• 한국의류학회지
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• 제46권5호
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• pp.868-889
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• 2022

Fashion companies are using a big data approach as a key strategic analysis to predict and forecast sales. This study investigated the effectiveness of the past sales, web search volume, information amount, brand promotion, and the advertising endorser on the sales forecasting model. The study conducted the autoregressive distributed lag (ARDL) time series model using the internal and external social big data of a national fashion brand. Results indicated that the brand's past sales, search volume, promotion, and amount of advertising endorser information amount significantly affected the sales forecast, whereas the brand's advertising endorser search volume and information amount did not significantly influence the sales forecast. Moreover, the brand's promotion had the highest correlation with sales forecasting. This study adds to information-searching behavior theory by measuring consumers' brand involvement. Last, this study provides digital marketers with implications for developing profitable marketing strategies on the basis of consumers' interest in the brand and advertising endorser.

• Asia Marketing Journal
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• 제18권3호
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• pp.19-34
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• 2016

Product involvement is an important factor in consumer evaluation of co-branding. However, academic discussions over this factor have largely been neglected. This paper bridges this gap and investigates how product involvement moderates the strength of the reciprocal effect on each brand partner. We validate two theory-driven propositions by using a theoretical modeling approach. Proposition 1 explains that the negative reciprocal effect on partnering brands is stronger in the scenario of higher-involved categories than in lower-involved categories. Proposition 2 argues that the positive reciprocal effect on partnering brands can be more significant in the case of lower-involved categories than in higher-involved categories. To the best of our knowledge, we are the first to explore the influence of product involvement on reciprocal effects in the scenario of a moderately-incongruent co-branding alliance.

• 한국가금학회:학술대회논문집
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• 한국가금학회 2005년도 제22차 정기총회 및 학술발표회
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• pp.82-83
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• 2005

Recently, layer industry shows the decrease in the number of farm and increase in rearing scale in both Korea and Japan. Seventy percent of layer farms in Japan feed more than 50,000 birds per each farm but in Korea, only 19.3% of layer farms are feeding more than 30,000 birds which covers 59% of total chicken number. This tendeney will be more accellerated from now on. Brand egg Production in Japan is developed with the involvement of farmers, sailers feed companies and also the marketing structure of brand egg is well organised in between farmers and consumers. However in Korea, the marketing structure of brand egg is not well settled for this reason the egg price is often decided lower much price than regrnlar price by the intermediate dealers. Under this kind of tough situation, Korean layer farmers are stressed to develop new brand products such as functional egg, settle the sales and distribution network with the good cooperation of farmers, and distributers.

• The Journal of Asian Finance, Economics and Business
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• 제7권2호
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• pp.271-280
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• 2020

The study aims to provide some evidence of the effects of CSR practices on financial-based brand equity in Malaysia. Nowadays, many companies have embraced corporate social responsibility (CSR) practices because CSR is a vital component of the current competitive and complex business arena. It contributes greatly to social, environmental, and economic condition. With CSR practices, companies are able to achieve many benefits and there is evidence that CSR practices predict higher brand equity. However, little evidence has been produced concerning the effects of CSR practices on financial aspects of brand equity in developing countries such as Malaysia. Therefore, this paper aims to investigate the effects of CSR practices on financial based brand equity among Malaysia Top 100 brand. A CSR checklist instrument was used in the current study to examine the extent of CSR practiced. The results indicated that PLCs that were actively involved in CSR practices such as environmental, community, workplace and marketplace, found that this involvement enhanced their brand equity. The findings provide useful support and evidence for the management of PLCs in Malaysia, as well as companies in other developing countries, to engage more in CSR practices as a core element of their strategic and brand management.

• International Journal of Costume and Fashion
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• 제15권1호
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• pp.19-37
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• 2015

Expanding upon Zhang and Kim's (2013) study involving Chinese consumers, this study investigated key factors that influence U.S. consumers' attitude towards purchasing luxury fashion goods and purchase intent and examined what similarities and differences exist between the two consumer groups in relation to the key factors. A total of 414 respondents completed the online survey questionnaire. Structural Equation Modeling was utilized to analyze data. Brand consciousness, materialism, fashion innovativeness, and fashion involvement were significant factors that affect U.S. consumers' attitude towards luxury fashion goods. Overall, the findings of the current study were greatly inconsistent with Zhang and Kim's Chinese study. The inconsistency provides vital implications to luxury fashion retailers by showing that one size does not fit all and one strategy does not fit all markets.

