• Title/Summary/Keyword: Brand Attitude

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The Effects of Similarity and Brand Fit of Extension Type on Beauty Brand Attitude (뷰티브랜드 확장 시 확장유형의 유사성과 브랜드적합성이 브랜드태도에 미치는 영향)

  • Choi, Jung-Sun;Jeon, Jung-Ok
    • Journal of the Korean Society of Clothing and Textiles
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    • v.33 no.8
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    • pp.1293-1305
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    • 2009
  • Despite the attention regarding the effects of brand extension, there is limited research focused on brand extension in the beauty industry. This study discusses whether the similarity of extensional types and brand fit has any effect on the brand attitude toward beauty brand extension. This study examines the changes in the brand attitude and finds the effect of the similarity of extensional types and brand fits on brand attitude toward beauty brand extension. In the experiment, 4 description type factorial designs were performed. A total of 114 females participated in the experiment that had an experience of visiting a beauty salon. The results are as follows. First, the similarity of an extensional product-type has a positive effect on attitude toward parent beauty brand, while the similarity of extensional service-type does not. Second, there are significant independent and interaction effects between similarity and brand fit, which reveal differential influences on attitudes toward an extended beauty brand. Attitudes toward parent and extended beauty brands were affected by the similarity of extensional types and brand fit.

The Effect of Experience Marketing on Brand Attitude and Brand Loyalty of Beauty Salon Franchise Stores (프랜차이즈 미용실에서의 체험마케팅이 브랜드 태도와 브랜드 충성도에 미치는 영향)

  • Lim, Sunnye;Chae, Heeok;Jeon, Hyunjin
    • Journal of Fashion Business
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    • v.18 no.5
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    • pp.42-55
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    • 2014
  • This study examined the relative importance level of experience marketing on brand attitude and brand loyalty in beauty salon franchise stores, and attempted to raise the competitiveness of beauty salon services by presenting this elements as experience marketing strategy directions for beauty salon franchise store management. A questionnaire was used for this study on 350 adults residing in Gwangju Metropolitan City and SPSS 20.0 statistics package was used for analysis. In summary, the results of this study are as follows. First, five factors that make up experience marketing in beauty salon franchise stores were found. They were sensory marketing, relative marketing, emotional marketing, cognitive marketing and behavior marketing. Brand loyalty was categorized into the two factors, attitude loyalty and behavioral loyalty. Also, we found that experience marketing had a statistically positive impact on brand loyalty. Secondly, experience marketing of beauty salon franchise stores was found to have a statistically significant positive effect on brand attitude. Thirdly, we found that the brand attitude of beauty salon franchise stores had a statistically significant positive effect on brand loyalty.

Relationship between Brand Attitude and Brand Loyalty in Fashion Products (의류제품 소비자의 상표태도와 상표충성행동에 관한 연구)

  • Yoon, Nam-Hee;Rhee, Eun-Young
    • Journal of the Korean Society of Clothing and Textiles
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    • v.31 no.7
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    • pp.1030-1041
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    • 2007
  • The purposes of this study were to identify the sub-dimensions of consumers' attitude and types of loyalty behavior toward fashion brands, and to analyze the influence of consumers' brand attitudes on brand loyalty. A survey was conducted with the questionnaire for consumer's buying experience of fashion brand. A total of 350 questionnaires were distributed, and 341 complete responses were analyzed. Exploratory factor analysis, confirmatory factor analysis, path analysis, and multi-group analysis were used for data analysis. The results of this study were as follows. First, the consumers' brand attitude consisted of four sub-dimensions of affective, familiar, value-expressive, and utilitarian attitude. Second, each brand attitude significantly influenced the brand loyalty behavior(single-brand loyalty, multi-brand loyalty, and brand switching). Finally, the causal relationship between brand attitude and brand loyalty differed by consumer's variety seeking tendency.

