남성 신세대 소비자의 자기우월감 성향과 의복추구가치가 브랜드 의식과 브랜드 행동에 미치는 영향

초록

Young male consumers have been recently shown to purchase more fashion products than those in the past, gaining attention from fashion brands. To enhance our understanding of brand behavior of male young consumers, especially male ‘emerging adults,’ the current paper investigates factors that affect brand consciousness, which in turn influences brand behavior. Based on the previous literature, the paper incorporates self-perceived superiority and clothing values as factors that influence brand consciousness. A survey method was employed for the empirical test. A convenience sample of 161 participants was used for the data analysis. A structural equation modeling was used to test the hypothesized model. Findings suggest that self-perceived superiority has a positive influence on all three clothing values: fashion-seeking, social needs-seeking, and extended-self. Of the three clothing values, fashion-seeking and social needs-seeking positively influence brand consciousness. Furthermore, brand consciousness positively influences brand loyalty and brand WOM behavior.

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