JOURNAL BROWSE
Search
Advanced SearchSearch Tips
Effects of fashion product image preference on brand image importance and advertising factor evaluation of working women
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
 Title & Authors
Effects of fashion product image preference on brand image importance and advertising factor evaluation of working women
Lee, Hyun-Jung; Lee, Kyu-Hye;
  PDF(new window)
 Abstract
The fashion product image preference changes depending on one`s lifestyle and personal inclination. Women want to show the fashion product image preference, often through their clothing and makeup choices. Brand image includes those elements related to the brand. Advertising is the primary method for introducing brands. This study was conducted to investigate the effects of fashion product image preference on emphasis of brand image and advertising factor evaluation targeting working women in their 20s and 30s. The fashion product image preference was s sophisticated image. Preference for a sophisticated image has a significant effect on emphasis of brand image when selecting fashion products. Emphasis of brand image has a notable effect on the brand direct advertising factor evaluation. Fashion product image preference has a significant effect on both brand`s direct and indirect advertising factor evaluation. When selecting a fashion product (clothing and cosmetics), brand image importance was found to have a positive effect on a brand`s direct advertising factor evaluation. Therefore, fashion companies should take advantage of their brand logo. Companies should also pay attention to clothing and product containers used in advertising to show the brand. In addition, every company should create an advertising image that represents their overall brand, by using a combination of detailed advertising factor evaluation.
 Keywords
preference image;brand image;advertising expressive factor;
 Language
Korean
 Cited by
 References
1.
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. doi:10.2307/3151897 crossref(new window)

2.
Ahn, C. Y. (2014). Influences of pre-preference of advertising model and personality congruity on brand attitudes. Journal of Communication Design, 49, 160-167.

3.
An, S.-J., & Kuh, J.-M. (2004). A study on the model images and makeup characteristics represented in the advertisements of imported cosmetics brands. The Korean Society of Beauty and Art, 5(2), 267-284.

4.
Ansari, A., & Riasi, A. (2016). An Investigation of Factors Affecting Brand Advertising Success and Effectiveness. International Business Research, 9(4), 20. doi:10.5539/ibr.v9n4p20 crossref(new window)

5.
Cho, E., Fiore, A. M., & Russell, D. W. (2015). Validation of a fashion brand image scale capturing cognitive, sensory, and affective associations: Testing its role in an extended brand equity model. Psychology & Marketing, 32(1), 28-48. doi:10.1002/mar.20762 crossref(new window)

6.
Choi, S. M., Kim, I., & Hwang, S. J. (2014). A study on the effects of commercial model in functional outdoor brand. A Journal of Brand Design Association of Korea, 12(4), 63-78.

7.
Dolich, I. J. (1969). Congruence relationships between self images and product brands. Journal of Marketing Research, 6(1), 80-84. doi:10.2307/3150001 crossref(new window)

8.
Hong, J.-P., & Choi, S.-H. (2006). Analysis of fashion advertising expression types according to brand concepts: Centering around Gucci and Burberry. Journal of Human Science, 26(1), 25-43.

9.
Jang, N. S., & Kim, S. B. (2007). The influence of brand mark types on brand image and brand preference. Journal of Digital Design, 7(3), 57-66. crossref(new window)

10.
Jeon, Y. J. (2000). Content analysis on the print ads of the fashion goods. Journal of the Natural Science, 19, 75-82.

11.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. doi:10.2307/1252054 crossref(new window)

12.
Kim, H.-Y., Hahn, S.-W., Hong, Y.-J., & Kim, Y.-I. (2014). Fashion image classification of senior women based on the fashion style, preference color, and self-image. Journal of the Korean Society of Costume, 64(3), 142-154. doi:10.7233/jksc.2014.64.3.142 crossref(new window)

13.
Kim, K. H. (2009). Men's purchase pattern of fashion products according to their pursued self-image and fashion life style. Unpublished doctoral dissertation, Kyunghee University, Seoul.

14.
Kotler, P., & Armstrong, G. (2012). Principles of marketing (14th Global ed.). London: Pearson Higher Education.

15.
Kwon, H. K., & Kim, M. Y. (2013). A study on the brand image that appeared in the national young casual brand advertisement. Journal of the Korean Society of Costume, 63(4), 143-157. doi:10.7233/jksc.2013.63.4.143 crossref(new window)

16.
Lee, H. J., & Kim, M. Y. (2006). Make-up preference image differences depending on clothing preference image group. Journal of the Korean Society of Clothing and Textiles, 30(4), 655-661.

17.
Lee, H-.J., Lee, J.-Y., & Lee, K.-H. (2013, October). Brand image and evaluation factors of fashion product advertisement. Poster session presented at the International Textile and Apparel Association (ITAA) 2013 Annual Conference, New Orleans, LA. Abstract retrieved from http://cdm16001.contentdm.oclc.org/cdm/compoundobject/collection/p16001coll5/id/16969/rec/155

18.
Lee, J.-M., & Lee, S.-J. (2002). The study regarding involvement of fashion consumers and clothing advertising effect process. Journal of the Korean Society of Costume, 52(3), 99-109.

19.
Lee, S.-H. (2005). Congruence between brand image and advertisement model on fashion advertisement effect. Journal of Fashion Business, 9(4), 161-169.

20.
Lee, S.-H., Chang, Y.-K., & Park, S. K. (2008). A study on advertising expressive factors of fashion products on brand equity: Focused on mediate role of brand personality. Journal of the Korean Society of Clothing and Textiles, 32(11), 1659-1668. crossref(new window)

21.
Mehta, A. (1999). Using self-concept to assess advertising effectiveness. Journal of Advertising Research, 39(1), 81-89.

22.
Park, E. Y. (2004). The effect of the congruence between advertising image and self-image on consumer attitude. Unpublished master's thesis, Hankuk University of Foreign Studies, Seoul.

23.
Rha, S.-I. (1998). A study on signification of components in fashion advertising. The Research Journal of the Costume Culture, 6(2), 355-368.

24.
Reynolds, T. J., & Gutman, J. (1984). Advertising is image management. Journal of Advertising Research, 24(1), 27-37.

25.
Rhee, E. Y. (1997). Fashion marketing (2nd ed.). Seoul: Kyomunsa.

26.
Seo, H. W. (2003). The effect of female adolescents' self-images on clothing behavior and brand loyalty. Unpublished master's thesis, Yonsei University, Seoul, Korea.

27.
Shin, C.-Y., & Lee, S.-H. (2003). A study on brand images and consumers' buying intentions by fashion leaflet advertisements. Journal of Korean Society of Clothing and Textiles, 27(5), 475-484.

28.
Shin, H. B., & Lim, S. J. (2004). A study on advertising effects by advertising evaluation and advertising involvement: Focused on casual wear advertisements of fashion magazine. Journal of Korean Society of Clothing and Textiles, 28(1), 66-75.

29.
Xiao, W. W. (2009). An empirical study on the effects of brand image upon brand attitude and purchase intention: On the subordinate factors of brand image. Unpublished master's thesis, Kangnam University, Gyeonggi-do, Korea.

30.
Yu, J. P. (2012). (우종필 교수의) 구조방정식모델 개념과 이해: Amos 4.0-20.0 공용 [(Professor Jong-Pil Yu) Structural equation modeling concepts and understanding: Amos 4.0-20.0 common]. Seoul: Hannarae Academy.