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NTIS 바로가기패션비즈니스 = Fashion business, v.21 no.1, 2017년, pp.1 - 11
송해오름 (성균관대학교 의상학과) , 황선진 (성균관대학교 의상학과)
This study investigated the effect of brand history, congruity between country of origin and conspicuous consumption of fashion brand, based on the evaluation of customers. The factorial design was constructed as a 3-way mixed design: 2(brand history: presented vs not presented) 주제어
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핵심어 | 질문 | 논문에서 추출한 답변 |
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브랜드의 역사성을 강조한 헤리티지 마케팅의 활용도가 왜 높아지고 있는가? | 특히 세계경제의 불확실성속에서 소비자들은 가치소비를 중시하기 때문에 오래된 역사와 전통을 가진 패션명품 브랜드를 선호하거나 빠르게 변화하는 패션 트렌드를 반영한 패스트 패션 소비로 양극화 되고 있다(Wuestefeld, Hennigs, Schmidt, & Wiedmann, 2012). 이중에서도 브랜드의 역사성을 강조한 헤리티지 마케팅은 브랜드에 대한 신뢰를 높이고 브랜드 차별화에 도움을 주기 때문에 (Aaker, 2004), 패션시장에서도 브랜드의 역사와 전통을 강조한 헤리티지 마케팅의 활용도가 높아지고 있다. | |
세계화와 정보화의 급속한 진전으로 국내외 패션 브랜드들의 경쟁은 어떻게 되었는가? | 세계화와 정보화의 급속한 진전으로 패션 시장을 선점하기 위한 국내외 패션 브랜드들 간의 경쟁이 심화되고 있다. 특히 세계경제의 불확실성속에서 소비자들은 가치소비를 중시하기 때문에 오래된 역사와 전통을 가진 패션명품 브랜드를 선호하거나 빠르게 변화하는 패션 트렌드를 반영한 패스트 패션 소비로 양극화 되고 있다(Wuestefeld, Hennigs, Schmidt, & Wiedmann, 2012). | |
명품 브랜드들이 개발도상국에 아웃소싱으로 생산을 의뢰하는 것은 무엇을 보여주는가? | Kim, 2015). 즉, 명품도 반드시 브랜드를 시작한 나라와 생산국이 일치하지 않는 경우가 증가하여 모든 패션명품이 원조국의 특별한 제작 기술로 생산되지 않고 있음을 보여준다. |
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