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자료유형
학술저널
저자정보
이승희 (성신여자대학교 의류학과) 김미영 (성신여자대학교 의류학과)
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한국의류학회 한국의류학회지 한국의류학회지 제31권 제9호
발행연도
2007.1
수록면
1,431 - 1,441 (11page)

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The purpose of this study was to examine the effect of attitudes toward fashion counterfeits on brand attachment and equity. Four hundred-eight female college students in Seoul and its suburb responded for this study. For data analysis, descriptive statistics, factor analysis, and multiple regression were used for this study. The results of this study were as follows. First, attitude toward fashion counterfeits was classified into three factors such as goodwill, approve of purchase, and counterfeit quality factors. Second, brand attachment was classified into four factors such as love, interest, perception and trust factors. Third, brand equity was classified into five factors such as loyalty, quality, image and recognition factors. Generally, attitudes toward fashion counterfeits factors were correlated with lower scores on brand attachment and brand equity. Finally, the results revealed that attitudes toward fashion counterfeits had a negative effect on brand attachment and equity. Brand attachment had a positive effect on brand equity, and also brand attachment and brand equity had a positive effect on purchasing intention. Based on these results, fashion brand marketing strategies would be suggested.

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