• 디지털융복합연구
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• 제13권10호
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• pp.235-243
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• 2015

현대인들이 브랜드와의 관계에 선호하는 것은 전통과 공동체가 무너짐에 따라 안정적인 대상이 없기 때문이며, 대중들은 이때 발생하는 심리적인 공허함을 소비자와 브랜드의 관계를 통하여 채워나감으로써 빠르게 변화하는 세상에서 안정된 심리상태를 유지할 수 있게 되는 것이다. 본 연구는 융복합 아파트 브랜드가 브랜드 애호도에 미치는 영향관계에서 관계품질의 매개효과를 분석하는 것이다. 분석의 결과는 다음과 같다. 첫째, 브랜드의 이미지가 애호도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 브랜드의 이미지가 관계품질에 정의(+)의 영향을 미치는 것으로 나타났다. 셋째 관계품질 소비자-브랜드가 브랜드 이미지와 애호도에 매개될 것이다. 연구결과로 아파트 건설사들이 소비자에게 느끼는 브랜드 이미지와 애호도와의 영향관계와 소비자 관계품질의 매개효과 결과로 마케팅 전략을 효율적으로 집행할 수 있고 이에 따른 전략도 추구할 수 있다.

• 패션비즈니스
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• 제20권6호
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• pp.111-134
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• 2016

A luxury brand bag is a medium to symbolize brand identity and plays a role in enhancing brand value. A typical example is a designer signature bag such as Hermes Kelly Bag, Birkin Bag, and Lady Dior Bag. The purpose of this study is to analyze the design changes and acceptance of identity of luxury brand bags and examine the design characteristics that succeed to the value of a luxury brand bag. The subjects of the study focused on Louis Vuitton, Gucci, and Chanel bags. Photos were collected from www.vogue.co. uk. based on the fashion collections from S/S 2007 to S/S 2016. The study methodology was to analyze the kinds, shapes, colors, materials, and the ornament of subject bags based on previous studies. The results of the study were summarized as follows. For the identity and design changes of each brand, Chanel has tried to combine functionality pursued in the past with constantly changing femininity by making bags in fantastic moods using various materials and free shapes. Gucci has constantly used Ornament elements holding the brand identity of classic bags and trend colors to keep tradition. Louis Vuitton holds fast to its functional shape to protect brand identity through design philosophy that started with a travel luggage and attempts to express modern emotion through Ornament changes. This study confirmed that luxury brands have accepted their unique design characteristics holding brand identity to improve their brand value and attempted to change constructive elements in many different ways for modern reinterpretation.

• 한국의류학회지
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• 제29권11호
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• pp.1485-1497
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• 2005

The purpose of this study was to define the mutual relationship between the explanatory variables of brand loyalty and consumer's fashion luxury brand loyalty, and ultimately to show a path model of fashion luxury brand loyalty. Especially this was focused on the relationship among social risk perception, symbolism involvement, marketer leading information search, and continuing brand loyalty. In the empirical study, a questionnaire was developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally 291 data from males and females who had a buying experience of luxury brand goods were analyzed. The result showed the 4 significant paths of fashion luxury brand loyalty existed, such as social risk perception$\rightarrow$symbolism involvement, social risk perception$\rightarrow$marketer leading information search, symbolism involvement$\rightarrow$continuing brand loyalty, marketer leading information search$\rightarrow$continuing brand loyalty. And the explanatory factor which has the strongest influencing power to continuing brand loyalty was symbolism involvement. The powers of social risk perception and marketer leading information search to continuing brand loyalty were weaker than symbolism involvement. The findings of this study are expected to contribute to develop a theory on the consumer's loyalty to fashion luxury goods and marketing strategies for enhancing the brand loyalty.

