• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2007년도 춘계학술대회 논문집
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• pp.248-254
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• 2007

A center of economy, during last 50 years, has been transferred from production into consumption and a new consumption culture has been made by changing from reasonable trend into subjective and psychological trend. In the past, an interest of consumers was to possess things, however, in present, an interest of them is mental value and satisfaction to experience various cultures, to focus value and meaning human's life, and to realize desires. According to this trend, society's interest on interior design has continuously increased. Social phenomenon to make a serious consideration of design management and value is rushing with various brands on the basis of marketing strategy. In this kind of era, interior designers also should try to make interior design area brand through long, objective and systematic marketing plan. Therefore, this research shows differentiation strategy to make interior design brand on the basis of marketing strategy with theoretical background through literature study, and presents an example of spa and cosmetic beauty salon - current new consumption culture - on the basis of marketing strategy.

• International Journal of Human Ecology
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• 제2권1호
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• pp.57-75
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• 2001

Since the Korean economic crisis in 1997, consumers are selecting goods that are more economical and more reasonably priced. Markets for wealthy people, however, have seldom been influenced by economic conditions. Consequently, 'noble marketing' is a new term that marketers should become acquainted with (Kim, 1998). The continuously expanding 'noble market' that generates high profit for marketers needs to be explored, especially the men's wear market. This study adopted a qualitative method (i.e., in-depth interview) with 16 male consumers each. These men who spent more than 3,600,000 won on apparel goods in 2000 and each man had purchased at least one item-suit, jacket, trousers, or coat-from a list of high-priced brands that were selected by the researcher. Findings imply that material or functional benefit of the high-priced apparel were not a critical determinant for choosing the brand. Rather, a socially well-established image for the brand name, especially in terms of psychological/symbolic appeal, played a more important role. This finding supported previous studies. Therefore, for high-priced men s wear, the role of promotion, including advertising or word of mouth, is critical; the image that advertisers should promote is one that characterizes the clothing, and ultimately the wearers, as dignified, legitimate, traditional, and upper class.

• 한국의류학회지
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• 제35권5호
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• pp.601-611
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• 2011

This research evaluates the availability of consumers moving to integrated multi channels by a target analysis on the integrated online channel and verifies the possibility of a synergy effect created by the expansion of an integrated online channel. The objectives are to define the scope of benefits desired in fast fashion and online shopping, compare the desired benefits of fast fashion consumers, online shopping consumers and fast fashion, and online shopping consumers, investigate the acceptance intention of the integrated online channel of consumers, and verity its relationship with the desired benefits. As a result, all consumers indicate the desire to pursue social recognition, pleasure, individuality, economic and convenience orientation, and fashion-innovativeness through shopping activities. In addition, there were differences in the mean of social recognition benefit individuality benefit, economical and convenience orientation benefit, and fashion-innovativeness benefit. Lastly, the acceptance intention of the integrated online channel was significant in all groups and the desired benefits that affect the acceptance intention of the integrated online channel were social recognition for fast fashion consumers along with pleasure and individuality for fast fashion and online shopping consumers.

• 유통과학연구
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• 제17권8호
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• pp.77-85
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• 2019

Purpose - The use of celebrity endorsers is a strategy long-since used by companies to improve the persuasive impact of their company's advertising. However, much like anyone else, celebrities are flawed human beings, and therefore often find themselves involved in scandals. Companies must consider the potential of scandals when using a celebrity endorser to represent their brand or product. This research focuses on the process consumers use to justify scandals involving celebrity endorsers. Specifically, this research divides the justification processes used by consumers to maintain support for celebrities involved in a scandal into moral decoupling and moral rationalization and proposes antecedents and consequences for these processes. Methodology - To verify the hypotheses suggested by this study, an online survey was conducted, and data was analyzed using a structural equation model. Result - Results showed that consumer empathy for the celebrity endorser and external attribution of the scandal presented were positively related to moral decoupling and moral rationalization. In addition, moral rationalization was positively related to consumers' attitude towards the celebrity endorser, which also enhanced brand attitude. However, the relationship between moral decoupling and the consumer's attitude toward the celebrity endorser was not statistically significant. Conclusion - This research serves to expand the scope of available research on the persuasiveness of celebrity endorsers and provides practical guidelines for marketers.

• 한국의류학회지
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• 제32권1호
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• pp.88-98
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• 2008

The purpose of this study were to examine the effect of fashion brand personality on the consumer's brand loyalty and to investigate the role of brand identification as mediator. The questionnaire data from 218 women who had purchase experience of fashion luxury brands were collected. Factor analysis and multiple regression analysis were used in data analysis. The results of this study were as follows. First, the consumer's fashion brand personality was composed of eight factors; Status-oriented, appearance-oriented, trend-oriented, leisure-oriented, physical activity-oriented, self achievement-oriented, fun-oriented and relation-oriented factor. Second, brand identification had significantly influence on brand loyalty. Third, fashion brand personality significantly influenced on brand loyalty and brand identification. Especially, the status-oriented, appearance-oriented, trend-oriented and self achievement-oriented fashion brand personality was proved to have a crucial role in brand identification and brand loyalty. Fourth, the status-oriented, appearance- oriented, trend-oriented and self achievement-oriented fashion brand personality had both direct and indirect effects on brand loyalty mediated by brand identification.

