• Proceedings of the Korea Society of Design Studies Conference
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• 1999.10a
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• pp.70-71
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• 1999

지방자치제가 본격적으로 자리잡기 시작한 최근, 대부분의 지방자치단체들이 지역경제 활성화를 위한 나름대로의 프로그램을 실시하고 있다. 특히 디자인분야에 대한 시대요구적 인식을 바탕으로 지역이미지통합계획(Regional Identification Program) 에서부터 캐릭터 개발에 이르기까지 지역이 가진 유,무형의 이미지자원을 이용한 디자인개발은 가히 $\ulcorner$붐$\lrcorner$이라고 부를만 하다.(중략)

• The Journal of Asian Finance, Economics and Business
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• v.9 no.3
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• pp.149-157
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• 2022

The primary goal of this study is to investigate the impact of social capital on consumer attitudinal evaluations. We propose a hypothetical receptacle, thereby applying a mediation framework because of social capital. We expect that increasing social capital would improve brand image and consumer-company (C-C) identification, resulting in positive in-role and extra-role customer behavior toward the brand. Data was collected from 425 respondents primarily from Karachi's five zones (East, West, North, South, and Central) and analyzed using confirmatory component analysis and structural equation design. The findings showed that social capital had a positive and significant relationship with customer extra-role behavior, as well as two mediators, brand image and consumer business identity. Furthermore, both mediators have a significant impact on both in-role and extra-role behavior. However, there is no evidence that social capital has a direct impact on in-role behavior. This study will help businesses in gaining a competitive advantage by concentrating on social capital to improve their brand image and customer relationship.

• Journal of Digital Convergence
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• v.20 no.4
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• pp.269-278
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• 2022

Recently, the travel and lodging industries have been suffering from the spread of COVID-19. But Airbnb recovered its profits with a differentiated strategy. This study identified the characteristics of Airbnb and examined their effects on customer's revisit intention in the Airbnb context. Perceived value, trust about Airbnb, and social norms were considered as the key factors of revisit intention. In addition, the effects of relative attractiveness, brand identification, and enjoyment on perceived value and trust about Airbnb were examined. The proposed research model was tested based on 285 consumers who had Airbnb experience more than twice. The analysis results showed that relative attractiveness, brand identification, and enjoyment had a significant influence on perceived value and trust. Perceived value had a significant influence on revisit intention. However, trust about Airbnb and social norms did not significantly affect revisit intention. Moreover, ths analysis results found no significant moderating effect of share of wallet. Based on the results of this study, Airbnb would establish effective marketing and operation strategies by understanding the formation mechanism of consumer's revisit intention toward Airbnb.

• The Research Journal of the Costume Culture
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• v.16 no.6
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• pp.1076-1086
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• 2008

The purpose of this study were to examine the effect of consumer-brand relationship of fashion luxury product on brand loyalty and the mediating effect of consumer satisfaction. The questionnaire developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally 227 data from women who had a buying experience of fashion luxury products were analyzed using frequency, factor analysis, ANOVA, t-test, regression analysis by SPSS for WIN program. The results were as follows. First, the consumers' brand identification was composed of three factors; self-connection, interdependence, attachment. Second, the consumer-brand relationship significantly influenced on the brand loyalty. Third, the consumer-brand relationship significantly influenced on the consumer satisfaction. Fourth, the consumer satisfaction significantly influenced on the brand loyalty. Fifth, the consumer-brand relationship had both direct and indirect effects on brand loyalty mediated by consumer satisfaction. The results indicated that causal relationship was existed among these three variables.

• The Research Journal of the Costume Culture
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• v.16 no.6
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• pp.1099-1110
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• 2008

The purpose of this research was to find out types of consumers for low price cosmetics in domestic market. And on the presumption that there would be differences on impact of brand image and brand loyalty depending on types of consumers, this study started from the possibility of establishing marketing strategy from the standpoint from such difference in types of consumers. Accordingly the classified types of consumers were presented on the basis of similar research data and data published in relevant professional literature. Analysis was undertook on kinds of impact of brand image, brand satisfaction, brand sense of identity and brand attitude which were constituent elements of brand assets on brand loyalty. Analysis showed that causative relationship between constituent elements of branch assets is different depending on types of consumers. Result of this study suggests that there is a certain need for reviewing types of consumers in order to heighten level of brand loyalty in connection with strategy for low price cosmetics brand marketing in domestic market.

• The Journal of the Convergence on Culture Technology
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• v.8 no.4
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• pp.387-395
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• 2022

This study empirically studied the effect of the characteristics of consumer experience in a virtual store in the metaverse of a fashion brand on consumers' perceived utility and self-congruence for the medium. As a result of the analysis, all three factors (reality, ubiquity, anonymity) of the fashion brand metaverse virtual reality store experience had a significant positive effect on the perceived avatar consistency. On the other hand, realism and ubiquity had a significant positive effect on perceived fun, but the effect of anonymity on perceived fun was not significant. On the other hand, perceived avatar identity was found to have a significant positive effect on perceived consumer-brand self-congruence. Finally, it was found that the perceived fun in the metaverse fashion brand virtual reality store had a statistically significant positive effect on perceived consumer-brand self-congruence.

• Journal of Distribution Research
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• v.12 no.1
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• pp.65-84
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• 2007

The relation between franchiser and franchisee participated the franchise system was studied focused on brand for the correlation of relationship dissolution. Basically the relation among brand equity, internal brand, conflict and relationship dissolution based on brand on franchise system were investigated. The study of external factor and internal one of brand recognized by franchisee was conducted. The questionnaire was carried out for franchisee participated of national franchise system. The results showed that the brand external factor of brand transaction cost, brand equity and brand communication had influence on brand dissolution by the affection of brand identification and conflict classified as brand internal factor. In addition, brand internal reinforcement factor affected brand dissolution also. The structural causal inference between internal factor and external one was examined. Finally, the theoretical and managerial insight were suggested on the brand role for the consecutive relation as well as the limit of the study and future suggestion were included.

