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논문 상세정보

유행관여에 따른 여성기성복 상표이미지 포지셔닝 연구 -20대 직장여성을 중심으로

A Study on Brand Image Positioning for Ladies' Ready-to wear According to Fashion Involvement - As Object of working women

Abstract

This Study intended to provide positioning strategies of brand Image for ladies' ready to wear by analysing the perceptual dimensions of working women. The subjects were devided into two groups according to the fashion involvement, and in each group, a positioning map was composed by use of multidimensional scaling. 251 subjects of this study were gathered into stratified sample groups from working women in Seoul, being subdivided according to their each occupation and age. The data were analysed by frequency, percentage, average, $x^{2}-test$, 1-test, Factor Analysis, cronbach's $\alpha$. Also, KYST, PROFIT, PREFMAP for multidimensional scaling were used. The results were as follows. 1. Two groups were identified according to degree of fashion involvement: high-involvement group, and low-involvement group. 2. From the analysis of the similarity of brand image, high involvement group percieved greater difference in brand image than low involvement group. 3. From the analysis of the evaluation of brand attributes, the evaluations in self expression, fashionability, design, sales promotion activity, sociality, quality, fit showed differences bet-ween high involvement group and low involvement group. 4. From the analysis of the preference of brand image, the distribution of preference and ideal point were different between high involvement group and low involvement group.

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이 논문을 인용한 문헌 (5)

  1. 2002. "A Study on the Perceived Shopping Value and Consumer Satisfaction as related to Consumer′s Deal Proneness" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 26(7): 1066~1077 
  2. 2002. "The Brand Image of Apparel: A Qualitative Approach" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 26(11): 1558~1569 
  3. 2003. "The Influence of Fashion Involvement, Familiarity and Expertise of Negative Information as Moderate Variable on Extended Apparel Brand Evaluation" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 27(1): 9~17 
  4. 2003. "The Effect of Perceiver′s Fashion Involvement on Clothing Color Perception and Preferences" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 27(7): 851~861 
  5. Chae, Jin-Mie 2009. "Extending the Technology Acceptance Model for Smart Clothing" 대한가정학회지 = Journal of the Korean Home Economics Association, 47(4): 99~110 

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