Full metadata record
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 이지연 | - |
dc.date.accessioned | 2018-03-12T08:49:47Z | - |
dc.date.available | 2018-03-12T08:49:47Z | - |
dc.date.issued | 2013-08 | - |
dc.identifier.citation | 복식문화연구 The Research Journal of the Costume Culture, Apr 2013, 21(4), P.546-561, 16P. | en_US |
dc.identifier.issn | 2383-6334 | - |
dc.identifier.issn | 1226-0401 | - |
dc.identifier.uri | http://koreascience.or.kr/article/ArticleFullRecord.jsp?cn=BSMHBM_2013_v21n4_546 | - |
dc.identifier.uri | http://hdl.handle.net/20.500.11754/45603 | - |
dc.description.abstract | This study investigated how consumers perceive brand image, the consistency between the images of parent brands and extended brands, the consistency of their advertising images, the differences between brand image and advertising image, and how consumers' brand attitudes change based on those differences. An online survey was administered to women in their 20s and 30s who often use cosmetics and are interested in brands. The brands considered in this research were Chanel, Dior, Armani, and Anna Sui, which have extended brands in the clothing and cosmetics areas. In terms of consumers' perception of brand image, it was found that clothing and cosmetic brands were perceived similarly. In addition, significant differences were found in consumers' preferences and purchase intentions of clothing and cosmetic brands, and those whose perceptions of brand image did not change or increased after looking at advertising images had more positive brand attitudes than the group of people who had higher perception of brand image before looking at advertising images. Therefore, in terms of brand extension, it was revealed that the image of a parent brand affected an extended brand, and that the higher was consumers' recognition of brand image through advertising, the more positive was their attitude toward the brand. | en_US |
dc.description.sponsorship | 이 논문은 2012년 한양대학교 교내연구비 지원으로 연구되었음(HY-2012-G) | en_US |
dc.language.iso | ko_KR | en_US |
dc.publisher | 복식문화학회 The Costume Culture Association | en_US |
dc.subject | 브랜드 이미지 | en_US |
dc.subject | 광고 이미지 | en_US |
dc.subject | 모 브랜드 | en_US |
dc.subject | 확장된 브랜드 | en_US |
dc.subject | brand imagee | en_US |
dc.subject | advertising image | en_US |
dc.subject | parent brand | en_US |
dc.subject | extended | en_US |
dc.subject | brand | en_US |
dc.subject | 자연과학 | en_US |
dc.subject | 생활과학 | en_US |
dc.title | 모 브랜드와 확장된 브랜드의 브랜드 이미지, 광고 이미지 일치도에 따른 브랜드 태도 | en_US |
dc.title.alternative | How consistency of brand image and advertising image for parent and extended brands affects brand attitude | en_US |
dc.type | Article | en_US |
dc.relation.no | 4 | - |
dc.relation.volume | 21 | - |
dc.identifier.doi | 10.7741/rjcc.2013.21.4.546 | - |
dc.relation.page | 546-561 | - |
dc.relation.journal | 복식문화연구 | - |
dc.contributor.googleauthor | 이현정 | - |
dc.contributor.googleauthor | 이지연 | - |
dc.contributor.googleauthor | Lee, Hyun-Jung | - |
dc.contributor.googleauthor | Lee, Ji-Yeon | - |
dc.relation.code | 2012212343 | - |
dc.sector.campus | S | - |
dc.sector.daehak | COLLEGE OF HUMAN ECOLOGY[S] | - |
dc.sector.department | DEPARTMENT OF CLOTHING & TEXTILES | - |
dc.identifier.pid | channyblue | - |
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