• 한국프랜차이즈경영연구
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• 제14권4호
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• pp.51-65
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• 2023

Purpose: As social interest in environmental issues increases, pro-environmental initiatives are becoming more active in many industry sectors. This study explores how a firm's perceived green brand image affects consumer loyalty through brand trust and attachment. Research design, data, and methodology: The data of 363 respondents aged 20 to 59 who purchased the franchise lunchbox in the last three months were analyzed using SPSS 25.0 and SmartPLS 4.0. Result: Green brand image affects consumer loyalty through cognitive trust, affective trust, and brand attachment. Regarding serial mediations, cognitive trust affects brand attachment only through affective trust and, in turn, consumer loyalty. Conclusions: This study employs the hierarchy of effects theory to explore the role of the perceived green image of the franchise lunchbox brand in prompting consumer loyalty through brand trust and attachment. The eco-friendly initiatives are imperative in establishing a green brand image, given their critical roles in generating consumer brand trust and attachment as well as consumer loyalty in the franchise lunchbox industry. The franchise lunchbox firms should implement environmental initiatives and effectively communicate and actively inform these initiatives to raise perceptions of green brand image and build cognitive brand trust.

• 한국디자인학회:학술대회논문집
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• 한국디자인학회 2005년도 춘계 학술발표대회 논문집
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• pp.302-303
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• 2005

• 복식
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• 제66권3호
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• pp.121-134
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• 2016

The purpose of this study is to explore the effectiveness of marketing strategies of children's clothing line for global SPA brands among Korean consumers. The following factors were evaluated as the dependent variables: benefits sought, store attributes, and brand loyalty. We employed a survey method to test our research questions. The subjects of our survey were mothers with preschool kids between 2 and 7 years who had purchase experiences of children's clothing lines of global SPA brands. The major findings are as follows: First, among the three factors of benefits sought ('trend'/'brand value'/'practicality'), the 'trend' factor only positively impacted the 'product' factor, which is part of the store attributes. 'Practicality' and 'trend' factors had a positive effect on the 'service' factor of store attributes. However, all three factors of benefits sought had no impact on the 'store' factor, and 'practicality' and 'trend' factors had positive effects on the price factor of store attributes. Second, 'practicality' and 'trend' factors among the three factors of benefits sought, had positive effects on brand loyalty. Third, the 'product', 'price', 'store', and 'service' factors had a significant positive effect on brand loyalty in decreasing order. Suggestions from our results for national SPA brands are as follows: National SPA children's clothing lines should focus more on unique designs and unique marketing strategies better reflecting Korean consumers' interest and needs in competing with their global counterparts.

• 복식
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• 제64권4호
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• pp.91-105
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• 2014

As luxury goods market has expanded and has become more affordable, luxury consumption value has become more diversified. The purpose of this study is to classify visible characteristics of luxury consumption by the degree of logo clarity, and to explain this classification in relation to personal luxury consumption values. Also, the study utilized the concept of cultural capital, in addition to the concept of economic capital, in order to aid understanding of current new luxury consumption trend and give directions on brand signal strategies for luxury brands. In order to develop a survey that could measure an individual's cultural capital, focus group interviews, each composed of 5 women in their twenties and thirties, were conducted. Then, the survey was conducted on 230 females residing in Seoul who have purchased at least one product from a luxury brand within a year. The results suggest that luxury consumption can be explained by 'self-oriented value' and 'others-oriented value' as suggested in precedent studies. However, no significant difference was found between economic capital and these two luxury consumption values. However, the more cultural capital one possesses, the more one is likely to pursue 'self-oriented consumption value'. In studying the correlation between luxury consumption values and preference for brand signal clarity, respondents with 'self-oriented consumption value' has shown low preference towards highly visible brand logo when design and quality were equivalent. Also, respondents with 'other-oriented consumption value' has shown high preference towards highly visible brand logo.

