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NTIS 바로가기Fashion & textile research journal = 한국의류산업학회지, v.15 no.1, 2013년, pp.12 - 21
한기향 (건국대학교 의상디자인학과) , 원명심 (건국대학교 의상디자인학과)
This study examines the effectiveness of brand awareness, brand image and brand identification on brand loyalty for the Nike brand. The subjects of this study were 336 elementary school boys. The statistical methods used for this study were factor analysis, Cronbach's alpha analysis, confirmatory fa...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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실제 패션 브랜드의 성공 확률은 어떠한가? | 9%나 증가한 35조 7500억 원에 이를 것으로 전망되어 패션시장의 꾸준한 성장을 예상할 수 있다. 그러나 표면적인 패션시장의 성장과는 달리 실제 패션 브랜드의 성공 확률은 단 10%에 불과하다(“Forever Peter-pan”,2007). 이처럼 치열한 경쟁의 상황에서 패션기업이 살아남을 수 있는 가장 강력한 방법은 고객만족을 통해 지속적인 반복구매를 확보하는 것이다. | |
어린 소비자들에게 브랜드를 인지시키고 충성심을 끌어내는 시도가 중요한 이유는 무엇인가? | 특히 아동의 브랜드 선호는 8~14세에 본격적으로 이루어지며, 소비자의 23%는 어릴 때 선호하던 브랜드를 어른이 되어서도 지속적으로 선호하는 경향을 보인다고 한다(Son, 2006). 따라서 어린 소비자들에게 브랜드를 인지시키고, 브랜드에 대한 충성심을 이끌어 내는 시도를 통해 현재 뿐 아니라 미래의 충성고객을 확보하기 위한 노력이 필요할 것으로 사료된다. | |
정상가격 제품의 구매 비중이 10대 고객에서 가장 높은 이유는 무엇인가? | 6%에서 2009년 상반기에 10.2%로 눈에 띄게 증가 하였으며(“The consuming power”, 2009), 경제상황과 가격에 대한 거부감이 적은 이들의 특징으로 인해 정상가격 제품의 구매 비중이 65.1%로 전 복종 중 가장 높은 것으로 나타나(Korea Federation of Textile Industries [KOFOTI],2006) 10대 초반 아동들을 대상으로 하는 패션시장은 지속적인 성장을 하고 있음을 유추할 수 있다. 더불어 이들은 본인을 위한 제품의 구매 뿐 아니라 부모들의 의사결정에도 상당부분 영향을 미치고 있다(Lindstrom, 2004). |
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