• Journal of the Korean Society of Costume
• /
• v.49
• /
• pp.113-124
• /
• 1999

The purpose of this study was to categorize brand-switching behaviors into subdivided groups by variety seeking and perceived differences between brands and to compare and to analyze brand-switching motive perceived differences between brands clothing-involvement and buying price among the subdivided groups. The subjects were 343 female and male to have jean pants-buying experience in their age of 20-29 living in Seoul and Kyunggi province. For the analysis of the data mean frequency t-test $\chi^2$-Test Factor analysis MANOVA Duncan-test were conducted and the cronbach's $\alpha$ has been calculated to measure the reliability The results are as follows: 1. brand-switching behaviors are categorized into 4 groups by strength of variety-seeking and perceived differences between brands that are small or large which are habitual brand switchers internal derived brand-switchers external derived brand-switchers and combined derived brand-switchers. 2. Among the 4 sub-groups there were significant difference in brand-switching motive according to factors such as change-seeking needs and price & promotion. And there were significant differences in perceived differences between brands according to factors such as apparel design clothing -symbolism fitness except apparel shop. 3. According to strength of variety-seeking levels of clothing-involvement and buying price have increased Combined derived brand-switchers have totally the strongest variety-seeking and the highest clothin-involvement and they purchase the highest priced jean-pants of the other types of consumers.

• The Research Journal of the Costume Culture
• /
• v.22 no.4
• /
• pp.640-653
• /
• 2014

The purpose of this study was to investigate the effect of store attributes on brand equity of and brand attitude toward Korean SPA brands. Data were collected from women living in Seoul in ages from 18 to 39 with purchasing experience at Korean SPA brands. A total of 554 questionnaires were used in the statistical analysis including factor analysis and structure equation analysis. The results were as follows: For store attributes, 8 factors were extracted: product assortment, fashionability, price, quality, store environment, service, convenience in location and advertisement. Two factors, brand awareness, brand image were extracted for brand equity, and brand attitude was derived as a single dimension. Product-related store attributes such as product assortment, price, quality have positive effects on brand awareness, brand image and brand attitude. Other attribute such as store environment has positive effect on brand awareness and brand image, Attribute such as advertisement has positive effect on brand awareness and service, convenience in location have positive effect on brand attitude. Moreover, brand image and brand awareness have positive effect on brand attitude. These results indicate the product-related attributes are important factors to consider for improving brand equity and brand attitude for Korean SPA brands.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.22 no.7
• /
• pp.833-842
• /
• 1998

The purpose of this study is to (1) investigate on the impulse purchase tendency of women who buy women's character clothing brands and (2) to clarify the relationship between the women's impulse purchase tendency and the marketing factors, and the brand image. The subjects were 203 women in their twenties and thirties who had purchased the women's character clothing brands in last six months living in Seoul. The data were collected by self-administered questionnaire and were analyzed by frequency, percentage, t-test, clustering analysis and MDS(Multi-Dimensional Scale). The results of the study were as follows: (1)66.0% of the women were categorized as the group of high-degree of impulse purchase tendency and 34.0% of the women were identified as the group of low-degree of impulse purchase tendency. (2) In identifying the relationship between the marketing factors and the impulse purchase tendency, the group of the high-degree of impulse purchase tendency was affected by the marketing factors such as new and fashionable products, status of display, advertising and discout selling. (3) Brand image was not statistically significant according to the impulse purchase tendency. As a whole, 'Obzee' was recognized as unique-style and sexy brand, 'Time' and 'Mine' were thought as the reasonable-prince and basic-style brands, 'Deco' were clarified as the intellectual-image brand, and 'Ego' and 'Telegraph' were revealed as high-price-image brands.

• Journal of the Korean Society of Costume
• /
• v.62 no.1
• /
• pp.137-151
• /
• 2012

The purpose of this study was to examine how recently fashion brands tried to design Facebook contents for their promotion strategies, and how to encourage customer's empathy and participation for communication content. For this study, 17 domestic and foreign fashion brand facebook contents were analyzed. The results of the study were as follows. First, fashion brands provided product information through various methods such as the Facebook fan styling pictures contest which attracted voluntary participation from fans, an emotional product introduction video with effective storytelling techniques, and pictures and videos of a new season collection that were always viewable and able to be evaluated. Secondly, Facebook contents of brand promotion that contributed to the brand image and loyalty formation were identified. Fashion brands encouraged their fans to be involved in socially-oriented marketing and brand community. Moreover, telling the story of the brand history and brand management enhanced brand involvement of fans. Finally, fashion brands communicated actively with their fans providing information that aroused their interest. They gave tips on how to improve the quality of life, provided useful applications that offered various benefits in everyday life. Based on this result, implications of Facebook contents management as a promotion strategy were further discussed.

• Journal of the Korean Society of Costume
• /
• v.63 no.4
• /
• pp.143-157
• /
• 2013

Fashion products are goods purchased based on cultural and psychological values derived from a brand image as well as on the physical value of the product itself. Management of brand image has been one of the most important marketing strategies in the fashion industry. In this research, three best-selling young casual brands were tested with 200 male and female subjects to compare brand image, logo image, and advertisement image. The objective of the research were as follows: 1) to explore the effect of advertisement on the purchase of young casual wear and brand image management status through advertisements of domestic brands, and 2) to investigate differences in consumer perception on brand logo image and advertisement image. The results showed that most of young casual brands are depending much on star marketing rather than developing differentiated brand image through advertisements as indicated in brand image management status. Failure in development of differentiated and consistent brand image is a barrier to the long-term and continuous advancement of young casual brands. Therefore, more efforts should be made for the reinforcement of brand image for the consistent growth of domestic young casual brands.