• 한국패션뷰티학회지
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• 제4권1호
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• pp.4-11
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• 2006

Masstige goods aimed consumers who want the fame and the emotional contents with reasonable price are presented overall and around the life style, from all the fashion items like bag and apparel to car, electric household, food, sports goods, furniture, toys, pets and performance of art, etc. Masstige casual, essentially different from the passed casuals which emphasized only price strategy, appeals to teenagers and young of twenties with a definite brand concept. Therefore masstige casual might be separated from business casual of a target aged thirties. Established celebrity brands have launched masstige brands matching the popularization of prestige goods. Armani Exchange from Armani, Marc by Marc Jacobs from Louis Vuitton are representative ones. DKNY from Donna Karen, MiuMiu from Prada, Paul smith Pink from Paul Smith can be added. These are relatively inexpensive, however the quality, design and shop's atmosphere are more exclusive than general brands. Consumers are over middle class and have a pride and fidelity to those brands. Leading Masstige trend, new luxury brands put the importance to the quality and aims middle class. To succeed in this field, companies should know exactly what consumers want, considering not only functional aspect but also emotional pleasure. Even though masstige has a weakness in pricing, it has to keep brand's proper benefit. Its price range could be wide to be in great demand but has to have elasticity and not to be expanded too much. Masstige industry should do its best not to damage original brand's identity. Forming family brand, like Armani made Georgic Armani, Emporio Armani and Armani exchange, system of parent brand and sub brands would be recommendable. From the launching time, masstige needs the effects to create a sensation and bring it into vogue and offer emotional value to the consumers.

• 한국실내디자인학회논문집
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• 제26권6호
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• pp.155-162
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• 2017

Recently, space branding has been used as a branding method for many companies because space communication is a way of utilizing space in a wide range of ways. However, generally speaking, communication only focuses on goods and information about brands and does not focus on consumer's stories. The purpose of this study is to present the communication of " Back to Harakenya " in concept of Harakeya as a solution to this problem and confirm its effectiveness through examples. We selected on the range of " cosmetics brand ", " food and beverage brand ", " brand brand " and " fashion brand " which can used as a direct experience as a marketing method, which is a good condition for communication. Based on that, Harakenya selected cases as spaces with the concept of "Back to Harakenya". Previously, Harakenya's concept of "Back to Harakenya" and his designs appears three features. First, it transforms into various being secondly, it generates active imagination and it contains at least as many things as possible. This resulted in the effect that people remember the image with a clear image. Based on this study, We investigated to draw a result of effects through how the design expression is made in the spaces of Space Branding and how the "Back to Harakenya" communication is taking place in the space. Through these studies, the design and communication method of Harakenya's "Back to Harakenya" concept helps us to remember the brand clearly and furthermore, we confirmed that the brand value can be improved.

• 한국융합학회논문지
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• 제10권11호
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• pp.289-296
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• 2019

M-ICT(모바일 정보통신기술) 시대에 들어서며 '도시 사용자를 중심으로 한', '사람과 사람, 사람과 사물, 사람과 공간의 상호작용'의 새로운 경험이 가능한 도시 브랜드 이미지 구축이 점차 중요해지고 있다. 도시 브랜드 이미지에 대한 도시 사용자의 경험은 해당 도시의 경쟁력을 평가하는 중요한 요소이다. 이 가운데 사용자의 도시 브랜드 터치포인트에 관한 연구가 특히 중요한다. 본 연구는 사용자의 브랜드 경험을 향상하고 도시의 브랜드 경쟁력을 높이는 데에 그 목적이 있다. 연구방법은 문헌 종합 서술과 조사연구 분석으로 크게 두가지이다. 우선 연구의 배경과 목적을 서술하고 문헌 종합 분석을 통해 사용자가 터치 포인트를 경험하는 특징과 방식을 정의한다. 또한, 도시 브랜드 터치포인트의 다각적 구성 모형을 제시한다. 사용자 조사 연구의 방식으로 디지털 터치포인트와 물리적 터치포인트 가운데 다빈도 터치포인트 구조 특징을 도출한다. 조사를 통해 문제점을 발견하고 실제 사례와 접목하여 터치 포인트의 최적화 설계 전략을 도출하고자 한다. 본 연구의 혁신은 사용자 경험이라는 시각에서 도시 브랜드와 사용자 경험의 터치 포인트의 구성 관계를 연구하고 도시 브랜드 터치포인트의 다각적 구성 모형을 도출하는 데 있다. 미래 연구 전망 과학 기술의 발전에 따라, 5G 및 사물인터넷(Internet of Things, IoT) 시대가 도래하였다. 도시 브랜드에 대한 사용자의 터치 포인트의 형식이 더 풍부하고 다양해지고 있다. 본 연구에서는 디지털 터치 포인트에 대한 심층적인 탐색 연구를 수행하고자 한다.

