• Fashion & Textile Research Journal
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• v.10 no.2
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• pp.181-190
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• 2008

Active exploitation of experiential marketing is now practiced in diverse range of apparel brands such as luxury, sports and casual brands. Under such a market environments, this study attempts to verify the effects of consumer's experiential marketing perception by analyzing the formation process of brand attitude. The path from experiential marketing strategic modules (sense, feel, think, act, and relate) to brand loyalty is mediated by brand affect and brand trust. Two sports brands were selected as stimuli brands, and a survey was conducted on 286 consumers in their 20s and 30s. The study validates the importance of sense/feel marketing for apparel brands as it had extensive effects on brand affect which is highly significant in the formation of brand loyalty. As a result of comparative analysis of brand attitude and the path model of its formation for two brands which were different in consumers' perception of experiential marketing brand activities, the study realized that the higher the level of perceived experiential marketing, the higher the levels of brand affect, brand trust and brand loyalty. In particular, for brands perceived as actively engaged in experiential marketing, the path from the perception of experiential marketing activity to brand loyalty was clearly segmented between sensibility and rationality as sense/feel marketing had significant effects only on brand affect, and act/relate marketing only on brand trust. This study verifies the positive effects of perceived experiential marketing activities of apparel brands on brand equity, and proposes the strategic appropriateness of experiential marketing that embeds sensibility and feeling appeals.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.12
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• pp.951-958
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• 2020

This study examines the relationship between social media marketing and brand loyalty through brand trust. Respondents were drawn from customers of McDonald's, Malang City, East Java Province, Indonesia. For this study, 130 questionnaires were distributed and data were analyzed using the Structure Equation Model (SEM) version 22 of the AMOS (Analysis of Moment Structure) application. The results showed that social media marketing had an impact on increasing McDonald's brand trust and brand loyalty. Brand trust influences brand loyalty and brand trust can mediate the influence of social media marketing on McDonald's brand loyalty. The findings prove that brand trust can mediate the effect of social media marketing on customer loyalty to McDonald's brand. These results can be explained by the fact that marketing strategies through social media marketing, such as making it easy for customers to get information related to McDonald's on social media, can contribute to customer trust and that trust is formed because McDonald's always pays attention to the quality of the products offered. Brand trust can mediate the influence of social media marketing on customer loyalty to McDonald's brand. This means that information related to McDonald's on social media is proportional to the quality of the product offered.

• Journal of Fashion Business
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• v.18 no.5
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• pp.42-55
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• 2014

This study examined the relative importance level of experience marketing on brand attitude and brand loyalty in beauty salon franchise stores, and attempted to raise the competitiveness of beauty salon services by presenting this elements as experience marketing strategy directions for beauty salon franchise store management. A questionnaire was used for this study on 350 adults residing in Gwangju Metropolitan City and SPSS 20.0 statistics package was used for analysis. In summary, the results of this study are as follows. First, five factors that make up experience marketing in beauty salon franchise stores were found. They were sensory marketing, relative marketing, emotional marketing, cognitive marketing and behavior marketing. Brand loyalty was categorized into the two factors, attitude loyalty and behavioral loyalty. Also, we found that experience marketing had a statistically positive impact on brand loyalty. Secondly, experience marketing of beauty salon franchise stores was found to have a statistically significant positive effect on brand attitude. Thirdly, we found that the brand attitude of beauty salon franchise stores had a statistically significant positive effect on brand loyalty.

• Knowledge Management Research
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• v.10 no.3
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• pp.81-98
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• 2009

The purpose of this study is to investigate the effect of Hallyu(Korean Wave) and marketing mix elements on brand equity based on the Korean cosmetic brand in China Market. It will provide the constructive suggestions to build Korea brand equity in overseas market through empirical research. At the beginning of this study, in order to analyze the effect of Hallyu and marketing mix elements on brand equity, we studied literature reviews on relationships between brand equity and marketing mix elements, culture, Hallyu and its influences on marketing. And then, we set up the research model, hypotheses and variables. The chosen variables to investigate are price premium, price deals, store image, distribution intensity, advertising, Hallyu, perceived quality, brand loyalty, brand awareness/associations, and brand equity. The results of the study reveal that Hallyu and advertising had a positive influence on perceived quality, brand loyalty and brand awareness/associations, but the other marketing elements had partial influence. All of perceived quality, brand loyalty and brand awareness/associations showed positive effects on brand equity. Additionally, theoretical and managerial implications of brand equity and Hallyu based on the results of this study are discussed. And limitations and future research issues are also presented.

