• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.8
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• pp.1253-1264
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• 2010

This research is an in-depth study on the differences of cosmetics advertising and brand representation between Korean companies and Chinese companies. In addition, it studies the preferences of cosmetics consumption in Korea and China. To study these topics, two major methods are applied to magazine advertising analysis and consumer research. Analysis objects are the magazine advertisements of the Korean brands Mamond and Laneige, which entered the China market more than 5 years ago; the 64 advertisements are evenly split between Koreans and Chinese. The objects of the survey are 470 females between the ages 20 and 30 (237 from Korea and 233 from China). The results were as follows. First, Chinese advertisements use intense appeal in which the types of advertisement appeal are highly preferred. Second, ordinary models are highly preferred. Second, (on the nationality of the models) Chinese and Korean models are preferred in comparison to western models. Third, (as shown in the survey) Koreans and Chinese preferred magazine advertisements with headlines and copies. Four, blue colors are commonly used in the advertisements; however, the survey shows that the Chinese consumers prefer gray colors. Furthermore, from this study, there is a significant dynamic between the brand image and consumer satisfaction as well as the re-purchase intention.

• The Journal of the Korea Contents Association
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• v.16 no.10
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• pp.373-381
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• 2016

This study examined the interaction of nostalgia and self-congruence on consumer behavior. We proposed that nostalgia make consumers' brand attitude and purchase intention more positive when the level of congruence between the brand and consumer's ideal self-image is high, irregardless of the level of actual self congruence. 283 middle-aged people participated and 2(nostalgia: stimuli vs. control) X 2(ideal self-congruence: high vs. low) between subject design is used. The result showed the interaction effect of nostalgia and ideal self congruence. Nostalgia-primed (vs. control) participants reported higher brand attitude and purchase intention to the ideal self-congruent brand. Finally the theoretcal and practical implications and limitations of this study are discussed.

• International Journal of Internet, Broadcasting and Communication
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• v.16 no.1
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• pp.1-10
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• 2024

The current study examined the causal relations among sustainable luxury campaigns' message framing types (negative vs. positive), sustainable brand image and perceived consumer effectiveness. The study tested the moderation of perceived brand luxury about the message framing types, sustainable brand image, and perceived consumer effectiveness. An online survey adopting luxury product is conducted with a total of 194 Korean consumers, testing the hypotheses. In the results, the message framing type is found to significantly affect perceived consumer effectiveness but not sustainable brand image. Perceived brand luxury significantly negatively moderates the relationship between the message framing type and perceived consumer effectiveness but not between the type and sustainable brand image. The results supported the positive influence of perceived consumer effectiveness on sustainable brand image. The moderation of perceived brand luxury was confirmed only for the relationship between the message framing type and perceived consumer effectiveness. The results empirically confirm that the message frame of luxury marketing could positively affect consumers' attitude formation, such as perceived consumer effectiveness, which is consistent with previous studies' research results. The results document that luxury brands using a negative message frame type had a more significant effect on perceived consumer effectiveness than the positive frame type. The findings contribute to the literature of new media-based sustainable marketing of luxury products as to how it affects consumers' brand evaluation and purchase intention, focusing on the causal relationships among the message-framing type of sustainable luxury marketing, sustainable brand image, and perceived consumer effectiveness. Given the increasing pursuit of sustainability in the luxury industry, the results contribute to deriving implications for sustainable marketing of efficient luxury brands.

• Journal of the Korean Society of Costume
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• v.62 no.1
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• pp.104-119
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• 2012

Fashion cultural products represents cultural trend, and they are produced a lot in Korea to express the Korean culture and style. They are also tools that embody images of Korea. This study mainly focuses on the Korean traditional-patterned ornaments as fashion cultural products. Therefore, this study aims at developing a framework of consumers' attitudes and consumption behaviors about Korean traditional-patterned ornaments, examining how the characteristics are changed according to shopping orientation. For this purpose, a quantitative survey was carried out using 455 questionnaires from women in their 20s and over. The data were analyzed using frequency analysis, factor analysis, t-test, ANOVA, cluster analysis, and $x^2$-test. Findings of this study were as follows. First, half of the respondents were found to possess Korean traditional-patterned ornaments. However, consumers had positive attitudes and tend to purchase them for their own use rather than gifts, demonstrating that the potential for the market is large enough. Second, in accordance with their shopping orientation, consumers were sub-divided into four groups: trend/brand oriented, practicality/pleasure oriented, convenience oriented, and passive shoppers. The trend/brand oriented group showed highest levels of preference regarding purchase intentions of Korean traditional-patterned ornaments. This group also showed the strongest purchasing power on fashion items among the four groups. Third, this study presented animal, plant, geometric and abstract patterns to the respondents to examine their attitudes. It was found that consumers prefered plant-patterned ornaments rather than the others, demonstrating that they have stronger preference and purchase intention toward ornaments with more natural images.

