Brand Sensitivity and Public Self-Consciousness among Fashion Consumers

패션 소비자들의 브랜드 민감성과 공적 자기의식에 관한 연구

  • Lee, Seung-Hee (Ewha Womans University, Dept. of Clothing & Textiles)
  • 이승희 (이화여자대학교 의류학과)
  • Received : 2009.12.21
  • Accepted : 2010.02.22
  • Published : 2010.09.30

Abstract

The purposes of this study were to examine the relationship between brand sensitivity and public self-consciousness, and the effects of gender and age on brand sensitivity and public self-consciousness. The subject used for this study were three hundred and thirty-five college students (118 male students and 217 female students). For data analysis, descriptive statistics, Cronbach's alpha, multiple regression, and t-test were used. As the results, first, there were the significant differences between male students and female students on brand sensitivity and public self-consciousness. Female students had higher scores on brand sensitivity and public self-consciousness than male students as expected. Second, there were the significant differences between younger college students and older college students on brand sensitivity and public self-consciousness. Older college students had higher scores on brand sensitivity and public self-consciousness than younger college students. Finally, public self-consciousness influenced on brand sensitivity the most significantly, followed by age variable. Based on these results, brand management marketing strategy of fashion products would be provided.

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