• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.35-48
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• 2010

Today, the fashion market challenged by a maturing retail market needs a new paradigm in the "evolution of brand" to improve their comparative advantages. An important issue in fashion marketing is lifestyle brand extension with a specific aim to meet consumers' specific needs for their changing lifestyle. For fashion brand extensions into lifestyle product categories, Gen Y and Baby Boomer are emerging as "prospects"-Baby Boomers who are renovating their lifestyle, and generation Y experiencing changes in their life stage-with demands for buying new products. Therefore, it is imperative that apparel companies pay special attention to the consumer cohort for brand extension to create and manage their brand equity in a new product category. The purposes of this study are to (a) evaluate brand equity between parent and extension brands; (b) identify consumers' perceived marketing elements for brand extension; and (c) estimate a structural equation model for examining causative relationship between marketing elements and brand equity for brand extensions in lifestyle product category including home fashion items for the selected two groups (e.g., Gen Y, and Baby boomer). For theoretical frameworks, this study focused on the traditional marketing 4P's mix to identify what marketing element is more importantly related to brand extension equity for this study. It is assumed that comparable marketing capability can be critical to establish "brand extension equity", leads to successfully entering the new categories. Drawing from the relevant literature, this study developed research hypotheses incorporating brand equity factors and marketing elements by focusing on the selected consumers (e.g., Gen Y, Baby Boomer). In the context of brand extension in the lifestyle products, constructs of brand equity consist of brand awareness/association, brand perceptions (e.g., perceived quality, emotional value) and brand resonance adapted from CBBE factors (Keller, 2001). It is postulated that the marketing elements create brand extension equity in terms of brand awareness/association, brand perceptions by the brand extension into lifestyle products, which in turn influence brand resonance. For data collection, the sample was comprised of Korean female consumers in Gen Y and Baby Boomer consumer categories who have a high demand for lifestyle products due to changing their lifecycles. A total of 651 usable questionnaires were obtained from female consumers of Gen Y (n=326) and Baby Boomer (n=325) in South Korea. Structural and measurement models using a correlation matrix was estimated using LISREL 8.8. Findings indicated that perceived marketing elements for brand extension consisted of three factors: price/store image, product, and advertising. In the model of Gen Y consumers, price/store image had a positive effect on brand equity factors (e.g., brand awareness/association, perceived quality), while product had positive effect on emotional value in the brand extensions; and the brand awareness/association was likely to increase the perceived quality and emotional value, leading to brand resonance for brand extensions in the lifestyle products. In the model of Baby Boomer consumers, price/store image had a positive effect on perceived quality, which created brand resonance of brand extension; and product had a positive effect on perceived quality and emotional value, which leads to brand resonance for brand extension in the lifestyle products. However, advertising was negatively related to brand equity for both groups. This study provides an insight for fashion marketers in developing a successful brand extension strategy, leading to a sustainable competitive advantage. This study complements and extends prior works in the brand extension through critical factors of marketing efforts that affect brand extension success. Findings support a synergy effect on leveraging of fashion brand extensions (Aaker and Keller, 1990; Tauber, 1988; Shine et al., 2007; Pitta and Katsanis, 1995) in conjunction with marketing actions for entering into the new product category. Thus, it is recommended that marketers targeting both Gen Y and Baby Boomer can reduce marketing cost for entering the new product category (e.g., home furnishings) by standardized marketing efforts; fashion marketers can (a) offer extension lines with premium ranges of price; (b) place an emphasis on upscale features of store image positioning by a retail channel (e.g., specialty department store) in Korea, and (c) combine apparel with lifestyle product assortments including innovative style and designer’s limited editions. With respect to brand equity, a key to successful brand extension is consumers’ brand awareness or association that ensures brand identity with new product category. It is imperative for marketers to have knowledge of what contributes to more concrete associations in a market entry into new product categories. For fashion brands, a second key of brand extension can be a "luxury" lifestyle approach into new product categories, in that higher price or store image had impact on perceived quality that established brand resonance. More importantly, this study increases the theoretical understanding of brand extension and suggests directions for marketers as they establish marketing program at Gen Y and Baby Boomers.

