Earticle

초록

영어

The purpose of this study was to find out the difference between high self-esteem and low self-esteem about the product. The study used the questionnaire method to find out the control effect of self-esteem on apparel brand types. The survey data was analyzed by SPSS Hangul 10.0 Statistic Package. 16 apparel brands that had been selected by a preliminary study were surveyed by using. Brand Mapping was performed in each group for brand classification, and ANOVA was conducted in order to compare the variables depending on brand types. The self-esteem was surveyed by using the self-esteem scale by Rosenberg was used. Multivariate analysis was conducted to identify brand preference, product involvement according to purchase intention and the interactive effects of the brand types that are divided into familiarity and control recognition. For the purpose of the study was to compare searched the results of the high self-esteem comparison with the low self-esteem. The results of the study found the differences on perception about the brand between the high self-esteem and the low self-esteem on the preference. People with high self-esteem liked the brand that was perceived obedience. But the low self-esteem liked the brand that was perceived control.

목차

Abstract
 I. 서론
 II. 이론적 배경
  1. 의류브랜드
  2. 자아존중감
 III. 연구방법
  1. 연구문제
  2. 연구방법
 IV. 연구결과
  1. 자아존중감에 따른 친애 및 통제지각에 의한 의류브랜드 맵핑
  2. 의류브랜드 유형과 자아존중감에 따른 선호도, 구매의도의 차이
  3. 자아존중감과 의류브랜드 유형의 상호작용 효과
 V. 결론
 참고문헌

키워드

저자

• 김주애 [ Ju-Ae Kim | 경상대학교 의류학과 ]
• 송승희 [ Seung-Hee Song | 창원전문대학 애완동물관리과 ] 교신저자
• 이현숙 [ Hyun-Sook Yi | 창원전문대학 웨딩뷰티패션과 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국패션뷰티학회지 [Journal of the Korean Society of Fashion & Beauty]

• 간기

  연3회

• pISSN

  1738-0480

• 수록기간

  2003~2008

• 십진분류

  KDC 593 DDC 646