• Journal of the Korean Society of Costume
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• v.63 no.1
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• pp.120-134
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• 2013

This study was intended to investigate the designs that are displayed on fashion windows, specifically the originality of its designs, from here on noted as "design originality", and the effects it has on the attitudes of consumers toward fashion brands and their purchasing intentions depending on their level of clothing involvement. For the purpose of this study, 10 pictures of creative fashion window display designs from Fifth Avenue in New York were selected and they were shown to 200 college students in Busan in order to collect data for the analysis. The results are as follows: 1) Factor analysis identified four factors that impacted how consumers judged design originality, uniqueness, humor, favorable impression and advanced design. 2) The four factors of design originality in fashion window display significantly affected consumer's evaluation on usefulness of information provided by the window display, attitudes toward fashion brands and purchase intention. 3) The respondents were separated into two groups depending on their level of clothing involvement. Consumers with high level of clothing involvement showed that they were influenced more by the design originality when making purchase decisions. Especially, the uniqueness factor and advanced design factor had more effect on brand attitudes and purchase intention in high level of clothing involvement group. The results revealed that creative fashion window display design are important marketing strategic tools that affect attitudes of consumers toward brands and their purchasing intentions.

• Science of Emotion and Sensibility
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• v.13 no.4
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• pp.741-752
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• 2010

City culture resources are critical elements to city brand strategies for improving city attraction and provide much contribution to induce visitors from competitive city. A city brand needs to be distinguished and differentiated from competing cities because they are all engaged in the similar environment of city. The differentiation of brand achievement has become increasingly important to highlight certain brand functions to include emotional, self-expressive, and symbolic functions since the importance of such functions has been further emphasized in promoting tourism activities. In particular, That is the recent role of city brand personality that has been emphasized in city management. In other words, visitors now freely and actively express their personalities or egos in tourism activities, taking an important role in construction of a brand asset. The study examines how culture resources affect city brand personality, relationship quality, and city brand royalty in the tourism city. The authors test the proposed model using data from Jeju tourists. The pivotal findings via the structural equation model in the study are as follows; 1) culture resources have been classified culture programs, culture infra, human resources, 2) The city brand personality has been classified as innovativeness, peacefulness, sophistication, confidence and dynamics; 3) The culture resources influenced on the city brand personality; 4) The city brand personality influenced on the satisfaction and involvement; 5) The satisfaction and involvement influenced on the loyalty. Results from the empirical study indicates that culture resources have a strong positive impaction on city brand personality. To increase tourist' royalty of city brand personality, managements must manage culture effectively and create friendly city brand personality to in accord with tourist needs.

• Korean Journal of Artificial Intelligence
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• v.8 no.1
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• pp.11-18
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• 2020

In this paper, it is to identify the effects of differences in interpretation levels depending on the type of brand association and the brain psychological distance on the evaluation of the product of that brand through two experiments. To test our hypotheses empirically, we conducted online survey. We addressed the hypotheses involving the general and relative impact of actual and ideal self-congruence on emotional brand attachment (H1) and explored the effect of product involvement as the moderating variable (H1-1 and H1-2). The goal of this research was to validate the results from involving our basic model and to explore the impact of two additional moderating variables (self-esteem and public self-consciousness: H2). We followed the same procedure. This finding is theoretical to the extent of the interpretation level theory in brand association research by applying the interpretation level theory to the brand association, and provides the meaning that, in practice, it is necessary to utilize the message of different types of brain psychological distance depending on the brand association characteristics that the brand has in defining the brand. In particular, it was confirmed that functional brand associations and symbolic brand annals have representational harmonization, respectively, depending on the low and high levels of interpretation levels.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.2
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• pp.209-218
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• 2003

The Purpose of this study is to investigate the effects of the perceived luxury characteristic and consumer's conspicuous consumption on the fashion luxury involvement. The subjects were Korean 443 women from 20's to 50's living in Seoul. The reliability analysis, confirmatory factor analysis and structural equation analysis by AMOS 4.0 were used for statistics analysis. The results are as follows; 1) The perceived aesthetic taste and luxurious aspect of fashion luxury directly influence on fashion luxury involvement through hedonic consumption value. 2) The perceived luxurious aspect and traditional value of fashion luxury directly influence on negative luxury consumption value, but negative consumption value does not influence on fashion luxury involvement. 3) The well-known brand orientation, face-saving consumption, and value orientation directly influence on fashion luxury involvement.

• Journal of the Korean Society of Costume
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• v.52 no.4
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• pp.141-154
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• 2002

The purpose of this study was to define 'sponsorship' as a kind of advertising tool, and to describe its effects on consumer brand attitude and actual purchase behavior. From previous research results, clothing sponsorship was defined as 'indirect advertisement', which has common ad traits as well as the uncommon ad traits, such as indirectness, emotional affinity, and symbolism. Results from empirical research using 1,227 data collected in Seoul and Kyounggi Areas were as follows ; (1) Television drama clothing sponsorship was proved to have effects on brand image, emotional & rational brand attitudes, decision making process, and actual purchase behavior. (2) Each of drama clothing sponsorship factors, such as 'drama', 'role', and 'actress', had different effects on brand memory and attitudes. (3) Consumer decision making process initiated by drama clothing sponsorship followed two different processes, which were called 'rational' and 'heuristic'. The rational process followed every steps of EKB model, which explained consumer's rational shopping, but heuristic model was closer to emotional and impulsive shopping.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.3
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• pp.386-398
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• 2013

This study analyzes the effect of clothing involvement using meta-analysis. Metal-analysis (the analysis of analyses) is widely used in various academic areas to integrate individual empirical studies and generalize the knowledge of a specific research field. Previous studies regarding clothing involvement published since 1990 were researched from the KISS database using clothing involvement and fashion involvement as a keyword; subsequently, 127 articles were identified. Studies that had insufficient statistics or included clothing involvement as a moderating (or intervening variable) were eliminated; subsequently, 36 articles provided a total of 75 data sets that were used for the final analysis. Dependent variables were grouped into 10 categories to compare the differences between high and low involvement groups. The effect size of clothing involvement was large in non-personal information source; however, it was small in utility, brand royalty and quality. In the 7 categories of relational studies that showed homogeneity, the relation size regarding conformity was smaller than the personal information source.

