캐주얼 한복 브랜드의 온라인 커뮤니케이션 -의도된 이미지와 지각된 이미지의 일치성Casual Hanbok Brand Online Communication
- Other Titles
- Casual Hanbok Brand Online Communication
- Authors
- 선준호; 이규혜
- Issue Date
- Oct-2022
- Publisher
- Korean Society of Clothing and Textiles
- Keywords
- Brand communication; Brand image; Casual hanbok brand; Quadratic assignment procedure (qap) correlation analysis; Semantic network analysis; 캐주얼 한복 브랜드; 브랜드 이미지; 브랜드 커뮤니케이션; 의미연결망 분석; QAP 상관관계 분석
- Citation
- Journal of the Korean Society of Clothing and Textiles, v.46, no.5, pp.772 - 788
- Indexed
- SCOPUS
KCI
- Journal Title
- Journal of the Korean Society of Clothing and Textiles
- Volume
- 46
- Number
- 5
- Start Page
- 772
- End Page
- 788
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/182232
- DOI
- 10.5850/JKSCT.2022.46.5.772
- ISSN
- 1225-1151
- Abstract
- This study investigates whether the image of the casual Hanbok brand is being communicated to consumers successfully. We conducted a semantic network analysis to identify ways of revitalizing communication between casual Hanbok brands and consumers; in addition, we quantitatively evaluated the effectiveness of communication marketing through Quadratic Assignment Procedure (QAP) analysis. Unstructured data from 2014-2021 were collected through portal sites and then refined and networked. Our analysis showed that casual Hanbok brands generally target younger people and that different brands employ similar methods to promote and popularize the casual Hanbok style. Consumers tended to recognize and show interest in casual Hanbok, suggesting the potential to expand the market to Blue Ocean. However, some of our findings revealed the potential factors of style coordination risk and prejudice against existing Hanbok, which could potentially hinder casual Hanbok's uptake and adoption. We conclude that increasing the demand for casual Hanbok depends not only on delivering an accurate brand image to consumers but also on balancing fashion with traditional images when planning products and providing styling information.
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