• Journal of Mushroom
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• v.7 no.1
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• pp.37-43
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• 2009

Gyeongbuk Agricultural Technology Administration carried out the nation opinion research to mushroom industry in 115 of the citizen and the provincials from 10/17/2008 to 10/18/2008. Which was for both grasping the citizen's opinion and habits and understanding farmers'. The result of the research is the following. 37.4 percent people preferred Lentimus edodes among the all respondents and 27.0 percent preferred Flammulina velutipes. As for the purchasing place, 57.4 percent buy them in large retail stores, 40.9 percent buy them in traditional markets. 67 percent of the respondents mainly use them in fall, 31.3 percent use them in winter. 88.7 percent of them mainly eat the mushrooms at home, 11.3 percent is at restaurants. 63.5 percent of them responded that the price of mushrooms was resonable, 26.1 percent answered that was expensive. In appearance, 27 percent of them chose yellow Flammulina velutipes as a good-looking mushroom, 19.1 percent chose Lentimus edodes.

• The Journal of the Korea Contents Association
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• v.17 no.8
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• pp.535-550
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• 2017

The purpose of this study is to identify the factors that customers perceive as important relationship investment in the relationship efforts provided by retailers for customer relationship purposes and to explain the mediating role of relationship quality such as trust, relationship commitment in the relationship perceived relationship investment and relationship performance. For this study, 270 respondents were surveyed and data were analyzed using SPSS 21.0 and AMOS 20.0 statistical package. Statistical analysis tools, such as SPSS 21.0 and AMOS 20.0 were utilized for ensuring the validity and the reliability, whereas the SEM method was used for testing the research hypothesis. The results of study are as follows. Financial efforts and structural efforts have affected perceived relationship investment. Perceived relationship investment affected trust and relationship commitment but not loyalty. Trust influenced relationship commitment and loyalty whereas relationship commitment did not affect loyalty. Therefore, it is important for retail marketing managers to provide tangible rewards and special benefits at all times in order to recognize that they are doing the best service efforts for customer relations. In order to secure long-term and stable profits by establishing a relationship with them, the service marketing strategies should be promoted to enhance the relationship quality by raising the level of trust.

• Journal of Distribution Research
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• v.10 no.2
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• pp.73-97
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• 2005

The importance of emotional factors like as product aesthetics, branding strategies and service quality is increasing in today's marketplace. At the point of fashion product purchases, emotional factor is mainly related to personal selling. Rasearches related to job aptitudity of fashion salesperson are necessary as their role becoming more serious. This study was designed (1) to determine factors of job aptitudity of fashion salesperson; and (2) to examine relations between job aptitudity of fashion salesperson and other variables: demographics, job statistics, fashion involvement fashion innovativeness, ongoing information searching and job satisfaction. As a result, job aptitudty of fashion salesperson was determined into six dimensions by factor analysis: product knowledge, professionalism, involvement to the present profession, marketing cooperator, customer orientation and self management. Marketing cooperator and product knowledge was relatively !ow compared to other aptitudity factors. This finding suggests that the special education programs including textile/fashion product knowledge and value of field information for fashion salesperson is needed to enhance the integrated fashion marketing. The job aptitudity of salesperson was correlated with fashion involvement, fashion innovativeness, ongoing information searching, and job satisfaction. The job aptitudity-related scales which showed significant relation to job aptitudity in this study could be used as the index to examine the job aptitudity of potential employees of fashion retail company.

• Journal of Microbiology and Biotechnology
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• v.20 no.2
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• pp.391-396
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• 2010

