• Title, Summary, Keyword: brand and retailer collaboration

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The Importance of Brand and Retailer Associations in Evaluating a Product Category Extension

  • Eom, Hyo Jin;Hunt-Hurst, Patricia;Lu, Zhenqiu (Laura)
    • Fashion, Industry and Education
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    • v.16 no.2
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    • pp.30-39
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    • 2018
  • This study investigates the importance of brand and retailer associations when consumers evaluate a product category extension in the context of brand and retailer collaborations. Although brand extensions are considered to reduce costs for introducing a new product category, limited study has focused on the role of brand and retailer associations in the context of brand and retailer collaborations. Using a total of 440 participants, a hypothesized model was tested using a structural equation modeling (SEM). The results show that brand and retailer associations influence the perceived fit between a brand and a retailer. In addition, the image fit and quality fit are significantly related to brand and retailer attitudes as well as brand extension evaluation. Since consumers may use their associations with brands or retailers when they perceive product differentiation, market position, and brand extensions, the role of brand or retailer associations is important to marketers, retailers, and consumers. Given the importance of brand and retailer collaborations as a brand positioning strategy in the global branding and retail setting, the findings of this study contribute to brand and retail management by providing empirical evidence on how consumers perceive new products from extended brands in the marketplace when a brand collaborates with a retailer.

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- (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-)

  • Shim, Soo In
    • Journal of the Korean Society of Clothing and Textiles
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    • v.43 no.6
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    • pp.779-794
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    • 2019
  • 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.

Informatics analysis of consumer reviews for 「Frozen 2」 fashion collaboration products - Semantic networks and sentiment analysis - (「겨울왕국2」의 콜라보레이션 패션제품에 대한 소비자 리뷰 - 의미 네트워크와 감성분석 -)

  • Choi, Yeong-Hyeon;Lee, Kyu-Hye
    • The Research Journal of the Costume Culture
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    • v.28 no.2
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    • pp.265-284
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    • 2020
  • This study aimed to analyze the performance of Disney-collaborated fashion lines based on online consumer reviews. To do so, the researchers employed text mining and network analysis to identify key words in the reviews of these products. Blogs, internet cafes, and web documents provided by Naver, Daum, and YoutTube were selected as subjects for the analysis. The analysis period was limited to one year after for the 2019. Data collection and analysis were conducted using Python 3.7, Textom, and NodeXL. The research terms in question were as follows: 'Disney fashion collaboration' and 'Frozen fashion collaboration'. Preliminary survey results indicated that 'Elsa's dress' was the most frequently mentioned term and that the domestic fashion brand Eland Retail was the most active in selling Disney branded clothing through its own brand. The writers of reviews for Disney-collaborated fashion products were primarily mothers with daughters. Their decision to purchase these products was based upon the following factors; price, size, stability of decoration, shipping, laundry, and retailer. The motives for purchasing the product were the positive response of the consumer's child and the satisfaction of the parents due to the child's response. The problems to be solved included insufficient quantity of supply, delay in delivery, expensive price considering the number of times children's clothes are worn, poor glitter decoration, faded color, contamination from laundry, and undesirable smells immediately after the purchase.