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 Exposure and the Brand Sensitivity of Consumers on the Attitude of the Private Brand Products of Fashion Retailers

패션제조업체의 브랜드 노출여부와 소비자의 브랜드 민감성이 패션유통 PB상품 브랜드 태도에 미치는 영향

  • Kim, Jeong-Hee (Dept. of Clothing & Textiles, Pusan National University) ;
  • Lee, Jin-Hwa (Dept. of Clothing & Textiles, Pusan National University)
  • 김정희 (부산대학교 생활환경대학 의류학과) ;
  • 이진화 (부산대학교 생활환경대학 의류학과)
  • Received : 2009.12.04
  • Accepted : 2010.03.09
  • Published : 2010.03.31
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Abstract

This study examines the exposure effects of the brand of fashion manufacturers on the brand attitude of consumers towards the private brand of fashion retailers. In addition, it investigates the exposure effects of the brand of fashion manufacturers on the brand attitude of consumers towards the private brand of fashion retailers based on the sensitivity of consumers as related to the brand. Data are analyzed by a reliability analysis, a factor analysis, the correlation analysis, t-test, and one-way ANOVA. The main results are summarized as follows. First, when the private brand of fashion retailers (Perry Jensen) was shown to customers, three groups ('PB without exposing the brands of fashion manufactures', 'PB with exposing Galaxy', and 'PB with exposing Parkland') revealed statistically significant differences in consumer purchase intentions as well as brand preferences to the PB products of fashion retailers. The group of 'PB with exposing high-sensitive Galaxy group' showed an overall higher brand attitude than the other two groups-'PB without exposing the fashion manufactures' brands' and 'PB with exposing low-sensitive Parkland'. Second, in comparison with the effects of the brand sensitivity of each group, the group with the higher brand sensitivity showed statistically significant browsing intension as well as purchase intention on both brands of fashion manufactures (Galaxy and Parkland).

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