• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.2
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• pp.190-200
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• 2008

The purposes of this study were to identify brand equity factors influencing brand preference and to investigate the effects of preference and other factors on brand performance of domestic and imported fashion accessary(handbag, shoes, purse, etc.) brands. A total of 300 women aged between 20 and 49 years were surveyed during the month of September, 2006, on 2 domestic brands and 2 imported brands that were well-known to consumers. The data were analyzed with factorial analysis, multiple regression analysis, ANOVA, Cronbach's ${\alpha}$, etc., using the SPSS 10.0. The result of research showed: 1) Four factors of brand equity were identified: quality, awareness, image, and trust. 2) Quality, awareness, price acceptability, distribution proximity, and brand performance of the domestic brands were higher than those of the imported brands. But brand preference of the imported brands was higher than that of the domestic brands. 3) Brand preference of the domestic brands was affected by quality, awareness, image, and trust. And brand performance of the domestic brands was affected by appropriateness, brand preference, and distribution proximity. 4) Brand preference of the imported brands was affected by image, quality, awareness, and trust. And brand performance of the imported brands was affected by price acceptability, appropriateness, and distribution proximity.

• Journal of the Korean Society of Costume
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• v.66 no.2
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• pp.45-60
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• 2016

As a method to satisfy needs and emotions of consumers who pursue diversity, the use of Kitsch in the fashion industry has been increased. Previous studies on Kitsch fashion have focused on qualitative research on the characteristics of Kitsch product, and little empirical researches have been conducted on consumer attitude such as consumer response to Kitsch products and brand equity. Therefore, the purpose of this study are 1) to investigate comparisons of experiential values (i.e., Aesthetic, Amusing, Cultural) with Kitsch product moderated by consumers' characteristics (i.e., consumer uniqueness, fashion involvement), and 2) to explore the relationship between experiential values and brand equity. Factor analysis, reliability analysis, ANOVA, and structural equation model using SPSS 18.0 and AMOS 18.0 were used for the data analysis. 210 questionnaires were analyzed for this study. The results of this study were as follows. First, significant difference in aesthetic values of Kitsch products were shown. Kitsch Product with nostalgic characteristics has higher aesthetic values than others. Specifically differences in experiential values with Kitsch product were partially moderated by consumers' characteristics (i.e., consumer uniqueness, fashion involvement), Second, cultural value had a positive influence on brand awareness, while amusing and cultural values had a positive influence on brand image. Also aesthetic and amusing values had a positive influence on brand loyalty. Academic and business implications were discussed from this study.

• Management & Information Systems Review
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• v.36 no.4
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• pp.21-32
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• 2017

Motivated by the recent cases of negligent social responsibility as manifested by foreign luxury fashion brands in Korea, this study investigates whether agency costs depend on the sustainability of different types of corporate governance. Agency costs refer either to vertical costs arising from the relationship between stockholders and managers, or to horizontal costs associated with the potential conflicts between majority and minority stockholders. The firms with luxury fashion brand could spend large sums of money on maintenance of magnificent brand image, thereby increasing the agency cost. On the contrary, the firms may hold down wasteful spending to report a gaudily financial achievement. This results in mitigation of the agency cost. Agency costs are measured by the value of the principal component. First, three ratios are constructed: asset turnover, operating expense to sales, and earnings before interest, tax, and depreciation. Then, the scores of each of these ratios for individual firms in the sample are differenced from the ratios for the benchmark firm of S-OIL. S-OIL was designated as the best superior governance model firm for 2013 by CGS. We perform regression analysis of each agency cost index, luxury fashion brand dummy and a set of control variables. The regression results indicate that the agency costs of the firms with luxury fashion brand exceed those of control group in the fashion industry in the part of operating expenses, but the agency cost falls short of those of control group in the part of EBITD, thus the aggregate agency costs are not differential of those of the control group. In sensitivity test, the results are same that the agency cost of the firms are higher than those of the matching control group with PSM(propensity matching method). These results are corroborated by an additional analysis comparing the group of the companies with the best brands with the control group. The results raise doubts about the effectiveness of management of the firms with luxury fashion brand. This study has a limitation that the research has performed only for 2013 and this paper suggests that there is room for improvement in the current research methodology.