대형 오프라인 유통업체의 브랜드 신념이 신진 패션 디자이너 브랜드 제품에 대한 지각된 가치, 태도, 구매의도에 미치는 영향 -신진 패션 디자이너 브랜드와 대형 오프라인 유통업체 간 마케팅 협업의 맥락에서-

This study examines the effects of brand belief of a mass offline retailer on the perceived value, attitude, and purchase intention toward the products of emerging fashion designer brands in the context of marketing collaborations between emerging fashion designer brands and a mass offline retailer. We invited 198 adults aged 20 to 59 to an online survey who were asked to read a news article and respond to a questionnaire. The results of structural equation modeling show that brand belief of a mass offline retailer positively influences the perceived value of the products of emerging fashion designer brands. The perceived value also positively influences the attitude toward the products that subsequently enhances purchase intention. The findings suggest that emerging fashion designer brands should strategically select a mass offline retailer as their collaboration partner by considering consumer perceptions of the retailer brand because the brand belief of the retailer may have a halo effect on a consumer evaluation of the products of emerging fashion designer brands.