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NTIS 바로가기服飾 = Journal of the Korean Society of Costume, v.66 no.1, 2016년, pp.13 - 27
서민정 (성균관대학교 의상학과) , 황선진 (성균관대학교 의상학과) , 여준상 (동국대학교 경영학과)
There are differences in preference according to the brand signal explicitness when selecting fashion luxury brand, and the purpose of this study is to verify the moderating effects of self-construal and implicit theory in relation to those preferences. This study divided the experiment design into ...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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명품의 정의는 무엇인가? | 명품(名品)이란 특정상표를 사용함에 의해 소유자가 위신을 얻게 되는 상품으로, 명품을 구매함으로써 소비자는 고가의 상품을 구입할 수 있는 준거집단에 속한다는 우월감을 얻고 부를 과시하기 위한 상품이라 정의되며(Grossman & Shapiro, 1988; Dubois & Duquesne, 1993), 명품의 특성은 희소성 및 차별성, 전통성, 고가격, 명성, 장인정신 등으로 나타난다(Nia & Zaikowshy, 2000; Choi, 2003). | |
브랜드 로고 명확성의 분류와 그에 따른 특징은 무엇인가? | 브랜드 로고 명확성이란 브랜드 로고가 얼마나 명확하게 표시되어 있는지에 대한 것으로 로고 명확성에 따라 간접적 표시 제품(subtle signal product)과 직접적 표시 제품(explicit signal product)으로 분류할 수 있다(Berger & Ward, 2010). 루이비통, 구찌, 버버리 등 직접적 표시 제품은 브랜드 로고가 두드러지게 새겨져 누구나 한눈에 알아 볼 수 있고 로고를 통해 올바르게 브랜드를 인식할 수 있다. 반면, 간접적 표시 제품은 브랜드 로고나 브랜드 명이 두드러지지 않아 일반 사람들이 잘못 인식하기 쉽다. 하지만, 보테가 베네타의 가죽을 엮어 만든 원단, 끌로에와 멀버리, 발렌시아가의 특유의 디자인처럼 특정한 버튼, 스티치 등과 같이 미묘한 디테일을 통해 자신이 속한 집단 내의 사람들 사이에서 올바르게 인식 될 수 있다. | |
소비자들이 명품브랜드를 선호하는 가장 핵심적인 이유는? | 한편 소비자들이 명품브랜드를 선호하는 가장 핵심적인 이유는 남들이 알아주기를 바라는 욕구와 남들과 구별되기를 바라는 욕구 때문이다(Chun & Lee, 2005; Berger & Ward, 2010). 이러한 욕구는 자아에 대한 해석을 하는 성향인 자아해석이라는 변수로 설명할 수 있으며, 더 나아가 자신의 속성 대한 신념을 설명하는 암묵적 이론 유형이라는 심리적 변수로 설명할 수 있을 것으로 예상된다. |
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