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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effects of Consumer-Brand Relationship on Purchasing Attitudes Toward Counterfeits

패션 명품 소비자-브랜드 관계가 복제품 태도에 미치는 영향

  • Lee, Seung-Hee (Dept. of Clothing & Textiles, Sungshin Woman's University)
  • 이승희 (성신여자대학교 의류학과)
  • Published : 2006.10.31
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Abstract

The purpose of this study was to examine the effects of consumer-brand relationship on purchasing attitudes toward counterfeits. 341 female college students who had purchased fashion luxury brand products were surveyed. For data analysis, descriptive statistics, factor analysis, pearson's correlations, ANOVA, and multiple regression were used. As the results, consumer-brand relationship was classified into three factors; commitment relationship, trust relationship, and emotion relationship. Also, higher consumer-brand relationship was correlated with higher preference and satisfaction, and lower purchasing attitudes toward counterfeits. Also, among the three groups(heavy/middle/low) of consumer-brand relationship, the heavy group had higher preference and satisfaction, and lower purchasing attitudes toward counterfeits. Also, results revealed that 'commitment relationship' and 'emotional relationship' accounted for 32% of the explained variance in 'favorableness', while 'trust relationship' and 'emotional relationship' accounted for 26% and 29% of the explained variance in 'trust toward product quality'. Based on these results, fashion luxury brand marketing strategy would be suggested.

Keywords

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