• 한국감성과학회:학술대회논문집
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• 한국감성과학회 1998년도 추계학술발표 논문집
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• pp.273-277
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• 1998

The purpose of this study was to develop a large representative data base for jeans marketing strategy. This study was to survey brand awareness and analyze brand image and consumer's seeking image. The 700 questionnaires were distributed and 656 reliable ones were used for statistical analysis. A SAS statistical package including frequency table, factor analysis, analysis of variance, Duncan's multiple range test, Peason's correlation test was used. The results are as follows: 1. Brand awareness involves "brand recall" based on asking a person to name recalled first, and "brand recognition" based on asking to identify brand name from 30 given brands. The result indicated that "Levi" was dominant for brand recall and Guess was dominant for brand recognition. 2. Regarding the brand image, the result showed that "Vov" was best represented for sophisticated 8t trendy brand images, "Storm" for sophisticated brand image, "Jambangee" for reasonable price & comfortable brand images, and "Levis" for classic & design/color brand images. 3. As a result of factor analysis on consumer's seeking image, six factors(characteristic/gay, intelligent/sexy, feminine/sophisticated, active/functional, cute/young, simple/comfortable) were found. Several factors had a relationship with demographic variables, preferred design, fashion interest.

• Asia Marketing Journal
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• 제21권2호
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• pp.99-115
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• 2019

Branding strategy is important in the hyper-competitive luxury industry. In digitalized market environments, it is critical for luxury brands to transfer their established brand equity from the offline market to the online market. The purpose of this study is to examine the causal relationships between offline brand equity (i.e., brand awareness, brand image, and perceived quality)toward online consumer responses, including satisfaction and loyalty, in the context of luxury brands. In addition, this study investigates the moderating effects of offline brand trust on the relationship between offline brand equity and online satisfaction and loyalty. Data was collected via online surveys. For empirical validation of the proposed hypotheses, a structural equation modeling technique was employed. The results show that offline luxury brand awareness, brand image, and perceived quality have a positive effect on consumers' online satisfaction. Also, offline brand image has a positive effect on online consumer loyalty. The results indicate that there is a significant moderating effect of offline brand trust on the relationship between brand image and e-loyalty. The results of the present study provide implications for luxury brand managers and retailers to develop effective online sales strategies.

• 복식문화연구
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• 제32권2호
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• pp.125-147
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• 2024

This study aims to analyze consumer perceptions of the metaverse platform and luxury fashion brands in relation to consumer lifestyles, thereby providing foundational data for future marketing strategies of fashion brands using the metaverse. A survey on the lifestyle and perceptions of the metaverse, as well as on luxury fashion brands, was conducted among 300 men and women between their 20s and 40s. Statistical analyses included frequency analysis, cross-tabulation, chi-square (χ²) analysis, factor analysis, cluster analysis, one-way ANOVA, and Duncan's post-hoc test. Factor analysis of the participants' lifestyles revealed five distinct types: "Indifferent," "Social, individual, and leisure-oriented," "Trend-leading and brand-oriented," "Appearance and fashion-oriented," and "Self-improvement-focused and individualistic" types. The analysis of luxury fashion brand perceptions based on lifestyle types showed that the "Trend-leading and brand-oriented" type had higher awareness and preference for brands such as Gucci, Burberry, and Balenciaga, while the "Indifferent" type showed lower levels of awareness and preference. Regarding brand perception related to luxury fashion brand content experiences within the metaverse, Gucci, Burberry, and Balenciaga showed consistent results across all types. Specifically individuals classified under the "Trend-leading and brand-oriented" category exhibited higher awareness and preference for these brands within metaverse experiences, while those categorized as "Indifferent" displayed comparatively lower levels. Therefore, digital marketing strategies targeting consumers under the "Trend-leading and brand-oriented" category are expected to be highly effective for luxury fashion brands. This study is poised to contribute to the expansion of the marketing landscape within the metaverse virtual world for fashion.

• The Journal of Asian Finance, Economics and Business
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• 제9권5호
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• pp.507-518
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• 2022

This study aimed to measure the monetary and non-monetary effects on brand awareness at hypermarkets in Riyadh. The independent variable consists of three sub-variables: price reductions, free samples, and purchasing vouchers. The research population has all Saudi and non-Saudi buyers in Riyadh. The figures show that the population size reached 3.87 million in 2019. The proportional stratification sampling technique and the recommended sample size were 387 buyers. The five-point Likert scale with the fully structured questionnaire was used. The study concldes the effect of free samples on brand awareness while there was no effect of monetary instruments. The results show that the three sales promotion incentives (price reduction, free samples, and purchasing vouchers) moderately affected brand awareness and a key role in explaining consumer behavior, so the significant impact was proved. In summary, this study showed that price reductions have the power of creating the perception of buyers at hypermarkets in Riyadh. Non-cash instruments were more effective than cash instruments in enhancing brand awareness at the hypermarkets in the Saudi market. So, the price reductions and purchasing vouchers have less power in conducting communication-based awareness. Building awareness and improving brand image through free samples were most visible in communication strategy.

