삼분모형을 활용한 소비자의 패션 브랜드 태도유형에 관한 연구- Q 방법론 적용 -

Abstract

Brands are living things. It lives and works in the minds of consumers. This is why brands are central to business activities. However, there are not many data on this in practice. Therefore, the purpose of this study is to elucidate consumers’ brand attitudes and how they can be typified. This study is to examine how the brand works in their mind and attitudes can be categorized. Research question is set up for based on the Tripartite Model. How can consumers’brand attitudes be categorized? To measure the general attitudes towards brand, Q-methodology has been used because it is one of the best ways for measuring audience's basic and internal attitudes. For research, 30 Q-statements are developed and 144 P-samples are chosen. After the Q-methodology analysis, consumers attitudes towards brand have been categorized in three types. The eigen value for each type is 22.25 for Type 1, 9.53 for Type 2, and 4.75 for Type 3. The first type is <Brand Loyalist>, highly value the brand and apply loyal devotion to brand. The second type is <Brand Belittlers>, who are highly critical of brand and call for high ethical standards. The third type is <Brand Rationalist>, who favor brand and rationally apply it in their consumption. In conclusion, the three types of consumer attitudes towards fashion brand have been translated that the fundamental notional attitudes of the brand could be categorized in three ways.