Effect of Korean Fashion Brand Personality on Brand Preference and Purchase Intention by Chinese in their 20s -Focusing on the Teenie Weenie, E-land, and The Basic House-
Year: 2013
Type: article
Study design: Observational Study
Abstract: This study examined the awareness of Chinese in their 20s in regards to Korean fashion brands and brand personality; in addition, it analyzed the effect of brand personality on brand preference and purchase intention. This study investigated the differences of the brand personality effect on brand preference and purchase intention according to brand, sex, and age. The results were as follows: 1) The three highly recognized fashion brands were Teenie Weenie, E-land, and The Basic House. 2) Brand personality was comprised of factors for competence, vitality, innovation, and emotion. 3) Brand preference was affected by vitality, competence, and innovation. Purchase intention was directly affected by brand preference and brand personality factors such as vitality, competence, and innovation. 4) The effect of brand personality on brand preference and purchase intention were different according to brand, sex, and age. These results can be used as basic data or information to help fashion companies develop marketing strategies for young Chinese people.
Authors: Hye Sun Park, Dan Yang
Institution: Pai Chai University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2007992661