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초록
Many fashion designers are actively pursuing strategic alliances with other brands. The purpose of this study is to identify the differences in images between the original brands and the alliance brands made by fashion designers. This study also aims to review consumers' purchasing attitudes towards alliance brands products. Questionnaires were distributed to adults in their 20s and above, which were then collected. The research findings illuminated the differences in images between original brand products and the alliance brand products made by fashion designers. It was found that the fashion designer (A) brand mainly had luxurious, attractive and quality images,while its alliance brand mainly had practical and durable images. On the other hand, the fashion designer (B) brand mainly had quality and durable images, while its alliance brand mainly had luxurious, characteristic and attractive images. The fashion designer (Ga) brand mainly had characteristic,sophisticated and quality images, while its alliance brand mainly had trendy, attractive and practical images. The fashion designer (Na) brand mainly had trendy, characteristic and attractive images, while its alliance brand mainly had practical images.
키워드
- 제목
- 패션디자이너 브랜드 이미지와 제휴 브랜드 제품 구매태도에 관한 연구
- 제목 (타언어)
- Images of the Brands of Fashion Designers, and Purchasing Attitudes toward Products of Alliance Brands
- 저자
- 장미순; 최정원
- 발행일
- 2010-09
- 저널명
- 복식
- 권
- 60
- 호
- 8
- 페이지
- 38 ~ 50