• Journal of Digital Convergence
• /
• v.14 no.6
• /
• pp.133-142
• /
• 2016

The purpose of this study is to test the effects of brand image and product similarity with the original on the attitude toward the counterfeit of prestige brand. Especially this study is focused on the moderating effect of perceived bland globalness (PBG) and the influence of the original attitude on the counterfeit one. The results of this study are as follows 1) brand image has a positive impact on the counterfeit attitude as well as the original one. And symbolic image is more positive than functional image on the both of them. 2)The moderating effect of PBG appeared between brand image and attitude. Namely, there is no statistical difference according to PBG in the effect of brand image on the original attitude. But the effect of brand image on the counterfeit attitude is higher in case of high PBG. 3) Product similarity of the counterfeit with the original has a positive impact on only the counterfeit attitude. And the similarity of perceived quality is more positive than appearance similarity on the counterfeit attitude. 4) The original attitude has a positive impact on the counterfeit one.

• Journal of Advanced Technology Convergence
• /
• v.1 no.1
• /
• pp.15-24
• /
• 2022

This paper tried to investigate the moderating effect of chemyon sensitivity and usage situation in the relationship between self-presentation and brand preference. Data were collected from students of universities located in Chungnam. The analysis results can be summarized as follows. First of all, the effect of self-presentation on symbolic brand preference was not significant in both public and private use situations. On the other hand, the effect of self-presentation on functional brand preference was found to be significant in both situations. Second, the main effect of chemyon sensitivity was significant only when it had a negative effect on functional brand preference in public situations, but was not significant in other cases. Third, looking at the interaction effect of self-presentation and chemyon sensitivity, the brand preference did not show significant changes in those with relatively low chemyon sensitivity, regardless of the level of self-presentation, whether in public or private situations. This study is meaningful in that it reveals that chemyon sensitivity affects brand preference through interaction with self-presentation, whether the consumption situation is public or private.

• Journal of the Economic Geographical Society of Korea
• /
• v.25 no.4
• /
• pp.641-656
• /
• 2022

This article investigates how Baedal Minjok(BaeMin) has grown to be a dominant mobility platform operator in food delivery sector in South Korea and what roles its brand and branding have played in the process, drawing on the idea of origination. For the purpose, BaeMin is considered as a typical platformized mobility service provider and origination is framed to be an appropriate analytical lens for the business sector. For the origination conception, unlike mainstream neoclassical theory and concepts, is able to deal fairly well with the issues of imperfect competition, imperfect information, and monopolistic brand rent, which are apparent in today's platformized mobility services. Drawing evidence from textual data, empirical analysis pays particular attention to discursive and symbolic dimensions of BaeMin's socio-spatial biography. It is found that national origination underpinning ethnicity comprises an important pillar of BaeMin's brand and branding. Another form of place-based origination is also observed to matter, especially in the varied relation between the mobility service brand's owner and consumers. However, this configuration of BaeMin's brand origination has yet to be fully stabilized, as it has faced with serious challenges including brand vandalism and anti-brand movement especially since its merger to German food delivery platform giant Delivery Hero in 2020. This origination crisis moment appears to be associated with a series of contractions intrinsic to so-called 'platform capitalism'.

• Korean Institute of Interior Design Journal
• /
• v.24 no.6
• /
• pp.171-182
• /
• 2015

With the increased quality of life, the meaning of houses is shifting from a functional space for the simple purpose of residing to a symbolic space representing life as personality. Starting with the advancement of IKEA into Korea last year, global brands are about to enter into Korea. As Korean brands are not certain about how to set their direction in the situation where global brands have rushed into the market, it was thought that a key to solve the problem could be found from the cases of the lifestyle stores of Japan, which is moving one step ahead of Korea. Considering the circumstances, the author limited the subjects of this study to the lifestyle stores that have already established their brand identity and have prominent expressional characteristics of interior design in Japan. Research and analysis were conducted through site inspection and books. As a study method, literature and previous research were reviewed to find the program characteristics of interactivity and participation, the spatial characteristics of accessibility and the expressional characteristics of symbolism, scene continuity and function complexity, as the basis for an analysis. The results of the analysis showed that Japanese lifestyle stores are appealing to consumers as the spaces with their own differentiated space composition and various programs, by establishing their unique concepts and explicit brand identity. It is expected that such expressional characteristics of interior design will be of help in defining the direction of interior design of Korean lifestyle stores in the future.

• International Commerce and Information Review
• /
• v.19 no.2
• /
• pp.109-141
• /
• 2017

Recently, by increasing the importance of the western China as consumer market, the need for a systematic and scientific study of the western Chinese consumers has been raised. This study researches how country image and product attributes as well as brand personality influence the western Chinese consumers' selection of Korean products. This study used the data which were collected through survey of adult consumers residing at six city of western China on Korean products' selection. Then the results are used for statistical analysis. The empirical findings are as follows: country image and product attributes as well as brand personality influence on the western Chinese consumers' selection of Korean products although there exist difference. Among three factors, the western Chinese consumers have most influences by product attributes. And brand personality in relation to its symbolic aspect has an important influence on the western Chinese consumer's Korean products selection. This study has presented the main implications of the preferred marketing strategies for Korean enterprises in the western China on the basis of these research results.