• 한국생활과학회지
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• 제17권3호
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• pp.485-492
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• 2008

The study is to provide the types of fashion consumption of male and female university students and to analyze fashion involvement to the types and students' source of fashion information. Then the correlations were examined between fashion involvement and source of fashion information. The data were analyzed by a factor analysis, one-way ANOVA, Duncan test, cluster analysis, cross-tabulation analysis. The results are as follows: 1. The awareness about fashion consumption is classified into five factors: "hedonic consumption", "impulsive consumption", "brand loyal consumption", "prudent consumption", and "independent consumption". The fashion involvement to the types is categorized into four factors; "pleasure", "trend", "image", and "risk awareness". The source of fashion information is categorized into "mass media", "product information", and "personal information". 2. The fashion consumption is classified into three types: "an independent consumer type", "a brand loyal/ prudent consumer type", and "an impulsive consumer type". 3. In the fashion involvement to the types and the source of fashion information, there is a high correlation between the factors of "mass media" and "trend", "product information" and "pleasure" and "personal information" and "trend".

• 한국디지털건축인테리어학회논문집
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• 제9권1호
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• pp.11-18
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• 2009

Recently major construction companies are building Housing Cultural Center instead of existing model house or housing gallery for accomplishing new marketing strategy. This Housing Cultural Center are different with existing model house or housing gallery on scale, spacial composition and operating program. And Background of differentiation is caused by change of housing market's environment, consumer's awareness level, service and marketing strategy. Because existing model house or housing gallery can not supply various consumer's needs and change of awareness level. Therefore, recent Housing Cultural Center is focused on cultural marketing for rapidly adjusting to new customer's need, including new customer acquisition and old customer retention. In accordance with this situation, it is very important to analyze out type and trend of Housing Cultural Center as facility for enlargement of cultural service and companies's social role for consumer. Therefore, the purpose of this study is an analysis about the trend of Housing Cultural Center as cultural space and a presentation of concept, function and direction when other construction companies build Housing Cultural Center hereafter.

• 패션비즈니스
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• 제10권2호
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• pp.117-146
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• 2006

The brand equity is defined differently as each view of careers such as consumers, producers, distributors, however, the brand loyalty can be thought to be made from consumers, which means that it can be more reasonable to be looked into as part of consumer rather than financial affairs or account. The brand equity based on the customers' perception can be called the preference that it be made after the presence of brand. The value of the brand that consumers feel emotionally is as important as the value of the brand in the real market. It is possible to increase the brand loyalty in the future by the consumers' inclinable feeling to the brand. This inclinable feeling to the brand can be connected to the purchase, however, it shows that the importance of consumer's emotional attitude to the brand is less considered in the existing studies. This study showed that the brand awareness and the brand experience after using it, the identity as perceived quality, brand personality, consumption emotion, the brand image and how the consumer emotionally feel the brand, the brand loyalty for fashion brand. The purpose of this study was how to build the value of the fashion brand equity after investigating into those factors.

• 가정과삶의질연구
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• 제32권2호
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• pp.117-130
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• 2014

Since 1992, with the beginning of trade between Korea and China, their commercial relationship has become closer than before. As a result of better quality of life, the consumers of the two countries value well-being more the before. Thus, this paper examined the information search, awareness, purchasing motivation, and purchasing intention of well-being food of Korean and Chinese consumers, and identified the dominant factors influencing the purchasing intentions of well-being food. Firstly, the information searches of well-being food showed significant differences between the Korean and Chinese consumers. Secondly, the awareness of well-being food between the consumers of the two countries did not show significant differences. Thirdly, the results about the purchasing motivation of well-being food showed that the Chinese consumers had stronger purchasing motivation related to 'social responsibility' than that of Korean consumers, and the differences were significant. Fourthly, the results on the purchasing intentions of well-being food indicated that the Chinese consumers had greater intentions than Korean consumers. Fifthly, for the Korean consumers, the variables influencing the purchasing intentions of well-being food were the considerations of health care, purchasing motivation ('personal desire'), and the awareness of well-being food. For the Chinese consumers, the awareness of well-being food, gender (female), information search of well-being food, and education were formed the main variables.