Causal Relationships on Consumer Attitude Toward the Types of Fashion Advertising Appeal (의류광고의 소구유형에 따른 소비자의 태도 연구)

  • 양수미;박은주
    • Journal of the Korean Society of Clothing and Textiles
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    • v.19 no.1
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    • pp.3-12
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    • 1995
  • The purpose of this study were to identify the types of consumer responses and to investigate the attitude formation process toward the fashion advertising. A consusmer attitude model for the fashion advertising and to select relevant variables. A consumer attitude model was composed of the prior brand attitude, the consumer re, ;posses (affective, cognitive) the advertising attitude, the brand attitude, and the purchase intention paradigm. The result of this study were as follows: 1. Consumer responses on the fashion advertising were distingished between affective response and cognitive responses and the degree of responses differed by the advertising appeals types (emotional advertising, sex appeal advertising and product attribute advertising). 2. The main casual course of the fashion advertising was that the prior brand attitude $\rightarrow$ the consumer responses (affective, congnitive) $\rightarrow$ the advertising attitude $\rightarrow$ the brand attitude $\rightarrow$ the purcha, ie intention. These attitude formation process was differed by the advertising appeals types. Finally, consumer responses on the fashion advertising were disinguished beween affective responses and congitive responses, and were affected to advertising attitude, brand attitude, purchase intention. These consumer attitude formation process was differed by the advertising appeals.

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The effectiveness of Advertising with Negrative Appeal -concentrating on magazine apparel ads taking social problems as their themes- (부정적 소구 광고의 효과 -사회문제를 주제로 한 잡지 의류광고를 중심으로-)

  • 변상은;김인숙
    • Journal of the Korean Society of Clothing and Textiles
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    • v.23 no.7
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    • pp.953-964
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    • 1999
  • The purpose of this study was to analyze the effectiveness of negative appeal ads taking social problems as their themes. Two social problem ad themes concerning abortion and drug addiction were selected as stimulus. Questionnaires consisted of questions about affective response cognitive evaluation consumer's characteristics(sex, clothing involvement social problem involvement) and the ad and brand attitudes They were distributed to 200 high school students in Seoul. Results were : 1 The affective response consisted of 4 dimensions(negative inactivating activating positive) and the cognitive evaluation had 3 dimensions(utility·persuasive power creativity awareness) 2. Creativity and awareness dimensions and the ad attitude had positive influence on the brand attitude for the abortion theme ad,. Creativity dimension and consumer's clothing involvement had positive influence on the brand attitude for the drug addiction theme ad . Especially the affective response had no significant influence on the brand attitude. This result suggests that in case of negative appeal ads the affective response does not necessarily degrade the brand attitude while positive cognitive evaluation on creativity and awareness of the could influence the brand attitude favorably through raising attention to the brand resulting in high effectiveness of the ad.

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Effects of Message Framing on the Advertising Effectiveness: -Moderating Role of Regulatory Focus and Product Type- (메시지 프레이밍이 광고효과에 미치는 영향: -조절초점과 제품유형의 조절효과-)

  • Kim, Sung-Jae;Yu, Ming-Ji
    • The Journal of the Korea Contents Association
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    • v.10 no.8
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    • pp.177-185
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    • 2010
  • The effects of message framing have been major research themes in marketing and advertising field and several studies on these effects have been conducted. The purpose of this study is to analyze the direct effects of message framing on the ad and brand attitude, and the moderating effects of regulatory focus and product type in these direct effects. Results from experiments indicate that message framing have significant effects on ad and brand attitude. And consumers' regulatory focus plays a moderating role between message framing and ad, brand attitude. We did not found the moderating effects of product type between message framing and ad, brand attitude. Finally, we summarized these results, discussed contributions and limitations of this study.

Roles of Social Identity Verification in the Effects of Symbolic and Evaluation Relevance on Chinese Consumers' Brand Attitude

  • Choi, Nak-Hwan;Xu, Huimin;Teng, Zhuoqi
    • Asian Journal of Business Environment
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    • v.8 no.4
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    • pp.17-27
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    • 2018
  • Purpose - Current study aimed at investigating the symbolic and evaluation relevance to global luxury brands as the causes of inducing social identity verification, and also explored whether the social identity verification will affect the attitude toward the brands. Research design, data, and methodology - 323 questionaries from Chinese consumers were used to test hypotheses by structural equation model of AMOS 22.0. Results - First, social identity verification positively affected on the brand attitude. Second, both the symbolic relevance and the evaluation relevance positively affected on social identity verification. Third, the mediation roles of social identity verification were identified. Social identity verification played a full mediation role in the effect of the symbolic relevance on the brand attitude, and played a partial mediation role in the effect of the evaluation relevance on the brand attitude. Conclusions - This study could contribute to the advancement of theory concerned with the roles of consumers' social identity verification which induces positive attitude toward the global luxury brands. Global brand managers in China should try to search ways by which consumers can feel both the symbolic relevance and evaluation relevance to their luxury brands, and should make efforts to improve the symbolic relevance and evaluation relevance to their brand.

