소비자 가치를 근거로 한 지속가능한 패션브랜드의 가격할인과 번들 패키지 효과 - 프로모션 호감도, 지각된 위험, 브랜드 신뢰도, 브랜드 진정성을 중심으로 -

주소한; 정소진

doi:10.7233/jksc.2023.73.5.001

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저널정보

한국복식학회
복식 학술저널
복식 제73권 제5호(통권 제246호)
2023.10 1 - 15 (15page)
DOI : 10.7233/jksc.2023.73.5.001

저자정보

주소한 (경희대학교)
정소진 (경희대학교)

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초록·키워드

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This study aims to explore effective price-related promotion strategies for sustainable fashion brands. First, based on customer value theory, this study tested customers’ promotion favorability towards price discounts and bundle package options. Next, this study used a structural model to examine promotion favorability, perceived risk, brand credibility, and authenticity. A between-subjects experimental study was designed by developing stimuli in which a discount rate of 10%, 30%, and 50%, and the beneficiaries of additional items in bundle packages(purchasers and non-profit organizations) were manipulated. A total of 420 Chinese subjects participated in the experiment by responding to an online survey questionnaire. The ANCOVA results showed that promotion favorability was the highest when discount rates were at 30% and 50%. In bundled package analysis, when the additional item was given to the purchaser, the favorability rate was higher than that when the item was given to a non-profit organization. Moreover, a structural equation model indicated that promotion favorability reduced customers’ perceived risk, which in turn increased brand credibility and authenticity. The findings of this study have a wide range of implications for academic research and the management of sustainable fashion brands.

#brand authenticity(브랜드 진정성) #brand credibility(브랜드 신뢰도) #perceived risk(지각된 위험) #promotion favorability(프로모션 호감도) #price promotion(가격 프로모션)