소비자의 상표충성도, 경쟁상표의 가격, 그리고 가격할인이 의류제품의 상표전환에 미치는 영향

Abstract

The purpose of this study was intended to investigate influence of consumer`s brand loyalty, competitor`s brand price and brand switching intention in condition of discount sale of casual apparel products. The data for the study was obtained through the use of an experimental design which was mixed factorial design. The subjects were 730 college students. The data were analyzed by cluster analysis, ANOVA, simple interaction analysis and simple main-effect analysis. The following results were founded: First, The results indicated that the 3-way interaction effects among consumer`s brand loyalty competitor`s brand price and discount on brand switching of casual apparel products. Second, the results indicated that the 3-way interaction effects among consumer`s brand loyalty competitor`s brand price and discount on consumer preference of casual apparel products. These results indicated that low brand loyalty group on casual products showed high preference and high brand switching on competitors brand when competitor`s brand price was lower than preferred brand price and discount type was absolute frame. High bran loyalty group on casual apparel products preferred and switched high competitor`s brand when discount type was absolute frame.