• Fashion, Industry and Education
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• v.16 no.2
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• pp.30-39
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• 2018

This study investigates the importance of brand and retailer associations when consumers evaluate a product category extension in the context of brand and retailer collaborations. Although brand extensions are considered to reduce costs for introducing a new product category, limited study has focused on the role of brand and retailer associations in the context of brand and retailer collaborations. Using a total of 440 participants, a hypothesized model was tested using a structural equation modeling (SEM). The results show that brand and retailer associations influence the perceived fit between a brand and a retailer. In addition, the image fit and quality fit are significantly related to brand and retailer attitudes as well as brand extension evaluation. Since consumers may use their associations with brands or retailers when they perceive product differentiation, market position, and brand extensions, the role of brand or retailer associations is important to marketers, retailers, and consumers. Given the importance of brand and retailer collaborations as a brand positioning strategy in the global branding and retail setting, the findings of this study contribute to brand and retail management by providing empirical evidence on how consumers perceive new products from extended brands in the marketplace when a brand collaborates with a retailer.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.11
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• pp.1659-1668
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• 2008

The purpose of this study was to examine the impact of advertising expressive factors on brand equity and to investigate the role of brand personality as a factor mediate variable. The subject used for this study were 352 female university students. The data was analyzed by descriptive analysis, correlation analysis and confirmatory factor analysis using SPSS program and Amos program. As the result, model fit index showed $X^2$=57.824, df=19, GFI=0.969, CFI=0.959, NFI=0.942, and RMSEA=0.076, providing good model fit. Out of the advertising expressive factors, sophistication and model preference factors gave impact on brand personality. Also, among advertising expressive factors, novelty, sophistication, model preference, information factors affected brand equity. Finally, brand personality influenced on brand equity. Brand equity was affected directly by advertising expressive factors. It was also affected by brand personality which is a mediate factor between advertising expressive factors and brand equity. The results of this study would provide advertising strategy for fashion brand.

• Journal of Distribution Science
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• v.15 no.8
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• pp.55-64
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• 2017

Purpose - PB products at convenience stores take up about 20% of all products, and strategies for differentiation from other companies and brand image building are very important. This study would investigate the strategy for differentiating PB products and successful brand building strategy, focusing on BGF Retail that is operating 'CU', the leader in the convenience store industry in Korea. Research design, data, and methodology - This study would attempt to make an exploratory approach to PB products limited to those in convenience stores. As a research subject, this study chose BGF Retail, the operator of CU, which is the leader in the convenience store industry in Korea and chose the case study method in order to examine the strategy for differentiating PB products in convenience stores more in depth. For this purpose, this study collected materials such as papers, newspaper articles and various reports on convenience store-related PB products and conducted an in-depth study including more practical contents through an interview with CU workers. Results - CU pursued the diversity of PB products and has had the diversity of products, more than 120 kinds. It founded a product research institute and has been in charge of the differentiation strategy from planning products to launching them. Changing the target layer of consumers to those in middle age of the 40s-50s, it succeeded in the strategy expanding the consumer class. In the long run, despite it changed the name of the company, it has built a successful image, and both revenue and operating profit have continuously grown up. Conclusions - In results, CU has reset the changing main target population, and the product research institute succeeded in the innovation of products, reflecting new trends the customers want. Through this study, the practical implications could be provided for competitors.

• Culinary science and hospitality research
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• v.23 no.2
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• pp.135-145
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• 2017

The purposes of this study were to verify the effects of HMR (Home Meal Replacement) brand image on purchase intention and brand loyalty. In addition, the mediating role of brand trust was also examined between purchase intention and brand loyalty. This survey was conducted with those who have bought HMR in Seoul and Kyonggi area, Korea, using a convenience sampling method. After a total of 300 responses were collected, 275 were used for the analyses. Both standard and hierarchical multiple regression analyses were conducted to test the hypotheses. The results are as follows. First, it was found that emotional image had an effect on purchase of HMR but that social image did not have an effect on purchase of HMR. Second, purchase intention of HMR significantly impacted brand loyalty. Third, brand trust of HMR was found to mediate the relationship between purchase intention and brand loyalty of HMR. These findings provide practical implication for researchers and marketer regarding relationship marketing strategy in the HMR context.

