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      저자 : 장방방 ( Fang Fang Zhang ) (검색결과 1 건)
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        스포츠웨어 브랜드 원산지 이미지가 중국 대학생들의 브랜드 개성 지각과 구매의도에 미치는 영향

        장방방 ( Fang Fang Zhang ),기묭숙 ( Yong Sook Kim ) 복식문화학회 2012 服飾文化硏究 Vol.20 No.2

        The purpose of this study is to identil3 the effects of sportswear brand& county-of-origin on purchase intention (P1) in terms of brand personality as perceived by Chinese university students. Chinese students preferred to shop for sportswear at specialty stores, liked Nike and Adidas most, design was the most important factor when selecting, selected their sportswear themselves, and gathered information from TV ads. With regard to perceptions of brands country-of-origin, America was perceived as a developed country, influential to the world, but as having a bad relationship with China. Germany was perceived as a developed county and as having a well-developed civic culture, good people image, high technology, high influence on the world, and a good relationship with China. Italy was perceived as a developed country with the highest civic culture. China was perceived as a developing county, as having a good people image, and low technology and low influence on the world. Japan was perceived as a developed county with high technology. Factors of brand personality were sincerity, competence & sophistication, and excitement. Nike was perceived as having high competence & sophistication and excitement, Adidas as having high competence & sophistication and excitement, Lining as having high sincerity, and Mizuno`s brand personality was very low. People image, competence & sophistication and excitement became higher, P1 of Adidas increased. If people image, competence & sophistication and excitement became higher, P1 of Kappa increased. If a country was developed and competence & sophistication and excitement became higher, P1 of Lining increased. If civic culture, people image, technology, competence & sophistication and excitement became higher, P1 of Mizuno increased.

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