RISS 학술연구정보서비스

검색
다국어 입력

http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.

변환된 중국어를 복사하여 사용하시면 됩니다.

예시)
  • 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
  • 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
닫기
    인기검색어 순위 펼치기

    RISS 인기검색어

      KCI등재

      패션 브랜드의 광고 투자에 대한 남성 소비자의 인식과 브랜드 자산과의 관계 = Male Consumer’s Perceptions of Fashion Brands’ Advertising Investmentand Brand Equity

      한글로보기
      • 내보내기
      • 내책장담기
      • 공유하기
      • 오류접수

      부가정보

      다국어 초록 (Multilingual Abstract)

      This study examined the relationship between Korean male consumers’ perceptions of marketing promotion investment such as advertising expenditure and celebrity endorsement are the brand equity elements. It also compared if there were differences on this research model and two groups that selected Korean or foreign country-of-brand-origin in fashion product purchasing. Online survey responses from 414 Korean men in their 20s–30s were analyzed using confirmatory factor analysis (CFA) and structural equation modeling analysis (SEM). Perceptions of advertising expenditures were found to be positively related to brand association in only the group that selected Korean country-of-brand-origin. The results showed a non-significant effect of perceptions for advertising expenditures on perceived product quality in both groups that selected Korean or foreign country-of-brand-origin. The results indicated that celebrity endorsement had a significant effect on brand association for the two male consumer groups. The results also demonstrated that the relationship of celebrity endorsement and perceived quality was significant in only a group that selected Korean country-of-brand-origin. The results also revealed that the effect of brand association and perceived product quality on brand preference was significant in both male consumer groups. This study has useful managerial implications for enhancing the effectiveness of investment in advertising activities.
      번역하기

      This study examined the relationship between Korean male consumers’ perceptions of marketing promotion investment such as advertising expenditure and celebrity endorsement are the brand equity elements. It also compared if there were differences on ...

      This study examined the relationship between Korean male consumers’ perceptions of marketing promotion investment such as advertising expenditure and celebrity endorsement are the brand equity elements. It also compared if there were differences on this research model and two groups that selected Korean or foreign country-of-brand-origin in fashion product purchasing. Online survey responses from 414 Korean men in their 20s–30s were analyzed using confirmatory factor analysis (CFA) and structural equation modeling analysis (SEM). Perceptions of advertising expenditures were found to be positively related to brand association in only the group that selected Korean country-of-brand-origin. The results showed a non-significant effect of perceptions for advertising expenditures on perceived product quality in both groups that selected Korean or foreign country-of-brand-origin. The results indicated that celebrity endorsement had a significant effect on brand association for the two male consumer groups. The results also demonstrated that the relationship of celebrity endorsement and perceived quality was significant in only a group that selected Korean country-of-brand-origin. The results also revealed that the effect of brand association and perceived product quality on brand preference was significant in both male consumer groups. This study has useful managerial implications for enhancing the effectiveness of investment in advertising activities.

      더보기

      참고문헌 (Reference)

      1 이성호, "여행사의 브랜드 연상이 지각된 품질과 애호도에 미치는 영향에 관한 연구" 동북아관광학회 7 (7): 161-178, 2011

      2 이희준, "소비자의 광고매체 수용에 대한 탐색연구: 호의적 반응유발 요인을 중심으로" 한국광고PR실학회 10 (10): 244-270, 2017

      3 김문태, "브랜드자산에 대한 국가이미지 및 기업이미지의 영향에 연구 -중국시장에 진출한 글로벌 브랜드 및 중국 브랜드에 대한 비교를 중심으로-" 대한경영정보학회 30 (30): 187-209, 2011

      4 안광호, "브랜드 태도와 브랜드 애착 형성의 이중경로가 브랜드 충성도에 미치는 효과에 관한 연구" 한국광고학회 20 (20): 67-89, 2009

      5 김금주, "브랜드 연상의 정도와 소비자-브랜드 관계가 지각된 품질과 충성도에 미치는 영향에 관한 연구" 한국일러스아트학회 13 (13): 23-32, 2010

      6 홍종필, "매체 유형에 따른 소비자의 광고회피 양상과 광고회피 예측요인에 관한 연구" 한국광고학회 20 (20): 181-212, 2009

      7 윤승재, "마케팅 활동, 브랜드자산 및 고객자산 간의 관계 형성과 전략" 대한경영학회 19 (19): 1-24, 2006

      8 강경수, "광고와 가격촉진 사용량에 대한 소비자 지각이 브랜드 자산에 미치는 영향 -제품유형에 따른 차이를 중심으로-" 부산울산경남언론학회 16 (16): 3-35, 2012

      9 Hung, K., "Why celebrity sells : a dual entertainment path model of brand endorsement" 43 (43): 155-166, 2014

      10 McCracken, G., "Who is the celebrity endorser? cultural foundations of the endorsement process" 16 (16): 310-321, 1989