The purpose of this study was to investigate the biosafety of Vibrio parahaemolyticus in raw salad vegetables at wet markets and supermarkets in Malaysia. A combination of the most probable number-polymerase chain reaction (MPN-PCR) method was applied to detect the presence of V. parahaemolyticus and to enumerate their density in the food samples. The study analyzed 276 samples of common vegetables eaten raw in Malaysia (Wild cosmos=8; Japanese parsley=21; Cabbage=30; Lettuce=16; Indian pennywort=17; Carrot=31; Sweet potato=29; Tomato=38; Cucumber=28; Four-winged bean=26; Long bean=32). The samples were purchased from two supermarkets (A and B) and two wet markets (C and D). The occurrence of V. parahaemolyticus detected was 20.65%, with a higher frequency of V. parahaemolyticus in vegetables obtained from wet markets (Wet market C=27.27%; Wet Market D=32.05%) compared with supermarkets (Supermarket A=1.64%; Supermarket B=16.67%). V. parahaemolyticus was most prevalent in Indian pennywort (41.18%). The density of V. parahaemolyticus in all the samples ranged from <3 up to >2,400 MPN/g, mostly <3 MPN/g concentration. Raw vegetables from wet markets contained higher levels of V. parahaemolyticus compared with supermarkets. Although V. parahaemolyticus was present in raw vegetables, its numbers were low. The results suggest that raw vegetables act as a transmission route for V. parahaemolyticus. This study will be the first biosafety assessment of V. parahaemolyticus in raw vegetables in Malaysia.

• Journal of Internet Computing and Services
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• v.18 no.1
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• pp.57-64
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• 2017

Recent automobile manufacturing technology has improved not only the function and performance of cars, but also the audio systems in cars so as to increase their marketability. Automobile manufacturers always have the option of simply installing an expensive acoustic system to help customers enjoy a high-level sound quality car audio system. However, this also tends to increase the MSRP (Manufacturer's Suggested Retail Price) of the car. Therefore, it is desirable, where possible, to enhance the sound quality of plainer, less expensive audio devices to help customers feel as if they have a high-quality and expensive audio device in their car. In order to make this happen, the manufacturer must develop an optimal interior environment and audio system at a relatively lower cost. To this end, features of the car audio system can be enhanced by analyzing audio frequency response and using performance metrics to figure out the characteristics of the human auditory system. This study analyzed the sound field of Korean Recreation Vehicles (RVs) using the Internet of Things (IoT) sensor for the measurement of car audio system. As a result, high energy of sensitive bandwidth, one of the human auditory characteristics often makes annoying sound. This study also found that increasing the frequency response flatness is required by taking human auditory field into account when designing the car audio system for the future.

• Journal of Distribution Science
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• v.13 no.7
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• pp.73-83
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• 2015

Purpose - Recently, many large retailers have been frequently purchasing commercial brands. Not only the quality of products purchased but also the brand images are of concern in this process. Based on this rising trend, commercial brands have become an important issue in the retail business world, along with increasing general interest as well. Thus, this study focuses on the factors affecting commercial brand images and clarifies the impact of the resulting factors as well. First, store images and familiarity, price sensitiveness, and knowledge are presented as the effect factors for commercial brands. Second, the study tries to clarify the effect of commercial brand image on the reliability and loyalty of customers. Research design, data, and methodology - To conduct the study methodology, 250 questionnaires were distributed to retailers who have used large discount stores located in Busan to purchase a commercial brand a total of 234 valid questionnaires were used in the final analysis. To verify the hypotheses, a structure equation formula using Amos 20.0 was calculated. First, prior to the verification of hypotheses, the reliability and feasibility of the questions were tested, and as a result, the value of Cronbach's alpha was higher than 0.7, thereby showing reliability. Additionally, for the verification of the feasibility of the questions, a confirmation factor analysis was implemented. Results - First, variances such as store images, familiarity, price sensitivity, and knowledge were presented as the factors of effect on commercial brands. As a result of the hypotheses verification, all the effect factors presented in this study were confirmed as important variables of commercial brand images. The hypotheses were drawn based on the studies relating to existing commercial brands, and thereby, a result similar to previous studies was produced. However, the effect factors of the commercial brand image presented in this study shaped a new study model based on the previous studies. Second, it was found that commercial brand images had positive effects on the reliability and loyalty of customers. This study presented reliability and loyalty as the resulting factors of commercial brand image because they are the most important factors in relation to customer behavior and variables that can suggest marketing points for distribution businesses. Conclusions - This study focused on clarifying the factors that are important effect factors for commercial brand images. As a result, all the hypotheses were confirmed in this study, indicating a meaningful result, and thereby suggesting many points that can be presented to distribution businesses. First, the proper strategies should be developed based on the hypothesis that a store image, the familiarity of customers with brands, and the price sensitiveness and knowledge level of customers have an important effect on the choice of commercial brands. Additionally, the formation of such favorable images will have positive effects not only in terms of customer trust in the commercial brands but also in terms of their loyalty.

