• Korean Journal of Human Ecology
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• v.21 no.1
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• pp.151-163
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• 2012

The purpose of this study was to examine the effects of perceived fit and brand transfer on extension evaluation in luxury fashion brands. The instrument for this research was a self-administered questionnaire based on a previously developed scale. The variables addressed in this scale included perceived fit, brand value for both parent brand (clothing) and extension brand (home line), extension brand association, and purchase intention of the product in extension brands. The participants in this research comprised of 215 female consumers between the ages of 19 and 51 demographically distributed nationwide. Data were analyzed by descriptive statistics, paired t-test, factor analysis, and regression analysis via SPSS 12.0. Findings showed that brand value consisted of two factors: cognitive and hedonic value in luxury fashion brands. Parent brand value was significantly related to perceived fit with a positive effect on brand association and hedonic value in extension brands. With respect to brand transfer, cognitive value of the parent brand increased the extension brand's cognitive value, while hedonic value of the parent brand increased the extension brand's hedonic value. In addition, purchase intention of the product in the extension brands was determined by the perceived fit and hedonic value of extension brands. This study also discusses the managerial implications for marketers in developing effective luxury brand extensions into new product categories, which leads to a synergy effect in building brand equity in the luxury fashion market.

• Journal of the Korean housing association
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• v.21 no.2
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• pp.31-39
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• 2010

The trend in which an apartment is regarded as not only a substantial property or 'residence' but also as a 'means of self-expression' for consumers is increasing in the present housing marketing, and thus, the apartment brand image has become an important field of marketing management. Therefore, the present study aimed to verify the difference between the image of a housing brand and the self-image of consumers in order to propose a singular direction of strategies for the formation of a differentiated brand image. As a result of research, analysis showed that there is a trend in which consumers show a more positive attitude towards a brand apartment that has a brand image closer to an ideal selfimage. Even if this trend is weak, it was confirmed that the consentaneity between a brand image and the self-image of housing products can become a variable having some influence on brand attitude. The survey method compared a brand image and a self-image by using Likert's 5-point scale on the apartment brands of the top three companies according to the study result of a national brand competitiveness index (NBCI). Self-consentaneity was determined by using the distance measurement model of self-consentaneity proposed by Sirgy (1982). The study data was collected from 210 persons and the PASW program was used for statistical data analysis.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.1
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• pp.170-181
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• 1999

The aim of this paper was to look at the distribution intensity for the women's formal wear industry. Most of the previous works on the distribution design have stressed product characteristics and consumer's shopping behaviours. The firm especially in women's aopparel industry recently has had difficulty in how to decide and to select the distribution numbers in the domestic market. Thus five hypothesis were set based on the data in '98Korea Fashion Guide describing the brand of women's wear in detail. It has been published by Korea Fashion Association in 1997. The variables of this study were the price the total sale the launching period the target customer's age and brand origins related with domestic or foreign. 579 brands had been analyzed with percentage anova duncan's test pearson's correlation and t-test. the results were as follows: In general the higher the price of the product is the less intensive the distribution of the women's apparel industry is. The higher the total sale is and the younger the target customer's age is the more intensive the distribution of the women's apparel industry is Besides there is difference between the domestic brand and the foreign brand in the distribution intensity. There is no relationship between the launching period of the brand and the distribution intensity. In addition four brand types were classified into the national brand the designer brand the licensed brand and the imported brand. Satatistically variables have shown different relations in terms of each brand type.