• Fashion & Textile Research Journal
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• v.23 no.5
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• pp.559-575
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• 2021

The popularity of K-pop, the development of diverse media and communications, and rapid globalization are increasing consumers' attachment to celebrities. These celebrities, called "Human brand", have a growing impact on consumers. However, research on idol celebrities has been conducted mainly on teenagers. Furthermore, there are limits to the studies on consumers' attachment to idol celebrities who do not advertise specific products and intention to purchase products which are not advertised but related to the idol human brand. Therefore, this study has been conducted on 301 out of 400 adult women in their twenties to forties in Korea to examine the relationship between the characteristics of the idol human brand, attachment to the idol human brand, desire to imitate the idol human brand, desire to identify with the idol human brand and its fandom community, and the effect on purchase intention. For the statistical analysis, SPSS and AMOS were used. The study found that the characteristics of the idol human brand which are trust, professionality, social attractiveness, and physical attractiveness positively influenced attachment to the idol human brand. The attachment to the idol human brand positively affected the imitation desire toward the idol human brand, and the identification desire with the idol human brand, and to identify with its fandom community. Additionally, the desire to imitate and to identify with the idol human brand and its fandom community positively affected the intention. Furthermore, the relationships between all variables were found to have a significant mediating effect.

• Korean Institute of Interior Design Journal
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• v.22 no.6
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• pp.49-57
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• 2013

This study aims to provide direction for the brand goals approaching and analyzing previous studies in social psycholog y perspective, focusing on man and society relationship. 526 preceding 'brand space' associated papers from 1992 to 2012 were collected and analyzed them by year, by space and by theme utilizing the realism methodology, the theor etical relationship methodology. The numbers of the study for 'brand space' had increased gradually from 2003 to 2010 then climbed vertically and the most common study was about place, that shows there is a relationship between variou s social phenomena and human psychology. For the thematic analysis, 'Social psychological components of the brand' based on social psychology was used for analyzing the cognitive aspects, the relational aspects, and the attitudinal aspects. The most common study was the study of the cognitive aspects, and relational aspects, and lastly the attitud inal aspects in order. The strategy was the most common research for the brand associated study. The ultimate point of the strategy is to get 'attitude'. From social psychology perspective, there is a cycle in the minds of consumers, 'Identification', 'Internalization', 'Conformity' and 'Compliance'. Structure of these relationships can provide a clue that consumers' attitude lead the consumers' action.

• Journal of Distribution Science
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• v.9 no.1
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• pp.5-15
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• 2011

Research regarding corporate associations in marketing has generally been approached using the association theory. However, limited research investigates the effect of corporate associations on consumer loyalty to individual brands by examining the role of self connectedness with a corporate image. The activation of behavior-related constructs can influence individuals' behaviors without their intention or conscious awareness. A recently developed body of research suggests that self connection can play an important role in affecting subsequent behaviors. Although these effects have received considerable attention, the set of mechanisms involved in self connectedness and loyalty to individual brands is not clear. An active self account in which associative constructs can affect behavior by temporarily altering the active self-concept may lead to behavior or evaluation. If the exposure to a corporate brand can induce consumers' cognitive associations and goal-primed effects through the role of active self accounting, the connectedness between the consumer's self and the corporate brand could be developed and this connectedness could be explained by associative and connection models and the goal priming theory. Therefore, this study investigates the influence of corporate associations on loyalty to individual brands through connections between the corporate and the consumer's self. There are three main purposes of the research. First, theories regarding corporate associations will be explored. Second, theories of self-concept will be investigated and self connectedness with corporate brands will be explored. Third, the effects of the connectedness between the self and the corporation on corporate identification and loyalty to individual brands will be investigated. For the purposes of this research, the types of corporate associations are classified into corporate ability (CA) associations and corporate social responsibility (CSR) associations. Furthermore, the connectedness between the consumer's self and the corporate image are divided into two concepts: the connectedness between the individual self-concept and the corporate identity and the connectedness between social self-concept and the corporate identity. This study suggests the hypotheses that the types of consumer self connections with the corporate image could vary according to the types of corporate associations created and further that the connectedness between the corporate association and the consumer's self-concept have positive effects on loyalty to corporate individual brands. The results of testing these hypotheses are as follows. First, corporate ability associations enhance the connectedness between the consumer's individual self and corporate brands. That is, corporate ability associations influence individual connectedness between the corporate and individual self-concept positively from the viewpoint of the consumer's personal ability and branding success. In addition, corporate social responsibility associations have a positive effect on social connectedness between the corporation and the consumer's social self-concept. Second, the connectedness between the corporate brand and the consumer's self-concept affects identification with the corporation. The consumer's personal self and social self connectedness induces corporate identification. Third, individual self connectedness has a positive effect on loyalty to corporate individual brands, while social self connectedness does not. This also means that individual self connectedness with the corporate image or brand plays a more important role in forming individual brand loyalty than social self connectedness with the corporate does. In addition, social connectedness cannot influence individual brand loyalty until it passes through identification with the corporate. Fourth, consumers who experience identification with a corporate identity also show positive responses to corporate individual brands. That is, consumers also develop loyalties toward individual brands through the corporate identification because self-pursued goals that are induced by corporate associations can be achieved by consuming the individual brands that are sold by the corporate that the consumers identify with.