• The Journal of the Korea Contents Association
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• v.22 no.10
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• pp.213-224
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• 2022

This study aims to propose the directions of design strategies and product development by analyzing the style types and design features of sneakers using the knitted upper which has been rapidly increasing due to merits in a variety of aspects including goods, production and marketing aspects. To this end, this study analyzed total 924 style types which had been gaining popularity in online markets and brand products drawing attention in the sneaker market with the knitted upper and their design features. In accordance with the analysis results, uniqueness was identified as the first merit. The unique hybrid style and design of sneakers with the knitted upper have been established without complying with the conventional materials and production techniques. The next merit was multimodality. The sneakers with the knitted upper create multiple images highlighting each feature of colors and materials by mixing those elements in various ways. The third merit was experimentality. The sneakers with the knitted upper have been attempted decisive change of designs by combining more engineering approach and new materials and techniques than existing sneakers. In these days when the sneaker market has been gradually expanded, the analysis results of this study reflecting the industrial trends will provide the fundamental data for a variety of research activities related to shoes and for the direction of brand planning in the relevant industries.

• Journal of Korea Entertainment Industry Association
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• v.14 no.7
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• pp.1-26
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• 2020

This study aimed to figure out the characteristics and trends of female images in domestic cosmetic ads, in regard to the introduction and change of the feminism. To begin with, 86 TV commercials of Mamonde cosmetic brands, aired from 1991 to 2019, was analysed in both quantitative and qualitative method. In result, in the first period (1991~1997), the radical feminism was predominant, insisting equality with males. But in the second period (1998~2005), it returned to the liberal feminism in which conventional female images remains. In the third period (2006-2011), the feminism and the post feminism appeared to be mixed, while, in the fourth period (2012-2019), the post feminism has become remarkable where females actively pursue the beauty. To summarize, it is meaningful in academic aspect that the result is a case study which vertically examined the female images of one single cosmetic brand in terms of feminism, on the other hand, in practical aspect that they suggest the establishment of communication and creative strategies of female products.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.5
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• pp.891-906
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• 2023

The essence of fashion brands' marketing with metaverse-based virtual spaces is to capture more potential consumers and boost the sales of companies' virtual and physical products. However, existing research has not fully addressed customer responses and behavioral outcomes regarding fashion virtual brand spaces. This study uses flow theory to address this gap and explores the factors that lead to the flow experience in virtual brand spaces. It also establishes the causal relationships between the flow experience, satisfaction with virtual spaces, the intention to purchase virtual products, and the intention to purchase actual products. We chose "Ralph Lauren World" of Ralph Lauren on Zepeto as the virtual brand space for this study and analyzed 239 valid data sets. We tested the hypotheses using structural equation modeling and bootstrapping for the mediation analyses. The findings indicate that the flow experience in virtual brand spaces positively and indirectly affects the purchase intention of virtual products via satisfaction with virtual brand spaces. In addition, virtual space satisfaction had an indirect, positive effect on actual product purchase intention through virtual product purchase intention. The research emphasizes that the purchase intention of virtual and actual products has a positive causal relationship.

• The Journal of Small Business Innovation
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• v.20 no.1
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• pp.35-46
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• 2017

The purpose of this study is to obtain the implications for establishing a marketing strategy for retailers by analyzing whether the consumer's preference for products (food) is influenced by on-line, off-line, and omni-channel preferences. The research model consisted of the effects of consumers' food selection characteristics on business preference and omni channel preference. The results of analysis based on 477 questionnaires are summarized as follows. First, food purchasing characteristics that utilize the seven characteristics of (1) freshness of food, (2) taste, (3) quality and safety, (4) tasting, (5) food function and information, (6) country of origin, and (7) brand loyalty, has various effects on types of business preference, omni-channel preference. The adopted hypotheses were selected in order of brand loyalty (5 times), freshness (3 times), tasting (3 times), and origin (1 time). The selective attributes on foods are: (1) what kind of brand, (2) how good the freshness is, (3) tasting. (4) The country of origin is to be compressed. Actually consumers seem to utilize only the core selective factors that are appropriate to the characteristics of the distribution channel rather than all of them in the shopping of the food, and there is three characteristics on Convenience Store and only one or two factors in the other types of business. Second, in the analysis of the omni-channel preference analysis, food selection characteristics has been shown to have a limited effect, which is attributed to the fact that the consumer has not yet understood the concept of omni channel. Third, the results of this study suggest that there is a need to reflect the selection characteristics of foods that have diverse influences by business type in the marketing strategies. Because consumers make reasonable consumption to use both on-line and off-line simultaneously, consumers who use Omni Channel focus on quality and safety of food, identify products through tasting, pursue brands that can trust anywhere. Customers who pursue rationality will have a high preference for using Omni Channel. Product choice characteristic has significant effect on omni-channel preference. For a few years, omni-channel strategy of retailers meets with a difficulty. This study make a first attempt to study omni-channel preference changing retailing paradigm.

