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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Conceptual Structure of Brand Relationship Quality(BRQ) Perceived by Fashion Product Consumers (Part 1)

패션상품 소비자가 인식하는 상표관계본질(BRQ)의 개념적 구조 (제1보)

  • Chae, Jin-Mie (Dept. of Clothing & Textiles, Seoul National University) ;
  • Rhee, Eun-Young (Dept. of Clothing & Textiles, Seoul National University)
  • 채진미 (서울대학교 생활과학대학 의류학과) ;
  • 이은영 (서울대학교 생활과학대학 의류학과)
  • Published : 2007.07.31
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Abstract

The objective of this research is to find out the BRQ(Brand Relationship Quality) construct perceived by fashion product consumers. BRQ, Fournier suggested in 1994, examines the depth and intensity of the enduring association formed by the pattern of interactions enjoining consumers and brands. As BRQ was supposed to reflect consumers' psychological process, qualitative research and literature review were conducted together. For qualitative research, two kinds of interviews were carried out in October and November 2005 to investigate consumers' cognitive, affective, and behavioral insight towards brands. One of them was in-depth interview with six people in different life situation. The other was focus group interview. Interviewees were asked to explain about two types of questions: (1) the brand name which interviewees had bought and (2) the description of interviewees' feeling and thought for the brand which the interviewees had bought assuming the brand was the person. All interviews were recorded and analyzed. Finally, it was proved that fashion product consumers had various kinds of relationship with brands, and BRQ facets including 'love', 'self-connection', 'nostalgia', 'intimacy', 'trust', 'commitment', 'symbol', and 'mystery' were identified.

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References

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