다중원산지와 가격정보가 청바지 상표태도와 제품평가에 미치는 영향

Abstract

As imported fashion products are increasing in the marketplace, country of origin information becomes a powerful product cue that can be used to gain competitive advantages of fashion brands. This study assessed the impact of multiple country of origin information(origin of brand and origin of production) on attitude toward the brand and product evaluation. Especially, the influence product price level was also examined. Jean was used as product stimuli and students were respondents for the empirical study. Results of this study affirmed the importance of country of brand origin and price information in brand attitude formation and product evaluation. Country of brand origin information and interaction effects of brand origin-price were significant for brand attitude formation. Country of brand origin and price information had significant influence on evaluation of Jean products.