• Journal of the Korean Applied Science and Technology
• /
• v.38 no.2
• /
• pp.579-586
• /
• 2021

This study aimed to identify the influence of soccer star's human brand on attitude and attachment to the club, providing the importance and implications of brand management of star players in the club. Therefore, a non-face-to-face mobile survey was conducted from January 14 to March 5, 2021, and a total of 348 copies of data were used for the final analysis. Data processing used the SPSS (ver.21.0) program to conduct frequency analysis, internal consistency and exploratory factor analysis, correlation analysis, and multiple regression analysis. The main results of this study are as follows. First, the human brand of a soccer star has been shown to influence the attitude of the club in the order of ethicality, attractiveness, and differentiation. Second, the human brand of a soccer star has been shown to influence the attachment of the club in the order of ethicality, attractiveness, and differentiation.

• Korean Journal of Human Ecology
• /
• v.24 no.4
• /
• pp.513-529
• /
• 2015

This study performed corroborative analysis by establishing hypothesis so as to corroboratively define the effect on brand attitude of psychological risk recognition in the case where consumers reading negative media news related to bakery recognize crisis communication on the basis of which point. According to corroborative analysis, the role of psychological crisis perception as parameter is confirmed in the causal relation between crisis communication recognition and brand attitude. Such result of study confirms that the positive change in crisis communication recognition reduces psychological risk perception to bakery products and such psychological risk perception eventually become factor which affects brand attitude over products. Such result of study suggests that when reading negative media news on bakery, the influence on consumer's evaluation of news on the basis of certain point and the influence on the formation of causal relation between psychological risk perception and brand attitude has scientific ground. In the aspect, the main result of this study is to find the clue that when comparing precedent study between crisis communication recognition and brand attitude, psychological risk perception is realized with brand attitude as media by verifying the parameter role of psychological risk perception.

• The Journal of Economics, Marketing and Management
• /
• v.11 no.1
• /
• pp.1-12
• /
• 2023

Purpose: This study identified the effects of the three types of consumer interactions on the utilitarian and hedonic values experienced by community members, their degree of participation, and brand loyalty. In addition, the mediating effect of virtual interactivity between the interactions that occur within the online brand community and the value experienced by community members was also identified. Research design, data and methodology: An online survey was distributed, and the data gathered was analyzed using structural equations modeling. Results: Test results showed that product-information interaction has a positive effect on utilitarian value and interpersonal interaction has a positive effect on hedonic value. Human-computer interaction was found to have a negative effect on hedonic value and no significant effect on utilitarian value. Furthermore, it was revealed that among the three types of interactions, virtual interactivity had a mediating effect only in the relationship between human-computer interaction and hedonic value. Moreover, utilitarian values experienced by community members affected their level of participation which ultimately enhances brand loyalty. Hedonic value did not affect their level of participation within the online brand community. Conclusions: When marketers establish online brand community strategies, they must place elements that can directly help the use of brands and products.

• Journal of the Korean Society of Costume
• /
• v.21
• /
• pp.219-226
• /
• 1993

The main purpose of this study is to inves-tigate brand loyalty on ready-to-wear of fe-male. The subjects were two hundred ninty females in Taegu. Using SPSS package in or-der to identify relations of clothing selection behavior and information source uses multivariate analysis of variance(MANPVA) univariate analysis of variance(ANOVA) were executed. Scheffe est a kind of post-hoc multiple comparisons methods was adapted. conclusions reached in this study are as follows: 1. Clothing purchase pattern of consumers classified brand loyal group and brand dis-loyal group. The number of people in the brand loyal group was fifty more than that of the brand disloyal group. 2. In relation of brand loyalty and clothing selection behavior brand loyal group had high scores on individuality and exhibition of clothing selection behavior. Brand dis-loyal group had high scors on economy practicality courtesy facility. 3. In difference of information uses on brand loyalty brand loyal group had high scores on printed-information source, broadcast-ing-information source broadcast-ing-information sources. Among them brand loyal group particularly used printed-infor-mation source more than brocasting infor-mation source. On the contray brand dis-loyal group have high scores on human-in-formation source.

