[논문]패션 브랜드의 브랜드 이미지 측정 도구 개발 -속성 상징성을 중심으로-

심수인; 이유리

doi:10.5850/jksct.2017.41.6.977

패션 브랜드의 브랜드 이미지 측정 도구 개발 -속성 상징성을 중심으로-
Developing a Scale to Measure Brand Image Attributes of Fashion Brands -Focused on Attribute Symbolism- 원문보기

한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.41 no.6, 2017년, pp.977 - 993

Abstract ▼ AI-Helper

In this study, we develop a scale to measure brand image attributes related to the symbolic use of fashion brands, and then, test the validity and reliability of the scale. In Study 1, a comprehensive literature review was conducted to generate the initial set of measurement items. Nominal Group Technique was subsequently conducted to refine the measurement items in a qualitative way. In Study 2, an expert survey was performed to further refine the measurement items in a quantitative way. In Study 3, a consumer survey was performed to determine the final set of measurement items and validate it. The scale of brand attribute symbolism consists of 21 items with six factors (i.e., Strength, Intellect, Cheerfulness, Traditional Femininity, Nature, and Affordability). The six-factor, 21-item scale is found valid and reliable. Implications, limitations of this study, and suggestions for future research are also discussed.

주제어

질의응답

핵심어	질문	논문에서 추출한 답변
	업계에서 브랜드 이미지를 활용한 마케팅 전략 개발을 강조해 온 이유는 무엇인가?	, 2015; Keller, 1993, 2010). 브랜드 이미지는 특정 브랜드를 경쟁 브랜드와 차별화시킬 수 있으며, 소비자 선호를 높이고 이용을 촉진할 수 있다(Islam & Rahman, 2016; Sasmita & Mohd Suki, 2015). 따라서 업계에서는 브랜드 이미지를 활용한 마케팅 전략 개발을 강조해왔으며, 학계에서는 브랜드 이미지의 정확한 측정을 위하여 척도 개발 연구가 활발히 진행되었다(Ch-ang & Chieng, 2006; Esch et al.
	브랜드 이미지란 무엇인가?	브랜드 이미지(brand image)는 어떤 브랜드에 대한 인식이자 소비자의 마음 속에 떠오르는 다양한 연상의 총체를 의미하며, 마케팅 분야에서 중요한 개념으로 꼽힌다(Cho et al., 2015; Keller, 1993, 2010).
	연구의 주제와 맥락에 맞게 브랜드 이미지 척도를 선택하는 것이 타당한 이유는 무엇인가?	브랜드 이미지는 구체적인 제품군이 무엇인지에 따라 달라질 수 있으므로 연구의 주제와 맥락에 맞게 브랜드 이미지 척도를 선택하는 것이 타당하다(Cretu & Brodie, 2007). 식품 브랜드를 대상으로 개발된 브랜드 이미지 척도를 식품 브랜드에 적용하는 것은 문제가 없으나, 상이한 브랜드 연상구조를 가질법한 패션 브랜드에 적용한다면 제대로 브랜드 이미지가 측정되는지 확신하기 어렵다.

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동의어: Packet Collision Rate

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