• The Journal of Asian Finance, Economics and Business
• /
• v.7 no.4
• /
• pp.213-221
• /
• 2020

This study examines the relationship between brand authenticity, brand equity, and customer satisfaction. A total of 263 participants participated in this study. Participants rated a set of three brands: Apple, Starbuck, and Nike. Each participant rated the extent to which the items described his or her authenticity with the brands listed, the equity of the brands listed, and feelings of satisfaction toward the brands. This study employs confirmatory factor analysis and structural equation modeling. The results indicate that 1) brand authenticity positively relates to brand equity, and 2) brand authenticity effects to customer satisfaction. The findings suggest that marketers can use the brand authenticity for assessment, planning, and tracking purposes to understand the authenticity of their brands for their customers. Products of authenticity brand are better liked, viewed as higher quality, offer greater value and are more likely to be purchased than less authenticity brand. They can command a significant price premium. The findings provide useful support and evidence for brand management, as well as companies in other developing countries, to engage more in brand practices as a core element of their strategic and brand management. This means that managers should work to increase perceptions of authenticity for their offerings.

• The Research Journal of the Costume Culture
• /
• v.13 no.5 s.58
• /
• pp.844-855
• /
• 2005

The purpose of this paper is to examine which fashion brands are most likely to be investigated by Korean textile firms when they conduct their market trend analyses. The result shows that for the domestic sales, textile firms are most likely to collect and analyze information on the Cheil Textil Co. It is followed by Bean Pole, Chanel, Buberry, Tomboy. For the future domestic sales, textile firms prefers referring foreign fashion brands such as Burberry, ZARA, MaxMara, Missoni, and Chanel. Textile firms majoring exports prefers collecting and analyzing information on D&G followed by Chanel, Gucci, and DKNY. This preference, however, differs when considering exporting areas. Textile firms targeting the French market considers Gucci, followed by Ferragamo, Dior, Louisvuitton. Textile firms targeting the Italian market prefer Chanel, followed by Valentine, ZARA, Gucci, and Armani. Chanel is also top brand for the North American and Japanese markets, and followed by GAP, ZARA, OZOC, Missoni, Munshing Wear. The information content collected and analyzed by textile firms is style, pattern, color, and textile materials for textile firms targeting the domestic sales, while the exporting firms prefer information on color and textile materials proposed and presented by the fashion brands to which they prefer to make reference. The result of this study can be used to effectively and efficiently collect and analyze market information on fashion brands for textile firms majoring the domestic and foreign sales.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.38 no.2
• /
• pp.191-200
• /
• 2014

This study represents "an artialization of fashion" that may be regarded similar to art with a focus on luxury fashion brands. In the $20^{th}$ century, fashion began to share a similar language with art and became a central part in popularizing art. Fashion and art were drawn to each other in mutual fascination. Fashion studies arouse from disciplines like anthropology, sociology and art history as well as from aesthetic experiences and commercial characteristics. Fashion is very complicated phenomenon; therefore, a study on the artialization of luxury fashion brands needs to be approached for aesthetic and commercial aspects simultaneously. This study combines a literary survey with a case analysis of the relation of fashion and art as well as inquires on the artialization of luxury fashion brands based on discourses. The discourses are: first, fashion is an art, second, fashion and art differ in relation to the intention, third, fashion and art have mutual-borrowing. In view of the results achieved in this study, luxury fashion brands can achieve increased effectiveness through art. This study reveals the effects that luxury brands achieve through art versus a discussion on if fashion is art or not and if the relationship is moral or not.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.33 no.1
• /
• pp.104-114
• /
• 2009

The purposes of this study were to examine: 1) supporting activities of fashion brands for store-level visual merchandising(VM); 2) shop masters' attitude to VM supporting activities; 3) the differences in the perceived importance of VM, attitude to VM supporting activities, and shop masters' VM management by shop master characteristics; and 4) the influencing factors on shop masters' VM management. A total of 203 questionnaires collected from shop masters working for women's wear fashion brands were analyzed. Results revealed that VM manual was used most often as a VM supporting activity, and casual brands offered VM training and professional VM help more often than designer brands did. Shop masters' attitude toward necessity, participation and usefulness to VM supporting activities were related to each other as well as to the perceived importance of VM. There were differences in the perceived importance of VM and attitude to VM supporting activities by age and sales career and in the VM management by income. Brand knowledge, the perceived importance of VM, and participation to VM supporting activities affected VM management of shop masters.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.31 no.8
• /
• pp.1180-1189
• /
• 2007

The purpose of this study is to search the level of localization strategy of imported brands in Korean Market, to investigate relationship between the brand characteristics and localization strategy, and to study the case about localization strategy of the brand selected according to the type of brand. The survey research was employed and for the data analysis, descriptive statistics, one-way ANOVA, and multiple-regression were used. For the case study, interview with the person who works in the each kind of company was used. The results of this study were as follows: Firstly, the level of localization strategy is found in order price, place, promotion and product. Secondly among the brand characteristics, type of brand, proportion of garments, price zone, launching time, number of shop are related with localization strategy, but turnover and number of the staff are not. Thirdly, license brand has the characteristics like as national brands and the differences between the branch and the agent is confidence and communication that are the basic elements of localization. This study can help national brands to refer the localization strategy and provide the understanding of localization strategy of imported brands in Korean fashion market.