• Journal of Distribution Research
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• v.12 no.3
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• pp.1-21
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• 2007

This study introduces 'Free Market' that was recently developed in front of Hongik university. 'Free market', as a place for transactions for art products produced by artists or prospective artists, is held regularly every Saturday in front of Hongik university. This study collected data through in-depth interviews with participants and participant observations at the market to analyze the success factors of 'Free Market'. We described development process, unique characteristics of 'Free Market' and new experiential values that the market provide to the participants. This free market was introduced as roadside stand in the middle of 1990s when some artists started selling their works. It passed through the growth stage after it staged the event that had mixed characteristics of 'flee market' and 'art market' at local festivals in 2001. In 2002 Sin-Chon culture forum directedculture-oriented market and the market has been developed as a current 'Free Market'. Recently 'Free Market' is comprised of steps, artists, and customers who voluntarily participated in the market. The market is held regularly every Saturday and provide various types of programs for the participants. Major characteristics of this free market were summarized as 'complex space' and 'role transition', and these characteristics provided the participants new experiential values such as 'freedom', 'emergent experiences', 'social interaction' and 'hero of festivals' through the participant role. We interpret that 'Free Market' has been successfully settled down as a new type of retail store based on these new experiential values. Therefore, this case provides very useful implications that unique experiential values that a store provides to the customers can be major sources of store competitive advantages.

• Journal of Distribution Research
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• v.15 no.5
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• pp.37-60
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• 2010

Department Stores have been in place as typical large-scale retailer in Korean retail market. After Asian financial crisis in 1997, the market share of major three department stores has been increased and they have had a dominant position in relationship with vendors or manufacturers. Thus, they are able to control sales commission. Sales commission is defined as things that department stores which contribute to products sales instead of manufacturers take some portion of price as their revenue. In other words, vendors or manufacturers pay some amount of money from their sales by contracted ratio to department stores. The problem is that vendors or manufacturers think that sales commission is high. However, department stores have a different opinion that sales commission is not high because they generate new value from gathering customers and doing marketing activity on behalf of vendors or manufacturers. Because department stores have operated with business model of renting sales space to vendors or manufacturers instead of buying goods directly from them, this situation has been taken place. The revenue of department stores depend on sales commission. Thus, they want to get a dominant power to control sales commission in relationship with vendors or manufacturers. So, they have tried to increase their size and brand power. The considered policies related in sales commission of department stores are as following: preventing monopoly or oligopoly of department store, being strength of monitoring for department stores' unfair trade, strict enforcement of law for large-scale retailer's unfair trade, and inducing win-win strategy doing voluntarily by department stores.

• The Korean Journal of Pesticide Science
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• v.16 no.4
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• pp.308-314
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• 2012

In order to monitor the residual pesticides in environment friendly agricultural commodities, fruits and fruiting vegetables. Twenty-five agricultural commodities were collected twice in May and August 2011 from nine environment friendly agricultural commodities-selling supermarkets and retail stores located in eight major cities in Korea. The number of each agricultural commodity collected, 555 samples in total, was 152 organic agricultural products, 202 pesticide-free agricultural products and 201 low-pesticide agricultural products. Pesticide residues in samples were analyzed by multiresidue method for 245 pesticides using a GC-ECD/NPD and an HPLC-DAD/FLD and the peaks suspected as pesticides were identified with a GC/MSD. As a result of pesticide residue analysis, three pesticides, bifenthrin, EPN and chlorpyrifos, were detected from four samples including apple, representing a detection rate of 0.72%. The residue levels of the four pesticide-detected samples were less than their maximum residue limits (MRLs) but one pesticide EPN detected from pear exceeded its legible criterion of one twentieth MRL. Estimated daily intakes of the pesticides detected from fruits and fruiting vegetables were less than 0.76% of their maximum permissible intake.