The purpose of this study was to investigate the effect of brand name on perception of quality by social status variables [socio-economic status(s.e.s.), social mobility, and status inconsistencyl. Perception of quality of 2 clothing items was investigated in relation to brand name. The subjects were 606 homemakers, 30-40 years of age, living in Seoul. The influence of brand name on perception of quality was measured by 2 stimuli each out of 4 samples. The data was analyzed by ANOVA, Discriminant Analysis and t-test. Results showed that 1) the effect of influence of brand name on perception of quality was most evident in the upper S.E.S. class. 2) status inconsistency had no bearing on effect of influence of brand name of quality. 3) the upwardly mobile group evaluated the quality of clothing in terms of brand name.
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