| Abstract |
| The purpose of this study was to examine the attitude changes of consumers through negative media report focusing on `N` fashion brand that is becoming an issue in recent, as well as the effects of informativeness and familiarity of brand. Total 333 copies of questionnaire were used for final data analysis and reliability analysis, factorial analysis, paired t-test analysis and regression analysis were carried out using SPSS 16.0. Consumers Revealed that the post-attitude on the brand image, product attitude and purchase intention of them that were exposed to negative media report changed negatively compared to their pre-attitude. It was revealed that informativeness only affected pre-brand image for consumers that did not have any prior knowledge on negative articles, and the informativeness on the brand of consumers with prior knowledge on the articles affected their pre-brand image and post-product attitude. It was revealed that the familiarity of the brand only affected the pre-brand image for both consumers with and without prior knowledge on the negative articles. The significance of this study is in the fact that it has presented the importance of brand management for fashion companies by confirming that negative media report is an specific element attitude change of consumers on brand. |
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| Key Words |
| 부정적 언론보도, 소비자 태도, 패션 브랜드, Negative Media Report, Consumer Attitude, Fashion Brand |
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