Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지
DOI QR코드

DOI QR Code

The Effects of Collaboration, Brand Origin, and Fashion Involvement of Sportswear Brands on Preference of Chinese Consumers

스포츠 웨어 브랜드의 콜라보레이션, 원산지, 유행관여도가 중국소비자의 호의도에 미치는 영향

  • Shi Wen (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Yoosun Byun (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Sunjin Hwang (Dept. of Fashion Design, Sungkyunkwan University)
  • 사문 (성균관대학교 의상학과) ;
  • 변유선 (성균관대학교 의상학과) ;
  • 황선진 (성균관대학교 의상학과)
  • Received : 2023.02.06
  • Accepted : 2023.02.24
  • Published : 2023.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to investigate and verify interaction effects of collaboration and brand origin as well as fashion involvement on consumer attitudes towards global sports apparel brands and Chinese local sports apparel brands targeting Chinese consumers. A survey was conducted on 425 Chinese women aged 19 to 34 years. Data were subjected to frequency analysis, reliability analysis, t-tests, 3-way ANOVA, and simple effect analysis. Results of the study are as follows. First, fashion involvement, collaboration, and brand country of origin all had a significant effect on consumer preference of Chinese consumers when purchasing sportswear. Second, fashion involvement and collaboration in purchasing sportswear had a significant interaction effect on consumer preference. Finally, collaboration, brand origin, and fashion involvement showed significant three-way interaction effects on Chinese consumers' preferences. Results of this study can help establish an efficient marketing strategy for Chinese local sportswear brands, which are fiercely competing with global sportswear brands in the Chinese market because they can examine Chinese consumers' attitudes toward sportswear brands. To accurately compare global and local sportswear brands, it must be assumed that there are no differences in brand preferences among consumers. However, as this study selected each brand as the research brand ranked as the top preference, this aspect was not taken into consideration. Therefore, in future research, it is necessary to consider differences in brand preferences and conduct the study accordingly.

