• 한국의류학회지
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• 제38권4호
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• pp.495-505
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• 2014

This study investigated the type of fashion brand concepts and derived the components of fashion brand concepts. A total of 125 brand concept texts of women's wear brands were collected from "2012/2013 Korea Fashion Brand Annual" (S. M. Kim, 2012). A qualitative research method was employed. To investigate the types of fashion brand concepts, the texts were classified into three types such as functional, symbolic, and experiential concepts, and four complex types such as functional/symbolic, functional/experiential, symbolic/experiential, and functional/symbolic/experiential concepts. Open coding and axial coding provided the components of fashion brand concepts. The results were as follows. First, an investigation of the types of fashion brand concepts indicated differences in the types of fashion brand concepts and the types of general product brand concepts. One content of a fashion brand concept could be interpreted as more than two concept types; consequently, many fashion brand concepts did not fit the notion of the types of general product brand concept. Most fashion brand concepts simultaneously encompassed more than two types of brand concepts at once. Second, the components of fashion brand concepts consisted of 55 subjects, 7 sub-categories (physical/intrinsic product characteristics, symbolic/conceptual product characteristics, target demographics, target consumer behavior, brand capability, brand values, and brand management/marketing) and 3 categories (product, target consumer, and brand).

• 한국의류산업학회지
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• 제10권4호
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• pp.499-505
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• 2008

The Purpose of this study is to research the relations between brand attachment and brand loyalty depending on symbolic consumption propensity toward fashion goods. Subjects were 391 women in their twenties to fifties who live in Gyungsang Province and have purchased the fashion goods. Frequency analysis, reliability analysis, factor analysis, multiple regression analysis, and one-way layout variance analysis were conducted using SPSS 13.0 as data analysis. The findings from the analysis are described in the following: Uniqueness and materialism out of the symbolic consumption propensity toward fashion goods had positive effects on the elements of brand attachment such as love, care, and knowledge. Brand loyalty was influenced positively by social face sensitivity and materialism among symbolic consumption toward fashion goods.

• 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.

• 디지털산업정보학회논문지
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• 제19권4호
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• pp.155-162
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• 2023

This study analyzed the impact of negative information on co-branding, targeting co-branding consisting of a symbolic brand and a functional brand with similar brand assets. Through attribution theory, when consumers are exposed to negative information, they will infer the cause of the negative information. As a result, it was confirmed that when co-branding with a symmetrical symbolic brand and a functional brand, negative information has different effects on co-branding depending on the type. Negative information about the quality of co-branded products had a more negative impact on consumer attitudes than negative information about the iconic brand. It was confirmed that negative information about functional brands has a smaller impact than negative information about co-branding, but has a greater impact than negative information about symbolic brands. In addition, it was confirmed that negative information about the symbolic brand had a smaller negative impact on co-branding than negative information about the quality or functionality of the co-branded product.

• 유통과학연구
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• 제21권10호
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• pp.109-121
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• 2023

Purpose: This study aims to verify whether avatars that embody different brand concepts offer different experiences to users. Furthermore, this study explores the relationship between user identification with avatars and their actual brand purchase intentions. Research design, data and methodology: The research design employed a between-subjects approach, with two independent variables: brand concept and avatar. The measured dependent variables were brand experience in extended reality (XR) and purchase intention. Additionally, brand attitude served as a control variable. Results: First, in virtual brand spaces with symbolic benefits, ideal avatars were found to elicit higher levels of brand experience than actual avatars. Specifically, participants reported elevated levels of entertainment and relational assembly experiences in symbolic brand spaces. Second, this research reveals that the relationship between users' identification with avatars and their intention to make actual brand purchases is mediated by brand experience in XR. Conclusions: The findings suggest that ideal avatars evoke higher levels of brand experience within symbolic brand spaces, particularly in entertainment, relational connection, and a sense of community. Furthermore, this study establishes the role of brand experience in XR as a mediator between avatar identification and purchase intentions.

• 산업융합연구
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• 제4권1호
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• pp.133-152
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• 2006

The objectives of this study are as follows. First, we try to find out if self-congruity between brand personality and self-image overall has significant influence on the attitude toward brand. Second, we figured out whether functional, experiential, and symbolic values have influence on the attitude toward brand. Third, we figured out if self-congruity between brand personality and self-image has significant influence on a functional, experiential, and symbolic values. Main results are as follows. Consumers tend to prefer certain brand of casual wears in accordance with their cognized brand-personality and self-image. Functional values of Bean-Pole, Hazzys, and Tommy's except Polo have positive influence on attitude toward brand. Experiential and symbolic values of all the four brands have positive influence on attitude toward brand. However, the influences of self-congruity between brand personality and self-image on individual brand varied.