• East Asian Journal of Business Economics (EAJBE)
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• v.9 no.2
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• pp.55-73
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• 2021

Purpose -This study aims to determine how the characteristics of the airline's SNS marketing affects brand image, brand attitude according to perceived values, and to analyze the impact of SNS marketing factors. It was intended to provide theoretical and practical implications for airlines to refer to SNS marketing activities. Research design, data, and methodology -A questionnaire was formed based on previous studies, and then an online questionnaire was created to conduct a survey. Explained the purpose and asked to respond. From February 1 to 14, 2020, 333 responses with a valid number of samples were confirmed for the final analysis of the data. The questionnaire was composed of five areas: demographic characteristics, SNS factor, brand image, brand attitude, and perceived value. Result -Airline's SNS marketing, brand image, and brand attitude are affected by the gender, age, and SNS usage time of the user, and the perceived value of the user is shown to be controlled by the airline's SNS marketing's influence on brand image and brand attitude. Conclusion -When SNS is to be effectively used for airline marketing, it is necessary to pay attention to the demographic characteristics and the control effect of perceived value, and use it for airline management. The perceived value has been shown to affect SNS marketing's brand image and brand attitude.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.6
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• pp.219-230
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• 2022

The goal of this research is to look into the relationship between social media marketing activities and brand attachment in the online marketing business, based on the indirect effect of perceived value and self-brand connections. For this reason, the study has used self-administered questionnaires to collect the data from 425 males from the major cities of Pakistan including Islamabad, Karachi, Lahore, and Sialkot. Furthermore, based on the PLS-SEM technique the empirical findings show that social media marketing activities positively affect perceived value, self-brand connections, and brand attachment. Perceived value has a significant positive impact on brand attachment and mediates the influence of social media marketing activities on brand attachment. In addition to this, self-brand connections have a positive effect on brand attachment, and self-brand connections mediate the relationship between them. Thus, firms employing social media marketing activities successfully in their branding build upon a positive perception of the brand in the customer's mind resulting in customer attachment with the brand. This study can assist the e-commerce managers and brand managers in building strong customer attachment via perceived value and self-brand connections.

• Journal of Digital Convergence
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• v.15 no.12
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• pp.255-263
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• 2017

Recently, cause marketing is more focused as one of key brand positioning strategies, which in turn leads that more companies are interested in cause marketing. In this study, we focused on two different types of cause marketing, named as public-volunteered cause marketing and corporate-driven cause marketing. A field study using an actual brand explored the effect of cause marketing type and brand authenticity on purchase intention toward the target brand. Moreover, we examined the moderation and moderated mediation of brand awareness. As our results showed, the corporate-driven cause marketing had a positive impact both on brand authenticity and purchase intention in the low (vs. high) brand awareness condition. However, the effect of public-volunteered marketing on purchase intention and brand authenticity did not vary depending on brand awareness. To increase the effectiveness of the cause marketing, the results suggest that the public-volunteered cause marketing would be more effective than the corporate-driven cause marketing.

• Culinary science and hospitality research
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• v.23 no.7
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• pp.112-128
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• 2017

This study aimed to find the influence with the moderating effects of brand credibility and the mediating effect of brand attitude from the relationship of Loss-Leader marketing factors, brand attitude and revisit intention to make management strategies and provide basic materials for the future restaurant industry. From the findings in this study, only limited sales strategy in the Loss-Leader marketing factors had a positive effect on revisit intention. Both Limited Sales and Price Discount Strategy in the Loss-Leader marketing factors had positive effects on the brand attitude, while Plus Pack strategy had a negative effect on the brand attitude. Also, the brand credibility has a significant moderating effect on the relationship between the Loss-Leader marketing factors and the brand attitude, and the brand attitude has a significant effect on revisit intention. The results indicated that these findings would be basic materials for Loss-Leader marketing factors and related studies in the future. In addition, this study suggests good implications in establishing and using the effective marketing management strategies in the restaurant industry.

• Asia Marketing Journal
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• v.15 no.4
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• pp.187-200
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• 2014

The case study of OB shows dramatic market dynamics between leader brand vs. follower brand similar to Kirin vs. Asahi in Japan for two decades. Almost 20yrs ago, the brand status of OB was dramatically fallen because of the environmental pollution of subsidiary company and harsh competition of rivalry brand. But OB made a ground change in its brand strategy. OB departed from the pride in its past to bet on the new. OB decided to vitalize Cass brand through brand portfolio strategy. They deployed 3 phase articulated marketing plans; Phase I, Acquisition of Cass brand through M&A and strategic segmentation/targeting (1993-2005), Phase 2 - Mega Brand Strategy through Line Extension(2006-2009), Phase 3 - Experiential Marketing focused on Young Culture (2010- present). Finally, OB restored not only brand reputation of Cass and other brands but dominant market position in beer market. Now Cass has been growing rapidly in the last 20 years achieving 50% M/S. The three phases shows the typical successful process of brand management and revitalization adopting brand concept management and S-T-P strategy of manufacturing company.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.2
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• pp.242-251
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• 2010

Experiential marketing focuses on the experience of customers to connect a company and a brand with the lifestyle of customers that influences buying behavior. This study investigates how the persons who experienced brand ambassadors for public relations as experiential marketing recognized brand equity, how personal satisfaction accomplished as a brand ambassador influenced brand equity, and how the effects are different based upon demographic information. The research methodology was a questionnaire distributed to individuals who experienced work as a public relations brand ambassador. A total of 104 returned questionnaires were analyzed by internal validity, t-test, and regression analysis with SPSS 12.0. The results of this study are as follows: Experiential marketing through a public relations brand ambassador positively influenced brand equity. The satisfaction at the company while working as brand ambassador positively influenced brand equity. Experiential marketing influenced more men than women regarding perceived quality and brand loyalty among brand equity. There is no significant differences regarding career (bank or apparel) among brand awareness, brand image, perceived quality, and brand loyalty.