• Journal of Digital Convergence
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• v.16 no.4
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• pp.127-135
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• 2018

This study is to investigate the influence of brand benefit on brand extension, especially focusing on the mediating effect of trademark belief and the moderating effect of categorical similarity. This study restates that brand benefit affect consumers' brand extension attitude and confirms that it is completely mediated by trademark belief. In addition, this study finds that categorical similarity moderates the effects of brand benefit on brand extension attitude. The results of this study suggest a theoretical implication that trademark belief can be used as one of the brand extension strategies and a practical implication that the brand communication strategy based on brand benefits should be changed with the categorical similarity.

• Journal of Digital Convergence
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• v.16 no.6
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• pp.163-173
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• 2018

The purpose of this study is to find the role of intellectual property belief between brand concepts (Symbolic vs. Functional) and brand extension. For this purpose, three parent brands (Rolex vs. Casio, Prada vs. Coach, Benz vs. Toyota) and three extension products (bracelets, shoes, vehicles) were selected as stimulants through focus group interviews and pre-tests. 296 sample data across the country were collected and the final analysis was conducted with 290 respondents except for the inappropriate respondents by SPSS 21.0. The results of this study confirm that the trademark meditates the relationship between belief brand concepts and brand extension and thinking style of consumers meditated-moderates between belief brand concepts and brand extension. The results of this study are based on implication that intellectual property belief induce consumers positive reactions on brand extension and that the acquisition and utilization of IPRs bring corporate's continuous growth and enhance the corporate brand value.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.6
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• pp.779-794
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• 2019

This study examines the effects of brand belief of a mass offline retailer on the perceived value, attitude, and purchase intention toward the products of emerging fashion designer brands in the context of marketing collaborations between emerging fashion designer brands and a mass offline retailer. We invited 198 adults aged 20 to 59 to an online survey who were asked to read a news article and respond to a questionnaire. The results of structural equation modeling show that brand belief of a mass offline retailer positively influences the perceived value of the products of emerging fashion designer brands. The perceived value also positively influences the attitude toward the products that subsequently enhances purchase intention. The findings suggest that emerging fashion designer brands should strategically select a mass offline retailer as their collaboration partner by considering consumer perceptions of the retailer brand because the brand belief of the retailer may have a halo effect on a consumer evaluation of the products of emerging fashion designer brands.

• Journal of Service Research and Studies
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• v.7 no.4
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• pp.1-14
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• 2017

Little empirical consumer research has focused on perceived conspicuous consumption in the respect of negative emotion. This research aims to prove the perceived conspicuous consumption's negative effect on consumers' attitude toward brand. In this research, two experiments were designed to test hypothesis. The results of analysis confirm that perceived conspicuous consumption affects the attitude towards brand, Consumer's temporal power distance belief mediates the relation between perceived conspicuous consumption and brand evaluation, in line with our assumption. The level of perceived group norm towards conspicuous consumption (high vs. low) moderates the relation between perceived conspicuous consumption and brand evaluation. In further research, the group norm scale should be improved and additional experiment adopting variety priming or manipulation method should be conducted for robustness of causality.

• Fashion & Textile Research Journal
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• v.10 no.2
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• pp.191-197
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• 2008

Despite increasing consumption of luxury brands, research about consumption of luxury brands is limited.The purpose of this article is to gain a deeper understanding of important role of intrinsic consumption motivations in consumption of luxury brands. This article investigated the relationships among consumption motivations, conspicuous consumption belief, Product quality belief, and attitude toward consumption of luxury brands using structural equation modeling. The results reveal that, other-oriented consumers were likely to have strong conspicuous consumption belief,whereas consumers with strong self-oriented value tended to place more importance on product quality attribute of luxury brands. Moreover, Consumers who take into account extended-self tended to have strong conspicuous consumption belief while consumer who put more importance on experientialism were more likely to have greater importance on product quality atthbute. And both conspicuous consumption belief and product quality belief influenced positive attitude formation toward luxury brands.

• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.2
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• pp.1-14
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• 2016

사회적기업의 브랜드를 추구하는 패션 소비층은 개인적인 가치 기준을 바탕으로 합리적인 소비생활을 하며 브랜드 이미지를 중시하고 자신만의 감도를 찾는 공통된 특징을 가지고 있다. 이러한 추세에 따라 패션 사회적 브랜드는 새로운 각도에서 소비자들을 이해하며 환경변화에 능동적으로 대응할 필요성이 요구되고 있다. 이에 본 연구에서는 패션 사회적 브랜드-소비자 관계의 세부적 요인이 브랜드 자산 구성요소들에 미치는 구조적 관계에 대해 규명하며, 연구결과를 기준으로 패션사회적 브랜드가 소비자의 구매행동을 예측하여 보다 효율적인 브랜드 전략을 진행하는데 있어 시사점을 제공하고자 한다. 이를 위해 2015년 4월 1일부터 30일까지 ${\bigcirc}{\bigcirc}$ 패션 사회적 브랜드 상품구매경험자를 800명을 대상으로 설문을 실시하였으며, SPSS 20.0, AMOS 20.0을 사용하여, 빈도분석, 신뢰도 분석, 요인분석 및 경로분석을 실시하였다. 이상을 바탕으로 도출된 연구결과는 다음과 같다. 첫째, 브랜드-소비자 관계의 행위적 몰입, 인지적 믿음은 브랜드 인지도에 유의한 영향을 미쳤으나, 감성적 유대는 브랜드 인지도에 영향을 미치지 않았다. 둘째, 브랜드-소비자 관계의 행위적 몰입, 감성적 유대, 인지적 믿음은 브랜드 이미지에 유의한 영향을 미쳤다. 셋째, 패션 사회적 브랜드 이미지는 브랜드 태도 및 브랜드 충성도에 유의한 영향을 미쳤다. 넷째, 패션 사회적 브랜드의 지각된 품질은 브랜드 이미지, 브랜드 태도, 브랜드 충성도에 유의한 영향을 미쳤다. 다섯째, 패션 사회적 브랜드 태도는 브랜드 충성도에 유의한 영향을 미쳤다.

• Journal of Fashion Business
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• v.9 no.5
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• pp.65-76
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• 2005

The purpose of this research is to investigate the types of name spectrum and their characteristics of domestic fashion brand names focusing on women' wear and bisex wear, and also studied the differences based on the sex of brand target. 224 of women's wear brands and 99 of bisex wear brands were selected from ‘2002 Korea Fashion Yearbook’ under the criterion that their brand names were made in Korea and they should engage in business in 2002. The data analysis quatitatively evaluate the frequency and qualitatively evalute the image of brand product and the meaning of brand name. The result as follows; 1.The domestic fashion brands for women's and bisex wear appeared to have to three types of name spectrum ; the descriptive name was the most frequently used one, then followed by the arbitrary, and the suggestive name. There were only one coined brand name and no generic brand name. 2. The characteristics of descriptive brand name was that, in most cases, it used the name of designer. For the suggestive brand name, it implied the features or the image of its products. For the arbitrary brand name, some bear the ideology or the foundation belief of company itself. 3. For women's wear, the discriptive name appeared most, and followed by arbitrary, and the suggestive name. For bisex wear, the suggestive brand name appeared most, and followed by arbitrary name, and the discriptive name. 4. For descriptive brand name, the names of designer were used most in women's wear brands. Otherwise, the brand names that directly described the image or the characteristics of products were used most in bisex wear brands. For suggestive brand name, soft and feminine images were prevailed in women's wear brand names but comfotable and casual images were dominent in bisexsual brand names. For arbitrary brand name, as the various types of languages were combined and the various meanings and words were mixed, and imply the various meanings in both cases, it was hard to classify the characteristics into some categories.

• Asia pacific journal of information systems
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• v.17 no.4
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• pp.1-29
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• 2007

