다음과 같은 기능을 한번의 로그인으로 사용 할 수 있습니다.
NTIS 바로가기
한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.41 no.2, 2017년, pp.362 - 377
김태연 (고려대학교 생활과학연구소) , 이윤정 (고려대학교 사범대학 가정교육과)
AI-Helper
This study examined the relationship between country-of-brand-origin perception and brand equity elements among Korean and Chinese male consumers. It also examined if there were differences between the two national consumers in the effect of country-of-brand-origin on brand evaluation. We analyzed s...
| 핵심어 | 질문 | 논문에서 추출한 답변 |
|---|---|---|
| 국내 패션시장에서 한국 남성복 시장의 추세는 어떠한가? | 한국 남성복 시장의 국내 패션시장 내 비중은 2014년 기준으로 전년도 대비 3.2%에서 2.9%로 감소하였으며(Korea Research Institute for Fashion Industry, 2015), 극심한 경기 침체로 기존의 남성복 브랜드가 중단되거나 신규 브랜드의 런칭이 지속적으로 감소하는 추세에 있다. 삼성물산 패션부문은 21년차 남성복 브랜드 ‘엠비오’의 사업을 중단하기로 하였으며(Yoo, 2016), LF(구 LG패션)는 남성복 ‘일꼬르소’의 백화점 유통을 중단하고 자사 온라인 쇼핑몰로 판매채널을 전환한다고 보도되고 있다(Lim, 2016). | |
| 해외 브랜드 원산지의 패션브랜드를 선택한 한국과 중국 남성의 선택에 영향을 미치는 요소는 어떤 것들이 있고 차이점은 무엇인가? | 한편, 해외 브랜드 원산지의 패션브랜드를 선택하는 경우, 모든 경로에서 한국과 중국 남성 소비자의 차이가 유의한 것으로 나타났다. 본 연구에서는 한국 남성 소비자보다 중국 남성 소비자에게서 해외 브랜드 원산지에 대한 긍정적인 인식이 브랜드 인지와 이미지에 미치는 영향력이 더 큰 것으로 나타났고, 브랜드 인지가 브랜드 태도에 미치는 영향력도 더 큰 것으로 확인되었다. 즉, 중국 남성 소비자는 해외 브랜드임을 표출할 수 있는 해외 브랜드의 로고나 상징을 통한 브랜드의 구별력이브랜드에대한호의적태도를이끈다고할수있다.반면, 해외 브랜드 이미지가 브랜드 태도에 미치는 영향력은 한국 남성 소비자가 중국 남성 소비자보다 더 큰 것으로 밝혀져, 한국 남성 소비자는 해외 패션브랜드가독특한 디자인, 스타일 등을 바탕으로 국내 브랜드와 차별적인 이미지를 가진다고 생각하면 해당 브랜드에 대한 긍정적인 태도는 중국 소비자보다 크게 형성된다고 할 수 있다. | |
| 국내 패션브랜드가 중국을 비롯한 제3의 시장으로 판로를 개척하려는 이유는 무엇인가? | 현재 국내 패션브랜드는 유니클로, H&M과 같은 글로벌 SPA 브랜드 및 해외 명품 브랜드 등과 치열한 경쟁에 있으며, 유명 백화점 등 유통업체뿐 아니라 제조업체에서는 다양한 브랜드들을 한 매장에 모아놓은 편집매장(multi-brand store)을 개설하면서 국내 브랜드보다는 해외 수입 브랜드들을 중심으로 판매하고 있는 상황이다(Kim & Hwang, 2011). 이와 같이 국내 패션브랜드는 한국 내수 시장에서 점차 입지가 좁아지고 있어 중국을 비롯한 제3의 시장으로 판로를 개척하기 위해 노력 중이다. |
Aaker, D. A. (1991). Managing brand equity. New York, NY: Free Press.
