Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지

Clothing Brand Equity Based on consumer Evaluation

소비자 평가에 기초한 의류 상표 자산

  • 김경원 (서울대학교 생활과학대학 의류학과) ;
  • 이은영 (서울대학교 생활과학대학 의류학과)
  • Published : 1999.11.01
Download PDF
⟨ Previous Next ⟩

Abstract

Brand equity is the added value endowed by the brand to the product. This concept born in the 1980's has aroused intense interest among market managers and business strategists from a wide variety of industries. Brand equity can be approached in different perspectives according to the motivations and the objectives of the studies. Consumer-based brand equity is examined internally by consumers' cognition and feeling and externally by consume behavior in the market By analyzing the relationship between them we can understand how brand value is made in the mind of consumers and how it is converted into the consumer behavior,. The brand is an especially important extrinsic cue in clothing products and the apparel industry has higher brand equity when it is actually compared with the brand equity of many other industries measured as a financial asset. Therefore the purpose of this study was to find out brand value of clothing products through clothing brand equity and to understand consumer behavior of the brand. And so we focused in consumer-based brand equity. For the empirical study three brands that are predicted to have different level of brand equity were selected based on prices and market shares of the brands. As the result the consumer-based brand equity is composed of emotional and cognitive dimensions and each dimension has several sub-dimensions. These diverse dimensions of brand equity bring about differences in consumers' purchase behavior market share and price premium of brands.

Keywords

References

  1. 마케팅 신조류-마이네트 편 박찬수(외)
  2. 광고와 판촉이 브랜드 자산에 미치는 영향에 관한 연구 고광호
  3. 브랜드가 소비자의 서비스 평가에 미치는 영향에 관한 연구-서비스 특성에 따른 차이를 중심으로- 공장환
  4. 의복 사용과정에서 성과평가와 감정적 경험이 만족과 재구매의도에 미치는 영향 김정아
  5. 한국의류학회지 v.19 no.6 쇼핑백의 브랜드이미지 표현에 관한 연구 김진원;임숙자
  6. 광고 단서가 브랜드 자산 형성에 영향을 미치는 과정에 관한 연구 박명진
  7. 의류제퓸에 대한 감정적 반응이 태도형성에 미치는 영향 최선형
  8. 브랜드 자산의 전략적 관리 D.A.에이커;마케팅 커뮤니케이션 연구회(옮김)
  9. California Management Review v.38 no.3 Measuring Brand Equity Across Products and Markets. Aaker, D.A.
  10. Brand Equity&Advertising:Advertising's Role in Building Strong Brands Brand equity and advertising:an overview Aaker,D.A.;Biel, A.L.;Aaker(ed.);Biel(ed.)
  11. Brand Equity&Advertising:Advertising's Role in Building Strong Brands Converting Image Into Equity Biel, A. L.;Aaker(ed.);Biel(ed.)
  12. Journal of Advertising Research v.32 no.3 Building Brand Equity by Managing the Brand's Relationships Blackston, M.
  13. Journal of Advertising v.34 no.3 Brand Equity, Brand Preference,&Purchase intent Cobb-Walgren,C.J.;Ruble, C.A.;Donthu,N
  14. Journal of Marketing Research v.31 no.Feb The Effects of Advertising on Brand Switching and Repeat Purchasing Deighton, J.;Henderson,C.M;Neslin, S.A.
  15. Marketing Research v.1 no.Sep Managing Brand Equity Farquhar, P. H.
  16. Journal of Marketing v.54 no.Oct Conjoint Analysis in Marketing Research:Issues and Outlook Green,P.E.;Srinivasan,V.
  17. Journal of Marketing v.57 no.Jan Conceptualizing, Measuring, and Managing Customer-Based Brand Equity Keller, K.L.
  18. Journal of Consumer Market v.7 no.4 A Perspective on Brands Kim,P.
  19. Brand Equity &Advertising:Advertising's Role in Building Strong Brands Advertising,perceived quality and brand image Kirmani,A;Zeithmal, V.;Aaker(ed.);Biel(ed.)
  20. Perceptual and Motor Skills v.71 Brand Name Awareness and Image Perception of Women's Daytime Apparel Kwon, Y.H.
  21. Journal of Consumer Marketing v.12 no.4 Measuring Customer-based Brand Equity Lassar, W.;Mittal, B.;Sharma, A.
  22. Brand Equity &Advertising:Advertising's Role en Building Strong Brands Building brands across markets:cultural differences in brand relationship within the european community Moore, J.;Aaker(ed.);Biel(ed.)
  23. Advances in Consumer Research v.16 Memory Structure of Brand Names Park, Lawson, R;Milberg, S
  24. Journal of Marketing Research v.31 no.May A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility Park, C.S.;Srinivasan, V