• 한국식생활문화학회지
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• 제24권3호
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• pp.286-294
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• 2009

The purpose of this study was to determine whether foodservice brand language localization affects consumer attitudes in terms of similar brand image recognition with an original brand. Many global foodservice companies have tried to modify their own brand identity according to local situations in order to attract more consumers. According to this study's results, consumers who similarly recognized both the original brand image and localization brand image tended to have greater purchase intention than those who did not recognize them similarly. In addition, when the original brand identity was changed to the local language, consumers more similarly conceived the original brand image and localization. And for local store marketing, foodservice companies should have a thorough marketing research plan since there can be difference results according to brand name recognition gaps or demographic characteristics. Original brand image similarity recognition by consumers affected their attitudes. In other words, the group that similarly recognized both the original brand company image and the localization brand company image tended to have greater purchase intention. Because brand language plays an important role in consumer attitudes with respect to recognizing a brand and distinguishing another brand, this study suggests that franchise foodservice companies have a local store marketing plan.

• 한국의류학회지
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• 제21권6호
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• pp.959-969
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• 1997

This research is intended to help the development of new products and marketing strategies studying consumers' knowledge level and attitude towards original brand and the extension attitude related to the brand image. The detailed purposes of this study are as follow: First, it is to measure consumers' knowledge and attitude towards original brand. Second, it is to clarify the dimensions of the image about the original brand and extended brand product which is perceived by the consumer. Third, it is to meassure image consistency and product similarity between the original brand and extended product. The sample group consisted of female college students 393 in Seoul. Stratified sampling, based on major and grade of sturients and the structure of the college they were attending was used as sampling method. Questionnaires, which were selected from literature and proceeding researches published in Korea and abroad, were modified for this study, SAS Package was used for data analysis. The results observed in this study were as follow: 1. Consumers' knowledge level about original brand showed high among students majoring in clothing-related subjects and their general attitude proved to be positive. 2. Image factors of original brand were classified to dignity factor, personality/modernity factor, femininity factor, and ornamentation factor. Lipstick is considered to have high image consistency and product similarity. 3. Comparing the attitude before and after extension, extension to lipstick which showed high image consistency and product similarity received more positive reactions than one to bed cover sheet. 4. It was founded that although knowledge and attitude towards original brand with image consistency had no influence on the extension attitude, knowledge and attitude without image consistency influence the extension attitude.

• 디지털융복합연구
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• 제14권6호
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• pp.133-142
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• 2016

본 연구의 목적은 브랜드의 이미지 및 위조품의 진품과의 제품 유사성이 명품 위조품태도에 미치는 영향을 살펴보는 것이다. 특히 지각된 브랜드 글로벌성의 조절효과와 함께 진품에 대한 태도가 위조품 태도에 미치는 영향도 살펴보았다. 연구의 결과 첫째, 브랜드 이미지는 진품(위조품)태도 모두에 긍정적인 영향을 미치며, 상징적 브랜드 이미지가 진품(위조품)태도 모두에 더 큰 영향을 미치는 것으로 나타났다. 또한 둘째, 지각된 브랜드 글로벌성의 조절효과도 확인되었다. 즉 브랜드이미지가 진품태도에 미치는 영향은 지각된 브랜드 글로벌성에 따라 차이가 유의하지 않았지만, 위조품태도에 미치는 영향은 지각된 브랜드 글로벌성이 높은 경우에 더 선호되는 것으로 나타났다. 셋째, 위조품의 진품과의 제품유사성은 위조품태도에 정(+)의 영향을 미치는 것으로 나타났고, 지각된 품질유사성이 위조품태도에 더 큰 영향을 미치는 것으로 나타났다. 넷째, 진품태도는 위조품 태도에 정(+)의 영향을 미치는 것으로 나타났다. 이와 같은 연구결과는 진품과 위조품의 관계에서 상징적인 측면의 브랜드이미지와 기능적인 측면의 제품유사성이 위조품 태도에 미치는 영향을 종합적으로 이해하는데 이론적 기초를 제공할 것이다.

• 대한가정학회지
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• 제38권10호
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• pp.85-95
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• 2000

The purpose of this study was to identify brand loyally of women's wear and construct brand positioning maps by using multidimensional scaling(MDS). There were significant differences between brand loyal and indifferent group in ages, income, occupation status and level of education. Significant differences were found between groups in the degree of importance of attributes (design/color, fashion, quality, store image, salesperson's attitude and brand reputation) when evaluating brands. The positioning maps upon the similarity and preference of brand image were composed by use of MDS.

• 한국의류학회지
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• 제33권10호
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• pp.1622-1632
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• 2009

This study investigates the influence of the innovativeness of consumers on extended products in brand extensions. 300 surveys were distributed and 283 were used in the final analysis. The results of this study show that consumers evaluate similar product category (i.e., sportswear) better than a dissimilar category (i.e., cosmetics) in brand extension. In addition, innovative consumers evaluated extended product better regardless of similarity with the original brand. The results showed that consumers with higher level of innovativeness were less likely to evaluate differently between a similar product and dissimilar product categories in apparel brand extension.

