ブランドが衣服の購買行動に与える諸効果　第３報　Ｔシャツからみた女子大学生が抱くスポーツブランドのイメージ

DOI

書誌事項

タイトル別名
  • Effects of Brands on Consumers' Buying Behaviors of Clothes. Part 3: Image of sport brand of T-shirts held by female students.
  • Image of sport brand of T-shirts held by female students
  • ―Tシャツからみた女子大学生が抱くスポーツブランドのイメージ―

抄録

To examine components of images of sport brands held by female students, we have analyzed T-shirt. As a result, the followings were founded.<BR>1) Female students answered about 15 antitheses questions on the basis of SD method. As a result, the average values calculated from them showed common trend among the brands.<BR>2) The factors composed of sports brand images turned out to be ‘rough-sophisticate’, ‘traditional-trendy’, and ‘sporty- pretty’. With these three factors, we plotted twenty brand names on the figures.<BR>3) Cluster analysis categorized the brands into five groups.<BR>Our research and analyze of these brand advertisings on the magazine led to the following results.<BR>The first group: on the axis of delicate and characterised as basic, rich, graceful and so on.<BR>The second group: on the axis of tradition and characterised as everyday wear, not tired, pretty, womanly neck and so on.<BR>The third group: not characterized.<BR>The fourth group: on the axis of trendy-rough and characterised as attractive logotype design, intensive logotype design and so on.<BR>The fifth group: on the axis of sporty and characterised as sporty design, sport club with special function and so on.

収録刊行物

  • 繊維製品消費科学

    繊維製品消費科学 38 (9), 512-518, 1997

    一般社団法人　日本繊維製品消費科学会

キーワード

詳細情報 詳細情報について

  • CRID
    1390282679182967552
  • NII論文ID
    130003819695
  • DOI
    10.11419/senshoshi1960.38.512
  • ISSN
    18846599
    00372072
  • 本文言語コード
    ja
  • データソース種別
    • JaLC
    • CiNii Articles
  • 抄録ライセンスフラグ
    使用不可

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