• 한국의류학회지
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• 제31권7호
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• pp.1020-1029
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• 2007

The objective of this research is to find out the BRQ(Brand Relationship Quality) construct perceived by fashion product consumers. BRQ, Fournier suggested in 1994, examines the depth and intensity of the enduring association formed by the pattern of interactions enjoining consumers and brands. As BRQ was supposed to reflect consumers' psychological process, qualitative research and literature review were conducted together. For qualitative research, two kinds of interviews were carried out in October and November 2005 to investigate consumers' cognitive, affective, and behavioral insight towards brands. One of them was in-depth interview with six people in different life situation. The other was focus group interview. Interviewees were asked to explain about two types of questions: (1) the brand name which interviewees had bought and (2) the description of interviewees' feeling and thought for the brand which the interviewees had bought assuming the brand was the person. All interviews were recorded and analyzed. Finally, it was proved that fashion product consumers had various kinds of relationship with brands, and BRQ facets including 'love', 'self-connection', 'nostalgia', 'intimacy', 'trust', 'commitment', 'symbol', and 'mystery' were identified.

• 복식문화연구
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• 제20권5호
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• pp.679-694
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• 2012

The purpose of this study was to develop a logo type for a new fashion brand and to present design cases that apply the relevant logo type to suggest an advisable direction for logo design. This study analyzed the logo designs of domestic and foreign fashion brands and used the data to develop a logo type for a brand name that reflects the concept of the newly launched brand, in addition to presenting the relevant design process and method. Besides a literature review, this study conducted case analyses of domestic and foreign fashion brand logos. This is an empirical study in which researchers developed a logo type and presented designs that applied it. The research results are as follows. The brand name of the new L Fashion brand in Korea is 'LEAY'. This study developed a logo using the initials L, E, A, and Y, each standing for life, love, and liberty; esteem, eternity; act, art; and youth. The Caslon type font, which evokes a casual yet modern sentiment, was used for the design. Cleats and zippers, which are decorative subsidiary materials used in labels, tags, shopping bags, clothing, and props, were applied in the design of the developed logo type. All design cases was produced into articles. The case of fashion brand logo design and development presented in this study implies that the development of fashion brand logos and the logo-applied product design must be tied to the launching and planning process; thus, logo development must be based on the brand concept in relation to the market entry strategy that satisfies both producers and customers.

• 유통과학연구
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• 제14권2호
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• pp.103-111
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• 2016

Purpose - Many variables are needed for brand loyalty such as brand attitude, brand attachment, brand love and brand commitment. Thus, we should manage these all variables successfully for strong and differentiated brand equity. This study aims to identify the process of how the brand value propositions affect the brand attitude and brand attachment. This study specially conceptualizes that not only utilitarian value and hedonic value influence the brand attitude but also hedonic value influences the brand attachment. This study focuses on the moderating role of consumer involvement such as cognitive involvement and affective involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research design, data, and methodology - The five hypotheses were proposed and tested in this study. Three hypotheses were about the relationship among the brand value propositions(utilitarian value and hedonic value), brand attitude, and brand attachment. The other two hypotheses were about the moderating effect on consumer involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research data were collected from the students of universities located in Daejeon-Si and Chungchungnam-Do. For the purpose of test the hypotheses empirically, the 208 responses were used. We utilized SPSS18.0 for statistical analysis such as reliability test, factor analysis, and regression analysis. Results - The results show that the utilitarian value and hedonic value have influence on the brand attitude positively. The results also show that the hedonic value has influence on the brand attachment positively. We found that there is a moderating effect on the cognitive involvement in the relationship between the utilitarian value and the brand attitude. However, there is no moderating effect on the affective involvement in the relationship between the hedonic value and brand attachment. In Summary, 4 of 5 hypotheses in this study were supported and 1 hypothesis was not supported. We should identify the reason why the hypothesis 5, the moderating effect of the affective involvement in the relationship between the hedonic value and brand attachment, was rejected in this empirical analysis. Conclusions - Both the utilitarian value and the hedonic value that propose a brand are important for brand attitude. Specially, the hedonic value is important for brand attachment. Companies should provide the consumers with both the utilitarian value and the hedonic value in a balanced way for their favorable brand attitude and strong brand attachment. In the retail industry, the balance between the utilitarian value and the hedonic value is important in that there are many product brands and store brands providing consumers with various benefit and values. Also, there are possibilities that the causal relationships among brand value propositions, brand attitude and brand attachment are moderated by consumer involvement such as cognitive involvement and affective involvement. Companies should understand and consider consumer involvement for their efficient and effective brand management decision making.

