쇼핑백의 브랜드이미지 표현에 관한 연구 -숙녀복 정장과 캐주얼을 중심으로-

A Study on Representation of Brand Image Which is Manifested in Package

Journal of the Korean Society of Clothing and Textiles Vol. 19, No. 6 (1995) p. 895~910 The purpose of study was to estimate the consistency between brand image and shopping bag image, and also to find out the important factors which constructed the brand image. This study was conducted by means of a questionnaire survey of female students of moi or universities in Seoul. Frequency, percentage, mean, factor analysis, 1-test, ANOVA, Fisher's LSD, Coster analysis, MDS are used for data analysis. The result are as follows: 1) Brand image was devised into three factors: personality/modernity, nobility and usability. 2) The rate of consistency of brand image and shopping bag image was high in the brands of Benetton, System, Cresson, Be-art, Tomboy, Guess, Esprit, Anacapri, Mercoledi, Youngwoo in descending order. 3) The most important factor which represent the brand image was the choice of color. 4) This study found that shopping bags can be advertising media because they think that shopping bags played an important role as a walking advertising media on the street.