• Journal of Fashion Business
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• v.21 no.1
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• pp.1-11
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• 2017

This study investigated the effect of brand history, congruity between country of origin and conspicuous consumption of fashion brand, based on the evaluation of customers. The factorial design was constructed as a 3-way mixed design: 2(brand history: presented vs not presented) ${\times}$ 2(congruity between Country of Brand(COB) and Country of Manufacture (COM): congruent vs incongruent) ${\times}$ 2(conspicuous consumption: high vs low). A total of 302 men and women aged above 30 and living in Seoul or within the capital area, were enrolled as subjects. Of these, 26 insincere responses were excluded and a final total of 276 responses were used in the analysis. The statistical analysis included reliability analysis, three-way ANOVA, and simple interaction effect analysis with SPSS 18.0 statistics. Our results indicate that brand history, congruity between COB and COM, and conspicuous consumption had significant effect on the fashion brand preference of consumers. Furthermore, presenting the brand history resulted in higher brand preference. Second, the brand history and conspicuous consumption had a significant interaction effect on brand preference. Consumers with higher conspicuous consumption showed significantly higher brand preference than those with lower conspicuous consumption. Third, congruity between COB and COM and conspicuous consumption had a significant interaction effect on brand preference. However, when COB and COM were dissimilar no significant effect of conspicuous consumption on brand preference was observed.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.1
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• pp.1-16
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• 2013

This study identified the effects of history length and brand legitimacy succession on Brand Historicity (BH) in Fashion Brand Stories and Brand Attitude (BA) with Consumer Orientation (CO). The study conducted an experiment where participants were surveyed after reading a manipulated brand story composed of 2 kinds of brand historicity, brand establishment year (150 years, 70 years, and 20 years) and legitimacy succession (legitimacy succession and legitimacy handover). The results are as follow. First, the sub-dimensions of Brand Historicity appeared to be brand uniqueness, traditionality, symbolism, and managerial traits. Second, brand legitimacy succession types influenced the perceptions of BH with CO. Third, brand legitimacy succession types influenced the perceptions of BA1 (rational brand attitude) and BH1 (brand uniqueness), BH2 (brand traditionality) with CO, which were BA's sub-dimension. Forth, the consumer orientations that influenced BH and BA appeared to be nostalgia orientation, conspicuous consumption orientation, and fashion orientation; however, uniqueness pursuit orientations influenced only BH.

• Journal of the Korean Society of Costume
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• v.65 no.2
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• pp.48-61
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• 2015

Chi-pao is a kind of traditional clothes; it is regarded as a national costume, playing an irreplaceable role in the Chinese history. As China developed, the strict requirements on dresses did as well. History is a double-sided mirror,; we can know the past and we can find the direction ifor future development. when it comes to reform and openness, China imports foreign culture and exports domestic culture as well. This essay uses the history of Chi-pao as the background, consults the reference to analyse the brand of Chinese domestic Chi-pao characteristics, summarize the fashionable trend. Recently, Chi-pao is worn in many kinds of important occasions such as foreign affairs, public performances and so on. The purpose of this essay is to analyze the current situation of Chi-pao, make Chi-pao more international, and show the Chinese history to the world.

• Design Convergence Study
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• v.16 no.1
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• pp.203-216
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• 2017

There are many definitions around brand. It complexify academic literature. Thus, this study collected meaningful definitions among many statements about brand and analyzed and classified them by available perspectives. This is especially necessary contents in domestic brand study, which is short of concept research about brand. Various literatures are refereed to brand definition introduction. But to etymological definition, several European linguistic theses are deeply reviewed and to institutional definition, wide range of information such as history, law and society is refereed. Total brand definitions are classified in . It is divided into 2 parts which are non-commercial context (etymological and institutional definition) and commercial context (producer, customer and the relation or interaction between producer and customer). In etymological definition, the word origin is clear word 'brandr' which means 'burning wood' and cattle-brand made this 'brand'. In legal definition, legal and institutional meaning of 'trademark' is examined. Etymological definition and institutional definition are fundamental and lexical definition which show brand history. These are foundation stones in brand studies.

• Journal of Wellness
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• v.6 no.1
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• pp.51-61
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• 2011

The purpose of this study was to identify the component factors of professional sport team brand equity and to empirically examine factors composed of it's brand equity. The subjects of this study was the group that spectator professional sport game. For those sheet, judged to be insincere and to be unsuitable for the purpose of this study, and were missing questions excluded. SPSS 13.0 for window statistics package and AMOS 5.0 for window statistics package were used for data analysis. The goodness of the model was confirmed by data analysis and then the hypotheses testing were conducted. The findings are as follows: Firstly, brand associations(rivalry, commitment, play, socialization, success, history) have a significant effect on brand loyalty. But brand mark didn't have a significant effect on brand loyalty. Secondly, brand awareness(identification, internalization) have a significant effect on brand loyalty.

• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.371-376
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• 2023

Time-honored Brand refers to a product, technology or service with a long history, and refers to a brand that has a traditional Chinese cultural background and deep historical heritage, and has been socially recognized and has formed an excellent reputation. Some Time-honored Brand are developing, but some Time-honored Brand are facing a crisis of survival, and the Chinese government and society are announcing various support policies to strive for continued development. Currently, there is a lack of research on Time-honored Brand in Korea, so this study analyzed the history, current status, and competitiveness of the Chinese cosmetics brand XieFuchun. As a result of the research, XieFuchun is the first cosmetics company in China, has manufacturing techniques inherited from traditional culture, and currently maintains a significant market share. XieFuchun's competitiveness was analyzed using the 5-Forces model, and implications and development models for Time-honored Brand enterprises were presented.