      1 이성호, "여행사의 브랜드 연상이 지각된 품질과 애호도에 미치는 영향에 관한 연구" 동북아관광학회 7 (7): 161-178, 2011

      2 이희준, "소비자의 광고매체 수용에 대한 탐색연구: 호의적 반응유발 요인을 중심으로" 한국광고PR실학회 10 (10): 244-270, 2017

      3 김문태, "브랜드자산에 대한 국가이미지 및 기업이미지의 영향에 연구 -중국시장에 진출한 글로벌 브랜드 및 중국 브랜드에 대한 비교를 중심으로-" 대한경영정보학회 30 (30): 187-209, 2011

      4 안광호, "브랜드 태도와 브랜드 애착 형성의 이중경로가 브랜드 충성도에 미치는 효과에 관한 연구" 한국광고학회 20 (20): 67-89, 2009

      5 김금주, "브랜드 연상의 정도와 소비자-브랜드 관계가 지각된 품질과 충성도에 미치는 영향에 관한 연구" 한국일러스아트학회 13 (13): 23-32, 2010

      6 홍종필, "매체 유형에 따른 소비자의 광고회피 양상과 광고회피 예측요인에 관한 연구" 한국광고학회 20 (20): 181-212, 2009

      7 윤승재, "마케팅 활동, 브랜드자산 및 고객자산 간의 관계 형성과 전략" 대한경영학회 19 (19): 1-24, 2006

      8 강경수, "광고와 가격촉진 사용량에 대한 소비자 지각이 브랜드 자산에 미치는 영향 -제품유형에 따른 차이를 중심으로-" 부산울산경남언론학회 16 (16): 3-35, 2012

      9 Hung, K., "Why celebrity sells : a dual entertainment path model of brand endorsement" 43 (43): 155-166, 2014

      10 McCracken, G., "Who is the celebrity endorser? cultural foundations of the endorsement process" 16 (16): 310-321, 1989

      11 Till, B. D., "Using celebrity endorsers effectively : Lessons from associative learning" 7 (7): 400-409, 1998

      12 Simon, C. J., "The measurement and deter-minants of brand equity : A financial approach" 12 (12): 28-52, 1993

      13 Mela, C. F., "The long-term impact of promotion and advertising on consumer brand choice" 34 (34): 248-261, 1997

      14 Ataman, M. B., "The long-term effect of marketing strategy on brand sales" 47 (47): 866-882, 2010

      15 Cho, H. O., "The impact of viewer responses to television commercials on brand equity" 13 (13): 173-197, 1998

      16 Villarejo-Ramos, Á. F., "The impact of marketing communication and price promotion on brand equity" 12 (12): 431-444, 2005

      17 Goldsmith, R. E., "The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands" 29 (29): 43-54, 2000

      18 "The highest sales after launching of ‘Project M’"

      19 "The hand painting session with Jean Touitou"

      20 Bawa, K., "The effects of a direct mail coupon on brand choice behavior" 24 (24): 370-376, 1987

      21 Ryu, J. M., "The effect of marketing mix elements on brand equity" 1 (1): 41-70, 2003

      22 Biswas, D., "The differential effects of celebrity and expert endorsements on consumer risk perceptions : The role of consumer knowledge, perceived congruency, and product technology orientation" 35 (35): 17-31, 2013

      23 "Samsung, holding an exclusive exhibition for Thom Browne"

      24 Park, S. J., "Research on effects of celebrity endorser credibility on travelagency’s brand credibility and purchase intention" Kyunghee University 2012

      25 Kirmani, A., "Money talks : Perceived advertising expense and expected produce quality" 16 (16): 344-353, 1989

      26 "Men as major shopper of luxury goods"

      27 Roth, M. S., "Matching product catgeory and country image perceptions : a framework for managing country-of-origin effects" 23 (23): 477-497, 1992

      28 Rashid, A., "Management perspectives on country of origin" 20 (20): 230-244, 2016

      29 "Luxury Fashion Brand, Strengthening Targeting Male Consumer of Millennial Generation"

      30 Korea Federation of Textile Industries, "Korea Fashion Market Trend 2018: 2017 Research Analysis & 2018 Market Forecasting" Korea Federation of Textile Industries 2018

      31 Korea Federation of Textile Industries, "Korea Fashion Market Trend 2017: 2016 Research Analysis & 2017 Market Forecasting" Korea Federation of Textile Industries 2017

      32 Steenkamp, J. B. E. M., "How perceived brand globalness creates brand value" 34 (34): 53-65, 2003

      33 "GD effect"

      34 Gil, R. B., "Family as a source of consumer-based brand equity" 16 (16): 188-199, 2007

      35 Buil, I., "Examining the role of advertising and sales promotions in brand equity creation" 66 (66): 115-122, 2013

      36 Sharma, R., "Effect of celebrity endorsements on dimensions of customer-based brand equity : Empirical evidence from Indian luxury market" 11 (11): 264-281, 2016

