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서문숙;김건수;박재옥;이규혜 한양대학교 2007 韓國 生活 科學 硏究 Vol.27 No.1
Many recent research reported that men, different from the past, want to represent their individualities through clothing and become important shoppers. The market for men is gradually extended. In this study, a well known relationship between clothing values and brand orientation were tested for male consumers. Data from 334 adult male consumers living in a metropolitan area were collected and analyzed. Results indicated that male consumers with various demographic characteristics such as age, marital status, income, and clothing expense showed different level of clothing values. Regression analysis results indicated that among hedonic clothing value factors, confidence in clothing and fashion orientation had significant influence on brand loyalty. Among utilitarian factors symbolic values expressed through clothing had a strong influence on brand loyalty of male consumers.