• Journal of architectural history
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• v.26 no.3
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• pp.31-38
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• 2017

The retail store, which appears in various ways of the modern city, is the architectural result that the merchandise is finally delivered to consumers. The relationship between the commerce based on manufacturing and distribution and the retail store as urban architecture can be understood not only from the viewpoint of economics and business administration but also the problem of the formation of urban history and urban organization. The modern industrial development in Korea had been progressed by the state led, as the manufacturing and distribution developed in turn. This social and economic situation influenced the formation of the retail store of the city. This is different from the West, which the development has been conducted together. The cosmetics sales space, which is the subject of this study, has changed in various forms from the 1960s to the 1990s. Cosmetics brand retail shop is a corporate brand-based space, but paradoxically, it has a historical characteristic of urban architecture in that it is branding city street. This specificity of Seoul is unexplained by the development process of the Western and does not exist as a physically huge or special construction sometimes. However, it operates as a urban architecture in Seoul where the complicated.

• International Journal of Computer Science & Network Security
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• v.21 no.4
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• pp.178-185
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• 2021

The emergence of social networks has led to the flourishing of a new golden era of branding, which is a challenge for companies due to the need for creative positioning of companies with an emphasis on building trust and loyalty to the brand. Consumers are becoming more demanding and due to a wide range of products in different markets, make demands that are more stringent on companies. The goal of this article was to study the main trends of branding and advertising on social networks to develop a new approach to brand promotion. Methodology. The quantitative and qualitative research design was used to determine the main trends in branding and advertising on social networks. The methodology included the following methods: 1) analysis of the relationship between brand value and brand content strategy, 2) content analysis of the content of companies in social networks on the example of 10 world-famous brands with the highest value. The results allowed forming the criteria of effective content and communication: simplicity of content and simplicity of communication, lack of direct advertising of products, emphasis on global socio-economic problems and social orientation, unobtrusive communication, content creativity, indirect information about the product or work, the history of the company's development through various tools. The main content strategies of brands are defined: storytelling strategy; strategy of informing about the history of the company's development; entertainment and information strategy; strategy of joint interaction with the audience through the involvement of wellknown influencers or users of products. The theoretical and practical value of the results is confirmed by the conceptualization of the main content strategies of world-famous brands, which are pioneers in new ways to build relationships with users through social networks. The research proposes to use a customer-oriented approach to brand promotion. This means studying consumer behavior and predicting possible changes in behavior, which determines the level of interaction with the brand, the content strategy of the brand, and its effectiveness.

• International Journal of Costume and Fashion
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• v.9 no.1
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• pp.15-25
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• 2009

As fashion brand logos have been used conspicuously, they have been recognized as a part of the product design. Since the 2000s, fashion designers have actively begun to apply fashion brand logos to product designs by transforming, patterning, and distorting, so the importance of fashion brand logos were emphasized. This article has attempted to establish the implications between fashion brand personality and the motif which is applied to a fashion brand logo. 27 of fashion brand logos were chosen because they are easy to access and have a history of more than 10 years. As a result, these 27 logos were categorized into 5 animal motifs: a horse, a bird, a snake, a dog and a tiger. In recent years, numerous studies have found that the appearance and behavior of an animal affects their symbol system which is recognized by humans. To deduce the symbolism which is communicated by a brand logo, archetypical symbols of 5 animals were analyzed as mentioned and the brand personality and image of 27 brands. As a result, there are implications between the archetypical symbol of animal motifs and a brand image and brand personality. A majority of the adjectives which express the archetypical symbolism of animal motifs as well as brand image and brand personality are similar. Moreover, the personalities of fashion brands categorized by animal motifs are different from each other, so how each animal motif communicates different images and symbols was explored.

• Management & Information Systems Review
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• v.39 no.2
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• pp.113-126
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• 2020

This study suggested implications by dividing the concept of brand origin into national image and manufacturing capacity image, verifying the direct impact of these variables on brand trust and brand loyalty, and verifying the difference between products with the effect on brand trust of brand origin, which is the result of verification. The specific implications of this paper are as follows. First, brand origin does not directly affect brand loyalty, but it can have a direct impact on the preceding variable, brand loyalty. This study may conclude that it is desirable to define the factors that affect the purchase selection indirectly through the assessment of product properties or positive effects on brand image rather than having a direct impact on product purchase or selection. Second, the difference in brand origin influence by product characteristics was very evident. Past studies were limited to a few products, so pan-product testing was not conducted, and the empirical power was judged to be limited, so this study included a variety of products and tried to detect differences between products through actual empirical research. Involvement and self-congruity have been presented with results that can be judged as important variables for brand origin to affect brand performance and variables. Looking at the role of the brand origin for each product characteristic by distinguishing between product characteristics and whether or not products related to quality, history, authenticity, etc., the product recognized as high quality and the product recognized as having high integrity showed higher effect of the brand origin, but history was a product characteristic that did not show the effect of the brand origin.