마케팅 믹스 요소가 의류 브랜드 자산 형성에 미치는 영향
The Effect of Marketing Mix on the Formation of Fashion Brand Equity
1
조회
0
다운로드
15
인용
0
참고문헌
키워드
초록
Abstract
Recently the issue of brand equity has emerged as one of the most critical areas for fashion marketing management. Despite strong interest in the subject, there is little evidence of how brand equity is created by marketing mix elements and what their effects are. This study explores the influences of marketing mix elements on the brand equity of apparel products. Based on a literature review, a conceptual model for the quality, design, price, advertisements, and brand leadership on consumer's view on brand equity through brand identification and brand values was formulated and tested. For comparative purposes, two basic casual brands are tested, one is Polo and the other is Giodano. The subjects were Korean 350 college women living in Seoul and Daejeon. Results showed that brand equity of casual brand is affected by quality, brand leadership, design, price, advertisements. Therefore marketers should develop the core element to position its brand strategy to create competitive advantages.
참고문헌 (33)
- "브랜드 자산 강화 요인의 영향성에 관한 연구", 5권 (2000)
- "소비자의 평가에 기초한 의류상표자산", 23권 8호 (1999)
- "브랜드 자산 측정에 대한 실증 연구 및 광고가 브랜드 자산 구축에 미치는 영향분석", 10권 1호 (1999)
- "캐쥬얼 브랜드 자산의 측정에 관한 연구", 26권 11호 (2002)
- "의류브랜드의 소비자 가치구조를 이용한 광고전략개발 수단 목적 사슬이론을 중심으로", (6-1) (2004)
- "의복품질의 개념구조와 평가경로" (1997)
- "브랜드 퍼스낼리티-브랜드 동일시-브랜드 자산"", 17권 3호 (2002)
- "소비자의 물질주의 특성과 상품의 가격 구매시점 광고가 구매행동에 미치는 영향-진의류 할인 판매를 중심으로", 13권 6호 (2000)
- "신화를 만드는 브랜드 브랜드를 만드는 신화" (2003), 커뮤니케이션 북스
- "디자인과 브랜드 그리고 경쟁력" (2003), 웅진북스
- "의복착용 시 경험하는 감정의 유형" (1994)
- "브랜드 개성과 브랜드연상이 의류브랜드 자산 형성에 미치는 영향", 23권 1호 (2003)
- "Managing brand equity" (1991), The Free Press
- "Consumer perception of apparel quality over time-An exploratory Study" (1995)
- "Committee on Definitions" (1960)
- "Journal of Academy of Marketing Science Vol" (2000)
- "Affect and Cognition in Appearance Management Social Science Aspects of Dress", ITAA Inc
- "Journal of Advertising Vol" (1995)
- "The Capabilities of Market- Driven Organizations Journal of Marketing Vol" (1994)
- "The Effects of Advertising on Brand Switching and Repeat Purchasing Journal of Marketing Research" (1994)
- "Impulse buying behavior of apparel purchasers" (1991)
- "Journal of Consumer Studies and Home Economics Vol" (1988)
- "A guide to the program and application" (1988), SPSS Inc
- "Journal of Marketing Vol" (1993)
- "Journal of Consumer Research Vol" (1989)
- "Varieties of Brand Memory Induced by Advertising Advertising's Role in Building Strong Brands" (1993), Publishers New Jersey
- "Journal of Consumer Marketing Vol", (v) (1995)
- "컨조인트 분석을 이용한 상표자산의 측정에 관한 연구" (1996)
- "Basic Marketing: A Managerial Approach. 13th ed. Homewood," (1999)
- "Reflections on the role of affect in consumer behavior The role of affect in consumer behavior" (1986), Lexington Lexington Books
- "A Breakthrough That Reveals Why Most Promotions Cost 7 times as much as Advertising in It Works! How Investment Spending in Advertising Pays Off American Association of Advertising Agencies"
- "The effects of Brand associations on consumer response Journal of Consumer Marketing Vol" (2001)
- "The measurements and determinants of brand equity" (1993)