• Journal of the Korean Society of Fashion and Beauty
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• v.5 no.2 s.13
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• pp.68-74
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• 2007

The purpose of this study was to find out the difference between high self-esteem and low self-esteem about the product. The study used the questionnaire method to find out the control effect of self-esteem on apparel brand types. The survey data was analyzed by SPSS Hangul 10.0 Statistic Package. 16 apparel brands that had been selected by a preliminary study were surveyed by using. Brand Mapping was performed in each group for brand classification, and ANOVA was conducted in order to compare the variables depending on brand types. The self-esteem was surveyed by using the self-esteem scale by Rosenberg was used. Multivariate analysis was conducted to identify brand preference, product involvement according to purchase intention and the interactive effects of the brand types that are divided into familiarity and control recognition. For the purpose of the study was to compare searched the results of the high self-esteem comparison with the low self-esteem. The results of the study found the differences on perception about the brand between the high self-esteem and the low self-esteem on the preference. People with high self-esteem liked the brand that was perceived obedience. But the low self-esteem liked the brand that was perceived control.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.2
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• pp.181-193
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• 2020

The midst competition makes a brand all together with its offering products and services is becoming a crucial element for company existence. This requires direct involvement from internal organizational to develop effective strategic branding. According to Asosiasi Penyelenggara Internet Indonesia (APJII), Indonesia's internet penetration is among the highest in Asia. The purpose of this research is to improve the strategic role of brand orientation within Internet Service Provider (ISP) for maximizing return on the company's financial and non-financial benefits by proposing organization change readiness variable. The data collection is taken using an online survey with a non-parametric sampling method and collected 68 qualified respondents for data analysis using SEM-PLS (Structural Equation Modeling with Partial Least Square). The result indicates partial hypotheses on the constructed model between variables brand orientation, brand commitment, and internal brand equity is acceptable. Another finding is stated hypotheses on organization change readiness as moderation is not accepted and means there is no significance to the constructed model. The main conclusion resumes associative human memory can shape up organization change readiness inside internal toward then brand. Relevant cues generate information received in the human brain then will create common associative and becoming social identity on internal brand equity.

• Journal of Distribution Science
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• v.11 no.12
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• pp.63-69
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• 2013

Purpose - Ethical consumption is the action of buying one product over another with an ethical idea in mind. It has gained in popularity since the 1990s with more emphasis being put on the power of consumer actions to create social, economic, and environmental change. Ethical consumption involves boycotts of certain products or brands as well as purchases linked to ethical issues. Cause-related marketing (the buying behavior of ethical consumption) involves a for-profit and non-profit entity teaming up to promote a product at the same time as promoting a social cause. Each time a consumer buys that product, a donation is made by the for-profit entity to the non-profit entity supporting the specific cause. Cause-related marketing has become a tremendously popular type of ethical consumption in recent years owing to its reputation of allowing companies to "do well by doing good." This study examines how consumers' perception of cause and attitude influence their attitude toward a cause-related marketing campaign and attempts to suggest implications for marketers. Research design, data, and methodology - First, this study was designed to examine the consumers' perception factors (cause involvement, attitude for cause, attitude for company and brand familiarity) in order to determine whether these factors have significantly affected consumers' attitude toward a cause-related marketing campaign. Second, this study developed a structural equation model and tested it empirically using survey data from 223 individual respondents. Respondents were undergraduate students in Chungnam. They were shown an existing real campaign message of cause-related marketing, and then filled out a questionnaire. Data were analyzed with SPSS 20.0 and AMOS 17.0 programs. Results - The hypotheses were tested using factor analysis and structural equation modeling. The study's results showed that brand familiarity, attitude to the company and attitude to the cause significantly affected consumers' attitude toward the cause-related marketing campaign and performance. In particular, attitude to the cause was significantly related to attitude and performance of the cause-related marketing campaign. However, the hypothesis about cause involvement was not supported with the results indicating that cause involvement did not affect consumers' attitude toward the cause-related marketing campaign. The findings underline the importance of consumer perceptions of the cause and the company and their attitude to the cause. They point to the importance of individual differences that influence consumer perceptions of the cause, the company and brand familiarity. Also of importance is the consumer's attitude to the cause. Conclusions - The findings suggest some practical implications in designing and implementing cause-related marketing campaigns. It is important to enhance brand familiarity and create a favorable attitude to the company and attitude to the cause before designing cause-related marketing campaigns. The rising popularity of cause-related marketing has been attributed to its potential to cut through advertising clutter. The findings in this study suggest that marketing campaigns supporting a cause make a difference.

• The Journal of the Korea Contents Association
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• v.10 no.11
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• pp.363-370
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• 2010

This paper provides a review of the research on the relationship between consumer rumor and marketing management in general, and rumor's effects on brand in particular. Also corporations' efforts for managing negative rumor were discussed. In the subsequential article, this study analyzes the consumer's perception of the origin of rumors through contents analysis method, and performs ANOVA study in addition to identify if brand assets such as brand loyalty and brand involvement can affect rumor credibility perception significantly. Based on these results, this study considers some implications for brand crisis management and communications. According to the results, a brand rumor can affect both the corresponding brands and competitor's brands at a time and the relationships between existing favorable brand attitude of consumer and rumor credibility are not significant enough.