      37 Karasiewicz, G., "Effect of celebrity endorse-ment in advertising activities by product type" 44 (44): 74-91, 2014

      38 Alba, J. W., "Dimensions of consumer expertise" 13 (13): 411-454, 1987

      39 Braunstein, J. R., "Dimensions of athlete star power associated with Generation Y sports consumption" 6 (6): 242-267, 2005

      40 Tong, X., "Creating brand equity in the Chinese clothing market" 13 (13): 566-581, 2009

      41 Aichner, T., "Country-of-origin marketing : a list of typical strategies with examples" 21 (21): 81-93, 2014

      42 Witek-Hajduk, M. K., "Country of origin from a management perspective of emerging market companies" 55 (55): 1-18, 2019

      43 Zeithaml, V. A., "Consumer perceptions of price, quality, and value : A means-end model and synthesis of evidence" 52 (52): 2-22, 1998

      44 Dmitrovic, T., "Consumer behaviour induced by product nationality : The evolution of the field and its theoretical antecedents" 9 (9): 145-165, 2010

      45 Keller, K. L., "Conceptualizing, measuring, and managing customer-based equity" 57 (57): 1-22, 1993

      46 Till, B. D., "Classical conditioning and celebrity endorsers : An examination of belongingness and resistance to exitinction" 25 (25): 179-196, 2008

      47 Kamp, E., "Characteristics of portrayed emotions in commercials : when does what is shown in ads affect viewer?" 35 (35): 19-28, 1995

      48 Spry, A., "Celebrity endorsement, brand credibility and brand equity" 45 (45): 882-909, 2011

      49 Pradhan, D., "Celebrity endorsement : How celebrity-brand-user personality congruence affects brand attitude and purchase intention" 22 (22): 456-473, 2016

      50 Keller, K. L., "Brands and branding : research findings and future priorities" 25 (25): 740-759, 2006

      51 Dean, H. D., "Brand endorsement, popularity, and event spon-sorship as advertising cues affecting consumer pre-purchase attitudes" 28 (28): 1-12, 1999

      52 Cobb-Walgren, C. J., "Brand Equity, brand preference and purchase intent" 24 (24): 25-40, 1995

      53 김경훈, "Brand Equity and Purchase Intention in Fashion Products:A Cross-Cultural Study in Asia and Europe" 한국마케팅과학회 18 (18): 247-278, 2008

      54 Johansson, J. K., "Assessing the impact of country of origin on product evaluations : A new methodological perspective" 22 (22): 388-396, 1985

      55 Hung, K., "Assessing celebrity endorsement effects in China : A consumer-celebrity relational approach" 51 (51): 608-623, 2011

      56 Yoo, B. H., "An examination of selected marketing mix elements and brand equity" 28 (28): 195-211, 2000

      57 "All for you, success of marketing and distribution investment"

      58 "Ajae fashion?"

      59 "A.P.C., hosting BAM BAM party"

      60 "358 fashion license brands in the Korean retail industry"

      더보기

      분석정보

      View

      상세정보조회

      0

      Usage

      원문다운로드

      0

      대출신청

      0

      복사신청

      0

      EDDS신청

      0

      동일 주제 내 활용도 TOP

      더보기

      주제

      연도별 연구동향

      연도별 활용동향

      연관논문

      연구자 네트워크맵

      공동연구자 (7)

      유사연구자 (20) 활용도상위20명

      인용정보 인용지수 설명보기

      학술지 이력

      학술지 이력
      연월일 이력구분 이력상세 등재구분
      2026 평가예정 재인증평가 신청대상 (재인증)
      2020-01-01 평가 등재학술지 유지 (재인증) KCI등재
      2017-01-01 평가 등재학술지 유지 (계속평가) KCI등재
      2013-01-01 평가 등재학술지 유지 (등재유지) KCI등재
      2012-12-31 학회명변경 영문명 : The Korean Society For Clothing Industry -> The Society of Fashion and Textile Industry KCI등재
      2012-12-28 학술지명변경 외국어명 : Journal of the Korean Society of Clothing Industry -> Fashion & Textile Research Journal KCI등재
      2010-01-01 평가 등재학술지 유지 (등재유지) KCI등재
      2008-01-01 평가 등재학술지 유지 (등재유지) KCI등재
      2005-05-18 학술지명변경 한글명 : 한국의류산업학회 -> 한국의류산업학회지 KCI등재
      2005-01-01 평가 등재학술지 선정 (등재후보2차) KCI등재
      2004-01-01 평가 등재후보 1차 PASS (등재후보1차) KCI등재후보
      2002-07-01 평가 등재후보학술지 선정 (신규평가) KCI등재후보
      더보기

      학술지 인용정보

      학술지 인용정보
      기준연도 WOS-KCI 통합IF(2년) KCIF(2년) KCIF(3년)
      2016 0.63 0.63 0.66
      KCIF(4년) KCIF(5년) 중심성지수(3년) 즉시성지수
      0.7 0.69 0.817 0.15
      더보기

      이 자료와 함께 이용한 RISS 자료

      나만을 위한 추천자료

      해외이동버튼