Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Preference of Brand History, Congruity between Country of Brand and Country of Manufacture in Accordance with Conspicuous Consumption

브랜드 역사, 브랜드 원산지와 제조원산지 일치여부, 과시적 소비성향에 따른 선호도 연구

  • Received : 2016.09.12
  • Accepted : 2017.01.27
  • Published : 2017.02.28
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Abstract

This study investigated the effect of brand history, congruity between country of origin and conspicuous consumption of fashion brand, based on the evaluation of customers. The factorial design was constructed as a 3-way mixed design: 2(brand history: presented vs not presented) ${\times}$ 2(congruity between Country of Brand(COB) and Country of Manufacture (COM): congruent vs incongruent) ${\times}$ 2(conspicuous consumption: high vs low). A total of 302 men and women aged above 30 and living in Seoul or within the capital area, were enrolled as subjects. Of these, 26 insincere responses were excluded and a final total of 276 responses were used in the analysis. The statistical analysis included reliability analysis, three-way ANOVA, and simple interaction effect analysis with SPSS 18.0 statistics. Our results indicate that brand history, congruity between COB and COM, and conspicuous consumption had significant effect on the fashion brand preference of consumers. Furthermore, presenting the brand history resulted in higher brand preference. Second, the brand history and conspicuous consumption had a significant interaction effect on brand preference. Consumers with higher conspicuous consumption showed significantly higher brand preference than those with lower conspicuous consumption. Third, congruity between COB and COM and conspicuous consumption had a significant interaction effect on brand preference. However, when COB and COM were dissimilar no significant effect of conspicuous consumption on brand preference was observed.

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