The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Research on consumer responses according to linguistic characteristics of fashion brand slogans

패션 브랜드 슬로건의 언어적 특성별 소비자 반응 연구

  • Yoh, Eunah (Dept. of Fashion Marketing, Keimyung University)
  • 여은아 (계명대학교 패션마케팅학과)
  • Received : 2013.02.04
  • Accepted : 2013.04.16
  • Published : 2013.04.30
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Abstract

In this study, it is explored how fashion brand slogans are categorized by linguistic characteristics and which linguistic characteristic is effective to improve consumer responses. Only 28% out of 1,346 fashion brands that are investigated are using slogans. Sportswear and men's wear are two product categories more often adopting slogans. A total of 11,113 consumers participated in the experimental study to evaluate slogan characteristics (familiarity, understandability, newness, pleasure), slogan attitude, and brand recall of 30 slogan-brand sets that were categorized by Park's 10 linguistic characteristics. In findings, slogans generating positive attitudes toward slogans and a good rate of brand recall tend to have no brand name in slogan, be written in the second-person view, include a futuristic message, and have information weighted on specialties. Slogan typology suggested based on results may be used for the future research as a basic guideline for the research on fashion brand slogans.

Keywords

References

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