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YOU MAY LIE WHEN YOU WEAR PRADA: THE EFFECT OF BRAND LOGO PRESENCE ON IMPLICIT-EXPLICIT ATTITUDES CONGRUENCY

Sangdo Oh, Chaeho Lee, Sukki Yoon, Kacy K. Kim, Yung Kyun Choi
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/299095
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
p.513
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research examines the effect of luxury brand's logo on disparity between explicit and implicit attitudes. Using implicit association test, the results show that there is no correlation between implicit attitude and explicit attitude towrd a luxury product when luxury brand's logo is present (i.e., Prada). In contrast, implicit attitude and explicit attitude are negatively correlated when luxury logo is absent (i.e., Bottega Veneta).

Keyword
PRADAbrand logoattitudeluxury brandluxury product
Author
  • Sangdo Oh(UNIST)
  • Chaeho Lee(UNIST)
  • Sukki Yoon(Bryant University, USA)
  • Kacy K. Kim(Elon University, USA)
  • Yung Kyun Choi(Dongguk University, USA)