• Journal of Fashion Business
• /
• v.28 no.3
• /
• pp.90-103
• /
• 2024

The advancement of information and communication technologies has led to the rise of social media, giving rise to a new type of celebrity known as the "social media influencer". Social media influencers exert their influence not only by promoting products for various companies and brands but also by launching their own businesses. In other words, influencers leverage their credibility to create value in multiple markets as human brands, based on their unique characteristics and diverse images. Nowadays, social media influencers have become a type of human brand, supported by followers who enthusiastically engage in the influencers' businesses, a phenomenon also known as social shopping. Based on the human brand theory and doppelgänger effects, this study aims to investigate the impact of influencers' credibility, specifically their expertise, trustworthiness, and attractiveness on consumers' social shopping behaviors. Additionally, it examines the influence of consumers' desire to imitate influencers on their social shopping behaviors. A survey conducted with 300 female social media users revealed that trustworthiness and attractiveness significantly influenced imitation intentions and social shopping behaviors, while expertise did not show significant effects. Furthermore, imitation intentions had a significant impact on social shopping behaviors. These findings suggest that the attributes consumers perceive in influencers as human brands evoke a desire to imitate them, ultimately leading to social shopping behaviors.

• Korean Journal of Human Ecology
• /
• v.17 no.3
• /
• pp.493-500
• /
• 2008

The purposes of this study were to investigate the factors of affect induced by fashion advertising and to analyze the effects of affect on advertising effects: advertising preference, brand preference, and purchase intention. A total of 400 college students were surveyed in September, 2006, using 4 TV fashion advertisements(Bean pole, Bang bang, Nike, and Adidas). The data were analyzed with factor analysis, multiple regression analysis, ANOVA, Scheffe Test, Cronbach's $\alpha$, and path analysis, using the SPSS 12.0. The results were as follows; 1) Two factors of affect were identified: 'pleasure' and 'domination and arousal'; 2) There were differences of induced affect factors, advertising preference, brand preference, and purchase intention among 4 TV fashion advertisements; 3) Advertising preference was more affected by 'pleasure' than by 'domination and arousal'; 4) Brand preference was affected by advertising preference, 'domination and arousal' and 'pleasure' in order of significance; and 5) Purchase intention was affected by brand preference, 'domination and arousal', advertising preference, and 'pleasure' in order of significance.

• Culinary science and hospitality research
• /
• v.10 no.2
• /
• pp.72-83
• /
• 2004

The study aimed at conducting comparative analysis of employees' job satisfaction between Korean brand restaurant and foreign's in the food service industry, and suggesting useful human resource management. As a result, the survey showed several findings; The first, workers in the Korean brand restaurant have more satisfied than foreign brand restaurant employee overall. The second, expecially employees in the Korean brand company have higher pride and vision than those of Foreign brand company in the restaurant business. The third, service staffs in the both recognized very low in the working schedule, fairness of promotion, and wage. Some implications are as followed; The first, works as a one day manager or unit manager who is one of the best employees. The second, use education & training video to increasing the communication. The third, attend in the decision making to being a part of co' and giving a motivation.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.46 no.1
• /
• pp.165-181
• /
• 2022

The fashion industry is creating innovative business models using artificial intelligence. To efficiently utilize artificial intelligence (AI), fashion data must be classified. Until now, such data have been classified focusing only on the objective properties of fashion products. Their subjective attributes, such as fashion brand sensibilities, are holistic and heuristic intuitions created by a combination of design elements. This study aims to improve the performance of collaborative filtering in the fashion industry by extracting fashion brand sensibility using computer vision technology. The image data set of fashion brand sensibility consists of high-end fashion brand photos that share sensibilities and communicate well in fashion. About 26,000 fashion photos of 11 high-end fashion brand sensibility labels have been collected from the 16FW to 21SS runway and 50 years of US Vogue magazines beginning from 1971. We use EfficientNet-B1 to establish the main architecture and fine-tune the network with ImageNet-ILSVRC. After training fashion brand sensibilities through deep learning, the proposed model achieved an F-1 score of 74% on accuracy tests. Furthermore, as a result of comparing AI machine and human experts, the proposed model is expected to be expanded to mass fashion brands.

• Proceedings of the Korea Society of Design Studies Conference
• /
• 2004.05a
• /
• pp.82-83
• /
• 2004

• Journal of the Korean Society of Clothing and Textiles
• /
• v.32 no.1
• /
• pp.88-98
• /
• 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.