• 복식문화연구
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• 제22권4호
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• pp.640-653
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• 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.

• 산업융합연구
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• 제8권1호
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• pp.1-18
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• 2010

The purpose of this study is to examine the impacts of sports marketing mix factors on brand equities and consumer behaviors. The findings of this study are as follows: first, there are differences in sports marketing mix factors, depending on individual characteristics. Differences are found in gender and living standard with regard to individual characteristics and prices. second, there are differences in brand equities, according to individual characters. third, sports marketing mix factors impact brand equities. fourth, the sports marketing mix factors impact perceive quality, brand recognition, location related to brand image and products. fifth, sports marketing mix factors impact brand equities and consumer behaviors. In regards with brand equities and repeat purchases, sports marketing mix factors impact promotion, products, perceived quality and image. In satisfaction, the sports marketing mix factors impact location, price promotion and product recognition. In the intention of transmission by word of mouth, the factors impact price, products, perceive quality and image.

• The Journal of Asian Finance, Economics and Business
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• 제7권4호
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• pp.235-245
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• 2020

The study seeks to identify factors affecting the choice of a university by first-year Business Administration students in Vietnam. Probability sampling is using Stratified sampling of 500 students from five private universities in Ho Chi Minh City surveyed by convenience sampling. This paper employs mixed research methods - measuring Cronbach's Alpha, EFA, Regression and using PATH model - to test the hypotheses of the research model. The results of the study identify five factors: Prestige, Geographical location, Facilities, Attractiveness of the field and Media. All these factors have a positive influence on the standing of the university brand. It means that the higher the Prestige, Geographical location, Facilities, Attractiveness of the field and Media, the higher the university brand. The results indicate that Geographical location is the most influential factor to enhance the private university's brand. Bringing Geographical location is, thus, advisable to enhance a university standing. The brand plays a determining role in students' trust when selecting a university. Media is still the top concern of new students when they choose to study at a university. Media still remains an important consideration for new students when choosing a university. So, this factor should be utilized by universities to enhance their attractiveness.

• 패션비즈니스
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• 제19권6호
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• pp.82-100
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• 2015

Mobile fashion apps present much opportunity for marketers to engage consumers, however not all apps provide enough functions for their targeted audience. This study aims to determine how mobile fashion apps can be used to build brand community with consumer engagement. Qualitative data on fashion mobile apps were collected from the Apple app store and Android market during the spring and summer of 2015. A total of 110 fashion mobile apps were collected;, 50 apps were identified as apparel brands that either manufacture or sell apparel to consumers, which we categorized as "brand" fashion apps, and the remaining 60 were categorized as "non-brand" fashion apps. The result of the study can be summarized as below. The 60 non-brand fashion apps were grouped into 5 app types: shopping, searching, sharing, organizational, and informational. The main functions are for informational use and shopping needs, since at least half (31 apps) are used for either retrieving information or for shopping. However, in contrast, social networking and location were infrequent and not commonly utilized by these apps. The most common type of non-brand fashion apps available were shopping apps;, many shopping apps enable users to shop from several different websites and save their items into one universal shopping cart so that they only check out once. Most of these apps are informational and help consumers make more informed decisions on purchases;, in addition many offer location services to help consumers find these items in store. While these apps perform several functions, they do not link to social media. The 50 brand apps were grouped into 5 brand types: athletic, casual, fast fashion, luxury, and retailer. These apps were also checked for attributes to determine their functionality. The result shows that the main functions of brand fashion apps are for information (82% of the 50 apps) as well as location searching (72% of 50 apps). Conversely, these apps do not offer any photo sharing, and very few have organizational or community functions. Fashion mobile apps and m-marketing elements: To build brand community, mobile apps can be designed to motivate consumer's engagement with brands. The motivations of fashion mobile apps are useful in developing fashion mobile apps. Entertainment motives can be fulfilled with multimedia attributes, functionality motives are satisfied with organizational and location-based features, information motives with informational service, socialization with community and social network, learning and intellectual stimulation from informational attributes, and trend following through photo sharing. The 8 key attributes of mobile apps can correspond to the 4 m-marketing elements (i.e., Informative content, multimedia, interactions, and product promotions) that are further intertwined with m-branding elements. App Attributes and M-Marketing aim to Build Brand Community;, the eight key attributes can impact on 4 m-branding elements, which further contribute to building brand community by affecting consumers' perceptions of brands preference and advocacy, and their likelihood to be loyal.