Ahmed, S. A., & d'Astous, A. (2004). Perceptions of countries as producers of consumer goods: A T-shirt study in China. Journal of Fashion Marketing and Management: An International Journal, 8(2), 187-200. doi:10.1108/13612020410537889
Ahmed, Z. U., Zbib, I. J., Sikander, A., & Noujaim, R. G. (2012). Does country of brand origin (COBO) matter for the Lebanese consumers? EuroMed Journal of Business, 7(2), 108-128. doi:10.1108/14502191211245561
Ahn, K. H., Lee, J. E., & Jeon, J. E. (2009). The path model of brand attitude and brand attachment. The Korean Journal of Advertising, 20(5), 67-89.
Ahn, S. H. (2015, July 27). 더클래스 글로벌 해법 찾았다! [The class, found its global solution!]. Fashionbiz. Retrieved October 29, 2016, from http://www.fashionbiz.co.kr/TN/?cate2&recom2&idx149085
Brouthers, L. E., & Xu, K. (2002). Product stereotypes, strategy and performance satisfaction: The case of Chinese exporters. Journal of International Business Studies, 33(4), 657-677. doi:10.1057/palgrave.jibs.8491038
Carvalho, S. W., Samu, S., & Sivaramakrishnan, S. (2011). The effect of country-related brand associations and product attributes on attitude toward unfamiliar foreign brands: A schema congruity perspective. Journal of International Consumer Marketing, 23(2), 135-150. doi:10.1080/08961530.2011.543055
Chao, P. (1993). Partitioning country of origin effects: Consumer evaluations of a hybrid product. Journal of International Business Studies, 24(2), 291-306. doi:10.1057/palgrave.jibs.8490851
Choi, H. H. (2015, June 1). 가까이 하기엔 너무 먼 중국시장 [Too far to come close to Chinese market]. Fashion Insight. Retrieved August 19, 2015, from http://www.fi.co.kr/main/view.asp?SectionStrMarket&idx50891&NewsDate2015-06-01
Cui, G., & Liu, Q. (2000). Regional market segments of China: opportunities and barriers in a big emerging market. Jounal of Consumer Marketing, 17(1), 55-72. doi:10.1108/07363760010309546
Hamzaoui-Essoussi, L., Merunka, D., & Bartikowski, B. (2011). Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality. Journal of Business Research, 64(9), 973-978. doi:10.1016/j.jbusres.2010.11.020
Han, C. M. (1989). Country image: Halo or summary construct? Journal of Marketing Research, 26(2), 222-229. doi:10.2307/3172608
Hong, K., & Kim, C. (1997). Country-of-origin effects on imported clothing brands. The Journal of the Korean Society of Clothing and Textiles, 21(8), 1396-1405.
Hulland, J. S. (1999). The effects of country-of-brand and brand name on product evaluation and consideration: A crosscountry comparison. Journal of International Consumer Marketing, 11(1), 23-40. doi:10.1300/J046v11n01_03
Hwang, B. I., & Kim, B. (2002). Interaction effects between country-of-origin and product characteristics on purchasing intention. The Korean Journal of Advertising, 13(5), 201-221.
Jeon, K. S., & Min, S. G. (2011). A study on the market penetration of imported apparel and consumer attitude toward the country-of-origin. Journal of the Korean Society and Clothing and Textiles, 21(2), 357-367.
Jeong, I., & Xiao, S. (2008). Consumer attitude toward global brands: The perspective of Chinese consumers. International Business Review, 12(1), 1-28. doi:10.21739/IBR.2008.03.12.1.1
Jeong, I. G. (2010, November 17). 중국 패션시장, 한국 주류를 주목한다 [Chinese fashion market paying attention to Hallyu]. Fashion Insight. Retrieved February 22, 2015, http://www.fi.co.kr/mobile/view.asp?idx34247&mbchkend
Jung, M. S. (2011). Relationship among brand equity, product evaluation, and purchase intention in sportswear brands and origins. Journal of Sport and Leisure Studies, 44(1), 233-248.
Kaynak, E., & Cavusgil, S. T. (1983). Consumer attitudes towards products of foreign origin: Do they vary across product classes? International Journal of Advertising: The Review of Marketing Communications, 2(2), 147-157. doi:10.1080/02650487.1983.11104967
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. doi:10.2307/1252054
Kim, R. B., Choi, J. I., & Yoo, W. S. (2013). The effect of country of origin and brand image of luxury brand on consumers' brand evaluation. Journal of the Korea Management Engineers Society, 18(2), 145-170.