• 한국응용약물학회:학술대회논문집
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• 한국응용약물학회 2002년도 창립10주년기념 및 국립독성연구원 의약품동등성평가부서 신설기념 국재학술대회:생물학적 동등성과 의약품 개발 전략을 위한 국제심포지움
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• pp.206-206
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• 2002

The bioequivalence of two 4 mg triamcinolone tablets (Dong-Kwang $\textrm{Tramcinolone}^{(R)}$ vs. Wyeth Korea $\textrm{Ledercoat}^{(R)}$) was assesed in healthy male Korean volunteers after oral administration of 16 mh triamcinolone in a randomized crossover study. Blood samples were collected at specified time intervals, and plasma was analyzed for triamcinolone using a validated HPLC method. The pharmacokinetic parameters of $T_{max}$, $C_{max}$, $AUC_{0{\longrightarrow}last}$. $AUC_{0{\longrightarrow}imf}$, and $T_{1/2,\beta}$ were determined from plasma concentration-time profile of two formulations. The pharmacokinetic parameters were statistically compared to evaluate bioequivalence between two formulations, according to the United State or Korea Food and Drug Administration Guidelines. The analysis of variance did not show any signigicant difference between the two formulations and 90% confidence limits fell within the acceptable range (80-120%) for bioequivalence. Based on these data it was concluded that the two products showed comparable pharmacokinetic profiles and that the Dong-Kwang $\textrm{Tramcinolone}^{(R)}$ tablet is bioequivalent to the $\textrm{Ledercoat}^{(R)}$ tablet produced by Wyeth Korea.

• 한국의류학회지
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• 제30권1호
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• pp.12-19
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• 2006

This study was administered to identify features of masstiege high-end products by comparing to original old high-end products. For this purpose, the differences in shopping orientation between each consumer groups by product types(high-end products, original old high-end products) preferred were examined. 300 female consumers were surveyed and 279 data were used for analysis. The results are as follows. First, three elements(efficiency, enjoyment, convenience) of shopping orientation were constructed by factor analysis and efficiency element of all elements had highest explanation power. The differences in shopping orientation between masstiege high-end products and original old high-end products were identified by t-test. The consumers preferring original old high-end products regarded convenience element as an important factor and the consumers preferring masstiege high-end products considered efficiency element more. The correlation analysis between shopping orientation factors and demographic characteristics were administered. The consumers who were of low age, low education, low income and unmarried pursued efficiency more, the consumers who were unmarried, of high education and high income showed to pursue enjoyment more, and the consumers who were of high age, high education, high income and married considered convenience element more. Finally marketing strategies for masstiege brands were suggested.

• 한국의류학회지
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• 제41권6호
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• pp.1124-1140
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• 2017

The purposes of this study are to (1) explore the characteristics of consumers who purchase products designed by rising fashion designers, and (2) examine the effects of consumer fashion innovativeness and price consciousness on consumer responses toward the products (i.e., product innovativeness, perceived value, and purchase intention). A total of 469 adult consumers aged 19 to 59 responded to an online survey that consisted of a stimulus (i.e., news article introducing new brands of rising fashion designers) and measurement items. As a result, 20% of respondents are found to be customers of rising fashion designers. These buyers (vs. non-buyers) are characterized as female, high income, and high interest toward rising fashion designer products. The findings from structural equation modeling show that fashion innovativeness and price sensitivity have significant, positive effects on product innovativeness and perceived value that further increase purchase intention. These relationships are significant in terms of perceived value dimensions, except for the relationship between social value and purchase intention. Both fashion innovativeness and price sensitivity have significant and positive effects on social, emotional, economical, and functional values. The emotional, economical, and functional values also have significant, positive effects on purchase intention. The implications of these findings are discussed in the conclusion.

• 한국의류학회지
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• 제43권6호
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• pp.795-807
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• 2019

This qualitative study delves into consumers' meanings, perceptions, and behaviors toward the anthropomorphism of fashion goods based on personal experiences. Previous studies focused on consumer responses to the marketer-driven anthropomorphism of products, messages, and brands; however, the present study examines consumers' spontaneous anthropomorphism focusing on personal meanings as a possessor and meanings in their social relationships. A qualitative methodology is adopted that involves in-depth interviews with eleven males and females in their 20s and 30s. Participants stated that were engaged in the anthropomorphic practice of fashion goods on a daily basis. Data analysis was based on grounded theory. Findings on consumer-driven anthropomorphism are discussed at personal and interpersonal levels. At the personal level, anthropomorphic objects are their companions that are often called "baby." Interestingly, anthropomorphism reduces the stigmas of materialism from the participants' side. At the interpersonal level, anthropomorphic practice is a ritual of sharing a common interest and assuring intimacy. Implications and suggestions for future research are also discussed.

• 대한가정학회지
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• 제46권3호
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• pp.57-71
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• 2008

The purpose of this study is 1) to develop and validate the BRQ construct perceived by brand loyal consumers, 2) to evaluate the predictive capacity of the individual BRQ dimension and brand relationship benefit on consumers' relationship intention, and 3) to identify the distinctive loyalty orientation based on the concept of BRQ. Questionnaire data from 379 brand loyal consumers on BRQ, brand relationship benefit, relationship intention, and their brand loyal behavior pattern were analyzed. The results showed that brand loyal consumers' BRQ composed of 3 dimensions including 'compensational bind', 'self attachment', and 'trust'. In addition, the mediating role of BRQ in predicting consumers' loyal relationship intention was validated using the structural equation model. Regarding the effect of each BRQ dimension on loyal relationship intention, consumers' intention to be loyal to an apparel brand was more explained by self attachment than the other dimensions. This study also intended to provide a useful direction to apparel brands in finding out which relationship quality type is more effective for differentiated marketing strategies by comparing the BRQ of single-brand loyal consumers and that of multi-brand loyal consumers.