• Asian Journal of Business Environment
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• 제8권4호
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• pp.17-27
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• 2018

Purpose - Current study aimed at investigating the symbolic and evaluation relevance to global luxury brands as the causes of inducing social identity verification, and also explored whether the social identity verification will affect the attitude toward the brands. Research design, data, and methodology - 323 questionaries from Chinese consumers were used to test hypotheses by structural equation model of AMOS 22.0. Results - First, social identity verification positively affected on the brand attitude. Second, both the symbolic relevance and the evaluation relevance positively affected on social identity verification. Third, the mediation roles of social identity verification were identified. Social identity verification played a full mediation role in the effect of the symbolic relevance on the brand attitude, and played a partial mediation role in the effect of the evaluation relevance on the brand attitude. Conclusions - This study could contribute to the advancement of theory concerned with the roles of consumers' social identity verification which induces positive attitude toward the global luxury brands. Global brand managers in China should try to search ways by which consumers can feel both the symbolic relevance and evaluation relevance to their luxury brands, and should make efforts to improve the symbolic relevance and evaluation relevance to their brand.

• 한국의류학회지
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• 제46권1호
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• pp.116-131
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• 2022

This study used text mining to analyze big data to understand consumers' demand for and perceptions of fashion masks. Based on the text-mining analysis results, a survey was conducted with those living in Korea to investigate the influence of consumers' mask selection criteria on mask brand awareness and purchase intention for fashion masks. "Fashion mask" and "functional mask" were used as the keywords in a text-mining analysis, and an online survey of 242 respondents was conducted. The analysis results were as follows: First, the text-mining analysis extracted commonly appearing words that had a high frequency and TF-IDF, such as "COVID-19," "fashion," "celebrity," "antibacterial," and "filter." This confirmed that during the COVID-19 pandemic, consumers have demanded masks that are both functional and fashionable. Second, among consumers' mask selection criteria, trend and design had positive effects on face-mask brand awareness. Third, face-mask brand awareness had a positive effect on the purchase intention for both brand and fashion masks, and the purchase intention for brand masks had a positive effect on the purchase intention for fashion masks.

• 디지털융복합연구
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• 제18권4호
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• pp.75-80
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• 2020

본 연구는 중국시장에서 미시 및 거시적 국가이미지가 브랜드태도에 영향을 미치는 영향관계에서 브랜드친숙도, 개방성의 조절효과를 검증하였다. 이를 위해 기존 문헌에 대한 고찰을 바탕으로 거시적 국가이미지의 하위 요인을 경제적 이미지로 사용하였다. 본 연구에서 사용된 연구 방법은 주로 선행 문헌 연구 방법과 실증 연구 방법을 포함하며, 선행연구 이론들을 바탕으로 연구 모형을 수립하고 관련 연구 가설을 설정하는 동시에 중국소비자를 설문 대상으로 선정하여 설문 조사 및 데이터 수집을 실시하고 모형의 적합성 테스트 및 연구 가설에 대해 검증하였다. 본 연구의 결과, 미시적 및 거시적 국가이미지는 브랜드 태도에 정(+)의 영향을 미치고 브랜드 친숙도와 개방성은 미시적 국가이미지에는 조절효과 없는 것으로 분석되었고 거시적 국가이미지(경제이미지)에는 조절효과가 있는 것으로 분석되었다. 본 연구의 결과는 중국시장에서 중국과 밀접한 관계를 맺고 있는 한국, 미국, 일본기업들의 다양한 비즈니스 전략을 활용하는데 시사점을 제공하고 있다.

• 한국생활과학회지
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• 제13권6호
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• pp.943-957
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• 2004

The purpose of this study is to 1) understand the importance of brands, which are known as one of the key purchasing points to consumers today; 2) 10 clearly clarify the various attributes of goods well-known to consumers; 3) to research the effect of the goods attributes on brand attitude. We examined 465 consumers to understand a purchase or a shopping habit with national and non-brand. The study used SPSS 11.0 package for a data analysis. Then using varimax rotation, we employed a factor analysis to analyze the data and obtain Cronbach ${\alpha}$ value. For more specific data analysis, we conducted t-test, regression analysis, and x2 analysis. The results are as followings: 1. The goods attribute is classified into product attribute, shop attribute, and price attribute. The product attribute is divided into wearability, labeling of size and quality, aesthetic expression, brand expression-harmony, textile-suitability, manageability and product assortment. The shop attribute is into shop environment, shopping convenience, promotion, salesperson service, convenience of location, shop's reputation. The price attribute is into price reasonability, price value, price economy, and price information. 2. The product attribute is different, by national and non-brands, in wearability, labeling of size and quality, brand expression-harmony, textile-suitability, manageability. The shop attribute had a significant difference in environment of shop and its reputation, and the price attribute had one only in price economy. 3. The brand attitude was affected by wearability, aesthetic expression, shop environment, price value, and price information. 4. Also, there exists a difference by demographic variables(age, job, academic background, marriage, income level) in brand attitude. For example, national brands have its consumers with the following variables: higher education, higher income, professional job, over 20s, and married.

