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임숙자,박혜원 한국의류학회 2000 한국의류학회지 Vol.24 No.8
The purpose of this study was to find out the effects of the accord between consumer's benefit factors and attribute factors of brand image on brand attitude. This study was based on Keller s conceptualizing model of brand image. The subjects were 605 working women in their twenties living in Seoul, Korea. The data were analyzed by Euclidian distance model, ANOVA of repeated measures, regression, F-test by Extra Sum of Squares Principle . The results were as follows. 1. There were significant differences among the brands and among the segmented groups in the accord between benefit factors and attribute factors of brand image and in the brand preference. Moreover there were significant interactions between the brands and the segmented groups in the accord between benefit factors and attribute factors of brand image and in the brand preference. 2. There were significant effects of the accord between benefit factors and attribute factors of brand image on brand attitude. 3. There were significantly different effects of the accord between benefit factors and attribute factors of brand image on brand attitude among the segmented groups.
수입색조화장품 상표(輸入色調化粧品 商標)이미지 속성(屬性)에 따른 포지셔닝에 관(觀)한 연구(硏究) -유행관여(流行關與)를 중심(中心)으로-
김예희 ( Ye Hee Kim ),구자명 ( Ja Myung Kuh ) 한국패션비즈니스학회 2003 패션 비즈니스 Vol.7 No.4
The main purpose of this study was to investigate the difference of perceptional degree of imported make-up cosmetics brand and importance of brand image attributes, and the evaluation of brand image attributes of imported make-up cosmetics according to fashion involvement and to provide positioning the imported make-up cosmetics brands according to brand image attributes. Survey was conducted to 301 people from age 20 to 30 year female woman who is leaving in Seoul and Kyunggee·Inchon using convenience editing. Material analyzing was done using t-test, factor analysis, cluster analysis, multidimensional scaling. The results were as follows. 1. The perceptional degree of brand and the importance brand image attributes showed significant difference according to fashion involvement. 2. The evaluation of brand image attributes of imported make-up cosmetics were different between high involvement group and low involvement group. 3. As a result of multidimensional scaling, the imported make-up cosmetics brands were positioned different according to brand image attributes between high involvement group and low involvement group.