Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Difference of Goods Attribute, Brand Awareness by Fashion Brand Type

패션브랜드 유형에 따른 상품속성, 브랜드 인지의 차이

  • Yoo, Tai-Soon (Dept. of Textile & Clothing, Catholic University of Daegu) ;
  • Shin, Won-Hye (Dept. of Fashion Marketing, Korea Polytechnic Textile & Fashion College)
  • 유태순 (대구가톨릭대학교 패션산업학과) ;
  • 신원혜 (한국폴리텍 섬유패션대학 패션마케팅과)
  • Received : 2006.04.04
  • Published : 2006.12.31
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Abstract

The purpose of this study is to identify the differences among goods attribute and brand awareness on fashion brand type. we were intended to suggest characteristics of each consumer group by identifying the differences of consumers' purchasing activities. 672 of consumers by brand who frequently purchase casual brand were chosen for the analysis according to common brand classification of national brand, private brand and no brand. For the purpose of data analysis, we performed factorial analysis of measuring tools and credibility test. Concerning the differences of goods attribute, brand awareness by brand type, MANOVA, ANOVA was employed, complimented with Sheffe-test as a post hoc test in case of occurrence of any differences by group. The findings from the analysis are described in the following. Regarding goods attribute by fashion brand type, there existed a significant difference between brand types in all the sub factors of goods attribute such as product attribute, shop attribute, and price attribute. Especially, the difference of product attribute is much more significant in the areas of material suitableness, product assortment, aesthetic expression, size & quality, clothing maintenance, and clothing comfortableness. In case of shop attribute, there was a significant difference between groups in all the factors such as shop environment, convenience of shopping, sales promotion, service quality of sales clerk, location, and shop reputation. Concerning price attribute, we found a significant difference between groups in the factors of price value, price reasonableness, price information, and economical efficiency of price. As for the difference of brand awareness by brand type, among other factors, brand value had a difference between groups; that is, private brand was found to obtain the highest brand value awareness.

Keywords

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