KOREASCHOLAR

The purpose of this study was to investigate brand slognas that are effective in explaining how brand identity affects consumers. The effect of congruity between brand slogan and self-image (low and high) on attitude to slogans and brands were anaylzed. The moderating effect of self-monitoring (low and high) was also investigated. Survey data from 177 people in their 20s-30s were analyzed through descriptive statistics, exploratory factor analysis, and two-way ANOVA. First, congruity between slogan and self-image had a positive effect on both slogan and brand attitude. In other words, the higher the congruity between slogan and self-image, the more positive the attitude toward the slogan and brand. Second, no interactive effect was found in congruity between slogan and self-image and self-monitoring on slogan attitude; however it was identified for brand attitude. Again, in a group with high congruity between slogan and self-image, attitude toward the brand was more positive when self-monitoring was higher than when it was low. In conclusion, brand slogans that can represent the self-image of highly self-monitoring consumers are effective. In particular, this is meaningful as it has revealed its relationship with the impact of identity self-image congruity and self-monitoring on brand attitudes in fashion brands. These results offer meaningful guidance in determining brand slogans according to consumers’ personal characteristics.

Abstract
I. Introduction
Ⅱ. Background
    1. Brand slogan
    2. Effect of the congruity between brand sloganand self-image on the slogan attitude and brandattitude
    3. Moderating effect of self-monitoring
Ⅲ. Methods
    1. Research hypotheses and research model
    2. Data collection and analysis
Ⅳ. Results and Discussion
    1. Demographic characteristics of respondents
    2. Validity and credibility of measures
    3. Descriptive statistics and correlations ofvariables
    4. Test results of hypotheses
Ⅴ. Conclusion
References

• Ji-hye Kwak(Dept. of Fashion Marketing, Keimyung College University) Corresponding author