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Vol.44, No.0, 65 ~ 79, 2014
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| Title |
| The Relationships among Country Image of Korean Fashion-Product, Fashion Product Evaluation Attributes, and Brand Attitude-Focused on the Moderating Effects of Face and Ethnocentrism- |
| 하지수 Ha Jane , 황진숙 Hwang Jin-sook |
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| Abstract |
| China is increasingly becoming a primary country for global fashion market. There are already too much competition among global fashion brands. This study investigated the relationships among country image of fashion-product, product evaluation attributes, and brand attitude of Chinese consumers. Also, the moderating effects of face and ethnocentrism were investigated.
The final sample of 232 questionnaires were used for statistical analyses. Exploratory factor analysis, reliability and multiple linear regression analyses were conducted using SPSS 19.0.
Results showed that fashion-product country image included `fashion`, `globalization`, and `technology`. The fashion-product evaluation had two factors of `brand/quality` and `aesthetic` attributes. The result of multiple regression showed that fashion and globalization factors influenced the brand/quality attribute positively. Also, fashion had a positive influence on the aesthetic attribute. In addition, there were significant moderating effects of face and ethnocentrism on the relationships between product evaluation attributes and brand attitude.
The paper provides the better understanding of fashion-product country image and product evaluation attributes impact on brand attitude, and offers fashion marketers insights into how to develop fashion-product country image marketing strategies for Chinese consumers. |
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| Key Words |
| 국가이미지, 패션제품 평가속성, 조절 효과, Country Image, Fashion-Product Evaluation Attribute, Moderating Effect |
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