Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Study on the Effect of Message Sidedness on Brand Attitudes of Luxury Fashion Brands Regarding Eco-Friendly Activities: The Moderating Role of Regulatory Focus

럭셔리 패션브랜드의 친환경 활동에 대한 메시지 측면성이 브랜드 태도에 미치는 영향 연구: 조절초점의 역할을 중심으로

  • Hye Yeon Jeong (Dept. of Fashion Business Management, The State University of New York Korea, Fashion Institute of Technology) ;
  • Ho Jung Choo (The Research Institute of Human Ecology, Seoul National University)
  • 정혜연 (한국뉴욕주립대학교 FIT 패션경영학과) ;
  • 추호정 (서울대학교 생활과학연구소)
  • Received : 2024.04.24
  • Accepted : 2024.06.21
  • Published : 2024.06.30
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Abstract

This study identified the structural impact relationships, mediated by information reliability and brand authenticity, of different types of environmental messages from the perspective of luxury fashion brands, leading to formation of brand attitudes. Additionally, the study investigated how the impact of message sidedness on the formation of information reliability and brand authenticity varies according to consumers' regulatory focus tendencies. Data were collected through online surveys targeting individuals from Generation MZ, utilizing a professional research firm. A total of 300 respondents (150 for one-sided scenarios and 150 for two-sided scenarios) were selected. The collected data were validated using SPSS and AMOS. The following results were obtained. First, message sidedness influenced information reliability and brand authenticity, both of which demonstrated positive effects on brand attitude as mediating factors. However, message sidedness did not directly affect brand attitude. Second, consumers with both promotion and prevention focus tendencies perceived higher information reliability in two-sided message scenarios, and the perception difference in information reliability based on message sidedness was more pronounced among consumers with a prevention focus. Additionally, consumers with a prevention focus did not show a significant difference in brand authenticity between one- and two-sided message scenarios, while consumers with a promotion focus demonstrated an increase in brand authenticity in two-sided message scenarios compared to one-sided ones.

Keywords

References

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