• 복식문화연구
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• 제19권3호
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• pp.565-578
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• 2011

The purpose of this study was to examine the emotional experience dimension on the brand of the low price cosmetics and to empirically investigate the effect of emotional experience on the relationship between customers and brand. Data were collected for 10 days starting on March $2^{nd}$ 2009. Questionnaires were distributed to 517 female college students who experienced to purchase the products of the low price cosmetic brand and answers were collected. The results of analysis on collected data showed that the emotional experience was classified into sense, spatial environmental emotion, sales promotion emotion, salesperson emotion and visual/verbal identity, and emotional experience on low price cosmetic brand had a positive effect on the relationship between customer and brand. Specifically, it was showed that emotional experience on low price cosmetic brand significantly affected the customer satisfaction, brand trust and brand attachment. In terms of effect of emotional experience on customer satisfaction, the orders in the degree of influence were following: the sense, spatial environmental emotion, sale promotion emotion and salesperson emotions. In terms of effect of emotional experience on brand trust, the orders in the degree of influence were following: the sense, salesperson emotions, sale promotion emotion and spatial environmental emotion. In terms of effect of emotional experience on brand attachment, the orders in the degree of influence were following: the sense, spatial environmental emotion, salesperson emotions, visual/verbal identity and sale promotion emotion.

• 한국주거학회:학술대회논문집
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• 한국주거학회 2009년 춘계학술발표대회 논문집
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• pp.361-364
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• 2009

In recent, the marketing competitions that stimulates the emotions of consumers are intensifying in the domestic construction industry due to the increase of unsold new apartments. However, there is a need for brand identity establishment through which more differentiated information can be delivered to the consumers, as each brand is focusing only on idealistic image advertisements of dream, future and happiness. Accordingly in this study, the top five brand apartments according to the national brand value evaluation index (BSTI, BrandStock Top Index) were selected and analyzed their TV advertisement characteristics, and its purpose is in evaluating the brand images perceived by the consumers of their TV advertisements. The significance of the results from this study is in presenting the basic information for establishing effective communication between the corporations and consumers. The survey research of this study was conducted for the students of D University, and SPSS 14.0 program was used for the statistical data analysis.

• 한국컴퓨터정보학회:학술대회논문집
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• 한국컴퓨터정보학회 2019년도 제59차 동계학술대회논문집 27권1호
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• pp.191-192
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• 2019

The objective of this study is to understand the relationship between type of advertising and brand attachment. We divide advertising type into loss and gain frame and examine the effect on brand attachment, The effect of scarcity advertising on brand attachment and the effects of interaction effects on brand attachment were examined. The results showed that the effect of the loss and gain frame on brand attachment was not statistically significant. It also showed that scarcity was not emphasized or emphasized or had no effect on brand attachment. That is, the more emphasis on gain in advertising frame and the less pressure on scarcity, the more effective ad type for brand attachment.

• Journal of East Asia Management
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• 제5권1호
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• pp.47-73
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• 2024

Research has shown that authentic experiences at tourist destinations, referred to as destination authenticity, lead to increased revisit intentions and recommendations. However, studies demonstrating the impact of destination authenticity on everyday purchasing behavior are scarce. To address this research gap, based on autobiographical memory and consumer inference theory, this study re-examines the relationship between destination authenticity and purchase behavior toward brands created in tourism destinations encountered in everyday life. This study reveals that brand authenticity mediates destination authenticity's effect on the purchase intention toward destination brands. Furthermore, the effects of destination authenticity on brand authenticity, as well as brand authenticity on purchase intention, are moderated by destination brand self-congruence. The findings of this study contribute to the literature by examining the mechanisms of tourists' purchase behavior, based on autobiographical memory and consumer inference theory. In addition, it sheds light on the boundary conditions under which the impact of destination authenticity on brand authenticity and that of brand authenticity on purchase intention are enhanced.

