• Korean Business Review
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• v.15
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• pp.133-152
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• 2002

The objective of this study examines that a country-of-origin and a congruity between country-of-origin of brand and country-of-origin of production effect on consumers' product preference respectively. To test this hypothesis, we used stimulus material including product photos with brand and its production description. Nation selected for study is defined as developed country, Korea, underdeveloped country, and tape record, sports shoes, and cosmetic, tissue is selected, they have characteristics with thinking vs feeling, level of involvement, private vs public. The result of analysis show that the effects of country-of-origin on product preference is different over country. The product of developed country is preferred by subjective, and following Korea, underdeveloped country. This result imply that country-of-origin effect on consumers' product preference and product evaluation positively. And we found that the degree of congruity between country-of-origin of brand and country-of-origin of production has very substantial impact on product quality judgement and product preference above and beyond brand and country-of-origin of production main effects. This study contributes to a understanding of effects of country-of-origin at the perspective of congruity, and extend level of generalization of country-of-origin effect by testing various product characteristic and congruity.

• Journal of the Korea Convergence Society
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• v.9 no.12
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• pp.151-157
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• 2018

The purpose of this study was to analyze the relationship among self-image congruity, affect, brand attitude and purchase intention toward sports brands. In order to achieve the purpose of this study, totalling 329 students were recruited from several different university. Data were collected by using convenience sampling method. Research model and hypothesis testing were conducted by using SEM(structural equation modeling) through AMOS 18.0. The result were as follows; First, sports brand ideal self-image positively influenced on brand affect. Second, brand affect had significantly effect brand attitude and purchase intention. Third, brand attitude positively influenced purchase intention toward sports brands. The finding s also revealed effect of ideal self-image congruity in there relationships between self-image and brand affect.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.478-489
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• 2021

The mobile game industry is currently on the rise and is one of the major industries. Recently, advertisements among mobile games are aimed at branded content, unlike existing advertising content. In this study, we conduct a study on the advertisement effectiveness of the attributes of branded advertisements under a mobile game environment. Therefore, the impact of context congruity, perceived advertising intrusiveness and entertainment on advertising attitude, brand attitude and purchasing intention was verified through experimental research on Chinese mobile game users in the 10s and 20s. Analysis of the PLS structural equation model showed that context congruity and entertainment had a significant impact on advertising attitude, but did not have a significant impact on brand attitude. Perceived advertising intrusiveness has no significant impact on advertising attitude and brand attitude. Finally, advertising attitude had a significant influence on purchase intention through brand attitude. Through these findings, we discuss the effectiveness of mobile game branded advertisement and present effective brand advertising strategies.

• Fashion & Textile Research Journal
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• v.20 no.1
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• pp.50-62
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• 2018

The global volume of luxury fashion industries has continuously grown with the influx of young consumers in 20s and 30s, yet little research explores luxury consumption patterns of the young consumers. Given the crucial importance of socio-psychological shopping values in luxury, the current study explores the effects of self-congruity and functional congruity on purchase intentions of luxury fashion brands, and the moderation of self-construal in the mechanisms. An online study was conducted through Google Forms with a total of 227 Korean respondents of actual luxury consumption experiences. The data was analyzed using SPSS 18.0 program. The results of the study reveal the following: (i) Among the three factors of self-congruity, ideal and social self-congruity factors have significant positive effects on purchase intentions; (ii) actual self-congruity has no statistical effect on purchase intnetions of luxury fashion brands; (iii) functional congruity has a significant positive effect on purchase intentions of luxury fashion brands; (iv) no moderation effect of self-construal was found in the relationships between the three factors of self-congruity and purchase intentions; (v) the moderation effect of independent self-construal is significant but negative in the relationship between functional congruity and purchase intentions; (vi) the effect of intdependent self-construal is not found to be significant in the relationship between functional congruity and purchase intentions. Managerial and theoretical implications are discussed.

• The Research Journal of the Costume Culture
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• v.21 no.6
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• pp.827-843
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• 2013

The purpose of this study is to identify the antecedents of the attitudes toward purchasing fast fashion brands and the frequency of purchasing fast fashion brands. As antecedents, a few brand-related variables and a consumer-related variable were considered. Perceived perishability, perceived scarcity, perceived quality, and perceived low price were included as brand-related variables and congruity between self image and fast fashion brand image was included as a consumer-related variable. It was hypothesized that both brand-related and consumer-related variables directly influence the attitudes toward purchasing fast fashion brands and then influence the frequency of purchasing fast fashion brands. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred twenty seven questionnaires were used in the statistical analysis, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. The results showed that all the fit indices for the variable measures were quite acceptable. In addition, the overall fits of the model suggest that the model fits the data well. The hypothesized relationship test proved that perceived perishability, perceived quality, and congruity between self image and fast fashion brand image influence the attitudes toward purchasing fast fashion brands and then influence the frequency of purchasing fast fashion brands. The results suggest some effective marketing strategies for marketers in the fast fashion industry.

