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SPA브랜드와 명품브랜드의 브랜드 인지도와 선호도가 콜라보레이션 제품 인지도와 선호도 및 구매의도에 미치는 영향
Author
강지영, 정성지, 김동건
Journal Title
한국의상디자인학회지
Publication Year
2019
Topics
Summary
This study analyzed the influence of brand awareness and preference of SPA and luxury brands on consumers' purchase intention for collaboration products. The results showed that brand awareness and preference for both SPA and luxury brands increased the preference for collaboration products, and the recognition and preference of luxury brands had a greater impact on SPA brand collaboration products.
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