• Journal of the East Asian Society of Dietary Life
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• v.20 no.3
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• pp.458-472
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• 2010

In the service industry brand was getting more importance in marketing and brand should be researched more. So the purpose of this study was to identify the causal relationships of 'constructs of brand evidence-brand satisfaction-feelings-brand satisfaction-customer loyalty'. In this research constructs of brand evidence were brand image, price (value for money), servicescapes, core service, employee service, and self-image congruence. This research used family restaurants settings using a sample of customers visiting and enjoying menus at family restaurant stores of Youngnam province. A total of 222 questionnaires were analyzed with SPSS/PC+12.0 and LISREL8.30. Empirical results were that firstly, price, core service and employee service affected brand satisfaction and secondly, employee service, core service, servicescape affected postive feelings and thirdly, brand evidence constructs except self-image congruence influenced negative feelings and lastly, brand satisfaction influenced customer loyalty. On the basis of these findings, family restaurant manager should pay much attention to constructs of brand evidence and use these variables to appeal to and understand target market.

• Management & Information Systems Review
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• v.25
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• pp.339-370
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• 2008

As the Internet environment develops, Internet has already been being established as important tool of business marketing and branding. In particular, a brand community where customers interact with other customers who have the same interest in brand provides a variety of benefits to customers as well as companies. The brand community makes it possible for company to build, and retain relationships with customers, and capture new market opportunities. Therefore, this study examines the relationship among service quality of brand community, customer value, customer satisfaction, customer trust, and brand community loyalty in online brand communities. The results of empirical analysis can be summarized by the following: First, service quality of brand community had a significant direct effect on customer value. Second, service quality of brand community had a significant direct effect on customer satisfaction. It had also a positive, significant indirect effect on customer satisfaction through customer value and customer trust. Third, service quality of brand community had a significant indirect effect on brand community loyalty through customer satisfaction, customer value, and customer trust. Therefore, These finding will spawn both academic and practitioner interest in brand community and serve as a foundation for further research in this important area.

• Journal of Korea Society of Industrial Information Systems
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• v.13 no.4
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• pp.155-172
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• 2008

This study empirically examined the structural relationships among components of interactivity, affective commitment, and components of brand equity in on-line brand community. Interactivity was conceptualized as 4 components such as mapping, personalization, responsiveness and connectedness. Components of brand equity include brand associations, brand awareness, and brand loyalty. Using a sample of 127 university students of on-line brand community members in Busan, we empirically examined the study model. The results of this study showed that components of interactivity except connectedness had a significant effect on affective commitment, which in turn, had a significant positive effect on brand associations, brand awareness and brand loyalty.

• The Research Journal of the Costume Culture
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• v.20 no.4
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• pp.604-615
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• 2012

Despite the increasing recognition of the value of emotions and younger consumers in luxury market segments, little research has focused on the role consumer characteristics and emotions play in younger consumers' commitment to luxury brands. Drawing on the identity-motivation model and the idea of self-construal, this study identifies the contributing factors of younger consumers' commitment to luxury fashion brands. Specifically, this study examines the role of consumer characteristics (i.e., self-construal), the self-expressiveness of brands, and emotional factors (i.e., brand love and brand attachment) in developing consumer-brand relationships. The proposed model was tested with college students in the U.S., which supplied a representative group of younger consumers of luxury fashion brands. The data were collected using web-based surveys and analyzed using structural equation modeling method. The results showed that consumers who were characterized with interdependent self-construal had positive perceptions of self-expressive luxury fashion brands. Furthermore, the perception of self-expressive brands promotes the consumers' brand love of and brand attachmentto luxury fashion brands. Also, while both improved brand commitment, brand attachment had a greater impact on brand commitment than brand love. This study contributes to the literature by identifying driving forces of younger consumers' brand commitment. It also provides managerial implications for luxury fashion brands.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.4
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• pp.381-389
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• 2022

Studies examining the interplay between brand transgression and brand forgiveness is notably sparse especially in the context of Southeast Asian banking customers. The purpose of this research is to add to the existing literature by examining the impact of brand transgression, which is represented by negative past experience image incongruence, and corporate wrongdoing on brand forgiveness among Islamic banking customers in Malaysia. The increasing surge in interest in unfavorable brand relationships has sparked concerns about its impact on brand forgiveness. As a result, this theoretical argument, which lacks empirical proof, has to be statistically tested. The current study was conducted utilizing a non-probability purposive sampling technique among clients in the Klang Valley who had poor experiences with Islamic banking services. Data analysis included descriptive statistics, exploratory factor analysis, and multiple regression on a total of 211 valid replies. The findings show that two elements of brand transgression, image inconsistency, and corporate wrongdoing, have a major impact on brand forgiveness. However, the other dimension namely negative past experience was found to be non-significant to brand forgiveness. Research implications and directions for future studies are also discussed in this paper.

