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NTIS 바로가기服飾 = Journal of the Korean Society of Costume, v.65 no.8, 2015년, pp.22 - 34
정승연 (성균관대학교 대학원 의상학과) , 황선진 (성균관대학교 의상학과)
This study was intended to investigate the influences of consumer's self-monitoring, pioneer brand awareness, types of endorsers on quality perception of "me-too" brands with a focus on outdoor brands. The design of this research was comprised of 2 types of self-monitoring(high vs. low), 2 types of ...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
자기감시성이란 무엇인가? | 자기감시성이란 개인이 사회에서 인정받기 위해 상황적인 단서에 따라서 자기를 관찰하고 통제하며 관리하려 하는 경향을 말한다(Snyder & Cunning ham, 1975). 일반적으로 자기감시성이 높은 사람은 자신의 내적정보보다는 상황적 정보에 근거하여 자신의 행동선택을 통제하기 때문에 대인관계와 주변 환경에 관한 정보를 매우 중요하게 여긴다. | |
패션업체들은 신규브랜드를 선보이는 대신 기존의 성공한 모브랜드 확장전략을 모색하는 이유는? | 이처럼 치열한 글로벌 패션시장에서 패션기업들은 자사의 브랜드를 소비자들에게 빠르게 인식시키는 노력을 하고 있다. 하지만, 하나의 브랜드가 시장에서 그 입지를 구축하기까지는 많은 시간과 금전적 투자가 요구된다(Ahn, Han, & Jeon, 2013). 따라서, 많은 패션업체들은 신규브랜드를 선보이는 대신 기존의 성공한 모브랜드 확장전략을 모색하고 있다. | |
지나친 브랜드 확장이 야기하는것은 무엇인가? | 브랜드 확장은 소비자의 신제품에 대해 지각하는 위험을 줄여주며 기업의 마케팅 비용을 절감 해주고, 다양한 취향의 소비자를 끌어들일 수 있다는 점에서 분명 매력적인 시장진입 전략이 분명하다. 그러나, 지나친 브랜드 확장은 소비자에게 어떤 브랜드가 자신에게 맞는지를 판단하기 힘들게 할 수 있으며, 모브랜드 시장을 잠식하는 현상을 야기 할 수 있다(Ahn, Han, & Jeon, 2013). 그러나, 성공한 모브랜드가 없는 일부 업체들은 시장을 주도하고 있는 선발브랜드의 컨셉과 이름을 그대로 모방하여 시장에 진입하기도 하는데 이를 미투전략이라 일컫는다(Brand Major, 2010). |
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