• 제목/요약/키워드: parent's fashion attitude

검색결과 6건 처리시간 0.023초

패션브랜드 확장시 모브랜드에 대한 태도가 확장패션제품에 미치는 영향에 관한 연구 (Effect of Attitude towards Parent Brand on Extended Fashion Product in Fashion Brand Extension)

  • 이영주
    • 한국의류산업학회지
    • /
    • 제10권4호
    • /
    • pp.506-514
    • /
    • 2008
  • The purpose of this study was to investigate the effect of attitude towards parent brand on extended fashion products in case of fashion brand extension. The subjects of this study were 386 college students and data were collected using survey questionnaire. For data analysis, factor analysis and path analysis were applied. The results showed that there were four factors (e.g., familiarity attitude, emotional attitude, value-expressive attitude, utility information attitude) in attitude towards parent brand and six factors (e.g., economical risk, utilitarian risk, social risk, psychological risk, time/advantage loss risk, risk for losing opportunity) under perceived risk in extended product. The results showed that attitude towards parent brand had a negative effect on perceived risk in extended products and had a positive effect on attitude towards extended products. Perceived risk in extended products then had a negative effect on purchase intention of extended products whereas attitude towards extended products had a positive effect on purchase intention of extended products.

패션브랜드 확장시 모 브랜드와의 자아이미지 일치성과 지각된 위험, 제품지식이 확장제품의 태도에 미치는 영향 - 조정적 역할을 중심으로 - (The effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension - Focusing on moderating effects -)

  • 이영주
    • 복식문화연구
    • /
    • 제23권1호
    • /
    • pp.63-73
    • /
    • 2015
  • The purpose of this study was to investigate the effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect data from 170 female college students and collected data were subjected to descriptive analysis and regression analysis using SPSS Window program. The results of this study showed that the congruency of parent brand image with self-image and perceived risk had a positive effect on attitude towards extended product, whereas product knowledge had a negative effect on attitude towards extended product in fashion brand extension. Also, the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension with positive moderating effect of perceived risk and negative mediating effect of product knowledge.

패션브랜드 확장시 모브랜드와의 자아이미지 일치성과 충성도, 브랜드 관여도가 확장제품의 태도에 미치는 영향 (The Effect of Congruency of Parent Brand Image with Self-Image, Brand Loyalty, and Brand Involvement on the Attitude towards Extended Product in Fashion Brand Extension)

  • 이영주
    • 대한가정학회지
    • /
    • 제50권6호
    • /
    • pp.33-42
    • /
    • 2012
  • Today, many fashion companies use brand extension and it is especially important to conduct brand extension that coincides with consumer self-image, and maintains brand loyalty in order to succeed. The purpose of this study is to investigate the effect of congruency of parent brand image with self-image, brand loyalty, and brand involvement on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect information from 170 female college students, and collected data were subjected to descriptive analysis, factor analysis, and regression analysis. Results showed that the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension, with a positive mediating effect of brand loyalty, and a negative mediating effect of brand involvement. Also, the congruency of parent brand image with self-image and brand loyalty of the parent brand had a positive effect on the attitude towards the extended product, whereas brand involvement had a negative mediating effect on the attitude towards the extended product in fashion brand extension. The results of this study provide some useful suggestions to marketers in fashion industry: marketers should consider some psychological aspects of consumers such as congruency of parent brand image with self-image, brand loyalty, and brand involvement when conducting brand extension.

중고등학생의 의복태도, 의복착용시 영향집단의 차이에 관한 연구 (A Study on the Difference of Clothing Attitude, Influential Groups in Putting on Clothing for Middle and High School Students)