Kim, S. Y., & Hwang, J. S. (2011). The concept and evolutionary process of fashion multi-brand stores in Korean market. Journal of Korea Society of Design Trend, 31, 325-338.
Korea Fashion Association. (2016, May 16). 중국 시장 진출한 한국 패션 브랜드 현황 - 3 [The present state of Korean fashion brands entering into Chinese market - 3]. FashionNet Korea. Retrieved June 14, 2016, from http://www.fashionnetkorea.com/market/market_do_bizreport.asp?modeview&idx10134&user_pwd&gubunFASHION&board_cdMDREPORT&curpage1&searchWord중국+시장+진출한+한국+패션+브랜드+현황&menu_id&strOpt
Korea Federation of Textile Industries. (2005, November 14). 중국 6대 패션시장 조사보고서 [Research report on the 'big 6' Chinese fashion market]. Korea Federation of Textile Industries. Retrieved August 19, 2015, from http://www.kofoti.or.kr/OpBoard/View.asp?CodeTREND&Uid19
Korea Federation of Textile Industries. (2006, December 21). 중국 패션시장분석 조사보고서 (전문) [Research report on analysis of Chinese fashion market]. Korea Federation of Textile Industries. Retrieved August 19, 2015, from http://www.kofoti.or.kr/OpBoard/View.asp?CodeTREND&Uid280
Korea Research Institute for Fashion Industry. (2015, September 20). 2015 패션시장규모조사 Part 4. 국내 패션시장조사 [2015 Research on Korean domestic fashion market Part 4]. FashionNet Korea. Retrieved November 26, 2015, from http://pdf.fashionnetkorea.com/1140/04/part4/part4.swf
Koubaa, Y. (2008). Country of origin, brand image perception, and brand image structure. Asia Pacific Journal of Marketing and Logistics, 20(2), 139-155. doi:10.1108/13555850810864524
Lantz, G., & Loeb, S. (1996). Country of origin and ethnocentrism: An analysis of Canadian and American preference using social identity theory. Advances in Consumer Research, 23, 374-378.
Leclerc, F., Schmitt, B. H., & Dube, L. (1994). Foreign branding and its effects on product perceptions and attitudes. Journal of Marketing Research, 31(2), 263-270. doi:10.2307/3152198
Lee, C. Y. (2016, August 3). 중국 패션기업 '한국 브랜드와 협업 원해' [Chinese fashion companies 'hoping to collaborate with Korean brand']. Apparel News. Retrieved October14, 2016, from http://www.apparelnews.co.kr/2011/inews.php?tableinternet_news&queryview&uid62240
Lee, Y. G. (2015, May 8). 중국 소비자 반응으로 살펴본 한류 패션의류산업의 명과 암 [Light and shade of Korean apparel industry in the perspective of Chinese customers' reaction]. KOTRA. Retrieved August 19, 2015, from http://news.kotra.or.kr/user/globalBbs/kotranews/4/globalBbsDataView.do?setIdx243&dataIdx142409
Li, W. K., & Wyer Jr., R. S. (1994). The role of country of origin in product evaluations: Informational and standard-ofcomparison effects. Journal of Consumer Psychology, 3 (2), 187-212. doi:10.1016/S1057-7408(08)80004-6
Li, Z. G., Fu, S., & Murray, L. W. (1998). Country and product images: The perceptions of consumers in the people's Republic of China. Journal of International Consumer Marketing, 10(1-2), 115-139. doi:10.1300/J046v10n01_07
Li, Z. G., Murray, L. W., & Scott, D. (2000). Global sourcing, multiple country-of-origin facets, and consumer reactions. Journal of Business Research, 47(2), 121-133. doi:10.1016/S0148-2963(98)00061-7
Liefeld, J. P. (2004). Consumer knowledge and use of countryof-origin information at the point of purchase. Journal of Consumer Behaviour, 4(2), 85-87. doi:10.1002/cb.161
Lim, K., & O'Cass, A. (2001). Consumer brand classifications: an assessment of culture-of-origin versus country-of-origin. Journal of Product & Brand Management, 10(2), 120-136. doi:10.1108/10610420110388672
Lim, K. R. (2014, August 14). 올젠, 중국 1호 매장 절강성에 오픈 [Olzen, opening its first Chinese store in Zhejiang]. Apparel News. Retrieved October 14, 2016, from http://www.apparelnews.co.kr/daum/dview.php?iid51615
Lim, K. R. (2016, April 26). '일꼬르소' LF몰 PB로 재런칭['Il-Corso', relaunched as PB brand of LF mall]. Apparel News. Retrieved June 14, 2016, from http://www.apparelnews.co.kr/daum/dview.php?iid60905
Na, Y. K., & Oh, W. G. (2010). A study on fashion store attributes and brand equity according to lifestyle and brand type. Journal of the Korean Society of Fashion Design, 10(3), 97-114.
