• 한국의류학회지
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• 제29권5호
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• pp.727-736
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• 2005

The purpose of this study was to identify the new fashion brand evaluation attributes influenced by risk perception and its relationship with information search. As for the method of the research, questionnaires were given to 311 consumers who just finished shopping at new fashion brand stores. The results of this study were as follows: 1) New fashion brand evaluation attributes consisted of five factors; product experience attributes, celebrity credence attributes, product search attributes, brand credence attributes, salesperson search attributes. 2) New fashion brand evaluation attributes were found to be significantly influenced by risk perception. 3) The amount of information seeking and the use of information sources were found to be significantly related to the new fashion brand evaluation attributes. 4) The variables influencing on the new fashion brand evaluation attributes were age and monthly clothing expenses.

• International Journal of Human Ecology
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• 제13권2호
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• pp.101-111
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• 2012

Children have become the target of intense and specialized food advertising efforts. This study examines the content of TV food advertising and discussed possible concerns from the perspective of children. A total of 102 ads were collected from two cable networks aimed at children. Most of the food ads used emotional appeals and did not provide information clues such as nutrition values. Ads with high sales pressure and celebrity endorsements appeared frequently and the ads for snack foods and high-carbohydrate bakery products were dominant. Understanding food ads can be a significant indicator to establish the orientation of consumer ad education and build educational programs appropriate for children. The issue that appears conspicuous in child targeted advertising and marketing is the childhood obesity and food advertising relation; subsequently, there is a need to evolve advertising that targets children into a positive educational information source.

• 한국의류학회지
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• 제37권4호
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• pp.491-505
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• 2013

This study applies framing theory to the presentation of trend or styling information in fashion journalism. A qualitative content analysis was conducted with three lifestyle magazines. The findings include attribute, attitude, and source-based frames. The attribute-based frame was used to increase the versatility and feasibility of design by emphasizing particular attributes of clothes. To increase versatility, an item could be presented either as a basic or trendy design. To increase feasibility, fashion information could be customized by price points (i.e., affordable frame) or body type (i.e., flattering frame). The attitude-based frame includes prescriptive and rule-breaking frames. The source-based frame offers a source of trend or styling information. Expert, celebrity, and consumer frame emerged under the source-based frame. Findings reveal how fashion and style information is defined and crafted.

• 반도체디스플레이기술학회지
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• 제21권3호
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• pp.98-100
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• 2022

This paper presents a new blockchain based donation platform combined with a type of gaming application. The proposed donation platform is similar to existing play-to-earn (P2E), but it has different characteristics such as non-liquidated token and direct transfer to a celebrity donation organization. Moreover, it has advantages like a robustness for counterfeiting and falsification as well as enhanced donating experience.

• Asia Marketing Journal
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• 제16권1호
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• pp.101-116
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• 2014

In the year 2013, Warren Buffett was named one of the most influential people of the year by TIME magazine. When people are exposed to such news, they show strong interest in who the influential people are and how those people became so successful. Likewise, people show strong attachment to other prominent figures as well. This social phenomenon indicates that people perceive well-known persona like business leaders, TV stars or sports stars etc. as human brands of intangible assets. As the role of these human brands is becoming more important, people tend to develop stronger attachment toward them. Another notable modern social phenomenon is people's pursuit of life-satisfaction and social well-being. People desire to increase their quality of life by having quality time with family and friends, and also by building attachment towards celebrities, sports stars, and so on. The main objective of this study is to examine how attachment toward human brands affects quality of life. While existing studies on human brands examined antecedents of attachment, e.g., some needs fulfillment such as A-R-C needs (autonomy, relatedness and competence needs) fulfillment, this study focuses on the outcome variables of attachment, e.g., how attachment toward human brands affects stress relief and life satisfaction through self-efficacy. Based on previous research, we divided human brands into two types: heroes and celebrities. Heroes are defined as people who have considerable and lasting importance on both societal and individual levels, and celebrities are defined as people who are well-known but have little or no short-term impact on society and individual levels. This study focuses on how attachment toward each type of human brands, celebrities and heroes, affects the quality of life or well-being. This study focuses on three important outcome variables; stress relief, life satisfaction, and self-efficacy, (three variables) which have been recently gaining importance, especially in the domain of positive psychology. Major findings from the present study show that although celebrities draw attachment from people by providing fun and entertainment or providing stress relief, they have weak influences on the wellbeing or efficacy of individuals at a deeper level. In contrast, attachment toward heroes helps people live better by providing meaning and positively influencing life satisfaction through self-efficacy (Frankl 1997). These results are consistent with the main tenet of 'positive psychology' which seeks "to find and nurture genius and talent and to make normal life more fulfilling" (Seligman and Csikszentmihalyi 2000). Considering the fact that certain celebrities are perceived as heroes to some, we can conclude that celebrities can become heroes if they provide meaning and value to the lives of people. This study contributes to the research stream of human brands since the most current leading research (e.g., Thomson 2006) indicated the need to look at the resulting effect of attachment on life satisfaction through self-efficacy. Another important contribution is that we empirically documented the different effects of celebrities and heroes. As expected, this study shows that heroes more deeply influence the lives of individuals in the long term while celebrities do so rather shallowly in the short term. The issues of the influence of heroes on the individuals' lives need to be further investigated in relation with the perspective of positive psychology.

