The purpose of this study were to identify the constructing factors of shoes brand image and to analyze the domestic shoe market determined by brand image factors. This study selected 386 female in age 20 to 39 years old and performed from October to November in 2007. Data was analyzed by percentage, frequency, mean, Anova, factor analysis and Duncun's test. The results of this study were as follow: 1) Brand images of shoe business were found out as four factors; functional, symbolic, satisfied and promotional factors. 2) Domestic shoe brands were classified into 4 types as national brand, salon brand, designer's brand and fashion brand. 3) The result showed significant differences between these 4 types of shoes brand in functional, symbolic, satisfied and promotional factors of shoe brand images. 4) National shoe brands need to make more fashionable and various images of shoe design. 5) Designer and fashion brands need to set up various size of shoes and after service system. According to this study, result that will be expected to helpful to domestic shoe industry that wants to find a way of distinct marketing strategy.
The purpose of this study were to identify the constructing factors of shoes brand image and to analyze the domestic shoe market determined by brand image factors. This study selected 386 female in age 20 to 39 years old and performed from October to November in 2007. Data was analyzed by percentage, frequency, mean, Anova, factor analysis and Duncun's test. The results of this study were as follow: 1) Brand images of shoe business were found out as four factors; functional, symbolic, satisfied and promotional factors. 2) Domestic shoe brands were classified into 4 types as national brand, salon brand, designer's brand and fashion brand. 3) The result showed significant differences between these 4 types of shoes brand in functional, symbolic, satisfied and promotional factors of shoe brand images. 4) National shoe brands need to make more fashionable and various images of shoe design. 5) Designer and fashion brands need to set up various size of shoes and after service system. According to this study, result that will be expected to helpful to domestic shoe industry that wants to find a way of distinct marketing strategy.
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