• 한국멀티미디어학회논문지
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• 제24권1호
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• pp.146-154
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• 2021

Conspicuous consumption is often investigated in Korea and consumers purchase a product to publicly display economic power or social status. The existing studies argue that brand loyalty and luxury brand preferences escalate conspicuous consumption, and it is important to identify different visual perception to understand irrational consumers' behavior. Car emblem as brands' visual identity represents the brand's image, mission and message. Irrational consumers thus are expected have different visual perception to the emblem or logo. To understand the impact of irrational consumer behavior on visual perception, this study explored how brand loyalty and luxury brand preferences impact on the visual perception of car emblems between Korean domestic brand and imported brand. This study used eye tracking technology to measure the respondents' attention on an emblem of the cars. Eye tracking tools analyze fixations and measure the attention on a specific area of interests (AOI). This study explored the maintaining time and frequency on AOI, as well as explored the size of pupil to identify the respondents' attention on the AOI. In this experiment, the logos of domestic cars (i.e., Hyundai and Kia) and foreign cars (i.e., Mercedes-Benz and BMW) were swapped to see how irrational consumer behavior impact on visual perception of car emblem.

• 복식
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• 제66권1호
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• pp.13-27
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• 2016

There are differences in preference according to the brand signal explicitness when selecting fashion luxury brand, and the purpose of this study is to verify the moderating effects of self-construal and implicit theory in relation to those preferences. This study divided the experiment design into two $2{\times}2$ mixed design studies: Study 1 and Study 2. The study 1 was composed of the following factors: brand signal explicitness(subtle vs. explicit signal) and self-construal(independent vs. interdependent self-construal). Study 2 was composed of the following factors: brand signal explicitness( subtle vs. explicit signal) and Implicit theory(entity vs. incremental theorist). Convenience sampling was conducted to find the subjects of study 1 and study 2. Study 1 analyzed data from 172 women in Seoul, Gyeonggi-do and Busan who prefer luxury brand, and study 2 used data from 138 women. The results of this study are as follows. 1) Independent self-construal primed group was shown to prefer subtle signal product to explicit signal product, whereas interdependent self-construal priming group preferred explicit signal product to subtle signal product. 2) The entity theorist to prefer explicit signal product to subtle signal product. On the other hand, the incremental theorist did not show significant difference in the preference between subtle and explicit signal products. Therefore, the results of the present study shown the importance of understanding consumers through the difference depending on consumer inclination and psychology, recommending preferred luxury brand according to the inclination of the target customers, and establishing segmented marketing strategy to captivate consumers with these various characteristics.

• 한국의상디자인학회지
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• 제24권1호
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• pp.1-14
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• 2022

In the past 10 years, the luxury goods market growth has significantly outpaced other consumer goods categories. Its market value exceeded US $1.2 trillion globally in 2018. In response to this significant consumer demand, the product portfolio of luxury brands has been modified, as several products that previously were exclusive have now released lower-priced versions. This phenomenon is called new luxury. These new luxury products, however, have caused the democratization of the luxury that threatens the exclusivity of luxury brands. In this circumstance, luxury consumers are becoming disillusioned with the vulgarization of luxury goods and prefer exclusive luxury experiences. In order to keep pace with the changes in the luxury consumer needs and promote the brand image with a creative and luxurious connotation, luxury brands are increasingly associating with contemporary art through diverse channels. However, there is a lack of theoretical research investigating the main points to be considered when applying contemporary art to luxury brands and attempting effective brand communication. Therefore, this study aims to provide insights into the key issues for luxury brands when applying contemporary art for effective brand communication. An in-depth case study with the luxury fashion brand, Louis Vuitton, was carried out to better understand contemporary art applications and obtain analytical insights. Through the research, key insights were identified as follows: 1) setting a clear objective for art application based on an in-depth understanding for both the art and the luxury brand, 2) sending harmonized and coherent messages from all perspectives by using a variety of different communication channels, 3) providing a meaningful customer experience by considering the characteristics of contemporary art.

• 패션비즈니스
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• 제7권2호
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• pp.37-54
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• 2003

This study is about the effect of original brand on the evaluation of extended brand in the policy of an enterprise's extending its brand. More specifically, this study investigated to see whether the customers' attitude toward original brand has effect on an extended brand and the width and similarity extent of the brand extension affect a brand which is not similar when another brand is extended. The summary of the demonstrative analysis results are as follows: 1. If the attitude toward original brand becomes more positive, the evaluation of the extended brand will become more positive as well. 2. If the attitude toward original brand becomes more positive, the width of a brand extension will become wider. 3. If customers' attitude toward a original brand is positive, their attitude toward an extended brand will be positive as well although the extended brand is not similar to the original brand. This study proved it is possible for brands to be extended from a original brand under the influence of the original brand even though they are weak in their similarity to their original brand unlike the existing theory which was skeptical about the extension of a brand which is low in its similarity to its original brand and that the success of the extension of a brand does not depend upon its similarity to its original brand.

• 복식문화연구
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• 제30권2호
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• pp.189-207
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• 2022

Fashion companies and brands' marketing activities focus on resolving environmental problems; however, these companies' efforts, there are some examples of so-called "greenwashing". This paper aims to analyze different perceptions of brand authenticity, green marketing, and purchase intention toward the brand before and after exposure to case information about greenwashing. A total of 211 data were gathered and analyzed using SPSS 25.0. Respondents were asked to respond to same questionnaires related to green marketing and the brand authenticity before and after their exposure to greenwashing information. The study participants' perceptions of green marketing from the brand were statistically significantly negatively changed after exposure compared to before exposure. Similar patterns in results were found in the context of consumers' perception of brand authenticity (genuineness, originality, and consistency), and purchase intention. The originality of this study is in evaluating consumers' perception of greenwashing focused on brand authenticity. The findings of the study suggest that if a fashion brand's green marketing activity is perceived as greenwashing by consumers, the perceptions of green marketing, brand authenticity, and purchase intention can all decline. It is suggested that fashion brands need to develop a sincere and truthful green marketing campaigns to keep and enhance their brand authenticity.

