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

  • 제48권4호
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  • Pages.793-807
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  • 2024
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  • 1225-1151(pISSN)
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  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
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추억 회상이 브랜드 관계에 미치는 영향 -캐릭터 컬래버레이션 패션상품을 대상으로-

Impact of Recollection on Brand Relationships -Focusing on Character Collaboration Fashion Products-

  • 선준호 (한양대학교 의류학과 휴먼테크융합전공) ;
  • 김수민 (한양대학교 의류학과 휴먼테크융합전공) ;
  • 이규혜 (한양대학교 의류학과 휴먼테크융합전공)
  • Joon-Ho Seon (Human-Tech Convergence Program, Dept. of Clothing & Textiles, Hanyang University) ;
  • Sumin Kim (Human-Tech Convergence Program, Dept. of Clothing & Textiles, Hanyang University) ;
  • Kyu-Hye Lee (Human-Tech Convergence Program, Dept. of Clothing & Textiles, Hanyang University)
  • 투고 : 2024.06.05
  • 심사 : 2024.07.28
  • 발행 : 2024.08.31
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초록

In response to the growing focus on products utilizing character IP in retail, this study investigated the impact of consumers' recollection of character IP fashion products on brand relationship formation. Furthermore, it explores the moderating effect of consumer preferences for collaboration series on this relationship. Participants were consumers who recalled character IP fashion products, and the analysis was conducted using PLS-SEM. The findings show that consumer recollection associated with character IP in fashion products positively affects brand attachment, leading to a positive impact on brand attitude and brand loyalty. The study also highlights the effectiveness of repeated exposure to similar products as an effective marketing strategy. Furthermore, a positive synergy between brand attachment and preferences for collaboration series enhances brand loyalty by influencing consumer attitudes. The study suggests that collaboration series marketing strategies affect consumers' perceptions of novelty and alter their expectations. This research has significant academic and practical implications, demonstrating the effectiveness of marketing through collaboration series and revealing how character IP in fashion products, commonly used by fashion brands, shapes brand-consumer relationships. The findings provide a robust theoretical foundation for marketing strategies leveraging character IP.

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과제정보

이 논문은 '4단계 두뇌한국21 사업(4단계 BK21 사업)'에 의하여 지원되었음.

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