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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Brand Personality and Brand Equity on Women's Casual Brand Extension

여성 캐주얼 상표 확장에 대한 상표 개성과 상표 자산의 영향

  • Min Kyung Jin (Dept. of Fashion Design & Industry, Silla University) ;
  • Hong Keum Hee (Dept. of Fashion Design & Industry, Silla University)
  • 민경진 (신라대학교 패션디자인산업학부) ;
  • 홍금희 (신라대학교 패션디자인산업학부)
  • Published : 2005.06.01
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Abstract

The purpose of this study was to determine effects of apparel product's brand personality, and brand equity on its brand extension. For the data collection, women in their 20s were surveyed, and a total of 576 questionnaire were finally used. Brand Reneevon and brand Enc were selected through a preliminary survey and then compared in terms of brand extension. Results of the study can be summarized as follows. 1 The brand personality of casual apparel for women consisted of low factors such as uniqueness, competence, fashionability and sincerity, while the brand equity of apparel included three factors brand loyalty, perceived quality and leadership, and brand association and awareness. 2. There was a significant positive correlation between brand personality and brand equity. 3. Brand Reneevon was found higher in brand equity than the brand Enc. 4. Brand extension was influenced by perceived quality and leadership. In case of the brand Enc, brand extension into fashion accessories was significantly affected by brand personality. 5. Brand Reneevon was found better than Brand Enc in brand extension, especially into fashion accessories.

Keywords

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