The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Effects of fashion product image preference on brand image importance and advertising factor evaluation of working women

직장여성의 패션제품이미지 선호도가 브랜드이미지 중요도 및 광고요소 평가에 미치는 영향

  • Lee, Hyun-Jung (Dept. of Clothing & Textiles, Hanyang University, Korea) ;
  • Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University, Korea)
  • Received : 2016.05.24
  • Accepted : 2016.06.24
  • Published : 2016.06.30
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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.

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