• Science of Emotion and Sensibility
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• v.18 no.4
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• pp.87-98
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• 2015

As SPA brands are growing in Korean apparel markets, they are extending their well-established brands into new markets (i.e., SPA brand extensions). To investigate psychological mechanism underlying SPA brand extensions, this study conceptually proposed such consumer information processing of SPA brand extensions as (1) perception of similarity between SPA brand extensions and their original brands and (2) evaluations on the SPA brand extensions (i.e., attitude and purchase intent). For hypothetical SPA brand extensions (high, moderate and low similarity conditions), perceived similarity was measured by using a eye-tracker and evaluations were assessed by using a self-reported questionnaire. The results reveal that the amount of external information searching for SPA brand extensions was larger in the following order: moderate, low and high similarity conditions. The depth of SPA brand information processing was also deeper in the same order. Evaluations on SPA brand extensions were higher in high and moderate similarity conditions than in low similarity condition. The findings suggest that the evaluations are affected by perceived similarity and the amount of cognitive efforts in processing SPA brand extensions.

• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.500-510
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• 2015

This study examined the effect of face sensitivities on a consumer's choice of luxury product's logo size. To answer the research question, an experimental design was planed and conducted where the stimulus for the experiment comprised two luxury brands, Louisvuitton and Couronne. For each brand, three different sizes of a logo were considered; no logo, logo with small size, and logo with big size. Each product has an identical design, color, and size except for the size of logos. A total of 115 students were enrolled in the experiment to select one of the logo sizes in each brand. Through the data analysis, we found that shame consciousness and consciousness for others among face sensitivities were significantly associated with the choice of a logo size both in Louisvuitton and Couronne. In addition, there was no significant difference in face sensitivities between male and female, but was significant difference in the choice of a logo size between male and female.

• The Journal of the Convergence on Culture Technology
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• v.7 no.3
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• pp.321-334
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• 2021

In this study, in order to analyze the effect of the consumption value of goods on the purchase intention of corporate brand products, the model was tested using SPSS 21.0 and Smart PLS 3.0 by receiving questionnaires from 457 men and women who have purchased goods. After examining the consumption values of goods, such as limited, functional, aesthetic, hedonistic, innovative, and social ego values, and product satisfaction, the effect on purchase intention of corporate brand products was analyzed. All were found to be significant except for innovative value, and product satisfaction had a significant effect on brand attachment and purchase intention of corporate brand products. We have recently redefine goods according to the trend of the times, and put an academic significance on the first classification of goods into four categories: human brand goods, brand goods, tourism goods, and character goods. It was confirmed that there was a partial difference in consumption value and satisfaction according to the type of goods. Through research, it is intended to broaden the understanding of goods and suggest the possibility of effective and useful marketing by suggesting planning and development directions according to the target.

• Archives of design research
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• v.16 no.4
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• pp.47-58
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• 2003

Introduction of rich media is influencing strategy, planning, and design field of internet advertising. Although past studios had suggested that using rich media in internet advertising is effective in building higher brand recognition, there has been little research on specific design factors of rich media advertising. Therefore, the purpose of this study is to analyze the effectiveness of design factors for brand recognition. The result of this study suggests that illustrated image was more effective than photo images for higher brand recognition. Also, sound with narration resulted in higher brand recognition than in the case of only sound.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2000.04a
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• pp.417-425
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• 2000

시각적 의미의 개발에 바탕을 둔 색채 디자인 연구는 인간의 감성을 중시하는 새로운 패러다임을 맞이하여, 보다 확장적이고 다양한 연구로 발전되고 있다. 특히 화장품 브랜드의 개발과정에서 색채연구의 기능과 역할은 보다 새로운 차원으로 확대, 발전될 수 있는 가능성이 많다. 본 연구의 목적은 허브 식물이 가진 치료 효과와 심신을 편안하게 해주는 감성적 요인을 이용하여, 다차원적 감성을 활용한 색채 연구 방법론을 개발하고 이를 통한 자연성 화장품 브랜드의 이미지 전략을 수립하는데 있다. 허브 식물과 사용자 간의 감성적 교류에 대한 다차원적 특성은 '프리메라'라는 자연성 화장품 브랜드를 위한 감성적 이미지 개발 전략의 사례연구를 통하여 연구되었다. 본 사례 연구에서는 여성의 피부 특성에 따른 세 종류의 시각적/촉각적 색채 이미지 접근 방법을 분석하고, 이를 통한 활용 색체 팔레트를 개발함으로써 프리메라가 갖고 있는 브랜드의 이미지를 확고히 전달할 수 있는 감성 언어 체계를 개발하였다.

