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

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

The Effects in Brand Attitude and Brand Historicity Perception on History Length and Brand Legitimacy Succession in Fashion Brand Stories and Consumer Orientation

소비자 성향과 패션브랜드 스토리에 나타난 역사길이와 정통성 계승이 브랜드 역사성 인지와 브랜드 태도에 미치는 영향

  • Yang, Jin-Ok (Dept. of Home Economics, Graduate School, Korea University)
  • 양진옥 (고려대학교 대학원 가정학과)
  • Received : 2012.08.06
  • Accepted : 2013.01.09
  • Published : 2013.01.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study identified the effects of history length and brand legitimacy succession on Brand Historicity (BH) in Fashion Brand Stories and Brand Attitude (BA) with Consumer Orientation (CO). The study conducted an experiment where participants were surveyed after reading a manipulated brand story composed of 2 kinds of brand historicity, brand establishment year (150 years, 70 years, and 20 years) and legitimacy succession (legitimacy succession and legitimacy handover). The results are as follow. First, the sub-dimensions of Brand Historicity appeared to be brand uniqueness, traditionality, symbolism, and managerial traits. Second, brand legitimacy succession types influenced the perceptions of BH with CO. Third, brand legitimacy succession types influenced the perceptions of BA1 (rational brand attitude) and BH1 (brand uniqueness), BH2 (brand traditionality) with CO, which were BA's sub-dimension. Forth, the consumer orientations that influenced BH and BA appeared to be nostalgia orientation, conspicuous consumption orientation, and fashion orientation; however, uniqueness pursuit orientations influenced only BH.