• 한국산학기술학회논문지
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• 제16권3호
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• pp.1806-1814
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• 2015

유통업체에서 PB(Private Brand)의 선택확률을 높이기 위하여 기존 PB보다 열등한 다른 PB를 사용하는 전략은 비용적인 측면에서 어려운 문제가 있다. 따라서 본 연구는 이를 해결하고자 2개의 현실적인 실험방법을 통해 PB의 유인 및 타협효과를 검증하고자 한다. 검증결과를 살펴보면 제조업체 브랜드(NB; National Brand)와 PB에 새로운 브랜드인 무상표(GB :Generic Brand)를 추가한 경우 유인 및 타협 효과가 발생하여 PB의 선택확률이 높아짐을 발견하였다. 구체적으로 실험 1에서는 NB와 PB의 특성상 경쟁대안과 표적대안의 선호도와 선택확률의 차이가 많은 경우에도 유인브랜드 진입 시 표적대안인 PB의 선택확률 변화를 확인하였다. 실험2에서는 경쟁사 PB를 열등한 대안에 위치시킬 때도 유인효과가 발생하여 자사 PB의 선택확률이 증가한다는 것을 확인하였다. 이러한 연구결과에 대한 전략적 시사점과 연구의 한계 및 향후 방향을 제시하였다.

• Journal of the Korean Data and Information Science Society
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• 제24권6호
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• pp.1231-1239
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• 2013

최근 기업의 경쟁력을 강화하고 고객의 충성도를 높이기 위해서는 무엇보다 브랜드에 대한 성공적인 관리가 중요시되고 있다. 고객은 특정기업의 상품, 서비스 등을 구매하면서 생긴 경험에 의해 기업에 대한 평가, 가치, 이미지 등을 모두 판단하기 때문이다. 본 연구는 수협을 중심으로 대표적인 협동조합에 대한 마케팅 관점의 브랜드 인지도 및 태도를 파악할 수 있는 측정체계를 수립하고 수협의 브랜드 자산에 대한 가치지수 (brand equity index; BEI)를 측정할 수 있는 모형을 개발한다. 이를 통해 수협 브랜드에 대한 인지도 및 BEI를 측정하고, 현상을 진단하여 수협 브랜드 자산가치 향상을 위한 방향 및 인지도 향상을 위한 마케팅 전략방향을 제시하는 것을 목적으로 한다.

• The Journal of Asian Finance, Economics and Business
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• 제9권6호
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• pp.159-173
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• 2022

This study examines the impact of CSR and its authenticity on customer loyalty through the brand image in the chain coffee shop industry. Using qualitative and quantitative methods, 601 survey questionnaires were distributed, of which 491 were analyzed. The results show that CSR has a positive impact on brand image and customer loyalty. In addition, authenticity does not moderate the impact of CSR on brand image and loyalty, as it is difficult for customers to verify the authenticity of CSR action programs. This study emphasizes the importance of CSR action programs and authenticity for businesses to sustainably enhance their distinctive brand image and customer loyalty. Therefore, for sustainable development in the future, managers of coffee shop chains need to focus on the following issues. First, the most important thing is the right awareness of businesses regarding CSR and CSR authenticity. Third, businesses should strengthen the transparency of CSR action programs in various media so that consumers can easily verify authenticity, to increase brand image and improve customer loyalty.