• 복식
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• 제44권
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• pp.201-213
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• 1999

In this study, an attempt was made to classify the new generation by the conciousness of fashion and to make out positioning map, for brands of which each of the classified groups were aware. It's also intended to show a strategy brand marketing strategy by comparing the attribues that they considered important. The subjects of this study were gatheres into stratified sample groups from women whose age were ranged from 18 to 24 in Taejon. The subject brands of this study were Nice Claup. Y'sb. SYSTEM. i.n.v.u. On & On. EnC. ZOOC and Tomboy. which were selected because of high awareness. The results of this study were as below: 1. The new generation was grouped into a individuality-oriented group and an utility-oriented group. 2. As a result of analyzing brand image similarity, it's found that each group perceived the similarity differently. The individuality-oriented group perceived brand differentially more than the utility-oriented group. 3. concerning brand image preference, the individuality-oriented group preferred EnC most in light of self-expression and fashion, and preferred ZOOC most in view of utility. What was most preferred by the utility-oriented group was EnC in view of fashion and quality and ZOOC in the aspect of fashion, quality, price and design. 4. Regarding satisfaction level at brand image attributes, both of the groups showed satisfaction at On & On and Y'sb in light of self-expression. The individuality-oriented group was contented with SYSTEM's price and Nice Claup's utility and quality. 5. As a result of analyzing the groups' demographic variables, age and monthly mean income made a significant difference.

• 벤처창업연구
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• 제4권3호
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• pp.55-72
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• 2009

국내시장의 개방화 추세에 의해 해외 농축산물 수입이 급증하고 소비자의 소득이 높아짐에 따라 소비의 형태가 품질우선으로 바뀌고 있다. 개별농가 및 정부 지자체에서는 이에 대한 대응으로 농축산물의 브랜드화를 추진하고 있으나 지속적으로 브랜드 난립, 브랜드화 및 마케팅 전략 부재 등이 주요 문제점으로 지적되어왔다. 이에, 우수축산물 브랜드 디자인이 브랜드 이미지와 고객만족 등에 미치는 영향을 실증 분석하여 브랜드 마케팅 전략수립을 위한 브랜드 네이밍, 브랜드 디자인 등 브랜드 이미지개발에 대한 방안을 모색해보았다.

• 한국벤처창업학회:학술대회논문집
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• 한국벤처창업학회 2009년도 추계학술대회
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• pp.203-220
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• 2009

국내시장의 개방화 추세에 의해 해외 농축산물 수입이 급증하고 소비자의 소득이 높아짐에 따라 소비의 형태가 품질우선으로 바뀌고 있다. 개별농가 및 정부 지자체에서는 이에 대한 대응으로 농축산물의 브랜드화를 추진하고 있으나 지속적으로 브랜드 난립, 브랜드화 및 마케팅 전략 부재 등이 주요 문제점으로 지적되어왔다. 이에, 우수축산물 브랜드 디자인이 브랜드 이미지와 고객만족 등에 미치는 영향을 실증 분석하여 브랜드 마케팅 전략수립을 위한 브랜드 네이밍, 브랜드 디자인 등 브랜드 이미지개발에 대한 방안을 모색해보았다.

• 한국의류학회지
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• 제14권2호
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• pp.129-136
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• 1990

The purpose of the study was to develope brand positioning map for ladies' ready-to-wear, to find out evaluative criteria in perception and preference to brands, and to persent the relationship between consumer's characteristics and brand preference. Subjects were selected for the housewives of middle and high socioeconomic classes living in Seoul area. A questionnaire including items of life style, self image, similarity between brands, preference degree to brands, and demographic variables was developed for the empirical study. The questionnaire was administrated to 137 housewives during fall in 1989. Data were analyzed by cluster analysis and multidimensional scaling method. The study had two research problems. The first research problem was to construct a brand perceptual map for ladies' ready-to-wear brands, selected for the study The perceptual map was constructed on the basis of brand similarity scores by multidimensional scaling method. As a result, brands were grouped into 4 clusters, and evaluative criteria for perceptual map were found to be fashionability (classic- fashionable) and familiarity (familiar-unfamiliar). The second problem was to construct a brand preference map for ladies' ready-to-wear brands, selected for the study. The preference map was constructed on the basis of brand preference scores by multidimensional scaling method. As a result, the brands were grouped into 4 clusters and evaluative critiera for preference map were found to be fashionability (unfashionable-fashionable) and image to age (mature-young directed). Also was shown the relationship among self image, age, socioeconomic class, and brand preference. The multidimensional scaling method was found to be useful as well as valid instrument for brand positioning research and the result can be utilized for establishing strategies for ladies' ready-to-wear brands.

• 한국의류학회지
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• 제16권4호
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• pp.393-403
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• 1992

This Study intended to provide positioning strategies of brand Image for ladies' ready to wear by analysing the perceptual dimensions of working women. The subjects were devided into two groups according to the fashion involvement, and in each group, a positioning map was composed by use of multidimensional scaling. 251 subjects of this study were gathered into stratified sample groups from working women in Seoul, being subdivided according to their each occupation and age. The data were analysed by frequency, percentage, average, $x^{2}-test$, 1-test, Factor Analysis, cronbach's $\alpha$. Also, KYST, PROFIT, PREFMAP for multidimensional scaling were used. The results were as follows. 1. Two groups were identified according to degree of fashion involvement: high-involvement group, and low-involvement group. 2. From the analysis of the similarity of brand image, high involvement group percieved greater difference in brand image than low involvement group. 3. From the analysis of the evaluation of brand attributes, the evaluations in self expression, fashionability, design, sales promotion activity, sociality, quality, fit showed differences bet-ween high involvement group and low involvement group. 4. From the analysis of the preference of brand image, the distribution of preference and ideal point were different between high involvement group and low involvement group.