• Journal of the Korean Applied Science and Technology
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• v.37 no.4
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• pp.1052-1065
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• 2020

This study analyzed the effects of professional baseball PPL advertising speed on brand awareness, brand attitude, and behavioral intention for professional baseball consumers. The purpose of this study is to present a method that can be used as a variety of marketing utilization strategies of professional baseball teams and parent companies. This study was conducted on 411 professional baseball consumers. For data processing, frequency analysis, reliability analysis, reliability analysis, and multiple regression analysis were performed using SPSS 25.0 Window Version. Then, the average variance extraction index (AVE) and construct validity (CR) were calculated to verify convergent validity and discriminant validity. In addition, confirmatory factor analysis (CFA) was performed using AMOS 25.0. As a result, first, it was found that entertainment, informativeness, and discomfort, which are sub-factors of PPL advertisement speed, have a significant effect on brand recognition. Second, entertainment, information, and discomfort, which are sub-factors of PPL advertising speed, have a significant effect on brand attitude. Third, entertainment, informativeness, and discomfort, which are sub-factors of PPL advertisement speed, have a significant effect on behavioral intention. Fourth, it was found that brand awareness and brand attitude have a significant effect on behavioral intention.

• The Journal of Asian Finance, Economics and Business
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• v.1 no.4
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• pp.29-37
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• 2014

This study investigated effects of five consumption values of family restaurants, that is to say, functional value, economic value, social value, creative value and emotional value, upon consumers'satisfaction and brand reliability, and effects of satisfactions upon brand reliability, and effects of satisfaction and brand reliability upon consumers' behavioral intention to help develop family restaurant industry. Frequency analysis was done. The interviewees had demographic characteristics of gender: 156 men (54.4%) and 131 women (45.6%). The interviewees live in the places: 136 persons (47.4%) in Gyeonggi and Metropolitan area, 57 persons (27.0%) in Gangbuk, Seoul, 38 persons (13.2%) in other areas in Seoul, 34 persons (11.8%) in Gangnam, Seoul, 18 persons (6.3%) in Incheon and 4 persons (1.4%) in other regions. Values of the use of family restaurants, for instance, functional value, economic value, social value, emotional value and rarity value had influence upon satisfaction and brand reliability, had influence upon satisfaction as well as brand reliability. This study investigated consumption values of which consumers thought much, effects of consumption values upon satisfaction and brand reliability, effects of consumer's satisfaction upon brand reliability, and consumer's satisfaction and brand reliability upon behavioral intention, and to verify effects having influence upon local and foreign family restaurant.

• Journal of Distribution Science
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• v.20 no.5
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• pp.105-117
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• 2022

Purpose: This research investigates ready-to-drink (RTD) coffee. Although the RTD coffee market is growing competitively, few studies have examined behavioral re-intention or repurchase intention in the context of this industry. Therefore, the objective of this study was to explore factors affecting the behavioral re-intention to purchase RTD coffee. Research design, data and methodology: Using the theory of planned behavior (TPB) as the underpinning theoretical framework, this study hypothesized that behavioral re-intention to purchase RTD coffee is influenced by the variables of the TPB and additional variables. A mixed-method research design was applied, starting with qualitative in-depth interviews and followed by a quantitative method. Data were collected using an online survey of coffee lovers. Multiple linear regression (MLR) was used to assess the hypothesized relationships in the proposed conceptual framework. Results: The results reveal that content sensory attribute beliefs are the strongest positive predictor of behavioral re-intention in Thailand, followed by perceived utilitarian value. In contrast, price signaling was negatively related to behavioral re-intention. Conclusions: The findings can help food and beverage companies to develop new coffee product lines to gain more market share, create integrated marketing communications to build brand awareness, and manage distribution channels and the supply chain.

• Journal of Digital Convergence
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• v.11 no.5
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• pp.385-394
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• 2013

Recently, as the healthcare market is globalized, the importance of the information on the Internet has been recognized. In this study, the analysis by research model with hypothesis that benefit sought factors of health tourism have a positive effect on behavioral intention of destination selection through tourism brand equity by internet information was carried out. As a result of analysis, benefit sought factors like as health and beauty did not have a positive effect on brand cognition and perceived quality but benefit sought factors like as service and nature had a positive effect on brand cognition and perceived quality. However, benefit sought like as experience did not have a positive effect on brand cognition and perceived quality. And brand equity like as brand cognition and perceived quality had a positive effect on behavioral intention. Thus, according to the results of these hypotheses, policies that foster health tourism in Jeju region will be followed based on product development that considering the importance of the existing service and cognition.

