의류제품의 상표관계 경로모형 연구(제1보)
Brand Relationship Formation Process of Apparel Products(Part I)
Brand relationship, which refers to the bond between brands and consumers, plays an important role in marketing due to its positive or negative effects on consumer behavior. The goals of this research were 1) to identify the types of brand relationships between young female consumers and apparel brands, and 2) to examine the influence of brand relationships over consumers'favorable attitudes and strong attachment (durability) to the brands. For the purpose of this study, ten casual wear brands, which are highly perceived by and popular with high school and university female students, were chosen by a preliminary inquiry. And then focused group interviews were performed to develop a questionnaire. The main examination was performed from August 20 to September 12, 2000, using five types of surveys each of which contained two brands. SPSS 8.0 was used for factor analysis and recession analysis. Four types of brand relationships were categorized based on the results of factor analysis: self-devotion, intimacy, rejection and trust. Each factor showed significant influence on both positive altitude and durability.
Instrumentalism and Expressiveness and Predictions of Heterosexual Relationship Satisfaction ,
Sex-Roles / v.26,pp.149-159,
의복구매시 상표충성도에 관한 연구 ,
서울대학교 대학원 석사학위논문 / v.,pp.,
의류제품에 대한 상표충성의 차원과 모델 ,
연세대학교 대학원 박사학위논문 / v.,pp.,
Peplau,L.A.;Harold H. Kelley(ed.) ,
The Description of Roles in Close Relationships in Close Relationships / v.,pp.222-234,
고등학생의 상표충성차원에 의한 진의류 시장세분화 연구 ,
한국의류학회지 / v.21,pp.782-794,
Observations: building brand equity by managing the brand's relationships ,
Journal of Advertising Research / v.,pp.79-83,
Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships ,
Fournier,S.;Yao J.L. ,
International Journal of Research in Marketing / v.14,pp.451-472,
A Multidimensional Conceptualization of Consumer Brand Relationships: The Differential Impact of Relationship Dimensions on Evaluative Relationship Outcomes ,
Ph.D.dissertation, University of Colorado / v.,pp.,
Consumers and their brands: developing relationships theory in consumer research ,
Journal of Consumer Research / v.24,pp.343-373,
2000~2001패션 브랜드 연감 / v.,pp.,
- Instrumentalism and Expressiveness and Predictions of Heterosexual Relationship Satisfaction , Siavelis,R.L.;Leanne,K.L. , Sex-Roles / v.26,pp.149-159,
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