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As industrial development standardized the quality of products, people are increasingly attracted by a certain brand with intangible value. Consumers, surrounded by a variety of brand in a market, wan...
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As industrial development standardized the quality of products, people are increasingly attracted by a certain brand with intangible value. Consumers, surrounded by a variety of brand in a market, want to have relationships with specific brands reflected by their personality. Especially in fashion, brand personality is more important since products are highly involved in terms of personal emotion. The purpose of the study is to identify the dimension of overall fashion brand personality, to specify the 'Dimension of Fashion Brand Personality' according to fashion product categories(i.e., formal wear, casual wear, sports wear), and to investigate the effect of each dimension of fashion brand personality on brand preference and purchase intention. The results were as follows:
Firstly, based on Aaker(1997)'s 'Big five factors' and selection fashion brand personality factors form our pretest, the fashion brand personality factors were verified as 'Fashionable/Innovative', 'Sincere', 'Universal/Stable', 'Professional'.
Secondly, according to fashion product categories, brand personality was defined as below. Brand personality for formal wear included 'Innovative/ Active', 'Stable', 'Professional', and 'Universal'. Brand personality for casual wear included 'Fashionable/Innovative', 'Active', 'Sincere'. and 'Stable'. Brand personality for sports wear included 'Innovative', 'Social', 'and 'Sincere'.
Finally, overall fashion brand personality factors ('Sincere', 'Universal/Stable', 'Professional') influenced on brand preference and purchase intention. In formal wear, 'Professional' influenced on brand preference and purchase intention. In casual wear, 'Active' influenced on brand preference, but 'Fashionable' and 'Sincere' influenced on purchase intention. In sports wear, 'Sincere' influenced on brand preference and 'Innovative' influenced on purchase intention.
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Abstract