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

The Korean Society of Clothing and Textiles (한국의류학회)
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Effects of Brand Knowledge and Affect on Brand Choice Confidence of Global Fashion Brands -Moderation Effect of Overseas Residence Experience-

브랜드 지식과 감정이 글로벌 패션 브랜드 선택 확신에 미치는 영향 -해외 거주 경험의 조절 효과-

  • Kim, Su-Young (Dept. of Clothing & Textiles, Seoul National University) ;
  • Lee, Yu-Ri (Dept. of Clothing & Textiles, Seoul National University/Research Institute of Human Ecology, Seoul National University) ;
  • Choo, Ho-Jung (Dept. of Clothing & Textiles, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 김수영 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소) ;
  • 추호정 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2012.05.02
  • Accepted : 2012.07.03
  • Published : 2012.08.31
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Abstract

This study examines how the overseas residence experience of Korean consumers influences the relationship of global fashion brand knowledge and brand choice confidence. We contrast two kinds of consumer brand knowledge, using the concepts of Alba and Hutchinson's expertise and familiarity. Considering the effect of positive affect on intuitive information processing, the present study investigated the role of positive affect in consumer brand knowledge and brand choice confidence link. The proposed model was tested with structural-equation analysis. The results show that expertise and familiarity effect the positive affect. Positive affect, in turn, influences brand choice confidence. The results indicate that the processes underlying global fashion brand knowledge and brand choice confidence link are different between the consumers with overseas residence experience for more than a year and the consumers without it. The route from expertise to positive affect has a significant impact on the consumers with overseas residence experience but not on the consumers without it; however, the route from familiarity to positive affect and the path from positive affect to brand choice confidence have a greater impact on the consumers without overseas residence experience than the consumers with it. We find that the consumers with overseas residence experience favor expertise in the process underlying global fashion brand knowledge and brand choice confidence link, whereas the consumers without it favor familiarity and affect based thought.

Keywords

References

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