• 한국의류학회지
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• 제31권8호
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• pp.1168-1179
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• 2007

The objective of this research is to validate the BRQ(Brand Relationship Quality) Construct perceived by fashion product consumers. In order to establish and verify the BRQ scale, qualitative survey and quantitative survey were conducted together. 1592 copies of questionnaire were distributed to women in their 20s to 40s living in Seoul and other metropolitan areas from Dec. 26, 2005 to Jan. 8, 2006, and 723 copies of them were used for statistical data. Samplel(n=482)was used for empirical analysis, and sample2(n=241) was used for cross validity test. The data was analyzed using Exploratory Factor Analysis, Confirmatory Factor Analysis, and Pearson's Correlation Analysis. BRQ emerged from exploratory factor analysis as the hierarchical construct composed of six facets including 'self-connective attachment', 'symbol/mystery', 'trust', 'nostalgia', 'intimacy', and 'knowledge'. As the fit of this structural model was not good as a result of Confirmatory Factor Analysis, it was revised to have better fitting. Finally, empirical survey results indicate the hierarchical construct consisting of eight distinct BRQ facets including 'love/commitment', 'self-connection', 'symbol', 'mystery', 'trust', 'nostalgia', 'intimacy', and 'knowledge' as best representing the final 39item BRQ Scale. Reliability, construct validity, and cross validity of the construct were verified.

• 유통과학연구
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• 제14권9호
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• pp.111-120
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• 2016

Purpose - This study aimed to investigate the effects of customer relationship quality and perceived power on complaint behaviors in a context of service failures in a restaurant. Two different types of complaint behaviors were employed: personal complaining that disappointed customers directly approach to a service manager and public complaining that customers ask for related institutions, like consumer protection organization, for help. This study also examined the moderation effects of brand reputation on the relationships between customer perceived power and two types of complaint behaviors. Research design, data, and methodology - The author developed a structural model in which customer relationship quality is proposed to affect customer perceived power, thus influencing personal and public complaint behaviors. The model also includes the moderating role of brand reputation; the effect of customer perceived power on two types of complaint behaviors becomes stronger when brand reputation is high. To analyze the research model, a survey based on a scenario regarding the contexts of service failures in a restaurant was conducted toward 126 female college students. SPSS 22.0 and AMOS 21.0 were utilized to test the hypotheses. Results - The findings are as follows. First, customers who had positive relationships with a restaurant are more likely to perceive that they have strong power to influence the service provider. Second, customer perceived power had a significant and positive effect on both personal and public complaint behaviors. Finally, when the brand reputation for a restaurant is high, dissatisfied customers who think they can exercise influence to the restaurant complain more actively toward the service provider. Conclusions - The findings of this study are against the traditional viewpoint on customer loyalty that loyal customers compared respond more generously to the mistakes of a company, but consistent with the 'love becomes hate' effect proposed by Grégoire, Tripp, and Legoux(2009). In complaining contexts, companies should manage customers with positive and strong relationship more carefully and strategically to prevent the expansion of economic and social risks from customers' complaining behaviors. This is more significant for companies with strong brand reputations.

• 경영과정보연구
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• 제29권1호
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• pp.117-144
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• 2010

본 연구는 소비자 관계에 영향을 미치는 선행 변수로 기능적 편익, 정서적 편익, 자아표현적 편익이 어떠한 영향력을 행사하며, 이러한 소비자-브랜드 관계가 브랜드 애착과 구전에 어떠한 구조적 관계를 나타내는지를 실증적으로 검증하여 살펴보고자 하였다. 이를 위해 구조방정식 모형(Structural Equation Model) 중에서 두 경로 간 크기를 통계적으로 검증할 수 있는 위계적 카이스퀘어 분석(hierarchical chi-squal analysis)을 통해 가설을 검증하였다. 연구 결과 기능적 편익보다는 정서적 편익이 소비자-브랜드 관계 형성에 미치는 영향력이 우세하였다. 또한 소비자-브랜드 관계 형성에 있어 정서적 편익과 자아표현적 편익은 영향력 차이는 나타나지 않았다. 즉, 정서적 편익과 기능적 편익 모두 소비자-브랜드 관계 형성에 긍정적인 영향을 미치는 것으로 나타났다. 반면, 기능적 편익보다는 자아표현적 편익이 소비자-브랜드 관계 형성에 우세한 역할을 행사하는 것으로 나타났다. 소비자-브랜드 관계 형성정도가 높을수록 브랜드 애착과 구전에 긍정적인 영향을 미치는 것으로 나타났다. 이들 결과를 통해 보면 소비자-브랜드 관계 형성을 위해서는 기능적 편익보다는 정서적 편익과 자아표현적 편익을 통해 브랜드 전략을 수립하는 것이 바람직하다. 또한 이러한 가치 편익을 통해 형성된 소비자-브랜드 관계는 브랜드에 대한 사랑과 같은 애착 정도가 깊어질 뿐 아니라 자발적인 구전을 통해 긍정적이고 장기적인 커뮤니케이션 효과를 달성할 수 있을 것으로 기대된다.