  • 홍선옥
    • 한국의상디자인학회지
    • /
    • 제1권1호
    • /
    • pp.73-90
    • /
    • 1999
  • The purpose of this study was to make clear the differences of middle and high school students‘ clothing attitude, clothing regulation attitude and influential groups in putting on clothing according to their demographic variables and scholar score. For clothing attitude and clothing regulation attitude, I examined 5 variables of conformity, individuality, modesty, fashion, clothing importance and 2 variables of refusal against regulation from school and parent, The influential groups were divided into ‘significant others’ of teacher, father, mother, other sex friend, same sex friend, and senior and ‘model group’ of teacher, parent, friend and mass media star. My subject was 1050 middle and high school students who are resident in Seoul; sample groups were selected, considered their resident area, gender and the kind of school. As for the analysing method, I adopted SPSS/PC+Program to practice t-test, one-way ANOVA, Duncan’s Multi-Range Test. The results are as follows: There was difference in clothing attitude according to the sex and school except nonconformity. Conformity and clothing importance were higher for than boys in both middle and high schools, In particular, middle school boys' clothing importance were lowest. Compared with middle and high school boys, middle school girls considered fashion most seriously and modesty least, For both sexes, the lower the scholar score, the worst the modesty, While the lower the scholar score, the higher the fashion, the refusals against clothing regulation from school and parent for boys, but the fashion and the refusals against regulation from school for girls, As for boy, the lower his father’s educational career was, the higher the clothing importance was, and the lower his mother‘s educational career, the fiercer he refused against clothing regulation from school. As for the influence on significant other/model groups when wearing clothing, girls were more influenced than boys.

  • PDF

청소년용 교복 및 패션제품 개발을 위한 학부모 및 청소년 패션 태도 조사 연구 (A Study on the Fashion Attitudes of Adolescents and the Parents of Adolescents : Developing School Uniforms and Fashion Items)

  • 추선형;윤혜준;안재상
    • 한국의류산업학회지
    • /
    • 제16권2호
    • /
    • pp.228-234
    • /
    • 2014
  • The purpose of this study is to analyze the differences in fashion attitudes between adolescents and the parents of adolescents. 562 adolescents and 163 parents' responses in South Korea are used for the analysis. Survey questionnaires specifically designed for the adolescents and parents are used to compare the differences of the two populations. The results suggest that adolescents and parents in South Korea have different evaluation values for adolescents' fashion goods and school uniforms. The Adolescents placed a premium on 'Comfort' and 'Design' for fashion goods and school uniforms. However, the parents placed a premium on 'Practicality' and 'Price' values for fashion goods and school uniforms. The school uniform items which were most accepted in Korean middle and high schools need the change in composition of items for four seasons. In purchasing behavior, the adolescents answered that they have more than one item of preferred fashion brand. The Korean adolescents prefer famous sportswear brand like Nike, Adidas and etc. The fashion market for adolescents in Korea is closely related with the parents in shopping behaviors. The comparison of the fashion attitude between parents and their children is more practical method for developing the adolescents' fashion items and young fashion market.

지각된 유사성이 패션 브랜드 확장효과에 미치는 영향력에 있어서 소비자-브랜드 관계 질의 조절효과 (Influence of Perceived Similarity on Fashion Brand Extension -Exploring the Moderating Effect of Brand Relationship Quality-)

  • 김주현;이유리
    • 한국의류학회지
    • /
    • 제35권7호
    • /
    • pp.721-735
    • /
    • 2011
  • This study: 1) identifies differences in consumers' perceived similarity of extended products to their parent product in terms of brand attributes, 2) identifies the influence of the perceived similarity on consumer's attitude toward and purchase intention of extended products (i.e., brand extension effect), and 3) examines the moderating effect of Brand Relationship Quality (BRQ) on brand extension effects. A survey questionnaire was distributed to a convenience sample of individuals aged 20-39. A total of 576 valid responses were used for the final analysis. The results showed that: 1) the consumers perceived more similarity in the extended products when the extended products maintain more consistent attributes with their parent product, 2) the higher the perceived similarity was then the higher the brand extension effect, and 3) brand relationship quality moderated the influence of perceived similarity on attitude and purchase intention. When consumers build a high relationship quality with a brand, then the brand extension effect is likely to be high regardless of the perceived similarity of the extended products. This study consequently has its own contribution in that it empirically examined the brand extension effect in the fashion field and evidenced the role of BRQ in brand extension.