Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Study on the Brand Personality according to G Sensibility - Centered on the Casual Brand of Levi's -

G감성에 따른 브랜드 퍼스낼리티에 관한 연구 -리바이스를 중심으로-

  • Oh, Hee-Sun (Depr. of Design, Pukcyong National University)
  • Received : 2004.05.14
  • Published : 2004.10.31
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Abstract

This is a study which evaluates the brand personality on casual brands according to the sensibilities of consumers. Focus is placed on classifying the sensibilities of consumers through G sensibilities developed by the Fuji Research Institute in Japan, and then on investigating brand personality of casual wear, Levi's in particular. The subjects are 187 male and female college students living in the Busan area. Data were, using SPSS 10. 0 for Window, statistically analyzed by frequency and factor analysis for VARIMAX, Cronbach's coefficient, and ANOVA. The results of data analysis are as follow; First, in the distribution of G sensibility type, the majority of the respondents have G3(whimsical) type, and then followed by G1(my pace) type, G4(active) type, G2 type(active) type and then G5(sensualist) type. Second, as a result of brand personality evaluation on the casual brands, it has been represented by the following 5 factors; passion, competence, honesty, sophistication, and sentiment. Third, the brand personalities according to G sensibilities showed significant differences among respondents; G5 type(sensualist) especially showed the highest brand personality in the passion and sentiment factors, which are distinctive in the brand personality of Levi's. Consumers of G1 type, G2 type, G3 type, and G4 type showed high brand personality in the competence and honesty factors. The evaluation of brand personality, case study for products development and application, and application of the results need to be continued for follow-up study.

Keywords

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