Control Effect of Self-Esteem on Apparel Brand Types

의류브랜드 유형에 대한 자아존중감의 조절효과

  • Kim, Ju-Ae (Dept. of Clothing & Textiles, Gyeongsang National University) ;
  • Song, Seung-Hee (Dept. of Pet Management, Changwon College) ;
  • Yi, Hyun-Sook (Dept. of Wedding Beauty Fashion, Changwon College)
  • 김주애 (경상대학교 의류학과) ;
  • 송승희 (창원전문대학 애완동물관리과) ;
  • 이현숙 (창원전문대학 웨딩뷰티패션과)
  • Published : 2007.06.30


The purpose of this study was to find out the difference between high self-esteem and low self-esteem about the product. The study used the questionnaire method to find out the control effect of self-esteem on apparel brand types. The survey data was analyzed by SPSS Hangul 10.0 Statistic Package. 16 apparel brands that had been selected by a preliminary study were surveyed by using. Brand Mapping was performed in each group for brand classification, and ANOVA was conducted in order to compare the variables depending on brand types. The self-esteem was surveyed by using the self-esteem scale by Rosenberg was used. Multivariate analysis was conducted to identify brand preference, product involvement according to purchase intention and the interactive effects of the brand types that are divided into familiarity and control recognition. For the purpose of the study was to compare searched the results of the high self-esteem comparison with the low self-esteem. The results of the study found the differences on perception about the brand between the high self-esteem and the low self-esteem on the preference. People with high self-esteem liked the brand that was perceived obedience. But the low self-esteem liked the brand that was perceived control.