• Title/Summary/Keyword: 이명희

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Evaluations of 8lue Jean Related to Brand Name and Apparel Advertising Acceptance (상표 및 의류광고 수용도에 따른 청바지 평가에 관한 연구)

  • 이진희;이명희
    • Journal of the Korean Society of Clothing and Textiles
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    • v.19 no.1
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    • pp.13-22
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    • 1995

  • The objectives of this study were (1) to investigate the differences of evaluations of blue jean according to the level of apparel advertising acceptance, (2) to examine the differences of effect of brand Name on evaluations of blue jean, (3) and to investigate the differences of evaluations between Clothing and Textiles mojors and non Clothing and Textiles mojors. Questionnaire was comprised of 10 Likert type items of apparel advertising acceptance measure, and 11 items of 7-point scale for clothing evaluation measure. "Mcgreger" was selected for the blue jean evaluations of unrecognized brand, and "Calvin Klein" was for recognized brand. The subjects were 154 college female students in Seoul; 39 females were asked about evaluations of the blue jean of unrecognized brand name (Mcgreyer) without the brand name label, 40 unrecognized brand with the label, 41 recognized brand (Calvin Klein) without the brand name label, 34 recognized brand with the label. The data were analyzed using t-test, one-way ANOVA, and Duncan's multiple-range test. The results of the study were the followings: 1. Females with high scores in apparel advertising acceptance were more influenced by brand name in evaluations of blue jean than those with low scores. 2. The evaluations of blue jean was influenced by reputation of brand name in all evaluation criteria. Female group who evaluated the blue jean with recognized brand name label evaluated more positively than the other groups.an the other groups.

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The Relationships of Clothing Benefit and Clothing Attributes Evaluation to Ego Identity of College Students (남녀대학생의 자아정체감, 의복추구혜택 및 의복속성평가 간의 관계 연구)

  • 이경희;이명희
    • The Research Journal of the Costume Culture
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    • v.7 no.4
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    • pp.139-154
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    • 1999

  • The objectives of this study were to find relationships between ego identity and clothing benefits, and to examine the influence of ego identity, clothing attributes evaluation, and demographic variables on clothing benefits. The subjects were 405 college students(male : 164, female : 241) in Seoul. Six factors of clothing benefit derived by factor analysis : fashion, comfort, social recognition, self-expression, recognized brand, and economy. Males with higher goal-directedness of ego identity had less interest in the benefits of social recognition and recognized brand. The higher the uniqueness of ego identity females had, the higher the social recognition and the lower the comfort. Social recognition of males was influenced by self-acceptance(-), style, and fastener(R²=17.7%). and recognized brand influenced by parents\` education, goal-directedness(-), and allowance(R²=27.5%). Fashion of females was influenced by style, allowance(-), and goal-directedness(-)(R²=18.7%), comfort unfluenced by uniqueness(-), size, and allowance(-)(R²=14.6%), and self-expression influenced by style, allowance, fastener, and interpersonal relation(R²=28.0%). The present findings mean that allowance and ego identity such as goal-directedness, self-acceptance, interpersonal relation were meaningful variables that affect clothing benefits.

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