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

The Korean Society of Clothing and Textiles (한국의류학회)
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Fashion Brand Attachment and Attitudes Toward Brand Extension

패션 브랜드애착이 확장된 브랜드 태도에 미치는 영향

  • Lee, Seung-Hee (Dept. of Clothing & Textiles, Sungshin Woman's University) ;
  • Chang, Yoon-Kyung (Dept. of Clothing & Textiles, Sungshin Woman's University)
  • 이승희 (성신여자대학교 의류학과) ;
  • 장윤경 (성신여자대학교 의류학과)
  • Published : 2007.01.31
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Abstract

The purpose of this study was to examine the effects of fashion brand attachment on attitudes toward brand extension. Two hundred thirty-four female college students participated in this study. For this study, Bean Pole brand was selected for the example of brand extension through three pre-test. For data analysis, descriptive statistics, factor analysis, multiple regression, and ANOVA were used for this study. As the results, first, brand attachment was classified into three factors such as 'love', 'trust', and 'interest' factors. Second, attitudes toward brand extension were divided into two factors such as similarity of brand extension and purchasing intention. Generally, higher scores on brand attachment was correlated with higher scores on altitudes toward brand extension. Third, results revealed that generally 'love' and 'trust' factors had affected 'attitudes toward brand extension' or 'purchasing intention'. Fourth, among the three groups (heavy/middle/low) of brand attachment, the heavy group showed higher preference of brand extension attitudes. Based on these results, fashion brand marketing strategies would be suggested.

Keywords

References

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