• 감성과학
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• 제16권1호
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• pp.11-28
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• 2013

This article aims to explore the interactive roles of types of primed identity (local versus global identity) and types of ad framing on brand evaluations. The authors designed 2 experiments in which each experiment followed a $2{\times}2$ between-subject design. The empirical results showed that a gain-framed ad induced more positive emotional responses than a loss-framed ad, and the positive affective responses lead to more favorable brand evaluation. Furthermore, the results showed that there were interactive effects of primed identity and types of advertisement frame on brand evaluation. In the additional analysis, the results showed that when people with local identity were exposed to the gain-framed ad, they would engage in a higher level of integration processing than those in the control group, which in turn induced more favorable evaluation to the local brand. That is, the integration processing mode played a mediating role between the interaction (local id priming ${\times}$ ad frame) and the local brand evaluation. However, in the case of global brand evaluation, the integration processing mode did not play such a mediating role.

• 복식문화연구
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• 제19권5호
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• pp.1088-1101
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• 2011

The purpose of this study was to examine the outdoor sportswear purchase behavior, outdoorwear sportswear brand preference, functional fabric awareness, and benefits sought. The research was performed through in-depth interview during February to March 2011. Data were collected from 10 consumers who had purchased outdoor sportswear and experienced camping in 6 months. First, the results from study showed that functionality/comfortability, design, color, and brand name were important factors in selecting outdoor sportswear. Offline stores were the main place to purchase, however, internet shopping mall and portal online community were another shopping channel as well. Second, respondents preferred imported outdoor sportswear brand to national brand. According to the study, the respondents trusted the imported outdoor sportswear quality based on the brand name, value, and brand history more than national brand. Third, consumers who had low functional fabric awareness were more likely to evaluate apparel products based on the brand name. Knowledge levels for textile functions were high in elastic, UV protection, air permeable, and antibacterial properties. The essential features for camping were water absorbing and quick dry, water resistance, wind proof, UV protection, and fire retardant properties. Finally the results showed that there were two sportswear benefit soughts: functionality and status ostentation.

• Journal of Korea Trade
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• 제23권5호
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• pp.102-117
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• 2019

Purpose - This paper tried to identify the impact of electronic word of mouth (eWOM) on purchase intention (PI) of Korean-brand cars in the context of Russian consumers, taking into consideration the credibility, quality, and quantity of eWOM while also considering the mediation effects of brand image (BI) and perceived quality (PQ). Although there is a considerable number of studies discussing the impact of eWOM determinants on PI, not many studies were conducted focusing on the Russian market. Design/methodology - This paper is considered to fill this gap between eWOM and (PI) and, in order to do so, 211 Russian respondents were randomly selected. Descriptive analysis, factor, and reliability analysis were conducted using SPSS version 22.0. While structural equation modeling was conducted using AMOS version 24.0. Findings - The results display that, in terms of Russian consumers' perception, eWOM credibility, quality, and quantity for Korean-brand cars show a substantial impact on PI. The mediation effects of brand image, as well as perceived quality, were also supported by analysis. In the final part of the paper, theoretical and managerial implications alongside limitations with further research suggestions are presented. Originality/value - This study endeavored to explore the degree of impact of eWOM and mediating roles of BI and PQ on Russian customer intentions to buy Korean-brand cars.

• 한국의류학회지
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• 제22권4호
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• pp.503-514
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• 1998

The purpose of this study was to develop a large representative data base for jeans marketing strategy This study was to survey brand features(launching year, launching company, design concept, sales volume, and price zone) in the current market, and was to examine brand awareness and it's relationship to segmented distribution regions, demo- graphic variables(sex, age, monthly household income, and seasonal clothing expenditure). This study was also to analyze brand image and consumer's seeking image. The 660 questionnaires were distributed and 618 reliable ones were used for statistical analysis. A SAS statistical package including frequency table, Chi-square test, factor analysis, analysis of variance(ANOVA), Duncan's multiple range test and paired-t test was used. The results are as follows: 1. Brand awareness involves "brand recall" based on asking a person to name the brand recalled first, and "brand recognition" based on asking to identify brand name from 30 given brands. The result of recall brand test indicated that Levi's was dominant brand. People recognized about 70.8% of brands on the average. Brand recognition was influenced by segmented distribution region and demographic variables. 2. There was significantly positive relationship between brand recognition and purchasing behavior. 3. National brands were more recognized than Licensed brands. 4. The result showed that "Nix" was best represented for sophisticated brand image, "Strom" for characteristic, "Jambangee" for resonable price, and "Levi's" for classic '||'&'||' comfortable brand image. 5. As a result of factor analysis on consumer's seeking image, six factors(characteristic, young, intelligent/sexy, comfortable, exotic and popular) were found. Several factors had a relationship with preferred design, demographic variables, fashion interest, and brand recognition. variables, fashion interest, and brand recognition.