O'Cass, A., & Lim, K. (2002). Toward understanding the young consumer's brand associations and ethnocentrism in the lion's port. Psychology & Marketing, 19(9), 759-775. doi:10.1002/mar.10034
O'Cass, A., & Siahtiri, V. (2014). Are young adult Chinese status and fashion clothing brand conscious? Journal of Fashion Marketing and Management: An International Journal, 18(3), 284-300. doi:10.1108/JFMM-03-2012-0013
Park, I. H. (2016, July 5). 해외명품 실험장된 신세계百 강남점 [Shinsegae department store in Gangnam as a test center for global luxury brands]. Maeil Businsess News Korea. Retrieved October 29, 2016, from http://news.mk.co.kr/newsRead.php?no482338&year2016
Park, S. Y., Yu. S. D., & Na, W. B. (2009). A study on the influences of COO image on brand association knowledge in utilitarian and hedonic product - Focused on the moderating effect of consumers' ethnocentrism -. Korean Academic Society of Customer Relationship Management, 2(2), 21-40.
Phau, I., & Prendergast, G. (2000). Conceptualizing the country of origin of brand. Journal of Marketing Communications, 6(3), 159-170. doi:10.1080/13527260050118658
Roth, M. S., & Romeo, J. B. (1992). Matching product category and country image perceptions: A framework for managing country-of-origin effects. Journal of International Business Studies, 23(3), 477-497. doi:10.1057/palgrave.jibs.8490276
Schlevogt, K. A. (2000). The branding revolution in China. The China Business Review, 27(3), 52-57.
Sohn, H. S., Im, S., Shin, S. M., & Lee, J. H. (2003). A study on Chinese men's awareness and satisfaction on Korean apparel products. Journal of Fashion Business, 7(2), 97-106.
Son, Y. (2010). The Influence of brand origin and ethnocentrism on sponsorship attitude of global brand. Korean Academic Society of Customer Relationship Management, 3(1), 1-17.
Thakor, M. V., & Kohli, C. S. (1996). Brand origin: Conceptualization and review. Journal of Consumer Marketing, 13(3), 27-42. doi:10.1108/07363769610147929
Thakor, M. V., & Lavack, A. M. (2003). Effect of perceived brand origin associations on consumer perceptions of quality. Journal of Product & Brand Management, 12(6), 394-407. doi:10.1108/10610420310498821
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211. doi:10.1177/0092070300282002
Yoo, S. H. (2016, July 14). 21년차 남성복 엠비오 접는다 [21-year-old mens wear, MVIO'll be close.] Fashion Seoul. Retrieved October 16, 2016, from http://www.fashionseoul.com/?p118048
Yu, H. (1996). Influences of brand and country-of-origin on consumers' perception of apparel products. Journal of the Korean Society of Clothing and Textiles, 20(3), 538-549.
*원문 PDF 파일 및 링크정보가 존재하지 않을 경우 KISTI DDS 시스템에서 제공하는 원문복사서비스를 사용할 수 있습니다.
Free Access. 출판사/학술단체 등이 허락한 무료 공개 사이트를 통해 자유로운 이용이 가능한 논문
Copyright KISTI. All Rights Reserved.
※ AI-Helper는 부적절한 답변을 할 수 있습니다.