Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지

A Study on the Difference in Perception of Fashion Brands Image Positioning

패션 브랜드 이미지 포지셔닝의 차이지각(差異知覺)에 관(關)한 연구(硏究)

  • Baek, Min-Jung (Dept. of Fashion Design, Kookmin University) ;
  • Kim, Il (Dept. of Fashion Design, Kookmin University)
  • 백민정 (국민대학교디자인대학원 의상디자인) ;
  • 김일 (국민대학교 의상디자인학과)
  • Published : 2002.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to investigate any differences in perception of fashion brand positioning between a manufacturer and a consumer. So this can provide theoretical suggestions for the development of brand positioning strategy for fashion brand. For this study, three brands, (MINE, TELEGRAPH, and MICHAA,) were selected by the criteria. The data were collected via a selfadministered questionnaire and analysed by the statistical method. The results of investigation were as follows: 1. The consumers had good attitudes in the order following: MINE, MICHAA, and TELEGRAPH in the factors1). In the case of purchasing the goods, the result of the research showed presented that the consumer had better attitudes than in the case of unpurchasing the goods. Contrary to our expectation, TELEGRAPH has the best attitude in personality, one of the factors. 2. In the image positioning map between the manufacturer and the consumer, the consumer had the same perception about the manufacturer. However, there is a gap on the degree of agreement for positioning map. In the case of purchasing the goods, the result of the research represents that the consumers are similar to the manufacturer in perception of the image positioning. 3. In the results of forming attitudes and recognizing brand by the consumer, there is a difference in brand positioning. The display and the shop appearance are very important means of attractions very to the consumers but salesmen‘s service or direct mail (DM) do not appeal to the consumer.

Keywords

References

  1. The factors are the design, quality, price, color, fashion, sociality, personality, and the popularity of brand
  2. 박민규·고애란, 의류제품에 대한 상표다양성 추구성향의 영향요인, 한국의류학회지, 22(7), 1998, pp. 901~910
  3. 김범종, 포지셔닝맵의 활용에 관한 연구, 경영 연구, 제 21권, 고려대학교 기업경영연구소, 1987, p. 15
  4. P. Kotler (1984), Marketing Management, Prentice-Hall, Inc, 5th ed, pp. 272~275
  5. D. L. Loudon & A. J .Della Bitta (1988), Consumer Behavior : Concept and Application, McGraw - Hill Inc, 3th ed, pp. 138~146
  6. J. H. Holmes (1973), Profitable Product Positioning MSU Business Topics, p. 26
  7. D. A. Aaker (1991), Management Brand Equity, the Free Press
  8. Oxenfeldt. A. R (1974), Developing a Favorable Price-Quality Image, Journal of Advertising Research, 50(4), Winter, pp. 8~14
  9. L. W. Rodger (1965), Marketing in a Competitive Economy, Hutchinson Co
  10. C. A. Kirkpatrick (1959), Advertising: Mass Communication in Marketing(Boston: Houghton Mifflin, p. 5
  11. 정민숙, 청소년의 상표에 대한 이미지 및 선호도, 충동구매에 관한 연구, 숙명여자대학교 대학원 석사학위논문, 1990
  12. W. L. Wilkie & A. Edgar (1973), Issues In Marketing's Use of Multi-Attribute Attitude Models, Journal of Marketing Research, pp. 428~441
  13. M. Fishbein, & I. Ajzen (1975), Beliefs, Attitudes, Intentions, and Behavior: An Introduction to Theory and Research, Reading, Mass: Addison_Wesley
  14. J. H, Holmes (1973), Profitable Product Positioning MSU Business Topics
  15. J. P. Maggard (1976), Positioning Revisited, Journal of Marketing Research January, pp. 63~66
  16. M. I. Mandall & I. J. Rosenberg (1981), Marketing, 2nd ed, Englewood Cliffs, N.J: Prentice-Hall), p. 155
  17. J. R. Evans & B. Berman (1982), Marketing, Macmillan Publishing Co., pp. 226~227
  18. D. A. Aaker & J. G. Myers (1982), Advertising Management: Englewood Cliffs, N.J.: Prentice- Hall, p. 123
  19. 허웅, 브랜드 개성의 유형과 포지셔닝 전략에 관한 연구, 한국외국어대학교 대학원 석사학위 논문, 2000
  20. A. K. Jane & M. Etgar (1976~7), Measuring Store Image through Multidimensional Scaling of Free Response Data, Journal of Retailing, Vol.52, No 4(Winter
  21. R. E. Smith & R. F, Lusch (1976), How Advertising Can Position A Brand, Journal of Advertising Research, Vol. 16, No. 5, February, pp. 37~43
  22. R. E. Wilkes, Product Positioning by Multidimensional Scaling, journal of Advertising Research, Vol. 17, No. 7, August 1977, pp. 15~19
  23. 황선진, 다차원척도기법을 이용한 여성기성복의 상품이미지에 관한 연구, 한국복식학회, vol. 4, 7.15, 복식 1990
  24. 오현주, 다차원척도법을 이용한 여성기성복 상표포지셔닝 연구, 서울대학교 대학원 석사학위논문, 1990
  25. 박혜원, 여성기성복 상표이미지의 포지셔닝 전략에 관한 연구, 이화여자대학교 대학원 석사학위논문, 1992
  26. 원유진, Batsell and Polking모형을 활용한 포지셔닝 우위 평가, 한국과학기술원 테크노경 영대학원 석사학위논문, 1998
  27. 정혜영, 의복구매행위에 관한 실태분석, 한국의류학회지 7(1),1982, pp. 17~25
  28. 김미영, 의류상품유형별 평가기준에 관한 연구, 대한가정학회지, 26(3).
  29. Osgood에 의해 각 차원에 따라 분류된 양극형 용사쌍 중 본 연구와 관련이 깊다고 생각되는 12개의 항목을 선정함. Osgood (1957), The Measurement of Meaning, Chicago University of Illinois Press
  30. 소비자의 인지 요인을 측정하기 위해 제시된 커뮤니케이션의 매체인 15개에 대해 여대생 25 명의 예비조사를 실시하여 인지하지 못하는 TV, 라디오 등 2개의 매체를 제외한 13개의 매체를 선정
  31. M. Kefgen & P. TSpecht (1976), Individuality in Clothing Selection and Personal Appearance, N.Y.: MacMillan Company, p. 483
  32. 정혜영, 의복구매행위에 관한 실태분석, 한국의류학회지 7(1),1982
  33. 차재정, 중학생의 의복구매에 관한 어머니들의 관심도 고찰, 세종대학교 대학원 석사학위논문, 1984
  34. 김문진·임숙자, 상표이미지 선호도와 패션광고 전략에 관한 연구, 한국의류학회지, 13(3), 1989
  35. A. B. Weitz (1978), The Relationship Between Salesperson Performance and Understanding of Customer Decision Marketing, Journal of Marketing Research, Vol. 15, (November)