• 복식문화연구
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• 제23권4호
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• pp.628-643
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• 2015

This study is to assist in developing creative designs based on the humor available in the fashion world of Moschino. For the research method, this writing examined literature on humor and Moschino's fashion world and analyzed Moschino's fashion collection, show window, Maison Moschino, and collaborative products to conduct an empirical analysis of humor shown to the fashion media. The research results are as follows. The humor in Moschino's fashion appeared in the form of surrealistic humor with the depaysement technique, deconstructive wit in clothing, such as distortion, change, or exaggeration, and textual humor, including brand symbols, logos, and graffiti. Collection pieces indicated the brand's confirmative identity based on humor with the surrealistic depaysement technique and deconstructive wit through irregular phenomena, such as change, distortion, exaggeration, and illusion in clothing form. Additionally, such attributes added to Moschino's wit and humor in decorative costume components as graphic images, graffiti, and brand symbols, including smile, love, and reversal. The show window display delivered surprises and smiles through the production of surrealistic space borrowed from various objects. In particular, performance with surrealistic images helped to show the characteristics of parodic humor. Maison Moschino was a surrealistic space for the concept of the fairy tale and for practical experience, thus working as a communication channel for humor and emotion. Collaborative products also clearly reflected the identity of the designer's own humor, which showed scarcity value as well as differentiation.

• 한국전자거래학회지
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• 제22권2호
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• pp.79-98
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• 2017

감성 또는 사랑의 관점에서 고객과 IT 브랜드 간의 관계를 이해하기 위해서는 브랜드 충성도를 넘어, IT 소비자를 정확히 이해하려는 연구가 요구된다. 본 연구는 소비자와 IT 브랜드 간의 감성적 관계를 설명하는 '러브마크' 개념을 소개하고 측정도구를 개발 검증한다. 연구결과 스마트폰 사용자들 대상으로 고차 확인적 요인 분석을 통해 러브마크를 구성하는 6가지 개념(신비감, 감각, 친밀감, 성과, 신뢰, 명성)과 18개 측정항목을 개발하였다. 그리고 러브마크가 브랜드 충성도보다 소비자와 IT 브랜드 간의 감성적 상호작용을 유효하게 설명하는 것으로 확인되었다.

• 대한가정학회지
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• 제46권8호
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• pp.121-133
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• 2008

The purpose of this study was to decipher the BRQ (Brand Relationship Quality) Construct of fashion product consumers and to identify influencing variables. Consumption values of consumers, fashion product attributes and marketing communication instruments were investigated as affecting variables. A questionnaire was distributed to 350 women between the age of 20 and 50 living in Seoul and other metropolitan areas from Mar. 5 to Mar. 18, 2008. Collected data were analyzed by factor analysis, reliability, multiple regression, frequency and percentage using SPSS (Version 15,0) statistical Package. The results were as follows: Firstly, the BRQ Construct of fashion product consumers was proved to be composed of five factors; 'self-connective love', 'pursuing symbol', 'trust', 'intimacy', and 'knowledge'. Secondly, consumption values had a significant effect on the BRQ Construct and their explanatory power was 32%, 'Epistemic value' was the most significant variable affecting BRQ. 'Functional value' had a significant influence on some BRQ factors. Thirdly, explanatory power of fashion product attributes affecting BRQ was 45%. 'Aesthetic attribute' had significant effect on all BRQ factors, while 'functional attribute' showed significant effect on only 'pursuing symbol', 'trust', and 'intimacy'. Finally, marketing communication mixes showed 21% explanatory power and 'word of mouth' and 'display' among marketing communication mixes were found as the most influential variables affecting the BRQ Construct.

• 디자인학연구
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• 제19권6호
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• pp.21-26
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• 2006

본 연구는 울산대학교의 상징 동물인 기린의 캐릭터를 디자인하여 대학 홍보와 상품화에 적용하기 위한 새로운 브랜드 제안이다. 현재 10대에서 30대 중반까지의 남성들은 인터넷게임과 애니메이션 등을 통해 캐릭터를 접하며 여기에서 파생된 상품 또한 많이 구매한다. 여성의 경우 초등학생부터 직장인에 이르기까지 문구류에서 옷, 인형 등의 다양한 캐릭터 상품들을 구매하고 있다. 하지만 현재 각 대학의 특성을 살린 캐릭터를 제작하여 홍보에 활용하거나 상품화를 하는 대학은 많지 않다. 이러한 시점에 우수신입생 유치와 재학생의 애교심을 높이기 위해 캐릭터를 활용한 친근감 있는 새로운 브랜드개발은 즐거움을 전달하는 매체가 될 것이다. 울산대학교만의 특색 있는 캐릭터의 개발은 라이선싱을 통해 다양한 상품화에 활용될 수 있다. 또한 캐릭터를 활용한 친근한 브랜드는 재미(fun)와 이야기(story)의 스킨이미지(skin-image)로 제작되어 인터넷 홈페이지를 통해 확산됨으로서, 소비자의 브랜드개성과 일치되어 대학홍보에 크게 기여하게 될 것이다.