윤리적 패션브랜드에 대한 소비자의 자아이미지 일치성, 기능적 일치성, 대안매력도가 브랜드 구매가치지각과 브랜드 애착에 미치는 영향 : 남녀 소비자 비교를 중심으로

Abstract

This study offers an examination of the effects of self-image congruity, functional congruity, and alternative attractiveness on brand value evaluation and brand attachment for the ethical fashion brand. In addition, the study represents an investigation of whether self congruity and functional congruity are explained by ethical, social, and environmental dimensions of corporate social responsibility(CSR). Moreover all the relationships among variables are examined in terms of whether gender differences are present. A self-administered survey is conducted and a total of 308 data are used for data analysis. Participants include 144 male consumers and 164 female consumers. The findings support the significant effects of self and functional congruity on consumers’brand value evaluation and brand attachment for both male and females, while alternative attractiveness does not have significant effects on male consumers’brand value evaluation and brand attachment. Meanwhile, the effect of alternative attractiveness has significant negative effect on brand value evaluation for female consumers. Two sub-dimensions of CSR have differential effects on self and functional congruity. Specifically, ethical/social CSR significantly influences male and female consumers’ self and functional congruity, while environmental CSR does not have significant effects on female consumers’self and functional congruity. Based on the results, theoretical and managerial implications are presented.