• 한국정보통신학회논문지
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• 제25권3호
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• pp.412-418
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• 2021

본 연구는 스마트폰 제품디자인에서 감성공학 요소가 브랜드 선호도와 충성도에 미치는 영향을 알아보고자 한다. 감성공학 요소를 색상, 성능, 사용성, 가치, 신뢰성으로 나누고, 브랜드 선호도와 충성도의 관련성을 실증 분석하였다. 분석결과 스마트폰 제품디자인에서 감성공학 요소는 브랜드 선호도에 정적 영향을 미치며 영향력이 큰 요소는 성능, 색상 요소로 나타났다. 스마트폰 제품디자인에서 감성공학 요소는 충성도에 정적 영향을 미치며 영향력이 큰 요소는 신뢰성, 성능 요소로 나타났다. 제품디자인에서 브랜드 선호도가 높을수록 충성도에 영향을 크게 미친다. 제품디자인 감성공학 요소 중에서 영향력이 있는 요소를 파악함으로써 소비자들의 특성에 맞는 제품디자인에 관한 접근이 필요하다.

• Journal of Korea Trade
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• 제25권3호
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• pp.87-115
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• 2021

Purpose - Brand equity has emerged as an indispensable marketing tool for firms engaging their business in developing nations. This study proposes that the country of origin image and advertising will affect the Korean brand equity formation, which leads to repurchase intention of Korean brands. In the study, attitude factors are applied in brand equity theory to predict repurchase intention of Korean brands. Cognitive brand equity, such as brand awareness, brand association, brand image and attitudinal brand equity, such as perceived quality and brand loyalty are considered with regards to their attitude towards the Korean brand. Design/methodology - A total of 178 Myanmar consumers out of 200 participants who have used Korean brands answered the survey and data were analyzed through SmartPLS 3.3.2 version. PLS-SEM is considered a more suitable analysis to pin down and evaluate the cause-effect relationship among all of the constructs with relatively complex models. Findings - Our results substantiate that the country of origin image positively affects brand awareness, brand associations, and brand image and advertising awareness positively affects brand awareness. Brand awareness gives positive effect only on brand association, which sustains a positive effect on brand image and brand loyalty. Brand image only has a positive effect on perceived quality, which again affects repurchase intention and brand loyalty. Brand loyalty also shows a positive effect on repurchase intention. Originality/value - Brand equity dimensions were viewed as cognitive and attitudinal outcomes of brand equity which affects repurchase intention. The drivers of brand equity were considered from the perspective of country of origin image that firms cannot control or mange, and advertising awareness which firms can control and manage. The findings also explored the relationships between cognitive and attitudinal brand equity.

• 복식
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• 제51권1호
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• pp.49-59
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• 2001

This study was designed to identify the brand positioning of Infant's wear according to fashion lifestyle of missy women. Cluster analysis on fashion lifestyle classified three groups according to fashion lifestyle factors : Fashion Indifference group(34%), Fashion & Individuality Oriented group(27%), Rationality Oriented group(37% ). The analysis of positioning map with satisfaction of seven brand image attributes (color, design, price, utility, quality brand name, fashion) showed the distance of satisfaction was different among three groups.