자기감시성, 선발브랜드의 인지도, 광고모델 유형이 미투 브랜드의 품질지각에 미치는 영향
- Authors
- 정승연[정승연]; 황선진[황선진]
- Issue Date
- 2015
- Publisher
- 한국복식학회
- Keywords
- me-too brand(미투브랜드); outdoor brand(아웃도어브랜드); quality perception(품질지각); self-monitoring(자기감시성); types of endorser(광고모델유형)
- Citation
- 복식, v.65, no.8, pp.22 - 34
- Indexed
- KCI
- Journal Title
- 복식
- Volume
- 65
- Number
- 8
- Start Page
- 22
- End Page
- 34
- URI
- https://scholarworks.bwise.kr/skku/handle/2021.sw.skku/46842
- ISSN
- 1229-6880
- Abstract
- This study was intended to investigate the influences of consumer's self-monitoring, pioneer brand awareness, types of endorsers on quality perception of "me-too" brands with a focus on outdoor brands. The design of this research was comprised of 2 types of self-monitoring(high vs. low), 2 types of pioneer brand awareness(high vs. low), 2 types of endorsers(professional expert vs. typical consumer). The study was carried out by using samples from residents of Seoul and Gyeonggi area. The number of subjects used in the final analysis totaled 243, with age of the consumers ranging grom 20's to 50's. The results of this study were as follows. Self-monitoring, pioneer brand awareness and types of endorsers had shown a statistically significant correlation effect on the quality perception of me-too brands. Especially, in the high-level self-monitoring group, the effect of pioneer brand awareness on quality perception of me-too brand was significant when typical consumer model was given. The result presents that using a professional expert model in the market rather than a typical consumer model can offset the quality perception of pioneer brand with low awareness.
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Collections - Art > Department of Fashion Design > 1. Journal Articles
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