• 유통과학연구
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• 제10권11호
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• pp.39-53
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• 2012

Purpose - This study identifies relationships amongst repurchase intentions, brand equity, and preference by applying VMD of fashion retail stores. The results would help coffee shop owners and coffee makers in devising an appropriate strategy for successfully managing coffee shops. Research design, data, methodology - The VMD model of a coffee shop includes harmony, trend, and attractiveness, while brand equity encompasses brand awareness, perceived quality, and brand image. In this study, the VMD factors of coffee shops, brand equity, and brand preference, are shown as independent variables, while repurchase intention is shown as the dependent variable. The study aims to ascertain the extent of the influence configuration factors of a coffee shop have on brand equity, brand preference, and repurchase intention. Regression analysis was used to verify the mediating effects of brand preference on brand equity and repurchase intention. The measurement items were already deemed as reliable and valid in the previous study, but some modifications were made for the purposes of this study. Questionnaires were distributed to 550 consumers on a national scale, and 517 consumers amongst these were finally used as a sample for analysis using the SPSS 17.0 statistical program. Results - First, amongst the VMD configuration factors of a coffee shop, trend, and attractiveness have a positive impact on brand equity (brand awareness, perceived quality, and brand image). Second, brand equity has a positive effect on brand preference. Third, brand preference has a positive effect on repurchase intention. Fourth, brand preference plays the role of a mediator in measuring the impact of brand awareness and brand image on customers' repurchase intentions. Conclusions - The theoretical implications can be summarized as follows. First, this study proposes a theoretical basis that can be adapted to the VMD configuration factors of a coffee shop by identifying the relationship between brand equity and coffee shops. This study applies the VMD factors to the coffee shops and presents a new research model by examining the relationships amongst VMD components of coffee shops: brand equity, brand preference, and repurchase intention. Second, it clearly establishes the relationship between brand equity and brand preference by identifying the mediating effects of brand preference, given that brand equity has a positive impact on repurchase intention. The practical implications are as follows. First, development of brand equity and management can be important components for coffee shops in determining that the VMD configuration factors of coffee shops have an impact on brand equity. Second, amongst the VMD configuration factors, attractiveness and trend have a positive influence on choosing coffee shops, therefore store atmosphere should be attractively designed, while the menu and interiors should complement each other and be reviewed periodically to conform to the latest trend. Third, VMD configuration factors that are confirmed are not easily changed. Fourth, large franchises and foreign companies have strengths in scale, locations, and brand. Fifth, the different ways of campaigning should be compared to those of large franchises and foreign companies in order to increase brand equity using VMD configuration factors.

• 패션비즈니스
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• 제8권2호
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• pp.91-101
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• 2004

This research classified fashion merchandisers into different categories depending on the type of companies they worked for and inquired into their line of work. In so doing, the authors attempted to outline the work for merchandise mix performed by each type of merchandiser and provide some raw data, which can be utilized to enhance their work efficiency. The evaluation tool used for this study was the questionnaire made on the basis of preceding studies, literature, and trade journals, which was then modified through one on one interviews with fashion merchandisers. The questionnaire contained 15 questions about merchandise mix. For data analysis, SPSS Package Program was used to conduct frequency analysis, ANOVA, and Tukey's test. The findings are as follows 1. National brand merchandisers spent most time on merchandise planning, then department store buyers, followed by imported brand merchandisers, and lastly buying office merchandisers. 2. In merchandise planning, National brand merchandisers did more work overall compared to other merchandisers. In production planning, buying office merchandisers spent more time than any others on searching for new suppliers and decision-making. 3. Production planning took up a greater portion of their work for National brand merchandisers and buying office merchandisers compared to department store buyers and imported brand merchandisers. 4. Imported brand merchandisers spent more time on purchase planning and actual purchase compared to any others.