Keywords

References

  1. Aaker, J. L. (1991). Managing brand equity capitalization on the value of a brand name. New York, NY: The Free Press.
  2. Baek, S., & Kim, M. (2016). A study on market advantage of sport products by brand origin in the Korean market: Focused on attribute evaluation of sport products, brand equity, and purchase intention. Korean Journal of Sports Science, 27(2), 327-344. doi:10.24985/kjss.2016.27.2.327
  3. CBN Data. (2019). 2019 Consumer insights in the sportswear industry. Retrieved from https://www.cbndata.com/report/1660/detail?isReading=report&page=1
  4. Chen, L. J. (2018). The influence of fashion involvement, SPA collaboration and scarcity message on Chinese consumers' attitude (Unpublished master's thesis). Sungkyunkwan University, Seoul, Korea.
  5. DongXing Securities. (2019). The rise of national brands, looking at the investment opportunities of the sportswear industry from the industrial chain: The second report of the international comparison series. Retrieved January 12, 2023, from http://www.invest-data.com/eWebEditor/uploadfile/201910271923485618016.pdf
  6. Hyung, M. R. (2022). The effect of MZ Generation's golf wear selection attributing on brand trust and loyalty: Focusing on the mediating effect of symbolic image and functional image (Unpublished master's thesis). Dankook University, Yongin, Korea.
  7. Jeong, H., & Kim, Y. (2008). Collaboration among design fields with a focus on the Fashion Industry. Journal of the Korean Society of Costume, 58(6), 110-113.
  8. Jeong, I. S., & Song, E. N. (2007). Determinants of BORA for global brands in Korea. International Business Review, 11(1), 141-174. doi:10.21739/ibr.2007.03.11.1.141
  9. Jin, J. W. (2015). The influence of collaboration, fashion product type and fashion innovation on consumer purchase attitude (Unpublished master's thesis). Sungkyunkwan University, Seoul, Korea.
  10. Jung, M. (2011). Relationship among brand equity, product evaluation, and purchase intention in sportswear brands and origins (Unpublished doctoral dissertation). Sunchon National University, Suncheon, Korea.
  11. Kang, J. H. (2022). The effect of sports brand collaboration types and product types on multidimensional perceived consumer value and purchase intention (Unpublished master's thesis). Yonsei University, Seoul, Korea.
  12. Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equality. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
  13. Kim, C. S., & Kim, Y. J. (2020). A study on the preference of korean women's types of fashion umbrella design & textile pattern and purchase intention of fashion umbrella by the fashion involvement and the perception of umbrella classification.. Korean Society of Basic Design & Art, 21(1), 95-112. doi:10.47294/ksbda.21.1.8
  14. Kim, H. (2020). Effects of sports brand collaboration product characteristics on brand value and loyalty (Unpublished master's thesis). Kyung Hee University, Yongin, Korea.
  15. Kim, J., & Lee, J. (2017). The effects of sports and art collaboration product characteristics on purchase intention, oral transmission intention and preference. The Korea Journal of Sports Science, 26(4), 573-583. doi:10.35159/kjss.2017.08.26.4.573
  16. Kim, K. A. (2006). PPL effect of clothing sponsorship in TV drama: Focused on adolescent girl students (Unpublished master's thesis). Pusan National University, Busan, Korea.
  17. Kim, S. Y. (2017). The effect of fit and unexpectedness of art collaboration on brand image, artist image, and purchase intention (Unpublished master's thesis). Sungkyunkwan University, Seoul, Korea.
  18. Kwon, D. H. (2011). Statistics for social sciences research. Seoul: Hakjisa.
  19. Lee, E. (2007). Male consumers' fashion information use in internet, fashion involvement, and shopping orientations (Unpublished master's thesis). Konkuk University, Seoul, Korea.
  20. Lee, K. M. (2012). A study on the types and changes of collaboration in the domestic fashion industry (Unpublished master's thesis). Sungkyunkwan University, Seoul, Korea.
  21. Market size of sportswear in China. (2023). Statista. Retrieved January 30, 2023, from https://www.statista.com/statistics/1350521/china-market-size-of-sportswear/
  22. Mattessich, P. W., & Monsey, B. R. (1992). Collaboration: What makes it work. A review of research literature on factors influencing １１１ successful collaboration. St. Paul, MN: Amherst H. Wilder Foundation.
  23. Mei, Q. (2017). A study on the designer collaboration image of the SPA brand impact on brand value and loyalty: Focusing on China local SPA brand 'MINISO' (Unpublished master's thesis). Soongsil University, Seoul, Korea.
  24. Mirae Asset. (2019). Global sportswear [Brochure]. Retrieved December 23, 2022, from https://securities.miraeasset.com/bbs/download/2068508.pdf?attachmentId=2068508
  25. Moon, S. B., & Byun, C. J. (1999). Understanding and using experimental design analysis for social science research. Seoul: Hakjisa.
  26. Mun, K., & Mun, B. (2016). The study on the effects of brand preference and collaboration of the sports wear and customers' need for uniqueness on the product evaluations. The Korean Journal of Sport, 14(3), 495-507.
  27. Park, H. W. (1992). Study on the positioning strategy of brand image: As object of working women's fashion involvement (Unpublished master's thesis). Ewha Womans University, Seoul, Korea.
  28. Pyo, S. J. (2013). The effect of awareness of fashion products PPL on advertising Effect: The moderating effect of fashion involvement and TV media dependency (Unpublished master's thesis). Sungkyunkwan University, Seoul, Korea.
  29. Song, S., & Hwang, J. (2007). The effect of online word-of-mouth on fashion involvement and internet purchase behavior. Journal of the Korean Society of Clothing and Textiles, 31(3), 410-419. https://doi.org/10.5850/JKSCT.2007.31.3.410
  30. Song, S. B. (2019). A study on the effect of regulatory focus, online reviews and the fashion brand reputation on buying attitudes in mobile shopping (Unpublished master's thesis). Sungkyunkwan University, Seoul, Korea.
  31. Thakor, M. V., & Lavack, A. M. (2003). Effect of perceived brand origin associations on consumer perception s of quality. Journal of Product & Brand Management, 12(6), 394-407. doi:10.1108/10610420310498821
  32. Yang, S. J. (2017). Korean and Chinese consumers' brand personality perception toward middle-low priced fashion brands and the effects (Unpublished doctoral dissertation). Seoul National University, Seoul, Korea.
  33. Zhu, X. J. (2018). The impact of brand names and brand of origin country on consumers' purchase intention. (Unpublished master's thesis). Jiangnan University, Wuxi, China.