• 한국의류학회지
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• 제44권3호
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• pp.385-399
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• 2020

Corporate social responsibility is a consistently discussed theme in many industries. Most corporations engage in CSR activities and now inform consumers in detail on what they have been doing for society. It has become a critical tool of consumer communication; however, little is known regarding the role of information transparency in the context of the fashion industry. This study discusses information transparency of fashion corporations which means revealing information regarding cost and garment making processes. The research proved that the higher consumers perceive a fashion brand's CSR performance (CSP), the more they think the provided CSR information is substantial; consequently, there is a favorable evaluation of the brand. The result provides insight regarding the relationship between CSP perception, perceived information substantiality, and brand evaluation. There was a significant partial mediation effect of perceived information substantiality. Moreover, the moderated mediation effect of information transparency appeared significant on the impact of CSP perception for brand evaluation via CSR information substantiality. The process model 7 was used as an analytical tool. The results of this study implies the importance of information transparency in the fashion industry context in the digital era.

• 디지털융복합연구
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• 제16권3호
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• pp.261-273
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• 2018

본 연구는 온라인 브랜드 커뮤니티 특징이 자기 해석 수준 및 성별 차이에 따라 고객 행동에 어떤 영향을 미치는지에 대해 규명하고자 한다. 온라인 커뮤니티의 특징으로 상호작용성, 목적성, 정보제공, 활동보상으로 나누어 실증연구를 하였다. 분석 결과 첫째, 온라인 커뮤니티의 특성 중 상호작용성과 활동보상은 브랜드 커뮤니티 몰입에 긍정적인 영향을 미치는 것으로 나타난 반면, 목적성과 정보제공의 효과는 미흡한 것으로 나타났다. 둘째, 소비자가 브랜드 커뮤니티에 대한 몰입이 강할수록 구전효과 역시 높은 것으로 나타났다. 마지막으로 상호의존적 자기 해석 수준을 갖고 있는 소비자는 독립적 자기 해석 수준을 갖고 있는 소비자에 비해 보다 더 높은 브랜드 커뮤니티의 몰입을 보였으며, 여성이 남성에 비해 더 높은 브랜드 커뮤니티 몰입을 보이는 것으로 나타났다. 본 연구는 소비자의 자기해석이라는 내재적 동기를 알아봄으로써, 기업들에게 브랜드커뮤니티를 통한 효율적인 마케팅 접근법을 제시한다.

• 유통과학연구
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• 제19권2호
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• pp.77-86
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• 2021

Purpose: This study focuses on the buying Korean products by Chinese consumers through overseas direct purchase as a distribution means (tool) because they are interested in Korean products because of their excellence. Major variables are national brand, curiosity, price, product quality. Research design, data, and methodology: To make effective analysis, several tools and programs for analysis are used with SPSS Statistics ver. 23.0 and AMOS 23.0. Results: National brand, price, product quality have affirmative impacts on satisfaction and repurchase through overseas direct purchase. But curiosity does not have. Among them the most important variable is product quality. This is the same as Chinese consumers think product quality is the most valuable one when buying Korean products through overseas direct purchase. Next one is price. The last one is a national brand. Conclusions: Among the variables of overseas direct purchase, product quality has the biggest impact on satisfaction and repurchase positively. This means that many Chinese consumers are interested in product quality manufactured in Korea. Also Korean product quality is better than that of China until now. Korean companies should, strongly and continuously, have to improve the quality of Korean products because China focuses on product quality in the distribution process in the national base.

• 농업과학연구
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• 제38권3호
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• pp.593-606
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• 2011

Brand is becoming more important as a way to achieve differentiation since consumers tend to buy brands not products. This study primarily aims to determine the critical success factors of two world famous fruit brands, Sunkist and ZESPRI, and to present management strategies to enhance the value of domestic fruit brands. The lessons learned from the case studies of Sunkist and ZESPRI reconfirm the importance of essential factors for a successful fruit brand, that is, quality control, steady supply, advertising and promotion, recipes and processed products, handling items and regional boundaries.

• 한국의류산업학회지
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• 제6권5호
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• pp.575-584
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• 2004

The purpose of this study was to investigate the differences in recognition of brand and advertisement image according to the advertisement expression forms of domestic make-up cosmetics. This study was conducted by means of a questionnaire survey of female which age from twenties to the thirties. The statistics used for data analysis were frequency distribution, Percentage, mean, factor analysis, and paired t-test by the SPSS program. The results of this study were as follows. The brand and advertisement image of domestic Make-up cosmetics were classified into seven factors. : Of good quality, high-toned, modern, chic, unique, familiar, stimulative brand and advertisement image. The brand image and advertisement image recognition didn't correspond in general except HERCYNA and ETUDE.

• 한국생활과학회지
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• 제8권3호
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• pp.535-550
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• 1999

The purpose of this study was to find the awareness and attitudes of adolescent consumers toward Korean-made products with brand names of a foreign language. The survey method was utilized, and 393 middle and high school students were selected. The major findings were as follows; 1) 61.2% of the respondents have not awared the trend of foreign language brand naming of Korean-made products at all. 2) The respondents have awared the trend of foreign language brand naming of Korean-made products could affact adolescents' consumption culture. 3) The attitudes toward Korean-made products with brand names of a foreign language were found to be rather negative, and the attitudes toward the trend of a foreign language brand naming of Korean-made products were found to be also rather negative.

