factor, reliability and frequency analyses were conducted using SPSS 19.0; in addition, confirmatory factor and path analyses were administered with AMOS 18.0. We identified two general images of Korea (economy and culture), two images of Korean (stylish and friendly) and three Korean fashion-product related images (quality, design and prestige). The results of the structural equation model were as follows. 1) Economy factor exerted significant effect on quality and prestige. 2) Stylish factor exerted a significant effect on all of the Korean fashion product images (quality, design and prestige). Friendly factor exerted positive impact on prestige. 3) All of the Korean fashion product images significantly influenced brand identity. 4) Brand identity exerted a significant effect on brand attitude. Lastly, brand attitude significantly affected intention to purchase.

• 한국의류학회지
• /
• 제31권9_10
• /
• pp.1396-1407
• /
• 2007

The purpose of this study was to identify the effect of clothing involvement, store and brand loyalty orientation on the information search behavior. The study subjects comprised 298 females living in Seoul and Kyung-gi area. The data were analyzed with factor analysis, regression, cluster analysis, ANOVA and correlation analysis. Clothing involvement and information search behavior consisted of various factors. Clothing involvement, store and brand loyalty influenced information search behavior. Fashion and clothing involvement was the most important factor which influenced all loyalty and information search behavior(i.e. brand and store loyalty, personal and nonpersonal information search behavior). According to store and brand loyalty factors, female consumers classified into three groups : low loyalty, brand loyalty and store loyalty group. Three groups showed different clothing involvement, information search, clothing purchasing behavior and demographic variables. Therefore, loyalty orientation is the important factor which can describe the consumer behavior more effectively.

• 한국의류학회지
• /
• 제26권6호
• /
• pp.790-800
• /
• 2002

Brand relationship, which refers to the bond between brands and consumers, plays an important role in marketing due to its positive or negative effects on consumer behavior. The goals of this research were 1) to identify the types of brand relationships between young female consumers and apparel brands, and 2) to examine the influence of brand relationships over consumers'favorable attitudes and strong attachment (durability) to the brands. For the purpose of this study, ten casual wear brands, which are highly perceived by and popular with high school and university female students, were chosen by a preliminary inquiry. And then focused group interviews were performed to develop a questionnaire. The main examination was performed from August 20 to September 12, 2000, using five types of surveys each of which contained two brands. SPSS 8.0 was used for factor analysis and recession analysis. Four types of brand relationships were categorized based on the results of factor analysis: self-devotion, intimacy, rejection and trust. Each factor showed significant influence on both positive altitude and durability.

• 한국주거학회논문집
• /
• 제20권2호
• /
• pp.87-99
• /
• 2009

The brand is getting more important purchase factor in apartment market, so domestic construction companies have tried to differentiate it from others by creating the unique brand image. The purpose of this study was to investigate consistency of apartment brand image as a process which includes publicity, design and customer service and to analyze how using intergrated brand image affects brand preference and purchasing intention. To examine hypotheses, an empirical study using a survey questionnaire for residents living in 4 different brand apartments in Dongtan, Hwasung city was conducted. The collected data were treated with the SPSS Win Program 14.0. The study indicates that residents living in brand apartment generally preferred natural friendly image, high-class image and modern image to the others. And at first apartment brand images were created with image advertising on TV, catalog for sale and model house tour, but residents have most needs for customer service reflected in brand images. The study also has found that brand images in each process including publicity, design and customer service were not intergrated. However brand image intergration had positive effects on residential satisfaction and customer loyalty. The results of the study are expected to become the useful data in developing sustainable apartment brands and building effective marketing strategy of construction companies.

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

• 복식
• /
• 제33권
• /
• pp.105-115
• /
• 1997

The fashion clothing market is changing due to the appearance of new consumer group. And the import of foreign brand clothing is highly increasing. The purpose of this study is to help the domestic apparel companies set better market-ing strategy by studying the relation between fashion ivolvement and the purchase be-havior of foreign brand clothing. Subjects were 498 new generation women living Seoul metropolitan area. Data were obtained by questionnaire and analyzed by SPSS package. The main findings of this study are as follows; 1. The result of factor-analysis of the fashion involvement's variables were classified into 8 factors. 2. Consumer's main purpose of buying new clothes were To coordinate clothes with each other' 3. Consumers evaluated every clothing factors: color fit etc of foreign brand very highly except the price. 4. The factor that consumers consider most when choosing clothes is color design fit de-tail texture and brand knowledge in order. 5. the advertizing method that consumers care the most was shop and window display. 6. 'Because design and color are good' were the most important factor as motive of buying foreign brand clothing. 7. Most consumers still bought domestic brand clothing. 7. Most consumers still bought domestic brand clothing. 8. Monthly income and purchase of foreign brand were positively related 9. All variables 2of fashion involment were positively related with the purchase of foreign brand 10. Consumers with higher monthly income did not care much about 'Weather or occasion' when buying clothes. And consumers living in Kangnam(compared with consumers linving in Kangbuk) cared more about personality and bought more foreign brand. 'Social and econ-omic status' were highly related with monthly income residence and purchase of foreign brand clothing 11. Older consumers cared more about color figure texture and fit than younger con-sumer. Monthly income were positively re-lated with design color and figure. Residence were highly related with color and figure. Pur-chase of foreign brand clothing were positively related with design color figure and fit. 12. Younger consumers cared more about brand knowledge. And the purchase of foreign brand clothing were positively related with de-sign detail and brand knowledge. 13. Consumers with foreign brand's purchase experience showed negative relation between ;foreign brand's purchasing experience' and 'Weather or occasion' 14. Consumers with no foreign brand's pur-chasing experience showed negative relation between fashion innovativeness and figure. 15. Consumers with no foreign brand's pur-chasing experience showed positive relation between fit and fashion opinion exchange. The study shows that colors is most import-ant factor in purchasing clothes. And imported brands are very strong in terms of proposing various and unique colors. not all brands succeeded in Korea. Those brands that failed to group consumers have the following problems. Therefore it is critical to review the above factors when importing the foreign brand.