• Journal of Korean Society of Archives and Records Management
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• v.17 no.1
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• pp.245-273
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• 2017

To complement the limitations of the public relations method performed currently in archives and serve various users, a new approach to public relations are needed. Recently, as the size of the webtoon market has expanded, public relations using webtoons continues to heighten in enterprises and public institutions. Therefore, this study proposed a method for public relations using brand webtoon as a means of promoting the archives. This study was focused on the National Archives of Korea. Thus, based on the analysis of roles, service, contents, and users of the National Archives of Korea, this study suggested production plans to increase the promotional effect in brand webtoons and strategies such as viral marketing, the brand story strategy, and the one-source, multi-use (OSMU) strategy.

• Korean Institute of Interior Design Journal
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• v.17 no.2
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• pp.140-149
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• 2008

The purpose of this study is to consider the present situation and cases of culture marketing as brand identity shown in Window Display Area, focusing on department store and fashion brand, one of the recent cultural trends. Display in windows of existing department store and fashion brand has represented ultimate goal of sales by coordination of products, seasons and themes based on profits. However, display has recently become brand identity which department store and fashion brand create by correlating art and commercialism since the era of various lifestyles and emotional consumption. Through identity in department store and fashion brand, cultural marketing shown in show window display space cooperates with customers, corporations, artists and culture and art foundations. The result of this research is the following : First, corporations result in improvement in their image and brand perception with a distinctive marketing strategy. Second, as an agent of art customers form a positive relation with corporations and can feel emotional values and enjoy culture through cultural marketing contents, which are shown by department store and brand. Third, we can expect that artists, culture and art foundations form the best partnership by creative activities with department store and brand and cultural marketing activities make a great contribution towards society.

• Journal of Information Technology Services
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• v.22 no.3
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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.

• Journal of Wellbeing Management and Applied Psychology
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• v.2 no.2
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• pp.13-19
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• 2019

This study is about pressure-accepting behavior of consumers attached to brands. Previous studies of the situation focused on time pressure and scarcity pressure, focusing on scarcity. The results of the study are as follows. First, consumers attached to brands were found to be relatively blunt in time pressures. This indicates that brands of consumers are attached to do not buy on impulse because of time pressure. Second, consumers attached to brands were found to be relatively under social pressure. This indicates that consumers who are attached to the brand do not buy with social pressures such as quasi-family groups. Third, consumers attached to brands were found to be relatively sensitive to scarcity pressures. Thus, a quantity-limited marketing strategy is generally more effective for consumers with high marketing effectiveness but high brand attachment. Fourth, unlike the one presented, consumers attached to the brand were found to be relatively insensitive to place pressure.

• Journal of Information Technology Applications and Management
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• v.22 no.2
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• pp.123-148
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• 2015

Today the mobile devices including smart phones have influenced on the users' daily activities in the mobile internet society, and the expansion of social media has also affected on the purchasing behavior of consumers. This study examines whether the quality of corporate twitter, a typical social network service for call centers influences on the customer satisfaction, and brand loyalty. In order to achieve the research goal, the quality of twitter has been divided into four variables; information quality, service quality, system quality, and social quality. The results of our empirical analysis show that the three variables except service quality have significantly influenced on the customer satisfaction and the customer satisfaction also significantly has a casual effect on the brand loyalty. The empirical results are expected as a guideline to contribute on the practical improvement of customer service, satisfaction, and brand loyalty through corporate social network services such as corporate twitters in the future.

• Korean Institute of Interior Design Journal
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• no.21
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• pp.54-61
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• 1999

The Fashion Distribution Business (FDB) is thriving to such an extent that the current period is called "The Era of Fashion." This FDB shows tendencies towards specialzation, globalization and expansion. The domestic FDB has been rapidly globalizing, and thus it is time for us to recognize that the fashion business has grown beyond its former role as a production-oriented retail business to include multiple new roles. This strategy to plant Store Identity on customers is just a Visual Merchandising (VMD) Strategy. That is, a strategy to visualize the Product Planning, which can be called a Complex Visual Expressing Technical System that classifies and arranges products in order to be easily seen, chosen, and bought through exhibition and arrangement. My aim is to break away from the conept that has been focused only on display division and to present product scheme correctly and to establish a VMD Plan which can also contribute to sales promotion by providing infirmation and arranging Store Display efficiently for customers. Additionally, this is aimed to present an efficient and sensitive design process.esign process.