• Journal of the East Asian Society of Dietary Life
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• v.22 no.1
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• pp.120-132
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• 2012

The purpose of this study was to investigate thet 5 dimensions of brand personality that could affect brand attachment, and actual and ideal self-congruence in the family restaurant. Also, this study investigated the effects of actual and ideal self-congruence on brand attachment. Questionnaires were given to a sample of customers who visited one of the 4 famous national brands of family restaurants in Daegu. A total of 332 questionnaires were analyzed with SPSS/$PC^+$and LISREL. There were four major empirical research findings. First, sincerity, competence, sophistication and ruggedness affected brand attachment. And second, sincerity, competence and sophistication affected actual self-congruence. Third, sincerity and sophistication affected ideal self-congruence. And fourth, actual self-congruence affected brand attachment. However, the excitement dimension of brand personality did not affect brand attachment,; dimensions of excitement and ruggedness did not affect actual self-congruence,; dimensions of excitement, competence and ruggedness did not affect ideal self-congruence. Also, ideal self-congruence did not affect brand attachment. Based on these findings, marketers of family restaurants were recommended to strengthen the dimensions of sincerity, competence, and sophistication, and to weaken the ruggedness dimension.

• Journal of Industrial Convergence
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• v.2 no.1
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• pp.159-186
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• 2004

One of the biggest change in the distributive market recently is that the development of private brand is progress actively since consumers purchasing behavior is tend to shift to resonable and practical planned purchase from brand image or brand name. Once the development of private brands is done successfully, the independent merchandising distinguished from other distribution companies is established, store image through customer satisfaction is strengthen and volume of sales and profit are increased. However, the existing studies in this field have not dealt with this matter systematically. Therefore, the purpose of this study is to propose an integrated framework within which to view private brand proneness. Factors found to influence private brand proneness included perceived cost, with private brand, perceived value for money, store fame, perceived risk, perceived quality variation between national and private brand products. Foe empirical analysis, the data were collected from 211 consumers who purchased the private brands in discount store and department store. With the collected survey data, reliability test, factor analysis for validity test and regression analysis for hypotheses test were conducted. Most hypotheses were accepted but on hypotheses were rejected negative relation of perceived cost and private brand proneness. Research results indicate that private brand proneness is affected by perceived value, perceived fame and there are negative relation between private brand proneness and perceived quality variation.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.4
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• pp.763-774
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• 2016

Companies have recently become interested in the importance of long-term relationships with customers because business-based marketing ideas of the past have evolved into long-term relationship-based marketing. Establishing a relationship with customers to a company is not a simple method to form a market of consumers and provider; it is now understood as an important factor directly connected to the survival of a company. This study is to help Korean fashion brands in China build an efficient strategy for sales promotion and loyal customers through the analysis of the effect of familiarity with Korean fashion brands on satisfaction and brand loyalty in a rapidly growing Chinese fashion market. An online questionnaire covering Korean fashion brands in China was completed by 377 Chinese male and female customers aged 20 to 39 years old from March 20 to March 27, 2014. Data analysis was performed by factor analysis and path analysis using SPSS 20.0 and AMOS. Both direct experiences and indirect experiences influenced brand familiarity. It showed that brand familiarity had a significant direct effect and an indirect effect through satisfaction on brand loyalty. A competitive advantage in the present Chinese fashion market requires that loyalty builds and that brand loyalty increases by creating a long-term relationship with customers when familiarity about the brand is induced.

• Journal of Distribution Science
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• v.15 no.3
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• pp.49-60
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• 2017

Purpose - The aims of this study are follows. We investigated to find out how country image and brand image affect the consumer perceived value, consumer attitude, and purchase intention of foreign infant foods in China. Especially, we focused on investigate for the moderating role of consumer knowledge between national image, brand image and consumer perceived value of foreign infant foods in China. Research design, data, and methodology - This study analyzed the effect of national image and brand image on purchase intention through consumer perceived value and consumer attitude. This study collected data for empirical analysis of Chinese consumers who have been purchase experience infant foods in China. 256 copies of questionnaire data were used for substantial analysis. Before testing the hypothesis, factor analysis was conducted to test the construct validity of measurement items. Hypotheses about effects between variables were verified using structural equation modeling analysis and hierarchical regression analysis. Results - First, the country image had a positive effect on consumer perceived value of foreign infant foods. Second, the brand image had a positive effect on consumer perceived value of foreign infant foods. Third, the consumer perceived value had a positive effect on consumer attitude. Fourth, the consumer attitude had a positive effect on purchase intention. Fifth, the consumer knowledge was moderating roles between brand image and consumer perceived value of foreign infant foods. However, the consumer knowledge did not effect of moderating between country image and perceived value of consumers. Conclusions - First, the impact of country image and brand image on consumer perceived value of foreign infant foods in China can be seen as a universal psychology of consumers who trust pure foreign products such as high quality, technology, etc. Second, consumer perceived value of foreign infant foods has a positive effect on consumer attitude, and this attitude is leading to purchase intention. Third, the consumer knowledge between brand image and perceived value acts as a moderating variable. It means that the consumer's knowledge can shape the perception of the brand image more strongly.