• 지능정보연구
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• 제21권2호
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• pp.113-129
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• 2015

장소 브랜딩은 특정 장소에 대한 의미 부여를 통해 장소성의 정체성 및 공동가치를 생성하며 가치 창출을 하는데 중요한 활동이며, 장소 브랜드에 대한 이미지 파악을 통해 이루어진다. 이에 마케팅, 건축학, 도시건설학 등 여러 분야에서는 인상적인 장소 브랜드의 이미지를 구축하기 위하여 많은 노력을 기울이고 있다. 하지만 설문조사를 포함한 대면조사 방법은 대부분 주관적인 작업이며 측정에 많은 인력 또는 고도의 전문 인력이 소요되어 고비용을 발생시키므로 보다 객관적이면서도 비용효과적인 브랜드 이미지 조사 방법이 필요하다. 이에 본 논문은 텍스트마이닝을 통하여 장소 브랜드의 이미지 강도를 객관적이고 저비용으로 얻는 방법을 찾는 것을 목적으로 한다. 제안하는 방법은 장소 브랜드 이미지를 구성하고 있는 요인과 그 키워드들을 관련 웹문서에서 추출하며, 추출된 정보를 통해 특정 장소의 브랜드 이미지 강도를 측정하는 방법이다. 성능은 안홀트 방법에서 평가에 사용하는 전세계 50개 도시 이미지 인덱스 순위와의 일치도로 검증하였다. 성능 비교를 위해 임의로 순위를 매기는 방법, 안홀트의 설문방식대로 일반인이 평가하는 방법, 본 논문의 방법을 사용하되 안홀트의 방법으로 학습한 것으로 유의한 것으로 추정되는 평가 항목만을 반영하는 방법과 비교하였다. 그 결과 제안된 방법론은 정확성, 비용효율성, 적시성, 확장성, 그리고 신뢰성 측면에서 우수함을 보일 수 있었다. 따라서 본 연구에서 제안한 방법론은 안홀트 방식에 상호 보완적으로 사용될 수 있을 것이다. 향후에는 장소 브랜드 이미지를 형성하는 속성 별로 등장횟수를 계산 한 후에 장소 브랜드에 대한 태도, 연상, 그리고 브랜드 자산과의 인과관계를 자동으로 파악할 수 있는 부분까지 구현하고 실증적 실험을 할 예정이다.

• 대한소아치과학회지
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• 제37권4호
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• pp.461-466
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• 2010

본 연구는 치과 등록상호명을 적절히 활용할 가능성이 있는 2009년 대한소아치과학회 회원 551명의 치과병의원명을 통해 그 유형과 특성을 알아보기 위해 진행되었으며, 연구 결과 다음과 같은 결론을 얻었다. 1. 성별에 따른 치과 등록상호명을 보면 남자는 '전문과목' 33.4%, '인명/지명'유형 31.7%의 순으로 많았으며, 여자는 '전문과목'49%, '친근감'유형 29.9% 순으로 조사되었다(p<0.05). 2. '인명/지명'의 유형이 졸업년대를 기준으로 볼 때 1960년대 이전은 66.7%, 1960년대는 62.5%, 1970년대는 68.8%, 1980년대는 46.5%로 대부분을 차치하였으나, 1990년대는 '전문과목' 유형이 52.2%, 2000년 이후는 59.8%로 졸업년대에 따라 치과 등록상호명에 차이가 있었다(p<0.05). 3. 서울과 부산 및 경기도는 '전문과목'유형의 등록상호명이 가장 많았고, 그 이외의 도시는 '친근감' 및 '인명/지명'의 유형이 가장 많았다(p<0.05). 이상의 결과를 종합해 보면, 2009년 현재 대한소아치과학회원의 치과 병의원 등록상호명은 성별, 졸업년도, 지역에 따라 차이를 보였다.

