• 유통과학연구
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• 제20권4호
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• pp.21-31
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• 2022

Purpose: The study focuses on the distribution of brand love on customers' behavioral intention at five-star hotels in Vietnam. Furthermore, the study also assesses the role of mediating variables and moderating variable involved in the research model. Research design, data and methodology This research surveys 458 customers using the services of five-star hotels in Vietnam through questionnaires on online platforms. Data cleaning and data analysis using SPSS 25.0 software combined with Smart-PLS 3.0 software were used in the research to evaluate the measurement model and structural model. Results: From the results of the structural model evaluation, it shows the positive distribution of brand love on customers' behavioral intentions towards five-star hotels in Vietnam. The mediating roles of brand engagement, brand equity, customer motivation, and the participation of the moderating variable, customer expectations, are determined by this research model. Conclusions: Based on the study results, the distribution of brand love positively affects customers' behavioral intention at five-star hotels in Vietnam, giving recommendations that have a positive impact on customer behavioral intention. In addition, the study shows the role of mediating variables as well as exploring the moderator's (customer expectations) in the distribution of relationships between customer motivation and customer behavioral intention.

• 한국콘텐츠학회논문지
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• 제16권2호
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• pp.537-545
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• 2016

본 연구는 프랜차이즈 햄버거전문점의 브랜드자산과 행동의도와의 관계에서 국내외 브랜드의 조절효과를 연구하고자 한다. 따라서 다음과 같은 연구 과제를 두었다. 첫째, 햄버거전문점에서의 브랜드자산 요인을 분석한다. 둘째, 브랜드자산이 행동의도에 미치는 영향을 연구한다. 셋째, 국내외 브랜드가 브랜드자산과 행동의도와의 관계에서 조절역할을 확인한다. 본 연구를 위한 모집단은 '80년대부터 지속적으로 브랜드자산을 형성해온 롯데리아, 버거킹, KFC, 맥도널드를 이용해 본 충청지역 대학생을 대상으로, 300부를 배포하여 최종적으로 253부를 분석 자료로 사용하였다. 연구결과는 첫째, 햄버거전문점의 브랜드자산 요인은 브랜드 인지, 브랜드 이미지, 브랜드 충성도의 3요인으로 분석되었다. 둘째, 브랜드 충성도, 브랜드 이미지, 브랜드 인지의 순으로 행동의도에 유의한 정(+)의 영향을 미쳤다. 셋째, 브랜드자산이 행동의도에 미치는 영향관계에서 국내외 브랜드는 조절작용을 수행하였다. 본 논문은 대형 업체 4곳으로 국한된 표본의 한계점을 지녔기에, 다양한 업체를 연구 대상으로 확대할 경우 의미 있는 결과를 기대할 수 있다.

• 산경연구논집
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• 제14권10호
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• pp.11-22
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• 2023

Purpose: This study aims to investigate how brand-related user-generated content (UGC) influences consumers' brand attitude and behavioral intention in the context of the Metaverse, and the mediating role of virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising. Research design, data and methodology: The study was conducted using a survey with 239 questionnaires from frequent social media users in China and hypothesis testing through AMOS 26.0 structural equation modeling. Results: The findings suggest that (1) brand-related UGC positively influences brand attitude and behavioral intention through virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising. (2) The study identified the fully-mediated effects of virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising in the impact of brand-related UGC on brand attitude and behavioral intention. (3) The mediating pathway with the most significant impact on behavioral intention was the virtual brand experience and attitude toward the advertising, followed by the effect of the virtual brand experience, perceived information usefulness, and perceived interactivity on brand attitude. Conclusions: This study presents UGC as a new type of digital promotion that can positively impact the effectiveness of brand advertising in the Metaverse.

• 한국IT서비스학회지
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• 제22권3호
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• pp.119-139
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• 2023

Generation MZ has emerged as a significant consumer segment and trendsetter in the fashion market of South Korea. Fashion designer brands have become popular among this generation by offering a range of fashion content on social network services (SNS) based on fresh and trendy designs. Despite the growing market share of fashion designer brands in the industry, previous research has mainly focused on brand personality in line with the characteristics of traditional fashion brands. Therefore, this study aims to derive brand personality and SNS characteristics of fashion designer brands based on previous research and investigate the influence of these factors on brand preference and behavioral intention. Moreover, it examines how this influencing mechanism fluctuates based on the consumer type (i.e., innovative type vs. price-sensitive type). Based on an online survey of 256 Korean adults with experience in fashion designer brands, this study identified the influencing mechanisms on purchase intention and word-of-mouth intention. This study contributes to empirical investigations of consumer brand preference and behavior intention in fashion designer brands through the brand equity model. It also offers insight into developing a segmented brand strategy by considering the variations in the influence mechanism of behavioral intention across different consumer types.

• 한국조리학회지
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• 제23권3호
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• pp.77-88
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• 2017

The purposes of this study were to verify the effects of corporate image on HMR (Home Meal Replacement) brand image, HMR product attitude and HMR behavioral intention. Using a convenience sampling method, the data were collected from those who have bought HMR in Seoul area, Korea. After a total of 350 responses were collected, 342 were used for the analyses. Both standard and hierarchical multiple regression analyses were conducted to test the hypotheses. The results are as follows. First, corporate image and HMR brand image had an effect on product attitude of HMR. Second, corporate image of HMR significantly impacted brand image of HMR. Third, brand image of HMR mediated the relationship between corporate image and behavioral intention. Fourth, product attitude of HMR had an effect on behavioral intention of HMR. These findings provide practical implication and marketing strategies for researchers and marketers regarding corporate image and brand image in the HMR context.