• 패션비즈니스
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• 제16권6호
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• pp.144-159
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• 2012

This study was to examine the effect of standards of selecting jeans and appearance management behavior on leisure lifestyle. Questionnaires were administered to 253 college students living in Deagu and Kyoungbuk. Data were analyzed by using frequency, factor analysis, regression analysis, t-test, and ${\chi}^2$-test. The findings are as follows. Factor structure of each concept appeared to be brand-valued, functionality valued and design-valued for standards of selecting jeans, diet management, exercise management, weight management and appearance satisfaction. Leisure lifestyle consisted of sports activity-type, sociality-type and self-management-type while value lifestyle consisted of active sociality-oriented, family-oriented and economic feasibility-oriented. There was a significant difference in brand-valued and design-valued of standards of selecting jeans and in frequency of wearing jeans male students showed higher than female students. The result of this study showed brand-valued, diet management, exercise management, weight management, and appearance satisfaction had significant effect on sports activity-type and design-valued and weight management had significant effect on sociality-type. Brand-valued affected self-management-type significantly and brand-valued, design-valued, diet management and appearance satisfaction had a significant effect on active sociality-oriented and brand-valued and diet management affected family-oriented.

• 한국디자인학회:학술대회논문집
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• 한국디자인학회 2005년도 춘계 학술발표대회 논문집
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• pp.282-283
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• 2005

• 디자인학연구
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• 제16권4호
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• pp.47-58
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• 2003

리치미디어의 출현은 인터넷 광고의 전략, 디자인, 기획의 모든 분야에 영향을 끼치고 있다. 리치미디어가 브랜드 인지도를 높이는데 효과적이라는 연구 결과는 있으나 효과적인 디자인 요소에 대한 연구가 미비했다. 이에 본 연구에서는 실증적 연구를 통해서 디자인 요소의 종류 중 어떤 세부 요소가 브랜드인지도 향상에 효과적인지를 알아보았다. 또한, 리치미디어 광고에 있어서 디자인에 대한 크리에이티브 요소의 방법적인 부분을 제안하였다. 첫 번째 가설로 사진이 일러스트보다 브랜드인지도 향상에 효과적일 것이라는 가설은 부정되었지만, 통계 결과상 그 반대의 결과로 일러스트를 적용한 광고가 인지도가 높게 나타남으로써 브랜드인지도 향상에 일러스트 적용하는 것이 더 효과적이라는 사실이 입증되었다. 두 번째 가설로 사운드의 종류에 따라서 인지도에는 차이가 있을 것이라는 가설에는 나레이션이 들어간 광고가 효과적일 것이라는 가설이 통계상으로 유의한 결과치를 나타냄으로써 검증되었다.

• 스마트미디어저널
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• 제12권5호
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• pp.111-121
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• 2023

본 연구의 목적은 브랜드 관리 측면에서 로고가 브랜드 아이덴티티를 대변하는 중요한 시각적 도구로 보고 브랜드 수명주기에 따른 로고 리뉴얼 디자인 방법을 모색하는 것이다. 본 연구는 브랜드 수명주기와 브랜드 리뉴얼 전략에 대한 문헌연구와 로고 리뉴얼 디자인에 관한 전문가 설문, 브랜드의 수명주기를 판별 할 수 있는 통계자료가 있는 35개 식음료 브랜드의 로고 분석으로 진행되었다. 연구 결과는 크게 세 가지이다. 첫째, 네 단계(도입기, 성장기, 성숙기, 쇠퇴기)의 브랜드 수명주기의 특징과 리뉴얼 전략을 도출했다. 둘째, 네 가지 브랜드 리뉴얼 전략(부분변경, 전체변경, 리포지셔닝, 새 이미지 창출)과 수명주기를 기준으로 로고 리뉴얼 디자인 방향을 제안하였다. 이를 토대로 수명주기별 로고 리뉴얼 특징과 관계성을 제안하였다. 셋째, 브랜드 수명주기와 브랜드 리뉴얼 전략에 따라 중요하게 적용되는 아이덴티티 시각요소(그래픽 요소의 첨삭, 톤/매너, 서체, 시그니처 컬러 변경)를 발견했다. 성장기와 성숙기의 부분변경전략에 그래픽 요소의 첨삭과 톤 변경이 중요하며, 리포지셔닝 전략과 새이미지 창출에 시그니처 컬러 변경이 중요함을 발견했다.

• 복식문화연구
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• 제18권3호
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• pp.452-464
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• 2010

The purpose of the study was to give a help in making a successful expansion of fashion brand by making a close inquiry into an effect of the main brand in fashion brand on an image of the second brand and into an effect of satisfaction and loyalty for main brand on satisfaction and loyalty for the second brand. The study made a survey of the total eight brands including four main brands and each second brand, and used 217 questionnaires. The results of this study are as follows. First, The main brand image and second brand image did not match. Second, the satisfaction of the main brand affected the satisfaction of their second brand, especially in the main brand of the image, design, user experience, staff friendliness, variety of products and brands on display. Third, the ranking of main brand loyalty and the ranking of second brand loyalty were different. All the main brand loyalty had a significant effect on the second brand. The consumers who preferred the main brand had a high confidence and a strong tendency to repurchase.