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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Type of Consumers Brand Switching on Fashion Goods and Response to Marketing Communication

패션상품 소비자의 상표전환 유형과 마케팅 커뮤니케이션 반응

  • 김미경 (광주여자대학교 의상디자인학과)
  • Published : 2001.05.01
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Abstract

The purpose of this study was to establish the marketing strategy, that strengthens the brand royalty of their own in apparel industry and that can induce consumers brand switching against competitive brand. This study was classified into theoretical and experimental study. Experimental study was done, using the survey, to prove the models for consumers responses to brand switching by the theoretical study. It analyzed at last five hundred ninety-two women in the age of twenty to thirty years old who live in Seoul. Followings are the summary of the results revealed through the experimental study. First, brand switching behavior of consumers for formal dress was attributed to two extremes the inner motivation of variety seeking tendency and communication contact, complex variety seeking group, true variety seeking group, derived variety seeking group, and variety avoiding group. Second, the cognition response to marketing communication the types of brand switching shows difference in all communication variables except the service promotion of sales promotion communication. As to attitude response, it was found meaning difference in all communication variables except the sales promotion through price adjustment.

Keywords

References

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