• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.5
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• pp.560-569
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• 2003

The purpose of this study was to investigate the usage condition of avatar, the clothing images of avatars, and the difference of self images among avatar user groups which were clustered by the clothing image of using avatar. Avatars were decorated not only to get personal satisfaction and joyfulness but also to realize the desire of relationship with other people. The clothing images of avatars were classified into 7 factors, which were labeled as cute, mature, sexy, old-fashion, unisex. and unique factors. There were no significant differences in self images among 3 avatar user groups which were clustered by 7 factors of clothing images. The result indicated that avatar users pursued various clothing images for their avatar, however, no significant relations were existed between avatar＇s images and user＇s self images and further studies would be required to find out significant variables which determined avatar＇s clothing images.

• Journal of the Korean Society of Costume
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• v.55 no.5 s.95
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• pp.28-42
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• 2005

Objectives of this study were to investigate about the avatar's fashion products efficiency on casual wear advertisements to study about the effect of avatar's clothing image provided by apparel industry and to investigate about the effort of avatar's fashion product on apparel advertisement for fundamental data on the avatar's fashion marketing. Following were the summaries of the results: First, in terms of the correlation between avatar's clothing and casual brand images of nate avatar's fashion marketing, avatar's clothing image of FUBU male, female and maru male, female that is reformative, characteristical, unique and sensitive to latest fashion has positive correlation with FUBU and maru brand images. Therefore, consumers' higher perception on avatar's clothing image that are 'reformative', 'characteristical' and 'unique', indicated higher casual brand image perception, proving avatar's clothing image is effective in suggesting the brand. Second, in terms of advertising the avatar by clothing them with garments of each brand and comparing avatar's clothing and casual brand images, active avatar's clothing image of FUBU male, female emphasized active brand image of FUBU. However, FUBU male avatar's clothing image did not emphasize 'reformative', 'characteristical', 'cool', or 'sensitive to latest fashion' images compared to FUBU female avatar's clothing image. Also, in case of maru, 'male', 'conseuative' and 'insensitive to latest fashion' image of male avatar clothing emphasized maru brand image. Maru female's 'unpractical' ,'female' and 'characteristical' images emphasized maru brand image.

• Archives of design research
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• v.19 no.1 s.63
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• pp.215-224
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• 2006

As the competition becomes more severe, the importance of brand confidence is coming to the front mainly because there has been a tendency of the customer for choosing a product or service in conjunction with the confidence. The concept of brand personality has formed as a result of various efforts for establishing a differentiated and confident brand image. The brand personality is regarded a useful mean for meeting objectives of a corporation for establishing a distinctive brand identity as well as customers for expressing their self-image. In line with the growing importance of the brand personality, researchers have attempted to measure it by various methods. However, most of researches were based on verbal and quantitative methods which take a long period of time and lots of efforts to analyze their results. Such methods also have limitations for visualizing the results. In this vein, this study aims to develop a new visible brand personality measurement system by utilizing the purpose-designed avatar. Major findings of the study are as follows: Firstly, the avatar can be an effective mean for visualizing the brand personality. As the avatar can visualize the personalities of human-beings through facial expressions, clothing, attitudes and movements, a specially designed avatar can express the brand personality. Secondly, types of the brand personality can be segregated into distinctive seven classes and such classes are used as guidelines for developing specially designed brand personality avatars. Thirdly, the purpose-designed brand personality avatar can be an effective mean for measuring the brand personality as a result of various tests for the validity. In condusion, avatar can be a more powerful tool than language for measuring the brand personality.