• Journal of Distribution Research
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• v.8 no.1
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• pp.21-46
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• 2003

Despite importance of private brands in the retail industry, not many studies have been performed on factors affecting consumers' attitude formation toward private brands. This study tries to understand attitude formation toward private brands from the perspective of image congruence. Focusing on three types of image congruence-image congruence between a private brand and a consumer's self, image congruence between a store and a product category used for a private brand, and image congruence between a store and a consumer's self - this study explores relationships and effects of these three types of image congruence on attitudes toward private brands. According to results, image congruence between a private brand and a consumer's self has the strongest effect among three types of image congruence. Image congruence between a store and a product category also has a significant positive effect on attitudes toward private brands. Effects of image congruence between a store and a consumer's self on attitudes toward private brands were opposite to the hypothesized direction, and explanations about the unexpected result are provided.

• Journal of Fashion Business
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• v.28 no.2
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• pp.76-91
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• 2024

This study analyzed the colors used in the logos of infants' and children's clothing brands, comparing them based on brand type and the pursued image. A total of 34 brands with the highest recent sales rates were selected. Among these, 17 were large-sized enterprise brands found in department stores, and the other 17 were in-house production enterprise brands. All colors used in the logos of the selected brands were extracted from the brand logo images. In addition, the study classified the pursued images of the selected brands using emotional adjectives in order to assess variations in different color attributes of the logos according to the brand type and pursued image. The study found that in-house production enterprise brands used lighter and more varied colors compared to department store brands. For both brand types, reddish-to-yellowish hues were most commonly used. Brands projecting a 'cute' and 'gorgeous' image exhibited a greater array of colors in their logos, while brands with a 'neat', 'modern', and 'luxurious' image used less saturated colors. In terms of logo type, symbol logos used the most colors with a moderate level of lightness, while typographic logos used the fewest colors with a low level of lightness.

• The Journal of the Korea Contents Association
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• v.15 no.12
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• pp.493-503
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• 2015

This study examined the effect of brand trait transference under the premise that if the public images of advertisement model have influences on the brand through advertisements, the brand image traits will also affect the advertisement model in reverse. For the external validity of the research, TV commercials as well as print Ads were made for this experiment with currently active real brands and real celebrity endorser through pre-test. Research was conducted with 8 groups which was designed 4 Ad exposure situations(1 control group & 3 brand Ads) X 2 models(celebrity vs non-celebrity). As a result, the effects of brand trait transference were more notably observed in the cases of a noncelebrity endorser than in celebrity endorser. All the brand image traits of selected brands in the experiment(good-natured, of high-class, energetic) were transferred to the noncelebrity endorser, while some selective traits were transferred to celebrity endorser who already had a solid public image.

• International Commerce and Information Review
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• v.14 no.2
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• pp.173-199
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• 2012

The purpose of the study is to test and analyze differences in consumers' satisfaction and influences of competitiveness of goods on consumers' purchase decision by demographic characteristics and by channel distribution. The hypotheses have been tested through T-test and ANOVA with one-way and two-way using SPSS Win Ver. 12.0. The distribution channels are classfied with five ones such as company direct operation shop, agent licensed shop, department store, internet home shopping and outlet goods shop. This study can indirectly suggest a local clothing brand industry countermeasures for raising competitiveness and changing consumer preferences in the open domestic market.

• International Area Studies Review
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• v.21 no.2
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• pp.97-120
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• 2017

This study attempted to examine how Chinese consumers' brand authenticity of Korean cosmetic brands are related to brand loyalty through brand aura. In other words, this study observed how Chinese consumers' brand authenticity, which includes product, employee and corporate authenticity related to Korean cosmetic brands, influence on the consumers' brand loyalty through brand aura. To this end, we surveyed Chinese consumers visiting Korean cosmetic brand shops in department stores, discount stores and large shopping malls in Beijing, Shanghai, Guangzhou in China. A total of 400 surveys were used in the empirical analysis. The results of empirical analysis confirmed that product, employee, and corporate authenticity of Chinese consumers have for Korean cosmetic brands positively influenced on brand aura. Furthermore, results showed that Chinese consumers' brand aura of Korean cosmetic brands had a positive effect on brand loyalty. The results of this study provide implications to help Korean cosmetic companies gain a competitive edge in the Chinese cosmetic market by understanding Chinese consumers' authenticity of their brands and building brand images and using differentiated marketing strategies that can induce brand aura.