Keywords

References

  1. Aaker, D. A. (1991). Managing brand equity. New York: Free Press.
  2. Belk, R. W. (1988). Possessions and the extended self. The Journal of Consumer Research, 15(2), 139−168. https://doi.org/10.1086/209154
  3. Bosshart, D. (2001). 소비의 미래-21세기 시장 트렌드 [The future of consume-21 century market trend] (J. D. Park, Trans.). Seoul: Thinking Tree. (Original work published 1997)
  4. Booth, C., & Rowlinson, M. (2006). Management and organizational history: Prospects. Management & Organizational history, 1(1), 5−30. https://doi.org/10.1177/1744935906060627
  5. Bowlby, R. (1985). Just looking: Consumer culture in dreiser, gissing and zola. London: Methuem.
  6. Brown, S., Kozinets, R. V., & Sherry, J. F. (2003). Teaching old brands new tricks: Retro branding and the revival of brand meaning. Journal of Marketing, 67(3), 19−33.
  7. Chevalier, M., & Mazzalovo, G. (2008), Luxury brand management: A world of privilege. Singapore: John Wiley & Sons.
  8. Cho, H. C. (2009). Study on premium brand strategy of millinery according to historical development. Unpublished doctoral dissertation, Seoul University of Venture & Information, Seoul.
  9. Choi, D. S. (2003). A study on the long-lived brand and package design. Research Bulletin of Package Design, 14, 193− 220.
  10. Choi, Y. H. (2007). Effect of long run brand's advertising message appeal type on brand attitude toward brand: Focusing on interaction effect between brand recognition and product involvement. Unpublished master's thesis, Hongik University, Seoul.
  11. Fishbein, M., & Ajzen. I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Denver: Addison-Wesley Pub.
  12. Fog, K., Budtz, C., Munch, P., & Blanchette, S. (2010). Storytelling: Branding in practice (2nd ed.). Berlin: Springer.
  13. Godelier, E. (2009). History, a useful "science" for management? from polemics to controversies. Enterprise & Society, 10 (4), 791−807. https://doi.org/10.1093/es/khp031
  14. High Fashion. (2010, October 17). Wikipedia. Retrieved October 17, 2010, from http://en.wikipedia.org/wiki/High_fashion
  15. Hobsbawm, E., & Ranger, T. (1983). The invention of tradition. New York: Cambridge university press.
  16. Holbrook, M. B. (1993). Nostalgia and consumption preferences: Some emerging patterns of consumer tastes. Journal of Consumer Research, 20(2), 245−256. https://doi.org/10.1086/209346
  17. Huh, S. B., & Choo, W. G. (2008). Building and maintaining strategies for luxury jewelry brands: A focus on global brands. The Korea Society of Crafts, 11(1), 1−21.
  18. Hong, Y. S. (2008). The influence of scarcity message types in consumer's purchase intention, impulse purchase intention and shopping intention. Unpublished master's thesis, Sookmyung Women's University, Seoul.
  19. Jeon, K. S., & Park, H. J. (2005). The effect of fashion orientation and consumer needs for uniqueness on buying intentions for luxury brands. Journal of the Korean Society of Clothing and Textiles, 29(2), 231−241.
  20. Keller, K. L. (2000). The brand report card. Harvard business Review, 78(1), 3−10.
  21. Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity. NJ: Pearson/Prentice Hall.
  22. Kim, E. J. (2006). The study of consumer's attitudes and effect factors of transfer of manufacture country of fashion luxury. Unpublished doctoral dissertation, Ewha Womans University, Seoul.
  23. Kim, H. C., Chang, Y. R., & Lee, S. H. (2004). Brand story marketing: Story makes strong brand. Seoul: Mentor.
  24. Kim, J. E. (2008). The effect of storytelling type for brand launching advertisement on brand attitudes. Unpublished master's thesis, Hongik University, Seoul.
  25. Kim, J. S. (2006). The study of consumer preference on the brand birth story. Unpublished master's thesis, Ewha Womans University, Seoul.
  26. Kim, W. S., & Ryu, Y. J. (2003). Korean version of Consumers' Need for Uniqueness Scale (K-CNFU): Development and Validation. Korean Journal of Consumer and Advertising Psychology, 4(1), 79−101.
  27. Kwon, D. E., & Park, S. H. (2008). A brand story marketing through analysis of tea-drink Ads-Focused on Ads for black bean thera tea and kamankong tea-. Journal of the Korean Society of Design Culture, 14(3), 33−42.
  28. Lee, R. E. (2006). A study on consumer characteristics for the successful luxury brand marketing. Unpublished master's thesis, Dankook University, Seoul.
  29. Lee, S. H. (2009). Compulsive buying behavior, fashion orientation, and self-esteem among female college students in fashion and business majors. Journal of Fashion Business, 13(6), 12−19.
  30. Lee, W. J. & Lee, H. S. (2009). The effects of perceived brand story characteristics on brand intimacy mediated by story flow. Korea Marketing Research, 24(2), 109−129.
  31. LVMH. (2010, October 17). Wikipedia. Retrived October 17, 2010, from http://en.wikipedia.org/wiki/Lvmh
  32. Lynn, M., & Harris, J. (1997). Individual difference in the pursuit of self-uniqueness through consumption. Journal of Applied Social Psychology, 27(21), 1861−1883. https://doi.org/10.1111/j.1559-1816.1997.tb01629.x
  33. Mackay, R. B. (2007). 'What if ?': Synthesizing debates and advancing prospects of using virtual history in management and organization theory. Management & Organizational History, 2(4), 295−314. https://doi.org/10.1177/1744935907086116
  34. Martin, R. (1992). Strategie industrielle: l'eternel retour? [industry strategy: eternal relationship?]. Entreprises et Histoire, 1(4), 1−3.
  35. Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318−332. https://doi.org/10.2307/3150973
  36. Nagashima, A. (1970). A comparison of japanese and U.S. attitudes toward foreign products. Journal of Marketing, 34 (1), 68−74.
  37. Neustadt, R. E., & May, E. R. (1986). Thinking in time: The uses of history for decision-makers. New York: Free Press.
  38. Park, H. J., & Burns, L. D. (2005). Fashion orientation, credit card use, and compulsive buying. The Journal of Consumer Marketing, 22(3), 135−141. https://doi.org/10.1108/07363760510595959
  39. Park, S. H., & Kwon, D. E. (2008). A research on brand story marketing strategy of Korean portal sites: Focused on Naver, Daum Communication and Cyworld. Journal of the Korean Society of Design Culture, 14(3), 222−231.
  40. Popp, A. (2009). History, a useful "science" for management? A response. Enterprise & Society, 10(4), 831−836. https://doi.org/10.1093/es/khp030
  41. Rhee, Y. J. (2008). The role of body image and conspicuous consumption tendency on luxury brand buying behaviour. Journal of the Korean Home Economics Association, 46 (7), 109−120.
  42. Schindler, R. M., & Holbrook, M. B. (2003). Nostalgia for early experience as a determinat of consumer preferences. Psychology & Marketing, 20(4), 275−302. https://doi.org/10.1002/mar.10074
  43. Snyder, C. R., & Fromkin, H. L. (1980). Uniqueness: The human pursuit of difference. New York: Plenum Press.
  44. Son, M. J. (2009). The influence of sports advertisement on brand image, loyalty and purchase behavior-Focused on storytelling advertisement-. Unpublished master's thesis, Kookmin University, Seoul.
  45. Taylor, S., Bell, E., & Cooke, B. (2009). Business history and the historiographical operation. Management & Organizational History, 4(2), 151−166. https://doi.org/10.1177/1744935909102906
  46. Tiffany, P. (2009). Does history matter in business? Enterprise and Society, 10(4), 816−830. https://doi.org/10.1093/es/khp022
  47. Trautmann-Attmann, J., & Johnson, T. W. (2009). Compulsive consumption behaviours: Investigating relationships among binge eating, compulsive clothing buying and fashion orientation. International Journal of Consumer Studies, 33 (3), 267−273. https://doi.org/10.1111/j.1470-6431.2009.00741.x
  48. Yang, J. O. (2010). The influence of brand history appeared in brand stories of old fashion companies on consumer brand attitude. Unpublished doctoral dissertation, Korea University, Seoul.

Cited by

  1. The Effect of Nostalgia on Purchase Intention of Retro Fashion Products vol.66, pp.7, 2016, https://doi.org/10.7233/jksc.2016.66.7.139
  2. The Effects of Luxury Brand Marketing Activities on the Formation of Customer-Based Brand Equity vol.37, pp.7, 2013, https://doi.org/10.5850/JKSCT.2013.37.7.935