• 동아시아식생활학회지
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• 제27권4호
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• pp.431-441
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• 2017

The purpose of this study was to analyze the effect of consumers' perceived brand benefits toward brand coffee shops on continuous purchase intentions as well as the mediating effect of brand trust. The survey was conducted on coffee consumers aged 20~40 years living in Seoul and who visited brand coffee shops exposed as product placement (PPL) in TV dramas. Out of 400 questionnaires distributed to consumers, 381 questionnaires (95.3%) were analyzed. Consumers were more interested in places (60.1%) than the products (39.9%) of the coffee shops exposed as PPL. Over half (54.6%) of the respondents showed a positive attitude towards coffee shop PPLs. All three brand benefits perceived by consumers (functional, symbolic, and empirical) had significant positive effects on brand trust and continuous purchase intention. In particular, symbolic benefit has the greatest impact on continuous purchase intention towards the brand. Brand trust had a mediating effect between perceived brand benefits and continuous purchase intentions. Therefore, it is necessary to focus on enhancing the perceived symbolic benefit of the brand to effectively maintain customer relationships. The results suggest that when planning positioning concepts, considering the importance of brand benefits is the best way to increase the competitiveness of coffee shop brands.

• 한국융합학회논문지
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• 제6권5호
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• pp.199-206
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• 2015

본 연구는 페이스 북 브랜드 팬 페이지 사용자들이 추구한 편익을 기능적, 정서적, 상징적 편익의 세 차원으로 분류하여 이들 편익이 브랜드 애착과 브랜드 몰입에 어떠한 영향을 미치는지를 구조적으로 살펴보고자 하였다. 연구 결과, 기능적 편익에 비해 감성적 편익이 브랜드 애착을 형성하는 데 중요한 역할을 하는 것으로 나타났다. 또한 상징적 편익과 기능적 편익 간의 비교에서는 상징적 편익이 브랜드 애착 형성에 중요한 역할을 하는 것으로 나타났다. 그러나 감성적 편익과 상징적 편익은 차이가 없이 브랜드 애착에 영향을 미치는 것으로 나타났으며, 브랜드 애착은 브랜드 몰입에 영향을 주는 선행 변수라는 점이 확인되었다.

• 한국의류학회지
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• 제28권2호
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• pp.243-251
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• 2004

This study was interested in examining the image of a co-brand with the case of＇CHIMERIC＇, the co-brand of Daegu city in Korea. The purpose of the study was to investigate the difference in brand image by brand knowledge and the effects of brand image on brand preference, brand purchase, and brand satisfaction. A total of 354 questionnaires collected from the region(Daegu)＇s residents, who were aware of CHIMERIC, were analyzed. Factor analysis extracted 6 factors of brand image including symbolic image, product, ad, price, distribution, and publicity. The results revealed that there were differences in product and publicity images by brand knowledge. Symbolic and publicity images and brand knowledge affected brand preference, which in turn had the strongest effect on brand purchase. Brand knowledge also affected brand purchase while no direct effect of brand image was observed. Brand satisfaction was affected by brand preference, publicity, and ad image.

• 경영과정보연구
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• 제34권2호
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• pp.79-95
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• 2015

본 연구는 브랜드 라이센싱이 소비자의 브랜드인지구조에 미치는 영향을 살펴보기 위해 진행되었다. 소비자 입장에서 브랜드는 상품에 관한 제한된 정보를 보충해주는 강력한 정보 원천이다. 브랜드확장전략은 강력한 브랜드를 가진 유명기업이 활용할 수 있는 전략적 대안이지만 브랜드파워가 약한 기업은 활용하기 힘든 전략이다. 이에 본 연구는 다수의 기업이 활용할 수 있는 브랜드 라이센싱에 관심을 갖고 라이센싱 및 상품유형과 브랜드 경험가치의 적합성이 소비자 위험지각에 미치는 영향을 탐구하였다. 이를 위해 상징재인 가방과 경험재인 크루즈상품을 런칭하려는 가상의 기업을 설정하고, 경험적 가치와 상징적 가치를 지닌 유명브랜드를 라이센싱하는 상황을 가정하는 유사실험을 진행하였다. 조사결과 소비자의 위험지각은 브랜드 태도에 음(-)의 영향을 주는 것으로 나타났다. 상품유형과 라이센싱된 브랜드의 적합성은 상징재보다 경험재에서 소비자의 위험지각을 더 많이 줄여주는 것으로 분석되었다. 특히 상징재의 브랜드라이센싱은 경제적위험과 기능적 위험지각을 축소해주지 못하는 것으로 나타났다.