• 아태비즈니스연구
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• 제2권1호
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• pp.23-48
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• 2011

Generally, higher brand equity ends up with higher market share and higher profitability. However, superior brand equity does not guarantee the success in the market. That is, consumer choice is closely related to brand equity but we need more than brand equity to explain this complex phenomenon. We adopt the customer equity concepts: value equity, brand equity, and retention equity. By incorporating value equity and retention equity into customer equity, it is possible to avoid the problems of using the brand equity only. In the paper, we apply this customer equity concepts to cellular phone and investigate the effects of antecedent variables such as exposure, knowledge, positive experience and negative experience on the components of customer equity. In addition, as surrogate measure of customer lifetime value, the weighted measure of purchase intention, consideration set inclusion, and next purchase is used as dependent variable. We estimate the effects of components of customer equity at the brand level and aggregate level using SURE model. Estimation results show that Apple has currently low market share but has high future potentials and Korean firms have currently high market share but has rather low future potentials.

• 복식문화연구
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• 제19권5호
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• pp.1088-1101
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• 2011

The purpose of this study was to examine the outdoor sportswear purchase behavior, outdoorwear sportswear brand preference, functional fabric awareness, and benefits sought. The research was performed through in-depth interview during February to March 2011. Data were collected from 10 consumers who had purchased outdoor sportswear and experienced camping in 6 months. First, the results from study showed that functionality/comfortability, design, color, and brand name were important factors in selecting outdoor sportswear. Offline stores were the main place to purchase, however, internet shopping mall and portal online community were another shopping channel as well. Second, respondents preferred imported outdoor sportswear brand to national brand. According to the study, the respondents trusted the imported outdoor sportswear quality based on the brand name, value, and brand history more than national brand. Third, consumers who had low functional fabric awareness were more likely to evaluate apparel products based on the brand name. Knowledge levels for textile functions were high in elastic, UV protection, air permeable, and antibacterial properties. The essential features for camping were water absorbing and quick dry, water resistance, wind proof, UV protection, and fire retardant properties. Finally the results showed that there were two sportswear benefit soughts: functionality and status ostentation.

• The International Journal of Costume Culture
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• 제5권2호
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• pp.24-36
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• 2002

Prestige products, such as apparel, are infrequently purchased and require a higher level of interest and knowledge because they are strongly related to an individual's self-concept. This study was designed to conceptualize prestige seeking behaviors by investigating the underlying motives and its influence on brand loyalty. This study adapts Vigneron and Johnson's (1999) framework as a conceptualization of prestige seeking apparel consumption. A survey questionnaire was developed to measure the five underlying values of prestige consumption and brand loyalty. Data from 554 college students were used for the analysis. Results of confirmatory factor analysis using LISREL indicated that apparel prestige consumption does not consist of five distinctive dimensions. Among five theoretically driven dimensions, prestige consumption due to conspicuous, social and emotional value were highly correlated. Structural equation modeling using LISREL showed that brand loyalty was significantly influenced by prestige consumption due to conspicuous value, hedonic value, and uniqueness value.

• 복식문화연구
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• 제7권4호
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• pp.155-167
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• 1999

The present study investigated various sales training programs used by apparel companies and compared each other in order to provide an important information for developing effective training programs for professional salesperson. Sixty eight companies were used and grouped into four categories based on brand characteristics : domestic national brand(DNB), casual brand(CB), foreign brand(FB) and domestic designer brand(DDB). Data were collected from the managers in charge or training salesperson by both questionnaires and personal and telephone interviews. Data were collected during July in 1998, and analyzed by using ANOVA, Duncan\`s multiple range test, and Chi-square test. Since the sample size was small, Yates\` correction formula was used to maximize statistical validity in non-parametric procedure of Chi-square test. The main purpose of sales training indicated by the companies were to satisfy customers and to maximize the profit. Significant differences were found among the groups in the importance level of training contents such as knowledge, and customer relation, training methods, place, and duration/frequency of training at training center.

• Asia Marketing Journal
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• 제19권3호
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• pp.19-44
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• 2017

Researchers do not fully understand consumers' responses to negative co-branding events; thus, they report inconsistent evidence regarding the negative impact on the partnering brands. Our research bridges a gap in this research stream, and answers an important question: When a service failure occurs, could the two different models of consumers' brand schema change affect their negative perception of each brand partner? By using a theoretical and mathematical modeling approach, we offer two propositions. The first proposition shows that, under consumers' book-keeping cognitive process, the negative spillover effect occurs for both brands. The second proposition argues that, when the sub-typing model is assumed, it is possible that one brand suffers while the other escapes the blame for the failure. To our knowledge, this is one of the first few studies to identify circumstances in which a negative spillover effect may or may not occur to brand partners in co-branding service failures.