The brand-based online community recently plays an important roles for consumers to facilitates searching and sharing information among them. Firms often find such a brand community as a critical channel to gain collective intelligence for developing new ideas and products. As a new web platform such as web 2.0 has been introduced, consumers could more easily participate in the new social networks created by sharing mutual value and belief among themselves. Accordingly firms began to recognize potentials of online brand assets and pay attention to the importance of online brand community loyalty. Previous research related to online community tends to focus on identifying the antecedents of community loyalty and their subsequent impacts on brand. They, however, tend to neglect the importance of individual characteristics of online community users. As integrating the fragmented variables with an individual characteristics, therefore, this study reexamined the impacts of interactivity, information, reward, and personalization services provided by an online brand community on the sense of community, community loyalty, and brand attitude. Also, this study investigated how users' individual characteristics(need for cognition: NFC) can play moderating roles among the variables identified in the previous research. A field survey was administrated and 671 valid samples were collected. In order to test the hypothesis we conducted the multi-sample structural equation modeling(MSEM) between two groups(a group with high vs. a group with low level of NFC). Results show that previously identified variables such as interactivity, information, reward, and personalization services have significant effects on the sense of community as previous research demonstrated. Subsequently, the sense of community positively influences the community loyalty and brand attitude. However, when considering the NFC as a moderating variable, we found that the effect of interactivity and reward service on the sense of community was stronger for a group with a lower level of NFC compared to a group with a higher level, while the effect of information providing service on the sense of community was stronger for a group with a higher level of NFC compared to a group with a lower level. This research revealed that NFC can affect the degree of individual perception on the sense of community which has been considered as an important indicator for the community loyalty and brand attitude. Hence, when firms developing customer relation strategy through building an online brand community, they need to reflect customers' NFC and accordingly provide varying degree of interactivity, information, reward, and personalization services.

• Asia Marketing Journal
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• v.14 no.4
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• pp.1-22
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• 2013

A growing gap between market needs and the capabilities of the enterprise prompts repositioning (Corstjens and Dolye 1989). This article examines the strategic repositioning of 'Korando Sports' undertaken by SYMC throughout the period from Jan. 2012 to Jun. 2012, to boost sales volume and market share by entering market of active-lifestyle consumers currently occupied by SUVs. SYMC's experience indicates that it is essential to close the gap between the market needs and the ability of the enterprise to make a shift to new consumer segment with a new positioning. The successful repositioning framework(Ryan et al. 2007) were employed in this paper. This framework is comprised of six elements: core strategic values, strategic flexibility/learning capabilities, customer awareness and sensitivity, external orientation, management commitment, and belief in the product and brand. The evaluation based on the successful framework also confirms that 'Korando Sports' case meets all the requirements of the successful strategic repositioning. This paper provides some of the managerial implications with aim of assisting executives in identifying strategic repositioning opportunities. Primarily, the 'Korando Sports' case affirms the repositioning as a viable strategy and indicates that repositioning is a feasible means for strategic change. Second, this case shows the influence of a target consumer and SYMC's repositioning to follow consumer preference for a particular attribute. Moreover, we can understand how a product formerly considered weak in attributes can enjoy benefits in other segments with the same attributes.

• The Journal of Industrial Distribution & Business
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• v.9 no.11
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• pp.55-66
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• 2018

Purpose - Present research aimed at identifying the effects of ambient pride type on judgement difference between existing preference and final preference formed after being exposed to the preference inconsistent information from others representing a conflict between consumer's own perspective and the others' perspective. And this study also explored the roles of empathic concerns and motive type in the ambient pride type's effects on the judgement difference. Research design, data, and methodology - 2(information type: consistent versus inconsistent) × 2(pride type: hubristic versus authentic) between-subjects design was employed. Data for empirical analysis were from 252 undergraduate students who participated in questionnaire survey. To verify hypotheses, Anova and regression analysis were used. Results - First, there was the judgement difference among the experimental groups. The difference was greater at the authentic pride group than at the hubristic pride group. And the difference was greater at the inconsistent information group than at the consistent information group. The interaction effect of pride type and information type was significant. Second, when consumers who had made their preference were exposed to the inconsistent information from other, those of the hubristic pride group showed more defense motive and less empathic concerns than those of the authentic pride group. And there were the mediation roles of the empathic concerns and the interaction roles of the motive type in the effects of pride type on the judgement difference. Third, the self validity did not affect the difference even that become increased by defense motive rather than accuracy motive. Conclusions - This research could advance the information processing theory related to pride type by exploring the effects of the pride type on judgement difference between existing preference and final preference formed by the inconsistent information from others, and by identifying the mediation roles of the empathic concerns and the interaction roles of the motive type in the effects of the pride type. In view of the results from current study, marketers should make efforts of inducing defense motive and developing and communicating the consistent information to persuade consumers under hubristic pride who have the belief that attributes of their brand are better than those of the competitors' brand, and they also should conduct marketing acts by using the inconsistent information to persuade consumers under authentic pride who have the belief that attributes of the competitors' brand are better than those of their brand.