인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
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커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
The aim of this study was to identify the components of customer-based fashion brand equity which was built from customers' perception to equity.As a method, both literature review and empirical research were made. This study performed in three stages from May to November in 2001. In the exploratory step, focus-group interview was conducted 5 times for gathering responses related to fashion brand equity, and free association test of 17 respondents was additionally conducted. In pilot study, 40 university students were surveyed and the data were analyzed in order to identify the components of fashion brand equity and to develop questionnaire. In the main research, 905 university students evaluated fashion brand equity in order to analyze the components of fashion brand equity in customers' perception. Statistical analyses were performed with SAS program using factor analysis, cronbach'α, frequency, and mean.The results of this study was as follows. First, fashion brand equity was defined in terms of four components; customer-brand resonance, brand imagery/customer feeling, brand performance/customer judgment and brand awareness. Second, fashion brand equity was multi-dimensional brand attitude, which could be measured by 29 variables that were different from uni-dimensional evaluation of previous studies.
#brand awareness(브랜드 인식) brand imagery(브랜드 이미지)
#brand awareness(브랜드 인식) brand imagery(브랜드 이미지)
#brand performance(브랜드 성능)
#brand performance(브랜드 성능)
#customer feeling(고객감정)
#customer feeling(고객감정)
#customer judgment(고객판단)
#customer judgment(고객판단)
#customer-brand resonance(고객-브랜드 공명)
#customer-brand resonance(고객-브랜드 공명)
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