유명 패션브랜드 선호에 대한 이론적 고찰 - 자아개념과 소비자 가치 중심으로 -

Abstract

This study examines the relationship between fashion brands and self-concept based on various social psychological theories. In addition, the limitations of the previous index models to measure consumer values are presented, and the newly proposed Holbrook model is examined. According to self-concept theory, human beings recognize their selves by comparing with others. In other words, famous fashion brand preference might result from the awareness of the others' viewpoints. The studies on consumer behaviors and lifestyle have been conducted for a long time. Several models on consumer values have been developed, and investigated in order to grasp the consumer value conceptually. Given the changes of social environment, it becomes quite critical to understand which elements are important in consumer values in relation to brand preference. Therefore, in considering the consumer behavior based on the consumer value, measuring the value should place a great deal of weight on other-oriented values.