• Archives of design research
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• v.16 no.3
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• pp.421-430
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• 2003

During the past years private brand sales in supermarkets grew more rapidly then manufacturer brands. Store brand products account for more than one-fifth of total volume sales in the United States and are outpacing national brand growth. The most compelling reason for this increased presence in the market is their price differential with national brands. A general tendency of store brand sales in Korea also is on the increase over the years. On the other hand there is something yet to learn in the field of private label. The research has resulted in consumers changing their perception of store brand products from one of low quality to one of premium quality. Reduced price is not the only answer for store brand to be survive. The new marketing approach should include better packaging improved quality and specific advertising and promotional programs designed to increase customer awareness and sales of store brand products.

• Journal of the Korean Society of Costume
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• v.61 no.6
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• pp.131-145
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• 2011

The purpose of this study is to provide preliminary data on strategies to create a domestic prestige brand based on Korean traditional designs. This study also deals with how to promote this brand around the world. The two points mentioned above will be accomplished by examining the characteristics of the brand '3.1 Phillip Lim' which succeeded in both design and marketing during a short period of time. The method of the study will be followed. Firstly, the basic design and philosophical background of Phillip Lim was investigated, after reviewing the global luxury market and current status of overseas expansion of Korean designers through paper study and antecedent workups. Secondly, for the practical stage, design characteristics and marketing strategies were reviewed with the collections of '3.1 Phillip Lim'. Three factors found in '3.1 Phillip Lim's design success are as follows: First, practical and simple designs using fabrics of high quality. Second, handcraft elements and interesting details that differentiates his design identity. Third, femininity expressed in the feminine silhouette and color. The marketing elements that made '3.1 Phillip Lim' as a successful brand are: First, differentiated positioning as a luxurious contemporary brand. Second, brand promotion through various collaborations. Third, the gradual expansion of women's, men's, kids' apparel to accessory, lingerie and the stable flagship stores. Thus, '3.1 Phillip Lim' has combined modern and classic styles using high quality fabrics and practical designs with unique details. Through it's differentiated marketing strategy targeting New York's market, which prefers popular 'luxury contemporary brand's rather than high-end luxury brands, this brand's creativity and commercial aspects contributed to make '3.1 Phillip Lim' into a luxury brand that represents New York fashion. Korean designers who seek to enter the global fashion industry should consider applying Korean traditional designs on global designs to make favorable products and localize these products according to regional characteristics.

• Journal of Digital Policy
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• v.2 no.2
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• pp.7-14
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• 2023

The purpose of this study is to emphasize the need for brand equity management to survive in a rapidly changing medical environment by identifying the impact of digital customer experience on brand equity and analyzing the influence of hospital brand equity on word-of-mouth (WOM) intention. The main findings are as follows. As a result of analyzing the effect of digital customer experience on brand equity, the relationship between aesthetic value and brand equity, functional value and brand equity, customer service value and brand equity all showed significant results. In addition, the relationship between brand equity and WOM intention also showed significant results. These findings have practical implications for revealing the importance of the digital service environment in building hospital brand equity, in strengthening relationships with customers and WOM activities, and suggesting the provision of customer services and benefits using digital technology.