• Archives of design research
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• v.18 no.4 s.62
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• pp.205-214
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• 2005

The purpose of this study is to find an efficient marketing strategy in terms of media channel communications using one specific case study. Results of previous studies have shown that consumers' exposure to TV, newspaper, radio and magazine related to description of corporate image tends to be influential for consumers' product image, which mainly consists of product preference, expertise, and credibility. It means that media strategy should be different, depending on what kinds of image they try to be purposive. In conclusion, we concluded that TV and radio should be the best vehicle for increasing consumers' positive preference rather than those of newspaper and magazine. Newspaper and magazine are also influential in terms of expertise, and newspaper and magazine should be better than TV and radio in terms of credibility. The results of this study should be similar to previous studies in that TV and radio should be more inducing interest, and print media should be more credible than TV and radio.

• Archives of design research
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• v.19 no.1 s.63
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• pp.39-48
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• 2006

In recent marketing circumstances we passed the days just dealt with products sales and faced Sensitivity Marketing era concluded by merchandise, corporate and brand image. Especially although corporate commercial space is the important strategy factor performing immediate satisfaction, experience,sensitive stimulation and social relationship among customers, most of the domestic firms don't recognize its importance when looking into adopted graphic factors at spaces without consideration for a variety of space function, concept,merchandise and customer satisfaction. In addition the facade, which performs as visual information conveyance, boundaries of architecture and concluding space concept, merchandise image and incoming customer based on linkage between interior and exterior, is the important point. This research specializing the examples of facade design of corporate and brand commercial space including service, purchasing and advertising looks into reflected space identity through facade and theoretical factors for commercial space function, concept, merchandise and customers related facade design and makes alternative plans in order to make a better commercial space identity program.

• Journal of Global Scholars of Marketing Science
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• v.9
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• pp.189-201
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• 2002

Objectives of this study were: First, the purpose of this study is to develope the factors affecting private brand based on past researches and to review effects of the consumer perception factors affecting private brand preference. Second, to set up research model specifying relationships among price perception, information search and experience, Quality perception and private brand preference. Third, to test hypotheses derived from the research model of this study and to attempts to explain how to have the effect the private brand preference. Marketing implications of this study were: As a result LISREL analysis, price perception, informations search and experience, quality perception increase and enhance private brand preference. Limitations of this study were: Data collection methods used in this study were questionable for the lack of general analysis in the difference of preference between characteristics of purchaser and characteristics of non-purchaser exactly because our sample was only limited to Changwon, Masan and Jinhae. So future study has to include samples in other regions.

• Journal of Global Scholars of Marketing Science
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• v.15 no.2
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• pp.183-201
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• 2005

The lowest price guarantee policy or price-matching guarantee is the pricing policy that promises to compensate more than the price difference if a consumer finds a lower price for the identical model he or she purchased and submits a certain proof. Most of Korean large discount stores emphasize their competitive price level by adopting the lowest price guarantee policy so that the entire Korean distribution industry is deeply influenced by the policy. The article is the study regarding the effects of the lowest price guarantee policy in Korean unique industry environments. The study investigated the effects of the policy on consumers' preferences of stores. By using the conjoint measurement model, it identified the main effects and interaction effects between the policy and other independent variables. The results showed the significant effects of the policy on consumers' preference of stores and identified the interaction effects between the distance from the residence and the policy, and between overall store price level and the policy.

• Journal of the Korean Society of Costume
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• v.59 no.6
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• pp.1-15
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• 2009

The purpose of this study is to examine the effect of the cause marketing on fashion brand credibility, purchase and words of mouth ("WOM") intentions. This study adopted a survey method with the questionnaire. Data were collected from respondents who were graduated from higher than elementary school students. The data were analyzed by using statistic methods such as frequency analysis, factor analysis, reliability test and structural equation modelling. The results of the data analysis of this study are as follows; firstly, brand familiarity and customer attitude have a directly positive effect on the credibility, purchase and WOM intentions. Fashion business companies should work up the ways of communications with the customers besides cause marketing for the brand familiarity. It is necessary for customers to be known about how the fashion business companies participate in cause marketing to enhance the value of positive brand attitude. Secondly, while the brand familiarity on the credibility, purchase and WOM intentions are effective to female customers, the brand attitude is effective to male customers. Thirdly, even though it was showed that the credibility of fashion brands have no significant effects on purchase and WOM intention, it is due to its own nature of fashion business and it is founded in preceding research that high-involved fashion products may have different results in comparison with the practical products.

• Archives of design research
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• v.16 no.4
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• pp.423-432
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• 2003

The purpose of this study is to build user's psychological response process model on design evaluation. Users firstly evaluate design factors such as form, structure, texture and colors which are basic elements of product design. These factors, however are affected by product's situational factors, user's individual factors and environmental factors. That is, even same design can be evaluated differently by users according to product's situational factors such as price level, brand prestige level and marketing programs, and user's individual factors such as tastes, involvement level, personality, lifestyles and demographics, and environmental factors such as culture, sub-culture, social class, reference group and family and so on. Understanding how users evaluate product design is necessary to increase the possibility to create user-preferring design and also is the starting point of user-based design and design marketing. In the future researches, it is necessary to examine more factors which are not included in the study and to find out the relationship between factors affecting user's evaluation on design and user's psychological response.