• 한국생활과학회지
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• 제23권2호
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• pp.343-355
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• 2014

This study explores the characteristics of fashion flagship stores from the consumer's viewpoint, examines the differences by brand type in the flagship store characteristics, store experience, in-store emotion, and the post-visit brand response, and compares those of the flagship store with other stores of the brand. Flagship stores of the four brand types including luxury, SPA, retail, and national brands were selected for the online survey. Data from 537 respondents who visited and selected one of those stores were analyzed. Five factors including facility/service, scale/product lines, brand identity, location, and publicity were extracted from the characteristics of flagship store. There were differences in the perceived flagship store characteristics by brand type; The luxury and retail brands were more highly perceived in facility/service comparing to the SPA brand. Store experience and brand response were also different by brand type; Perceptions of the luxury brand were also higher than of the SPA brand. Overall, consumer responses to the luxury brand were higher than to the SPA brand. Consumer responses to the flagship store were higher than to other stores of the same brand. The study discusses further implications.

• 복식
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• 제60권2호
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• pp.114-129
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• 2010

The purpose of this study were to identify shopping orientation for fashion outlet consumers and its significance in influencing brand loyalty and shopping satisfaction. This study will propose results which help to better understand shopping orientation of fashion outlet consumers. A questionnaire was administered to 326 20s male and female living in Daegu Gyeongbuk during October of 2008. Data were analyzed by using Factor analysis, Reliability analysis, t-test and Regression analysis. The results of the research are as follows: First, The shopping orientation could be into 5 dimensions: pleasure tendency, fashion tendency, name brand tendency, prudence buying tendency, economic tendency. Brand loyalty were factor analyzed resulting three factors such as brand loyalty, brand care and brand knowledge. Brand loyalty factors of brand loyalty and brand knowledge had a positive effect on fashion tendency, name brand tendency. Brand care has a positive effect on name brand tendency and economic tendency. Second, Shopping satisfaction were factor analyzed resulting five factors such as product, store atmosphere, service store reputation, location convenience and price. Outlet product had a positive effect on fashion tendency, name brand tendency, prudence buying tendency and while all other factors showed a positive effect on preferences to follow trends. However, outlet price had a positive effect on only those consumers possessing a economic tendency.

• 대한영양사협회학술지
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• 제14권2호
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• pp.186-197
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• 2008

The aim of this study was to measure the brand images of contract foodservice management companies by identifying brand image attributes and then developing a measurement scale to measure the weight of these attributes. The measurement scale was developed by following a 5-stage process that included face-to-face interviews with experts, literature review, questionnaire surveys, verification of scale validity, exploratory factor analysis, and confirmatory factor analysis. A total of 137 items measuring brand image were collected: 37 items from studies of brand image and corporate image, 55 items from studies of contract foodservice management companies and 45 items from the internet and websites of contract foodservice management companies. A survey was then conducted to assess the validity and reliability of the questionnaire items. Ultimately, the 137 items were reduced to 40 items. The calculated Cronbach's alpha for the 40 brand image items was 0.934, demonstrating good internal consistency. Based on exploratory factor analysis (EFA), employee attitude, menu content, corporate image, dining location and ambience, along with 33 subattributes, were identified as brand image attributes. Employee attitude was the most significant attribute influencing brand image. After confirmatory factor analysis (CFA) and a review process, four brand image attributes and 33 subattributes were finalized and incorporated into the scale.

• 한국의류산업학회지
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• 제8권6호
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• pp.647-654
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• 2006

The purpose of this study is to identify the differences among goods attribute and brand awareness on fashion brand type. we were intended to suggest characteristics of each consumer group by identifying the differences of consumers' purchasing activities. 672 of consumers by brand who frequently purchase casual brand were chosen for the analysis according to common brand classification of national brand, private brand and no brand. For the purpose of data analysis, we performed factorial analysis of measuring tools and credibility test. Concerning the differences of goods attribute, brand awareness by brand type, MANOVA, ANOVA was employed, complimented with Sheffe-test as a post hoc test in case of occurrence of any differences by group. The findings from the analysis are described in the following. Regarding goods attribute by fashion brand type, there existed a significant difference between brand types in all the sub factors of goods attribute such as product attribute, shop attribute, and price attribute. Especially, the difference of product attribute is much more significant in the areas of material suitableness, product assortment, aesthetic expression, size & quality, clothing maintenance, and clothing comfortableness. In case of shop attribute, there was a significant difference between groups in all the factors such as shop environment, convenience of shopping, sales promotion, service quality of sales clerk, location, and shop reputation. Concerning price attribute, we found a significant difference between groups in the factors of price value, price reasonableness, price information, and economical efficiency of price. As for the difference of brand awareness by brand type, among other factors, brand value had a difference between groups; that is, private brand was found to obtain the highest brand value awareness.