• 한국산업정보학회:학술대회논문집
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• 한국산업정보학회 2008년도 추계 공동 국제학술대회
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• pp.235-245
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• 2008

The interactive advertisement is already on satellite and cable broadcasting hereafter the introduction of this system is concerned on terrestrial programs. This study is to research the effectiveness of interactive TV advertising focusing on factors of involvement and interaction. Study started for the effect measurement of interactive television advertisement. Interactive television advertisement has different concept than existing television advertisement. Thus, the effect also needs to examine in other methods. Study is mainly focusing on the characteristics of interactive and the experiments, which was based on existing data, for measurement of effect. In the experiments, the characteristics were categorized in a search time, a number of searched pages about interactive television advertisement. The research finds that the involvement of the audience increases when the interaction of advertising attitude, brand attitude, and purchase intentions also increases. And so, a successful interactive TV advertisement results in longer searching hours and greater it visits by the audience when the interaction factors are considered and increased. By study of consumer's characteristics and behavior, a new method of the effect measurement for interactive television advertisement is provided. The new method includes not only existing measurement elements of television advertisement which are attitude on advertising and brand, and customers' purpose, but also the features of interactive television advertisement, which are search time, a number of searched pages. Recently added features provides data of the effect on high/low groups and it contributes to the process of interactive television advertisement. Study on interactive television advertisement will be helpful to plan an effective strategy by suggesting the theoretical evidence of its effect.

• 복식문화연구
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• 제4권2호
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• pp.173-185
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• 1996

The purpose of this study was to identify the relationship of clothing involvement and clothing buying behavior of women. A questionnaire was developed to measure clothing involvement, clothing purchasing motives, clothing purchasing criteria, fashion information sources, store selection criteria, and demographic characteristics. The questionnaire was administered to 430 female adults in Taegu. The data were analyzed using percentage, frequency, factor analysis, and t-test. The results of the study were s follows: 1. Subjects were divided into low clothing involved and high clothing involved groups. 2. Three dimensions of clothing purchasing motives were derived by factor analysis such as Aesthetic dependant, Impulsive, and Practical motive. Clothing purchasing criteria were factor analysed as Aesthetic, Qualitative, External, and Economical criterion. Fashion information sources were factor analysed as Printed & audio-visual oriented media, Marketer intensive search, Store search, Observation & Interpersonal search, and Experience. Store selection criteria were factor analyzed as Merchandise & Store atmosphere, Store convenience, and Brand & fashion. 3. There were significant differences between high involved and low involved consumers in clothing purchasing behavior. The high involved consumers showed more importance than low involved consumers about purchasing criteria expecially in aesthetic dependant. The high involved consumers put more importance to aesthetic, qualitative, and external criterion as clothing purchasing criteria. The high involved information sources. The high involved consumers were more concerned about merchandise & store atmosphere, and brand & fashion than low involved consumers in store selection criteria.

• 복식문화연구
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• 제29권6호
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• pp.795-809
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• 2021

The purpose of this study was first, to clarify the clothing benefits that Uzbek female college students seek through clothing products; and second, to determine whether there is a difference in clothing involvement and clothing purchasing behavior according to the type of clothing benefits. Data were collected from 290 female university students from Tashkent, Uzbekistan, and analyzed using factor analysis, K-means group classification analysis, ANOVA, Duncan test, χ²-test, and frequency analysis. Respondents were classified into four types according to their clothing benefits: individuality/economy-pursuit, comfort-pursuit, fashion/brand-pursuit, and indifference. Significant differences were identified in terms of clothing involvement, information sources, clothing evaluation criteria, clothing store attributes, clothing wearing conditions (including monthly clothing expenses), number of purchases per year, clothing purchase location, clothing preference style, and clothing dissatisfaction. The fashion/brand-pursuit and personality/economy-pursuit types were influenced more by fashion and symbolism of clothing involvement, information sources, clothing evaluation criteria, and clothing store attributes. The individuality/economy-pursuit type purchased more frequently, spent more monthly clothing expenses, and used the internet. Clothing store attributes were considered more important by female students than the other attributes. In these results, clothing benefits were identified as consumer characteristics of female Uzbek college students and market segmentation was determined. In addition, it is meaningful in providing basic data for efficient marketing activities and minimizing trials and errors in establishing local-friendly strategies for target customers in different cultures.

• 월간포장계
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• 통권288호
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• pp.42-54
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• 2017

• 한국의류산업학회지
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• 제17권6호
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• pp.942-955
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• 2015

Hashtag has emerged and become one of cultural trend. Given that more and more firms in the fashion industry are using hashtag on images based on SNS to provide information of their products and to communicate with their customers. Especially, hashtags through voluntary participation of users provides the perspective of how customers consume their products. Therefore, this study focused on the using motives of hashtag in image based SNS with customer social participation as mediator towards brand equity. The purpose of this study is (1) to investigate the usage motivation of hashtag of image contents based SNS, (2) to expose how each usage motive affects customer social participation and (3) to find out how customer social participation has an effect on brand equity. In order to achieve the objectives of this study, first we conducted an in-depth interview on 8 image based SNS heavy users to understand the using motives of hashtags. Furthermore, we conducted online surveys amongst people aged between 20s and 30s of image contents based SNS users. As a result of this study, followings were figured out. First, four of usage motivation of hashtag were examined through in-depth interview and previous studies; interest sharing, social interaction, ease of use and enjoyment. Second, usage motivation of hashtag has a significant effect on customer social participation. Third, customer-media participation and customer-customer participation impact positively on brand equity. Lastly, level of customer social participation has the moderating effect on the relationship between motivation of hashtag and customer social participation.