• 감성과학
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• 제13권1호
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• pp.163-178
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• 2010

본 연구는 수입 자동차 브랜드에 관한 인식을 분석함에 있어 소비자-브랜드의 감성관계 진단 방식을 적용하는 것을 요체로 한다. 즉, 수입 명품자동차 브랜드들과 소비자의 관계를 진단하고, 관계성과인 참여의도와의 관계를 살펴보면서 국내 명품시장에서의 감성관계(emotional relationship) 중요성을 파악하고자 했다. 따라서 본 연구는 수입 자동차 브랜드라는 명품브랜드 시장에서 2008년 Top6의 판매고를 올린 BMW, 렉서스, 벤츠, 혼다, 아우디, 폭스바겐 등 6개 브랜드를 대상으로 사랑하는/자아투영적인/상호의존적인/책임감있는/친밀한/경외시하는 등의 항목을 감성관계 평가 구성요인으로, 관계의 성과로서는 참여의도를 3개 항목으로 나누어 설정하였다. 그리고 참여의도와 감성관계 항목간의 회귀분석 결과를 기반으로 명품브랜드와 소비자 간의 감성관계 척도의 타당성을 고려하면서 각 브랜드의 감성관계 차이를 비교 확인하였다. 또한, 본 연구는 수입 자동차 브랜드에 대하여 상대적으로 지식이 많은 집단과 상대적으로 적은 두 집단으로 나누어 지식의 정도에 따른 감성관계 강도에 차이가 난다는 사실을 밝혀냈고, 그 특성을 비교해볼 수 있었다. 이와 같이 본 연구는 소비자-브랜드의 감성관계를 평가해보는 것이 각 브랜드에 적합한 감성 마케팅커뮤니케이션 기획의 기반이 될 수 있음을 확인할 수 있었으며, 동시에 본 연구의 결과가 향후 보다 적극적인 감성관계마케팅 방안의 실증적 토대가 되어줄 수 있다는 데서 그 의의를 찾을 수 있었다.

• 한국의류학회지
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• 제27권11호
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• pp.1307-1317
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• 2003

The level of consumer knowledge has been gradually increased with the growth of living standard of consumer and the development of communication technology. The purpose of this study was to investigate the structure and measure of consumer knowledge and to find out relationship between objective knowledge and subjective knowledge. The subjects of this study were female adults from theirs twenties to theirs forties who lived in Seoul, Kyunggi or Incheon areas and Quota sampling method was used age and areas. The data were obtained from 603 questionnaires. Data were statistically analyzed using SPSS 10 and major statistical methods are mean, frequency, Pearson correlation coefficient, and Cronbach's $\alpha$ coefficient. The results are as follows: 1. Objective knowledge consisted of the product knowledge, brand knowledge, purchase knowledge and usage knowledge, and subjective knowledge consisted of experience and self-evaluation knowledge. 2. Consumer knowledge was related to the subjective knowledge and objective knowledge. But, there was relatively a low relationship between subjective knowledge and objective knowledge of apparel.

• 한국의류학회지
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• 제37권7호
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• pp.894-906
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• 2013

The Chinese fashion market is a fierce battlefield for foreign brands and domestic brands. This research carefully analyzed several effects based on theories related to the country of origin for brands and consumer attitudes. All data were collected by a questionnaire distributed to Chinese consumers who have experienced global fashion brands. Data collection was conducted in March 2011. A total of 382 complete responses were used for the analysis. The results were as follows: First, for Chinese brands, there was a direct consumer ethnocentrism (CET) effect on brand attitudes. Second, CET showed no effect for European brands; however, conspicuous consumption had a significant positive influence. Third, there existed direct effects of CET and economic animosity on brand attitudes for brands from an unfriendly country. There was a positive moderating effect of conspicuous consumption on the association between CET and Japanese brand attitudes; in addition, a negative situation perception aggravates the negative relationship between economic animosity and Japanese brand attitudes. The results of the study can help marketers obtain more specific knowledge of brand attitudes for target consumer groups as well as enable them to plan and implement well-suited strategies for fashion businesses in China.

• The Journal of Asian Finance, Economics and Business
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• 제7권8호
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• pp.383-393
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• 2020

The purpose of this research is to identify factors affecting consumer's brand preference toward environment-friendly products like electric vehicles in Bangkok, Thailand. The researcher conducted the study based on a quantitative approach and adapted a nonprobability sampling as a convenience sampling method. The data were collected from 400 respondents living in Bangkok, who are 18 years old and above, with significant knowledge of electric vehicles. This study adapted the Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) to examine the model accuracy, reliability and verification influence of various variables. The results revealed that social influence has significant effect on environment concern as well as a positive effect on attitude. The initial significance of environment concern leads to a positive effect on fuel efficiency, followed by brand preference. Lastly, attitude has a significant effect on brand preference as attitude of consumers toward environment-friendly products affects the encouragement of brand preference, which largely depends on individual opinion. From an environmental concern, the researchers identified fuel efficiency and attitude having a positive and significant effect on brand preference toward environment-friendly products for electric vehicles. The authors also found that environmental concern and social influences on green purchasing behavior were significantly interrelated.

• 지식경영연구
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• 제25권1호
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• pp.111-134
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• 2024

다양한 업계에서 한 번에 여러 가지 기능을 수행하는 '다목적' 제품을 출시하는 브랜드들이 늘고 있다. 그러나 소비자들이 다목적 제품과 이를 제공하는 브랜드에 대한 인식 관련 연구는 아직 많이 이루어지지 않았다. 본 연구에서는 소비자들이 미(美) 에 대해 갖고 있는 암묵적 이론이 다목적 제품 관련 지식과 브랜드 지식에 미치는 영향을 연구한다. 외모 지향성이 높은 소비자들 사이에서, 미(美)에 대한 증가(vs. 실체) 이론(즉, 본인의 아름다움은 타고난 것이 아닌, 노력에 의해 변화시킬 수 있는 것이라는 믿음)이 강할 수록 다목적 제품에 대한 선호도가 감소한다는 것을 발견하였다. 또한, 이는 전반적인 브랜드 평가에도 부정적인 영향을 미치는 것으로 나타났다. 이 연구 결과는 제품/브랜드 관련 지식경영에 있어, 소비자들의 암묵적 이론과 그에 따른 선호도를 고려해야 한다는 것을 시사한다.