Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지

Vanity, Self-Consciousness and Brand Consciousness

허영심, 자기의식과 브랜드 의식에 관한 연구

  • Lee, Seung-Hee (Ewha Womans University, Dept. of Clothing & Textiles)
  • 이승희 (이화여자대학교 의류학과)
  • Received : 2010.04.07
  • Accepted : 2010.05.24
  • Published : 2010.12.30
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Abstract

The purposes of this study were to examine the relationship among vanity, selfconsciousness, and brand consciousness. The subjects used for this study were three hundred and eighty-four female college students who live at Seoul and its suburb. For data analysis, descriptive statistics, Cronbach's alpha, Pearson's correlations, and t-test were used. All instruments which were used for this study showed over 0.85 for Cronbach's alpha values. As the results, first, there were significant correlation relationships among vanity, self-consciousness, and brand consciousness in female college students. Second, there were significant differences between high self-consciousness group and low selfconsciousness group on vanity and two vanity variables such as physical view vanity and physical concern vanity. High self-consciousness group had higher scores on total vanity as expected. Also high self-consciousness group had higher scores on physical view vanity and physical concern vanity than low self-consciousness group. Finally, there were significant differences between high self-consciousness group and low self- consciousness group on brand consciousness. That is, compared to low self-c onsciousness group, high self-consciousness group showed higher brand consciousness significantly. Based on these results of this study, fashion brand management marketing strategies such as consumer-brand relationship marketing would be provided to fashion marketers or fashion retailers.

Keywords

References

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