Women's Wear Brand Positioning According to Brand Loyalty

상표충성도에 따른 여성복 브랜드 포지셔닝

  • Published : 2000.10.01


The purpose of this study was to identify brand loyally of women's wear and construct brand positioning maps by using multidimensional scaling(MDS). There were significant differences between brand loyal and indifferent group in ages, income, occupation status and level of education. Significant differences were found between groups in the degree of importance of attributes (design/color, fashion, quality, store image, salesperson's attitude and brand reputation) when evaluating brands. The positioning maps upon the similarity and preference of brand image were composed by use of MDS.