• 복식
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• 제52권5호
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• pp.31-45
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• 2002

In this paper. the focus is laid on identifying preferred wedding dress image and its co-relationship with self image of female university students. the biggest potential customer group in the industry. As for the research method. it conducted both review of literature and empirical research method. Through the former approach, four main research questions were derived : 1) What is the preferred wedding dress image of female university students\ulcorner 2) What is the relationship between real self-image and preferred wedding dress image\ulcorner and 3) that between ideal self-image and preferred wedding dress image\ulcorner 4)What is the relationship between the consistency level of the two self-images and preferred wedding dress image\ulcorner In the empirical mode of research, 404 surveys were counted in the final analysis among 450 questionnaires completed by female undergraduate students in Seoul and Chun-an city. Collected data analyzed using factor analysis. frequency analysis. descriptive analysis. scheffe test. multiple-regression analysis and t-test. Results are as follows: first, the sophisticated image was most preferred among female students, followed by elegant splendor. lovable and chaste, feminine and decorative, and characteristic and sexy image. This result indicates how wedding dress trend has a keen sensibility to general fashion trend just like the trend of outfits for everyday life. Secondly, the research results indicated consistent level of co-relationship among the real and ideal self-image and the preference of wedding dress image. And the last the level of consistence between the ideal self-image and the real self-image directly related to the preference level of wedding dress image, showing almost no significance.

• 패션비즈니스
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• 제27권1호
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• pp.140-155
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• 2023

This study was undertaken to observe the influence of the model image and self-image congruence of consumers in Korean cosmetic advertisements on the advertising attitude and analyze the relationship between self-image congruence and advertising demand type, participation, and advertising effect, and to help develop plans to more effectively communicate advertising images. The experimental design of this study was 2 (self-image congruence: consistency vs. inconsistency) × 2 (advertising appeal: rational appeal vs. emotional appeal) × 2 (involvement: high vs. low) three-way ANOVA. The results of the study showed that the interrelationship between self-image congruence and advertising appeal type and involvement played an important role in determining the advertising attitude. More specifically, firstly, the self-image congruence of consumers in Korean cosmetic advertising affected the advertising attitude. Secondly, in the advertisements of Korean cosmetics, consumers preferred a rational advertising appeal to an emotional advertising appeal. Finally, statistical results showed significant differences in the influence of the interaction effect of the self-image congruence status of consumers and the advertising appeal on the attitude of advertising. The Korean cosmetic involvement of consumers had a significant impact on whether the Korean cosmetic advertising model image and consumer self-image were consistent with the type of advertising appeal and on the interaction effect of advertising attitude.

• 마케팅과학연구
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• 제18권4호
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• pp.61-118
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• 2008

본 연구는 국내외 프랜차이즈의 해외진출에 대한 연구들을 바탕으로 국제프랜차이징연구의 전체적인 연구체계를 세워보고, 연구체계를 형성하고 있는 연구요인들을 확인하여 각 연구요소별로 이루어지는 연구주제와 내용을 살펴보고, 앞으로의 연구주제들을 제안하고자 한다. 주요한 연구요소들은 국제프랜차이징의 동기 및 환경 요소과 진출의사결정, 국제프랜차이징의 진입양식 및 발전전략, 국제프랜차이징의 운영전략 및 국제프랜차이징의 성과이다. 이외에도 국제프랜차이징 연구에 적용할 수 있는 대리인이론, 자원기반이론, 거래비용이론, 조직학습이론 및 해외진출이론들을 설명하였다. 또한 국제프랜차이징연구에서 보다 중점적으로 개발해야 할 질적, 양적 방법론을 소개하였으며, 마지막으로 국내연구의 동향을 정리하여 추후의 연구방향을 종합적으로 정리하였다.