• 한국조리학회지
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• 제17권4호
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• pp.104-120
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• 2011

베이커리 기업 광고에 대한 연구 부족과 확대되고 있는 프랜차이즈 형태의 베이커리 경영시스템에서 크리스마스 시즌 유명 연예인 광고모델을 기용한 스타마케팅 활동을 적극적으로 하고 있다. 본 연구의 목적은 베이커리의 크리스마스 광고에 대한 유명 연예인 광고 모델의 속성이 소비자가 인지하는 광고태도, 기업 명성, 기업 신뢰가 어떠한 영향관계가 있는지를 파악하여, 높은 광고비의 지불에도 불구하고 크리스마스 케이크의 판촉수단으로 활용되는 스타마케팅의 장기적인 효과를 실증분석 하고자 하였다. 이러한 검증 결과는 베이커리 산업에의 성공적인 경영 관리에 있어 매우 중요한 핵심요소라 판단되며, 베이커리 브랜드가 기능적 혹은 물리적인 면에서 차이가 없어지면서 브랜드 차별화의 어려움을 겪고 있는 현 시점에서 전략적 시사점을 제안하고자 한다. 본 연구모델의 결과 $x^2$=313.294(df=218, p<0.001)의 수준에서 GFI=.911, AGFI=0.887, NFI=0.935, CFl=0.979, RMR=.126으로 나타났다. 첫 째, 광고 모델 태도에서 모델신뢰성과 모델매력성은 광고 태도에 정(+)의 영향 관계가 있는 것으로 나타났다. 둘째, 광고태도는 기업 명성과 기업 신뢰에 정(+)의 영향 관계가 있는 것으로 나타났으며 셋째, 기업 명성 또한 기업 신뢰에 정(+)의 영향 관계가 있는 것으로 나타났다.

• 복식
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• 제62권5호
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• pp.44-58
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• 2012

The purpose of this research is to contemplate chronological changes of Korean actress facial image and fashion from 1960s to 1990s and to identify Korean women's ideal beauty reflected through the times. Adjectives describing representative actresses of each studied decade were collected from major newspapers and magazines. Korean women's ideal beauty was divided into 4 sub-types such as youthful, pure, sophisticate, and sexy images. As a result of analyzing actress facial image and fashion, youthful and pure beauties were found consistently over the studied periods. Representative characteristics of sophisticate and sexy beauties have been changed over the studied periods which were influenced by socio-cultural environment factors. The result of this research can provide meaningful sources for historical drama, celebrity marketing strategy planning, and personal image consulting.

• 복식
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• 제61권6호
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• pp.146-160
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• 2011

The purpose of this study is to examine the aesthetic view towards exposure in the Korean society through the means of analyzing the characteristics of exposure and figuring out the implications expressed in the red carpet fashion of Korean female movie stars. The concept of exposure in fashion was reviewed through previous studies and related publications. The pictures of actresses wearing red carpet evening gowns in Korea's major film festival were collected and analyzed. The results indicated that the meaning of exposure expressed in the red carpet fashion of Korean female movie stars are as follows: First, this leads the trend reflecting the contemporary aesthetic view of exposure as an effective way to show the beauty of the female body. Second, this emphasizes the femininity and expresses eroticism by exposing certain body parts which symbolize the female gender. Third, this shows the narcissistic self conspicuousness as well as the self confidence and self satisfaction. Forth, this displays the playfulness through exposing the body in a unique way. Lastly, the way and level of exposure can be used to maintain or change the public's view upon the celebrity.

• 한국의류학회지
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• 제33권1호
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• pp.22-32
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• 2009

The purpose of this study was to suggest the appropriate marketing strategies for Korean fashion companies wishing to enter the US market. In-depth-interview with documentary research were performed to investigate the seven Korean fashion companies launching in the US market as wholesalers or retailers. The interviews were executed from May to July 2007. The results of the study were summarized in accordance with Marketing Mix(4P's). In most cases, the brand targets are female customers of 20's to early 30's. The products carried by the companies are trendy with a tint of vintage and oriental feelings. The price ranges from middle to high level. Most brands are engaged in wholesaling through trade shows to sell the merchandise for department stores or specialty stores, but recently are trying to convert to retailing. Trade shows and show rooms are used as one of the promotion tools, but celebrity marketing has also been active for the promotions. Most companies suggested their superior qualities of the products as their strength, and the lack of experience and information as their weakness. Most companies forecast that the influence of FTA between Korea and the US may be limited because of Korea companies' overseas outsourcing system.

• 대한가정학회지
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• 제46권7호
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• pp.35-45
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• 2008

For the highly involved and emotional product, such as cosmetic product, the consumer focuses on the information about the symbolic meaning of a product. As a continuum, cosmetic advertising frequently requires a celebrity and/or cue since it provides identification between customer and cosmetic. Although many studies have examined the effectiveness of the congruence between brand image and self-image, there are little research regarding the congruence between advertising image and self image. The objective of this study is to examine the attitudinal effectiveness of the congruence between cosmetic advertising image and self-image. For the experiment, 2(ad type: rational vs emotional) factorial designs were performed. A total of 240 undergraduate female students participated in the experiment. The results of the study are as follows. First, the congruence had a significantly positive influence on advertising attitude, but not on brand attitude. Second, the type of cosmetic advertising caused differences in attitudinal persuasiveness affected by the congruence.