• 수산해양교육연구
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• 제28권5호
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• pp.1198-1208
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• 2016

The social responsibility of companies helps to produce profits through the brand asset provoking consumers' purchase intention. This study examines the perspective of the social responsibility of fishery companies and empirically analyzes the relationship between the social responsibility and customer loyalty. The study shows the four main results. Firstly, the social responsibility of fishery companies significantly affects the brand asset. Secondly, the brand asset and bland image partially affects the customer loyalty. However, the brand awareness and perceived quality of products do not significantly affect the repurchase intention. thirdly, the social responsibility of fishery companies significantly affects the customer loyalty. Finally, the social responsibility of fishery companies and the customer loyalty have a moderating effects by general firms and fishery firms(fishery distribution, fishery processing and production company).

• 패션비즈니스
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• 제26권6호
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• pp.64-81
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• 2022

Many fashion brands provide sophisticated customization services with advanced technology. Previous studies have revealed that a high level of customization aided by technology positively influences purchase intention. However, since fashion products are society-approved symbols, brand prestige and consumer propensity are expected to affect purchase behavior of customized products. This study aims to identify the purchase decision mechanism of customized products by identifying the relationships among self-expression, brand prestige, narcissistic disposition, and purchase intention. An online survey was conducted on 220 Korean women in their 20s and 30s with customization experience. The results of the data analysis showed that the affluent customization area and narcissistic disposition positively affected purchase intention. Surprisingly, when brand prestige was high and narcissistic disposition was low, the more affluent the customization area, the higher the purchase intention. However, for higher narcissistic disposition, no significant relationship was found between the customization area and purchase intention. This study provides insights into discriminatory customization strategies based on consumer propensity and the brand prestige level when providing customization services in fashion brands.

• 경영과정보연구
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• 제39권2호
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• pp.113-126
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• 2020

본 연구는 브랜드원산지의 개념을 국가이미지, 제조능력이미지로 구분하여 이들 변수들의 브랜드신뢰 및 브랜드충성도에 대한 직접적인 영향을 검증하였으며 이에서 검증된 결과인 브랜드 원산지의 브랜드신뢰에 미치는 영향을 가지고 제품별 차이점을 검증하는 것으로 논문을 마무리 하였다. 본 논문에서 나타난 구체적 시사점은 다음과 같다. 첫째, 본 연구는 브랜드원산지는 브랜드충성도에 직접적인 영향을 미치지 못하지만 브랜드충성도의 선행변수들에는 충분히 직접적 영향을 미칠 수 있다는 것을 제시하고 있다. 소비자의 제품구매나 선택에 직접적 영향을 미치기 보다는 제품 속성에 대한 평가나 브랜드 이미지에 대한 긍정적 영향을 통해 선택에는 간접적 영향을 미치는 요소로 정의하는 것이 바람직하다고 결론내릴 수 있다. 둘째, 제품특성별 브랜드 원산지 영향력의 차이는 매우 뚜렷하게 나타났다. 과거 연구들은 몇 가지 제품에 국한되어 범 제품적 테스트가 이루어지지 못하였고 그 실증력의 한계가 있다고 판단되어 본 연구에서는 다양한 제품별을 포함시키고 실제 실증적 연구를 통하여 제품별 차이를 발견하려고 했다. 관여도와 자아일치성은 브랜드원산지가 브랜드성과 변수에 영향을 미치는데 있어 매우 중요한 조절변수로 판단할 수 있는 결과가 제시되었다. 또한, 품질, 역사, 진정성 등에 관련된 인식 고저나 유무로 제품을 구분하여 제품특성을 구분하여 각 제품특성별 브랜드원산지의 역할을 본 결과 품질이 높다고 인식된 제품이 그리고 진실성이 높다고 인식된 제품이 브랜드원산지의 효과가 더 높은 것으로 나타났으나 역사는 브랜드원산지의 효과를 보여주지 못한 제품특성이었다.

• 한국의류산업학회지
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• 제6권5호
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• pp.605-612
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• 2004

This is a study which evaluates the brand personality on casual brands according to the sensibilities of consumers. Focus is placed on classifying the sensibilities of consumers through G sensibilities developed by the Fuji Research Institute in Japan, and then on investigating brand personality of casual wear, Levi's in particular. The subjects are 187 male and female college students living in the Busan area. Data were, using SPSS 10. 0 for Window, statistically analyzed by frequency and factor analysis for VARIMAX, Cronbach's coefficient, and ANOVA. The results of data analysis are as follow; First, in the distribution of G sensibility type, the majority of the respondents have G3(whimsical) type, and then followed by G1(my pace) type, G4(active) type, G2 type(active) type and then G5(sensualist) type. Second, as a result of brand personality evaluation on the casual brands, it has been represented by the following 5 factors; passion, competence, honesty, sophistication, and sentiment. Third, the brand personalities according to G sensibilities showed significant differences among respondents; G5 type(sensualist) especially showed the highest brand personality in the passion and sentiment factors, which are distinctive in the brand personality of Levi's. Consumers of G1 type, G2 type, G3 type, and G4 type showed high brand personality in the competence and honesty factors. The evaluation of brand personality, case study for products development and application, and application of the results need to be continued for follow-up study.