The Fashion Involvement and Attitudes of Consumers toward Advertising and Buying Intensions According to Types of Jeans Advertising in Fashion Magazines

Park, Jiyoung; Chung, Sung-Jee; Kim, Donggeon

doi:10.5850/jksct.2010.34.1.40

Cited by 3 publications

(1 citation statement)

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“…Consumers' fashion involvement is defined as the degree of interest or perceived importance in an object or a situation, with high or low involvement affecting the decision-making and evaluation processes of consumers [ 39 – 40 ]. Fashion involvement is a significant antecedent influencing fashion trends and purchasing behavior, and it is also used as a variable to distinguish different groups of fashion product consumers [ 41 ]. The recognition of the product, the first step of the decision-making process, is shaped through diverse communication channels such as advertising, store display, or information obtained from other consumers.…”

Section: Neuroscientific Approach In Fashionmentioning

confidence: 99%

Is consumer neural response to visual merchandising types different depending on their fashion involvement?

2020

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This study investigated consumers' responses to fashion visual merchandising (VM) from a neuroscientific perspective. The brain activations of 20 subjects differently involved in fashion were recorded using functional near-infrared spectroscopy in response to three different fashion VM types. According to the types of fashion VM, significant differences were observed, which were significantly higher for the creative VM. Moreover, highly fashion-involved subjects showed activation of the orbital frontal cortex region in response to the creative VM. Based on these results, it is suggested that marketing strategies should be devised explicitly for the brand's targeted audience and goals.

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Section: Neuroscientific Approach In Fashionmentioning

confidence: 99%

Is consumer neural response to visual merchandising types different depending on their fashion involvement?

2020

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메타버스 기반 브랜드 가상 공간 내 플로우가 만족과 가상 및 실제 패션 제품 구매의도에 미치는 영향

서,

여

2023

J. Korean Soc. Cloth. Text

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The influence of consumers' sports involvement on their attitudes to sports sponsorship of sportswear, brand equity, and purchase intention

Hwang

Choi²

2013

The Research Journal of the Costume Culture

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This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. AbstractSportswear brands in particular have been intensely competing to get an opportunity to prove the value of their new technology and products through sports sponsorship. The purpose of this study was to examine the relationship among sports involvement, the attitude toward sports sponsorship carried by sportswear brands, brand equity, and purchase intention of the products of the sponsor's brand. The study was implemented though a descriptive survey method using a questionnaire. The sample consisted of 455 men (n=289) and women (n=166) in their twenties, residing in Seoul and Gyeonggi area. Data were analyzed by confirmatory factor analysis, correlation analysis, and path analysis of structural equation modeling. The results revealed that sports involvement has an influence on the consumers' attitudes toward sports sponsorship performed by sportswear brands. Also, the sports sponsorship attitude of consumers had an influence on the brand equity and purchase intention toward the sponsor's brand products. It was notable that the attitude toward the manner of sponsoring of the sponsor than the contents itself of the sports event sponsored had an influence more on brand loyalty. Among the component factors of brand equity, brand loyalty showed the biggest impact on purchase intention. Considering the results, in order for sports sponsorship to be more effective, sports involvement of the target market should be considered more carefully.

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The Fashion Involvement and Attitudes of Consumers toward Advertising and Buying Intensions According to Types of Jeans Advertising in Fashion Magazines

Cited by 3 publications

References 0 publications

Is consumer neural response to visual merchandising types different depending on their fashion involvement?

Is consumer neural response to visual merchandising types different depending on their fashion involvement?

메타버스 기반 브랜드 가상 공간 내 플로우가 만족과 가상 및 실제 패션 제품 구매의도에 미치는 영향

The influence of consumers' sports involvement on their attitudes to sports sponsorship of sportswear, brand equity, and purchase intention

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