• 한국의류학회지
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• 제48권1호
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• pp.82-93
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• 2024

This study confirms how brand experiences perceived by consumers in the metaverse affect their pleasure and behavioral intentions (intention to use the platform, and purchase the virtual product). The results of this study are as follows. First, consumers have sensory, affective, behavioral, and intellectual experiences while interacting with fashion brands in the virtual space of the metaverse. Second, in the metaverse, consumers experience pleasure when they have various brand experiences including those mentioned above. Third, the pleasure gained through consumers' brand experiences has a positive effect on their behavioral intentions, including their intentions to use the platform and purchase the virtual product in the metaverse. This study is academically meaningful in strengthening brand experience-related research and expanding into the metaverse context through empirically verifying the influence of consumers' brand experiences on pleasure in the metaverse. Also, related fashion companies will be able to use the results of this study to strategically create consumers' sensory, affective, behavioral, and intellectual experiences to elicit pleasant emotions from consumers in the virtual space of the metaverse.

• 한국의류학회지
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• 제34권8호
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• pp.1341-1351
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• 2010

The Korean jean market has become increasingly competitive due to the increased imports of global brands. This study is to understand the purchase behaviors of Korean college students toward foreign brand jeans to help Korean jean brands enhance their competitive advantages over foreign brand jeans in the Korean market. Considering perceptions of Korean consumers toward foreign brands and traditional value changes, this study proposed a research model incorporating two extended behavioral intention (BI) models, Lee's modified BI model and Ajzen's theory of planned behavior. To test the research model, a total of 240 valid data sets were collected from college students in Busan, Korea. Structural and measurement models were estimated using LISREL 8.80. Because face saving failed to attain internal validity, the research model was revised to eliminate face saving. The findings indicated that perceived behavioral control had the strongest direct influence on purchase intentions of Korean college students for foreign brand jeans. Group conformity and subjective norm had non-significant direct impacts on purchase intention, whereas group conformity had an indirect impact on purchase intention through attitude. Based on the findings, theoretical and managerial implications were provided.

• 한국조리학회지
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• 제23권1호
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• pp.58-65
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• 2017

This study performed to test the effect of food neophobia on the formulated model on the relationships among perceived service attributes(food, employee, and physical attributes), brand trust, satisfaction and behavioral intention as perceived by franchise snack bar consumers. Total 299 respondents were used for statistical analysis and SPSS 21.0 and AMOS 21.0 program were employed. The findings of current study verified that food attribute among perceived service attributes has positively influence on brand trust and satisfaction, and the employee attribute has only effect on the brand trust. Additionally, the brand trust was critical predictor of satisfaction, but it was not significant antecedent of behavioral intention in context of franchise snack bar restaurant. Furthermore, this study found the moderating effect according to level of food neophobia on the designed hypothesizes, so it has been identified the importance of people's propensity about food neophobia can significantly effect on brand trust and satisfaction in franchise snack bar restaurant. These findings will contribute to provide meaningful suggestion to develop marketing strategic in franchise snack bar business as well as provide the theoretical evidence in the new segmentation.

• 복식문화연구
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• 제21권4호
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• pp.478-493
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• 2013

The purpose of this study is to examine the online WOM effect of blog review depending on brand awareness and message direction. The theory of planned behavior was applied to understand online WOM acceptance. A survey was conducted targeting female in 20s and 30s and 312 questionnaires were used for analysis. Frequency analysis, reliability analysis, t-test, and regression analysis were conducted using SPSS ver. 18.0. The results are as follows. First, purchase intention and online re-WOM intention are higher when brand awareness is higher. Second, subjective norm, perceived behavioral control, WOM acceptance intention, purchase intention and off-line re-WOM intention show higher values when negative information is afforded. Third, in type 1 (high brand awareness/positive message) and type 3 (low brand awareness/positive message), attitude, subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. In type 2 (high brand awareness/negative message), subjective norm and attitude have a positive effect on WOM acceptance intention. In type 4 (low brand awareness/negative message), subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. Forth, in type 1 and type 3, WOM acceptance intention has a positive effect on purchase intention, offline re-WOM intention and online re-WOM intention. In type 2 and type 4, WOM acceptance intention has a negative effect on purchase intention, and a positive effect on offline re-WOM intention. The results show that blog review has ripple effect on consumer behavior by affecting purchase intention and offline re-WOM intention.

• 복식문화연구
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• 제25권5호
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• pp.543-560
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• 2017

The aim of this paper is to find which types of pop-up store positively influence consumers and to analyze the factors that affect brand attitude and behavioral intention across different fashion pop-up store formats. The data was collected from 217 respondents in their 20s and 30s and then subjected to descriptive statistical analysis, oneway ANOVA and regression analysis using SPSS Statistics. The results of the oneway ANOVA test indicated that the 'Pop-up store of alliance with different kinds of industries' is the most effective type for increasing brand preference and brand recognition amongst consumers. Some further insights can be made from the regression analysis results. There are differences between pop-up store formats in terms of the cognitive factors influencing brand attitude and behavioral intention. Moreover, there are differences between pop-up store formats in terms of brand attitude factors influencing behavioral intention. Through the results of this study, fashion companies can determine the best type of pop-up store to open depending on their aims. In conclusion, this study provides valuable insights to fashion marketers, helping them to determine the appropriate factors to consider when planning fashion pop-up stores. Academically, this paper contributes to expanding the range of research on fashion pop-up retail by studying consumer experiences of different pop-up store types.