Journal of the Korean Home Economics Association 2005;43(6):37-46.
여고생의 패션광고에 대한 관심과 광고태도에 관한 연구
Interest in and Attitude toward Fashion Advertising offish-School Girls
Kyung Sook Jeon
Division of Apparel & Fashion Business, Hansung University
ABSTRACT
Advertising is the most powerful marketing communication tool. Fashion magazines are a popular media for fashion advertising because of their multi-color visual printing. In this study, the interest in and attitude toward fashion advertising were investigated with high school girls in Seoul, along with their interrelation with buying experience and post-purchase satisfaction. The consciousness of the endorser and the fashion of celebrities both increased with rising interest in fashion advertisement. However, the brand orientation showed no relationship with the interest in fashion advertisement. The interest in fashion advertisement was useful to explain buying experience with limited variance. The correlation between brand orientation and buying experience increased with rising interest in fashion advertisement, indicating that those with little interest in fashion advertisement showed strong dependence on brand loyalty. Those with more interest in fashion advertisement counted distinctive aspects of fashion advertisement more seriously. Affective aspects of fashion advertisement showed a correlation with buying experience and post-purchase satisfaction.
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