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

The Korean Society of Clothing and Textiles (한국의류학회)
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Product Evaluations toward Apparel Brand and Ingredient Brand Related to Outdoor Sportswear Consumers' Leisure Involvement and Product Knowledge

아웃도어 스포츠웨어 소비자의 레저관여와 제품지식에 따른 의류브랜드와 소재브랜드 평가

  • Jin, Hyun-Jeong (Dept. of Clothing & Textiles, Seoul National University) ;
  • Rhee, Eun-Young (Dept. of Clothing & Textiles, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 진현정 (서울대학교 의류학과) ;
  • 이은영 (서울대학교 의류학과/생활과학연구소)
  • Published : 2007.10.31
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Abstract

The purposes of the present study were to investigate the impact of a apparel brand and an ingredient brand on evaluation(perceived quality, favorable attitude, purchase intention) of apparel products, and to examine the differences in evaluations toward apparel products allied with ingredient brands between groups divided by product knowledge and leisure involvement. The subjects were 235 men and women aged 20 to 40. Two-by-two factorial design were employed. A series of ANOVA were used to determine if significant differences existed in evaluations of apparel products. There was a significant interaction effect of an apparel brand and an ingredient brand on evaluations of apparel products. Empirical results showed that ingredient brands would improve the consumers' perceived quality, favorable attitude and purchase intention toward apparel products. In addition, the results indicated that the respondents that had high leisure involvement and high product knowledge were more likely to evaluate apparel products based on the ingredient brand of the products. However, the respondents that had low leisure involvement and product knowledge were more likely to evaluate apparel products based on the host brand of the products.

Keywords

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