• Journal of Wellbeing Management and Applied Psychology
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• v.3 no.2
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• pp.13-20
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• 2020

The purpose of this study was to empirically investigate the relationship among fashion brand experience, brand loyalty, relationship quality, and repurchase intention. The 420 survey questionnaires were distributed among the consumers in their 30s and 40s who had experience buy fashion brands products through convenience sampling in Seoul. Due to the reliability of data, 120 samples were discarded and 300 samples were put to actual analysis. By using SAS 9.4, data were analyzed for frequency analysis, reliability analysis, correlation analysis. The results of the study are as follows. First, the fashion brand experience which is consist of sensory, affective, behavioral and intellectual experience had positive effects on brand satisfaction and brand trust. Second, brand trust and brand commitment and the relationship quality of brand satisfaction, only satisfaction and commitment affects brand loyalty significantly. Lastly, brand loyalty had significantly effect on repurchase intention. It presented the potential to use the brand as a strategic tool to build strong brand assets, along with providing specific ways to secure differentiated competitiveness in the fashion brand market. It is also thought to be meaningful in that we presented a practical strategy to build and strengthen a lasting bond with consumers by looking at the impact on the quality of the relationship.

• The Journal of the Korea Contents Association
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• v.16 no.1
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• pp.611-619
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• 2016

Prior researches on brand authenticity so far have focused on the scale development for measuring brand authenticity. However, at the point of time it is necessary to consider the utilization of the proposed scale in an integrative approach. Accordingly, this study aims to examine brand authenticity mediated the effect of brand authority and ethicality on purchase and word-of-mouth intention. The survey method was used for this paper, and data from a total of 136 office workers were used for the analysis. And structural equation model was used to analyze the data. The results of this empirical study is summarized as followings. First, brand authority and ethicality do not have a direct effect on purchase and word-of-mouth intention but brand authenticity mediates the effect of brand authority and ethicality. Second, brand authority and ethicality have positive effect on brand authenticity. This study provides information on the purchase and word-of-mouth intention of salary man. Further, it will provide meaning suggestion point of the importance of brand authenticity in establishing the policy of brand management.

• The Journal of the Korea Contents Association
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• v.15 no.5
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• pp.455-463
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• 2015

As recently increased penetration of smart phones, branded applications(the brand app) via mobile are growing rapidly. Since these brand apps are being used as means of corporate marketing and sales, many consumers have been using them. However, there are few studies about brand apps. And it is also necessary to study about continuous use of brand apps because they are easy and free to download and remove. In this study, we analyzed how a variety of brand experience have impact on the brand apps' continuous use. As a result of this study, sensory, affective, behavioral, and intellectual experience as a brand experience affected brand commitment positively, and then the brand commitment had a positive impact on the degree of brand loyalty and continuous use intention. Eventually the more brand loyalty, the more continuous use intention of brand apps. That is, consumers' experience about a variety of brand apps makes customers' brand commitment and loyalty increase and keep customers using the brand apps consistently. Therefore, if companies let the customers have various experience through brand apps, they will have good marketing performance.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.1 s.160
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• pp.85-94
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• 2007

This study analysed the structural relationship of customer satisfaction and behavioral intentions for service quality. Service quality factors were defined as tangibles, reliability, responsiveness, assurance, and empathy. Behavioral intentions were defined as loyalty and brand switch. A LISREL model was used to develop dimensions of service quality and to investigate the structural relationship between overall service quality, customer satisfaction and behavioral intentions on department stores. The results and implications are that there is a significant relationship between service quality and overall satisfaction. Furthermore, a significant relationship exists between overall satisfaction and behavioral intentions. This study also shows that overall service quality affects customer satisfaction and behavioral intention.

• 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.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.9_10 s.157
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• pp.1455-1463
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• 2006

The purpose of this study was to examine the advertisement effects of mobile fashion advertisements, specifically focusing on how the mobile fashion advertisement effects work according to advertisement types and categories. Two hundred female college students participated in this study. For data analysis, descriptive statistics, factor analysis, and t-test were used for this study. As the results, first, advertisement attitudes were classed into three factors such as cognitive factor emotional factor, and behavioral factor. Second, regarding the effect of advertisement types, pull advertisement type had higher advertisement attitudes, and higher purchasing intention than push advertisement type. There was not significant in brand attitudes between pull advertisement and push advertisement. Third, for the effects of advertisement categories, clothing advertisement had higher cognitive factor and behavioral factor, and higher purchasing intention than accessory advertisement. There were not significant in emotional factor and brand attitude between clothing and accessory advertisements. Based on these results, M-commerce fashion advertisement marketing strategies would be suggested.