• Journal of the Korean Society of Costume
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• v.66 no.1
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• pp.90-107
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• 2016

The purpose of this study was to examine the fashion brand attitude of tweenagers, with a focus on brand awareness, image, identification and loyalty. The study analysed 541 fifth and sixth-grade students in Seoul elementary schools. Major statistical methods used for this study were Cronbach's alpha analysis, confirmatory factor analysis, and path analysis with SPSS 19.0 and AMOS 19.0. Brands selected for this study were "NIKE" and "BEANPOLE KIDS". The result of this study was as follows: First, the study showed that both "NIKE" and "BEANPOLE KIDS" had 4 significant routes from the research model. Brand awareness had influence on brand image; brand image had influence on brand identification and brand loyalty; and brand identification had influence on brand loyalty. Second, using the bootstrapping to verify the significance of the total effect and indirect effect, brand awareness had a significant indirect effect on brand identification and brand loyalty; brand awareness did not have any direct effect on brand identification and brand loyalty for both "NIKE" and "BEANPOLE KIDS". Also, the total effect of brand awareness on brand identification and brand loyalty was significant. The result of this study showed the development potential to the fashion companies targeting tweenagers.