Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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The Effect of Consumer Global-Mindedness and Global Fashion Brand Out-Of-Home Advertising on Brand Evaluation

소비자의 글로벌 마인드와 글로벌 패션 브랜드의 옥외 광고에 대한 호의도가 브랜드 평가에 미치는 영향

  • 김앙영 (성균관대학교 대학원 의상학과) ;
  • 황선진 (성균관대학교 의상학과)
  • Received : 2016.03.18
  • Accepted : 2017.02.03
  • Published : 2017.02.28
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Abstract

This study was conducted to investigate how consumer global-mindedness affects global fashion out-of-home (OOH) advertising which global consumer culture positioning applies, and to examine the relations among global fashion brand OOH advertising, perceived fashion brand globalness, perceived quality and brand reputation. Data were collected from 238 general people in 20~30s in seoul and were analyzed by using statistic methods such as frequency analysis, reliability analysis, confirmatory factor analysis and structural d modelling by running both SPSS 18.0 and AMOS 7.0 program. The results of this study were as follows. First of all, it indicated that the fit indexes were satisfied and the overall model of this study showed a favorable goodness of it from the results of confirmatory analysis. Secondly, consumer global-mindedness had a positive impact on preference towards global fashion OOH advertising. Finally, preference towards global fashion brand OOH advertising positively affected perceived fashion brand globalness, perceived quality and fashion brand reputation. The results implies that it is necessary that fashion brands fully understand consumers' tendency and the benefits of marketing can be maximized through global positioning OOH advertising on subways which makes consumers recognize fashion brands as global ones.

Keywords

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