• 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 Distribution Science
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• v.16 no.4
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• pp.75-82
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• 2018

Purpose - As the role of salespersons in retail stores has expanded from selling products to sharing brand experiences with customers, the importance of research on the effects of salesperson-brand relationships has grown. The purpose of this research is to investigate the influences of salespersons' brand identification on conceptual fluency and customers' service and brand evaluations. It was supposed that salespersons' brand identification is affected by brand knowledge, which is a core dimension of internal branding. Research design, data, and methodology - The author developed a structural model in which salespersons' brand knowledge influences brand identification, hence customers' perception of salesperson-brand image congruence. And it is hypothesized that salesperson-brand image congruence influences conceptual fluency which affects customers' satisfaction and brand evaluation. Data were collected from five department stores in Seoul. Results - First, salespersons' brand knowledge was found to have a significant effect on brand identification. The more a salesperson knows about the affiliated brand, the higher her level of brand identification. Second, salespersons' brand identification influenced salesperson-brand image congruence. Third, salesperson-brand image congruence had a significant effect on brand conceptual fluency. Customers who perceive salesperson-brand image congruent are more likely to process information easily. Finally, conceptual fluency was found to be a significant determinant of store loyalty and brand value evaluation. Conclusions - The results of this study verify importance of salesperson's brand identification on customers' service and brand evaluations. To enhance salespersons' brand identification, retailers should emphasize the importance of internal branding and communication, especially by sharing brand vision, values, and identity with employees at customer contact points. Also, as brand conceptual fluency is a significant determinant of customer responses, retailers need to deliver consistent messages through various components of store environments, including salespersons' attitudes, appearances, and manners, as well as physical store design. With a deeper understanding of the effects of salesperson-brand relationship and brand conceptual fluency, retailers will be able to create more effective brand strategies to enhance their performances. Future studies should consider data from various retail types, such as discount stores, to generalize the findings.

• Journal of the Korean Home Economics Association
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• v.41 no.9
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• pp.93-103
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• 2003

The purpose of this study was to examine the relationships between shopping styles, promotion usage behaviors, and consequential switching behaviors. Specifically, it examined: 1) the effects of shopping styles on promotion usage and switching behaviors; and 2) the effects of promotion usage on switching behaviors. A total of 378 responses collected from a questionnaire survey were analyzed. Multiple regression analyses showed that loyalty, fashion prone, brand prone, brand prone, value prone, and hedonic shopping prone styles among the 7 shopping styles affected promotion usage behaviors, and brand prone, hedonic shopping prone, and price prone styles affected switching behaviors. Also, sales and sweepstakes among the 6 promotion usage behaviors affected switching behaviors.

• The Research Journal of the Costume Culture
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• v.3 no.2
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• pp.449-459
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• 1995

The purpose of this study was to classify the dimension of clothing involvement, to identify the relationship between clothing involvement and brand loyalty by demographical characteristics. The results of the study were as follow. 1. General clothing involvement consisted of one dimension. 2. Clothing involvement is positively related to brand loyalty. The higher clothing involvement group had the higher brand loyalty. 3. There were is significant relationships among clothing involvement, brand loyalty and customer buying behavior such as expense and frequency of purchase. The expense and frequency of purchase were positively related to the higher clothing involvement group and the higher brand loyalty. 4. There were significant relationship between demographic characteristics and clothing involvement, between demographic characteristics and brand loyalty.

• International Commerce and Information Review
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• v.12 no.3
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• pp.291-310
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• 2010

This research analyzes how the visual merchandising (hereafter VMD) of the consumers on the cultural services of global K company affect their brand attitudes and how the brand attitudes influence their purchase intension. In particular, by utilizing the multiple regression analysis method which tested the hypotheses of this study, it was proved that their attitudes of VMD factors proposed in this research positively influenced on the brand attitudes, and that their brand attitudes had considerable impact on the purchase intention and also it had close relationships with the intention. In the result of analysis, the consumers' attitudes of VMD factors has a direct and indirect effects on their brand attitudes and purchase intention. Therefore, this result in the practical aspect could give some valuable implication for the marketers who are trying to find out how to retain its consumers on the market managing.