• 한국콘텐츠학회논문지
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• 제22권10호
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• pp.252-260
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• 2022

국가 푸드플랜은 건강하고 품질 좋은 먹거리를 국민들에게 공급할 수 있는 체계 구축을 목표로 하며, 이와같은 푸드플랜 활성화에는 시민의 관심과 소비자의 참여가 중요함으로 푸드플랜에 대한 소비자 인식에 대한 비교 연구가 필요하다. 이에 따라 본 연구에서는 소비자의 푸드플랜에 대한 인지 및 이해를 제고하고, 소비자의 인식 수준에 따른 푸드플랜 관련 농업·농촌에 대한 인식 및 농·식품 소비 행태를 조사 분석 하고자 한다. 분석결과, 소비자는 푸드플랜 관련 인식 수준 상·중·하의 3그룹으로 분류하였으며, 푸드플랜 인식 수준 그룹에 따른 결혼여부 관계에서는 미혼은 하위그룹, 기혼은 상위그룹의 비율이 높으며, 연령에서는 가장 낮은 연령대와 가장 높은 연령대는 상위그룹에 비중이 높고 중간 연령대는 하위그룹 비중이 높게 나타났다. 푸드플랜 인식이 높은 그룹일수록, 농축산물 구입 시 친환경 식품 또는 동물복지 식품 중요성과 브랜드의 중요성 인식이 높고, 먹거리 생산 과정 관심정도가 높게 나타났다. 또한 푸드플랜 관련 인식이 높은 그룹 일수록 푸드플랜 관련 모든 항목에서 인식이 높게 나타났다. 본 연구에서 푸드플랜 인식 수준 그룹에 따른 인구학적 특성, 푸드플랜 관련 농업·농촌에 대한 인식 및 농·식품 소비 행태에 차이가 나타나는 것을 알 수 있다.

• 한국가정과교육학회지
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• 제15권2호
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• pp.67-78
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• 2003

본 연구는 대구지역에 거주하는 중ㆍ고등학생 639명을 대상으로 청소년의 소비자의식이 의복구매행동에 미치는 영향을 분석하였다. 연구의 결과를 요약해 보면 다음과 같다. (1) 소비자의식 유형은 권리의식, 소비자정보의식 브랜드지향의식, 책임의식의 4개 요인에 따라 실리지향, 상표지향, 소비자의식지향의 3가지 집단으로 분류되었다. 실리지향 집단은 소비자의 권리의식, 소비자정보, 책임의식은 보통 정도이나 브랜드지향의식은 다른 집단에 비하여 낮게 나타났으며 상표지향 집단은 권리, 소비자정보, 책임의식은 낮으나, 가격과 상표에 대해서는 관심이 높게 나타났고, 소비자의식지향 집단은 소비자의 권리의식이 강하고, 소비자정보를 많이 탐색하며, 가격과 상표를 중요시하지 않고, 책임의식도 높게 나타났다. (2) 남학생에 비하여 여학생들이 소비자정보의식과 브랜드지향의식, 책임의식이 높으며, 한달 용돈이 7만원 이상인 집단은 7만원 미만인 집단보다 권리의식은 낮고, 브랜드지향의식은 높게 나타났다. 아버지가 농림ㆍ 생산직에 종사하는 청소년들이 권리의식은 높게, 소비자정보의식은 낮게 나타났으며, 어머니가 전문ㆍ 행정ㆍ사무직에 종사하는 청소년들은 소비자정보의식이 조금 높게 나타났다. 월평균 가구 소득이 500만원 이상인 가정의 자녀는 다른 집단에 비해 브랜드지향의식이 조금 높게 나타났다. (3) 의복을 구입하는 주된 동기는 필요에 의해 구매하는 것으로 나타났으며, 과반수 정도가 계획구매를 하고 있으며, 주로 의류전문쇼핑몰을 이용하고, 의복에 대한 정보는 ´제품´, ´가족 친구의 조언´에서 주로 얻고 있었다. 의복 선택 시 중요한 요인은 디자인 가격, 어울림 순으로 나타났으며, 구매 후 불만으로 가격, 서비스, 바느질상태를 표시하였고, 실제로 불평행동을 하는 청소년은 42%로 친지나 친구에게 불만스러웠던 점에 대해 불평한 경우가 가장 많았다. (4) 의복구매행동현인의 요인분석에서 구매정보원은 ´중립적 정보원´, ´개인적 정보원´, ´상업적 정보원´, 구매선택은 ´조화´, ´유행´, ´관리성´, 불만원인은 ´외관´, ´품질´, ´서비스´의 3개 요인으로 나타났다. (5) 소비자의식형 집단은 개인적, 상업적 정보를 많이 활용하였으나 상표지향형 집단은 정보원을 중요시하지 않았다. 의복 선택요인으로는 소비자의식 집단은 조화와 관리성을 중시하나 상표지향집단과 실리지향집단을 관리성에 관심이 낮았다. 의복구매장소로 실리지향집단은 양품ㆍ보세점과 의류도매상가를, 상표지향 집단은 의류전문쇼핑몰이나 유명상표 대리점을, 소비자의식지향 집단은 의류전문쇼핑몰이나 상설할인매장을 주로 이용하였으며 소비자의식 집단은 사적, 또는 직접 구매 후 불평행동을 많이 취하고 실리지향 집단은 거의 불평행동을 취하지 않는 것으로 나타났다.