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Journal of the Korean Home Economics Association 2008;46(8):121-133.
패션상품 소비자들의 상표관계본질에 영향을 미치는 변인 연구
채진미
중앙대학교 가정교육과
Variables Affecting Brand Relationship Quality of Fashion Product Consumers
Jin-Mie Chae
Department of Home Economics Education, Chung-ang University
ABSTRACT
The purpose of this study was to decipher the BRQ (Brand Relationship Quality) Construct of fashion product consumers and to identify influencing variables. Consumption values of consumers, fashion product attributes and marketing communication instruments were investigated as affecting variables. A questionnaire was distributed to 350 women between the age of 20 and 50 living in Seoul and other metropolitan areas from Mar. 5 to Mar. 18, 2008. Collected data were analyzed by factor analysis, reliability, multiple regression, frequency and percentage using SPSS (Version 15,0) statistical Package. The results were as follows: Firstly, the BRQ Construct of fashion product consumers was proved to be composed of five factors; 'self-connective love', 'pursuing symbol', 'trust', 'intimacy', and 'knowledge'. Secondly, consumption values had a significant effect on the BRQ Construct and their explanatory power was 32%, 'Epistemic value' was the most significant variable affecting BRQ. 'Functional value' had a significant influence on some BRQ factors. Thirdly, explanatory power of fashion product attributes affecting BRQ was 45%. 'Aesthetic attribute' had significant effect on all BRQ factors, while 'functional attribute' showed significant effect on only 'pursuing symbol', 'trust', and 'intimacy'. Finally, marketing communication mixes showed 21% explanatory power and 'word of mouth' and 'display' among marketing communication mixes were found as the most influential variables affecting the BRQ Construct.
Keywords: 상표관계본질, Brand Relationship Quality, 소비가치, Consumption value, 상품속성, Product attribute, 마케팅 커뮤니케이션 도구, Marketing communication mix
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