Journal of the Korean Home Economics Association 1998;36(3):161-172.
정장의복 상표 충성도와 관련 변인에 관한 연구 -경주와 서울을 중심으로-
정미실
동국대학교 경주캠퍼스 가정교육학과
A Study of Brand Loyalty and Related Variables Based on Formal Wear
정미실
ABSTRACT
The purpose of this study were 1) to identify the effect of regions on clothing brand loyalty and related variables, 2) to investigate the relationships between brand loyalty and clothing importance, aesthetic aspects of clothing, modesty, status symbol of clothing and authoritarian personality, and 3) to identify the effects of age, job, education and income on clothing brand loyalty. The subjects were 106 and 100 female adults living in Kyong-Ju and Seoul, respectively. The data were collected using self-administered questionnaires and were analyzed by t-test, chi-square test, correlation, multiple regression and ANOVA. The results showed that 1) clothing importance and authoritarian personality were different according to regions. That is female living in Kyong-Ju had a higher authoritarian personality and female living in Seoul had a higher clothing importance scores. 2) The status symbol of clothing, aesthetic aspects of clothing, and authoritarian personality were positively related to brand loyalty. Among these, the status symbol of clothing was the most significant variable, 3) Continued brand loyalty and habitual brand loyalty were varied by age.
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