The Influence of Service Quality Factors on Reuse Intention (항공사의 유·무형, 인적서비스 품질요인이 재이용의도에 미치는 영향 : 항공사 브랜드 및 브랜드태도의 매개효과를 중심으로)

  • Park, Hye-Yoon;Park, So-Yeon
    • Journal of Distribution Science
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    • v.15 no.4
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    • pp.59-67
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    • 2017
  • Purpose - This study's aims are to examine the effects of airline service quality on brand image, brand attitude and reuse intention and the mediating roles of brand image and brand attitude in the relationship between airline service quality and reuse intention. Research design, data and methodology - A total of 500 questionnaire copies were distributed and 474 were used for the empirical study after excluding some empirical inappropriate or unusable ones. To analyze the collected data, the SPSS/WIN 22.0 statistical package was used. Results - The result of analysis showed that all the intangible, tangible and human elements of the airline service quality positively influenced on brand image and brand attitude and did not directly influence on reuse intention. However, brand image and brand attitude played mediating roles in the relationship between all the service quality elements and reuse intention. Conclusions - This means that airlines need to develop service quality, which is differentiated and provides special feelings for customers and work out improvement strategies for positive brand images and attitudes, since customers choose and reuse airlines, based on brand images and attitudes, which are perceived and formed through the experience of airline service quality and word of mouth.

Evaluation of How the Motivation the Use of Specialized Coffee Branches Brand Attitude, Satisfaction and Loyalty (커피 전문점 이용 동기가 브랜드 태도와 만족도 및 충성도에 미치는 영향)

  • Kim, Tae-Hee;Yoo, Hee-Joo;Lee, In-Ok
    • Journal of the East Asian Society of Dietary Life
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    • v.20 no.1
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    • pp.149-158
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    • 2010
  • The domestic specialized coffee branch market is growing both in size and sales, and the competition between different brands is increasing. The goal of this study was to divide the customer's consumption motivations into utility usage motivation, hedonic usage motivation, and ostentation usage motivation and to determine how each motivation influences the attitude, satisfaction and loyalty toward the brand. The results can be summarized as follows. (1) Hedonic motivation and ostentation motivation with the exception of utility motivation were shown to have an effect on brand attitude. (2) Brand attitude was shown to have an effect on satisfaction and loyalty. (3) Satisfaction had an effect on loyalty. However, if the satisfaction was low, the intentions for subsequent visits and positive oral transmissions decrease. The result of this study showed that establishing positive brand attitude, satisfaction and loyalty to customers with pleasure and ostentation motivations is effective. Moreover, marketing activities such as cultural and playful events should be emphasized for customers with hedonic motivations, while environments with better atmosphere and careful service should be provided to customers with ostentation motivation.

The Sponsorship-Marketing Effectiveness of Information Consistency between The fashion Brands and The sponsored Events (패션브랜드와 후원행사의 정보일치성이 후원마케팅 효과에 미치는 영향 - 신규 아웃도어웨어 브랜드를 중심으로 -)

  • Kang, Yu-rim;Kim, Mun-Young
    • Journal of the Korean Society of Costume
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    • v.66 no.2
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    • pp.76-89
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    • 2016
  • Because of consistent growth of the outdoor-wear market, many outdoor wear brands have implemented diverse marketing strategies to catch consumers' attentions. This research was started with a purpose of examining sponsorship marketing and its effects on outdoor-wear brands. Future research should be conducted by modifying and supplementing the points that were not considered in this study. The factors used to analyze the effects of sponsorship marketing on outdoor-wear brands were brand attitude and purchase intention, and the study used questionnaires collected from 396 men in the Daegu-Gyeongbuk Province. Analysis of the data was performed using factor analysis, independent sample t-test, ANOVA, and cluster analysis. The study result is as follows. First, there was no difference in sponsorship-marketing attitude, brand attitude, and purchase intention according to the level of information consistency. Second, there was a significant difference in sponsorship-marketing attitude, brand attitude, and purchase intention according to age, income, clothing expenditure, and spending for products. Third, there was no difference in sponsorship-marketing attitude, brand attitude, and purchase intention according to the shopping orientation group.