Abstract
Efficient marketing strategies have become requisites in the mature fashion industry due to the fierce competition among global fashion companies. One such strategy is comparative advertisement between follower brands and a pioneer brand. The design consisted of mixed design of 2(uncertainty avoidance propensity: high vs. low) x 2(comparative advertisement message: one-sided vs. two-sided) x 2(fashion product type: practical vs. pleasure). This study was conducted on 233 female women in their 20~30s in Seoul, and used a total of 183 copies in the final analysis, excluding 33 unfaithful or incomplete copies and 17 data that fell under the median of uncertainty avoidance propensity. Frequency analysis, credibility analysis, t-test, three-way ANOVA, and simple interaction effect analysis were conducted using SPSS 18.0 Statistical Package for data analysis.<BR> The results of this study were as follows. First, it was identified that purchase intention differed depending on the comparative advertisement message and type of fashion products. Secondly, it was identified that comparative advertisement message and type of fashion products had significant interaction effect on purchase intention. Thirdly, it was identified that there is significant difference in the effect of uncertainty avoidance propensity of consumers and comparative advertisement message on purchase intention.
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