• 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.

• Journal of the Korean Home Economics Association
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• v.39 no.3
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• pp.1-10
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• 2001

The Purpose of this study was to investigate the relationship between materialism and clothing buying behavior (clothing shopping orientation, clothing selection standards, use of information sources, store selection standards, purchase and purchase intention of imported clothing). The data were obtained from questionnaires completed by 400 women in the Taegu area whose age was 20 years and older. The SPSS/PC$^{+}$ package was used for data analysis which included a test of reliability, frequency, percentage, factor analysis, t-test, and x$^2$ test. There were significant differences in clothing buying behavior between groups who had a higher tendency and a lower tendency toward materialism. In other words, those who had a higher tendency toward materialism enjoyed their shopping and pursued the world-known brands, imported brands, the latest fashions, and conspicious consumption more than those who had a lower tendency of materialism. The former put a greater focus on the latest fashion styles, brand image, and design then the latter when the\ulcorner bought clothing. Those who had a higher tendency toward materialism utilized more information sources than those who had a lower tendency. The former made purchases from the stores where they stock famous world-known brands and well-advertised stores, and had a greater purchase intention of imported clothing than the latter. In the purchase of imported clothing there was no significant difference between two groups.s.

• Journal of Digital Convergence
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• v.10 no.9
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• pp.165-174
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• 2012

In recent years, online brand community has become an important means for firms to make, maintain and improve their relationship with the customer. Customers or would-be customers discuss, learn about the products and share passion together. In this paper, we investigate the effects of the online brand community's characteristics and its perception on customer royalty to the community and purchase intention of consumers for the products. Variables of online brand community's characteristics include community reputation, social presence, pleasure, and interactivity. For those of the community's perception, we consider membership, influence, emotional band, and fulfillment of desire. Findings show that the online brand community has indeed positive effects on the brand equity by enhancing the relation between consumers and brand, ultimately providing firms with strategic resources and competitive advantage. Managerial implications are discussed.

• 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.

• Journal of the Korean Operations Research and Management Science Society
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• v.36 no.3
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• pp.75-90
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• 2011

Suggesting that endorser fit in print advertising can be subdivided into observable endorser-product fit, unobservable endorser-product fit, and observable endorser-background fit, this study empirically investigates their effects on advertising effectiveness. Undergraduate students participated in the study and evaluated three real advertisements on the items of the fits, the advertising effectiveness, and so on. The advertisements were for a watch, perfume, and women's clothing. Results showed that each of fits had an positive effect on advertising attitude, brand attitude, and purchase intention respectively and the observable endorser-product fit had a more positive effect on such an effectiveness than the unobservable endorser-product fit and the observable endorser-background fit in the majority of cases. It was also found that each of the fits had a tendency to exert relatively greater effects on the advertising effectiveness, especially on the purchase intention, compared to the endorser preference.

• Journal of the Korean Operations Research and Management Science Society
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• v.37 no.2
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• pp.89-111
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• 2012

Coalition loyalty programs, loyalty cash-back programs that enable their members to accrue and redeem points at a wide-range of affiliated outlets, are emerging. In a coalition loyalty program, unlike in a single-brand loyalty program, points accrued from one outlet can be redeemed in other outlets which even may be of other brands than the very one where the points were from. However, in spite of such systematic characteristic of coalition loyalty programs, there is only little research on the effect of the program. The present study is aimed at examining the difference between the effects of a coalition and a single-brand loyalty program in terms of acquisition and retention of customers and tries to provide strategic implications for a firm to run a loyalty program. We classify purchase conditions into two types-acquisition vs. retention. Then we compare the effects of a coalition and a single-brand loyalty program on the purchase intention, under both the acquisition and the retention conditions. The result shows that the effect of the coalition loyalty program is stronger than that of the single-brand loyalty program under the acquisition condition. On the other hands, the single-brand loyalty program is more effective than the coalition loyalty program under the retention condition, at least for the minor brand.