• Asia Marketing Journal
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• v.6 no.2
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• pp.3-22
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• 2004

Prior researches related to private brands have mainly focused on the competition between private brands and national brands. But private brands can be allied with national brands to overcome its weak points such as low perceived quality. The purpose of this study is to investigate the consumer responses to the alliance between private brands and national brands. Especially this paper focused on the situation in which national brands are used as ingredient brands to improve the consumers' preference toward private brands. We hypothesized that using national brands as ingredient brands would improved the consumers' perceived quality and buying intention toward private brands. Also we supposed that when national brands had moderate congruity with product category, consumers' preference would be most positive. And this study examined the moderating effects of functional risk. Factorial experimental design and scenario method were employed to test the hypotheses. Also we classified the products as utilitarian-hedonic products and compared the effects of ingredient brands on utilitarian products with hedonic products. Empirical results show that when private brands use national brands as ingredient brands, consumer responses become positive. Also when ingredient brands have moderate congruity with products, consumer responses are most positive. But moderate congruity effect is significant only when functional risk is low.

• Asia Marketing Journal
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• v.22 no.4
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• pp.1-25
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• 2021

This paper explores how the positive effect achieved when consumption value matches brand benefit can increase brand loyalty. Prior research on consumption value mainly focused on perceived value; these studies omit consumers' views of consumption value. Therefore, this study examines the effect of congruence between consumption values (functional, emotional, social, and ethical value) and perceived brand benefits (enabling, enticing, symbolic, and socially responsible benefits) on consumers' brand identification, trust, and loyalty. We find a positive effect on brand identification and brand trust when a consumer's value is similar to a brand benefit, particularly between functional value and enabling benefit, and ethical value and socially responsible benefit. However, congruence between consumption value and perceived brand benefit only had an indirect effect on brand loyalty by mediating brand identification and trust. This study provides a basis for implementing a marketing strategy to build brand assets and increase brand loyalty by providing consumers with the value they want in a diversified market.

• Journal of the Korea Fashion and Costume Design Association
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• v.17 no.3
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• pp.225-240
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• 2015

This study aims to identify the factorial constructs of the relational benefits perceived by consumers of outdoor wear brands and their impacts on the consumers' trust in and satisfaction with outdoor wear brands. An online survey was conducted with females and males between the ages of 20 and 50 who have experienced buying outdoor wear brands. A total of 420 responses were analyzed by factor analysis, a reliability test, and multiple regression analysis. The results of this study were as follows: first, the results of factor analysis and the reliability test on the relational benefits perceived by outdoor wear brand purchasers clearly showed conceptual constructs that included informational benefits, social benefits, and psychological benefits. The sub-dimension of perceived relational benefits had significant effects on brand trust and satisfaction. Specifically, respondents revealed that they had higher brand trust if they felt psychologically comfortable, were offered useful information by outdoor wear brands, and had a favorable relationship with salespeople when they bought outdoor wear merchandise. Secondly, influences of perceived relational benefits on brand trust and satisfaction were not shown to differ depending on the congruity between outdoor wear brands and the purchaser's self-image. On the other hand, factors of perceived relational benefits revealed to differently have effects on brand trust and satisfaction depending on respondents' gender and age. Practical implications to understand outdoor wear target customers' relational benefits, self-image congruity and demographic characteristics and to enhance trust and satisfaction with outdoor wear brands are proposed.

• The Journal of the Convergence on Culture Technology
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• v.8 no.4
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• pp.387-395
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• 2022

This study empirically studied the effect of the characteristics of consumer experience in a virtual store in the metaverse of a fashion brand on consumers' perceived utility and self-congruence for the medium. As a result of the analysis, all three factors (reality, ubiquity, anonymity) of the fashion brand metaverse virtual reality store experience had a significant positive effect on the perceived avatar consistency. On the other hand, realism and ubiquity had a significant positive effect on perceived fun, but the effect of anonymity on perceived fun was not significant. On the other hand, perceived avatar identity was found to have a significant positive effect on perceived consumer-brand self-congruence. Finally, it was found that the perceived fun in the metaverse fashion brand virtual reality store had a statistically significant positive effect on perceived consumer-brand self-congruence.

• Management & Information Systems Review
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• v.34 no.4
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• pp.121-139
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• 2015

This study examine the overlapping concepts among the brand performance variables such as brand trust, consumer-brand relationship, and brand loyalty in study one after divided consumer-brand relationship into 4 different variables, brand congruity, interdependence, brand nostalgia, brand love. Contrary to expectation, conclusion of factor analysis shows that there exist 4 factors based on eigenvalue. The variables such as brand experience, consumer-relationship, and brand love are divided into several variables and verified the validity of these concepts. We can easily witness this kind of situation because researchers use different scales on same variables Second study suggest brand love is concept that harder to accomplish than brand loyalty. Because the several fit indices of first model that indicate the simple relationships among brand trust, consumer-brand relationship, and brand loyalty are very low to accept, this study propose 4 different models. Conclusion shows that model 3b(love is placed last) is most acceptable thing. And this means love brands like people might be hardest thing to achieve.