• Journal of Fashion Business
• /
• v.19 no.2
• /
• pp.103-117
• /
• 2015

The purpose of this study was to examine the uniform image of Korean herbal cosmetic brands amongst Korean and Chinese consumers. This study would enable us to explore a BI strategy to enhance international competitiveness of Korean herbal cosmetics brands. The results were as follows. The key words of BI pursued by Sulwhasoo were dignified, novel, graceful, soft, gaily, natural, Korean, modern, and international. Korean people felt that the uniform was graceful and soft, which accorded with Sulwhasoo BI, but also it was trite and dingy, indicating a negative and opposing image. On the other hand, Chinese people felt that the uniform was dignified, novel, graceful, natural, modern, and international, indicating that it matched with Sulwhasoo BI. In The History of Whoo, the key words of BI pursued by the brand were precious, soft, gorgeous, gaily, and natural. The Koreans felt that the uniform was intelligent, and decent, but conversely, it was also austere and dingy, indicating a negative image. The Chinese felt that the uniform was common, hard, austere, dingy, and unnatural, indicating an opposing image to BI. Finally, a uniform design was developed to improve on its problems, establish The History of Whoo's brand identity, and its brand image. First of all, 'The Quintessence : noble passion' was set up as a developmental concept. The textiles, clothing, and accessories were designed using the symbolic elements from The History of Whoo as a motif. Uniforms were developed for spring, fall, and summer.

• Korean Institute of Interior Design Journal
• /
• v.24 no.3
• /
• pp.79-86
• /
• 2015

Myths and architectural spaces are cultural products symbolizing ideologies and objects respectively. Myth has the structure and the contents of a unique view of the world that reflects thoughts and representations of the nationalities. This study is about 'the spaces of the memory' adapted by the mythic tradition among many aspects of the Japanese tradition. The process of this study is illustrated as follows: At first, it mentions the concept of Gilbert Durand's mythic imaginaries and prototype with the method on how the myth is applied to the architectural spaces in the cultural context. Secondly, It clarifies basic meaning arrangement of the Japanese traditional spaces related to the myth. It shows sourceful 'prototipical system' that lies in the relation between thoughts and representations, regarding the shinto's spaces in terms of mythical imaginaries and Japanness. Thirdly, it ascertains mythical structure represented in the traditional space designs on terms with 'prototype' from symbolic system of the myth. It selects the cases among Japanese contemporary architects's works designed after 1960's, and analyses the meanings. In conclusion, it clarifies that this way can be a suggestion as the space design method combining the human's imaginary property with the time-stratigraphic region, and offering creative ideas for the strategy of the space design brand image that embraces a wide range of culture, ecology, and sensibility.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.26 no.2
• /
• pp.205-215
• /
• 2002

The purpose of this study was to identity the relationship of clothing involvement, consumer characteristics, and clothing buying behavior of college female students in China. A questionnaire was developed to measure clothing involvement, materialism, conspicuous consumption, reference group influence, clothing purchasing modes, fashion information sources. The questionnaire was administered to 390 college female students in Dandong of china. The data were analyzed using percentage, frequency, factor analysis, and t-test. The results of the study were as follows: 1. Subjects were divided into low clothing involved and high clothing involved groups according to the level of clothing involvement. 2. Three dimensions of materialism were derived by factor analysis such as Happiness-pursuing, Life-centered, and Sucess-symbolic. And three dimensions of conspicuous consumption and reference group influence were derived by factor analysis such as luxury oriented, Status symbolic, Brand-name oriented, and Comparative, Informational, Normative exactly. Clothing purchasing motives and fashion information sources were factor analysed as Social and Individual mole, and Printed & Electric-wave media, Marketer managed, Personal exactly. 3. There were significant differences between high involved and low involved consumers in consumer characteristics and clothing purchasing behavior. The high involved consumers showed more importance than low involved consumers about materialism especially in Happiness-pursuing about conspicuous consumption in status symbolic and about influence of reference group in comparative. The high involved consumers put more importance than low involved consumer individual motive as clothing purchasing motive, and marketer managed in clothing fashion information. The high invoked consumers showed more importance than low invoked consumers about evaluating attributes of product, and about store patronage criterion.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.31 no.1 s.160
• /
• pp.11-20
• /
• 2007

The purpose of this study is to analyze the various signs seen on TV commercials for school uniforms since year 2000, thus uncovering the connotative meanings in them. For this study, the semiotic approach has been used. The signs seen on the TV commercials are separated into linguistic and visual signs. They are found to have symbolic connotations. The results are as follows: First, there are plenty of signs expressing the sense of belonging to the student group and sense of conformity to his or her peer group. They are intended to garner their collective identity in the peer group of teenagers. Second, the TV commercials express the self that is realizing one's value dynamically. The frequent designation of 'I', 'me' and 'myself' represents that I am at the center of the world. Furthermore, the suggestion of diverse student roles beyond mere academic pursuits symbolically shows the ideal self that most teenagers wish to have. Third, the TV commercials implied a commercial ideology. That is expressed in the emphasis on aesthetic value that teenagers can realize their self only by consuming expensive school uniform brands. Forth, there are many signs related to appearance and appearance care. They are expressed with very specific signs such as 3 : 7 proportion, long legs, small face, and so on. Repeating or emphasizing the importance of looks and a certain brand name as the tool to accomplish better looks indicates that it contains the ideology of appearance management.

• The Research Journal of the Costume Culture
• /
• v.14 no.5
• /
• pp.790-801
• /
• 2006

This study analyzed features of elements that compose a logo of inner wear brands to get the following results: First, it was found that "elegance" was the most frequently used word to express the concept of inner wear brands to be followed by words like dignity, high-end and aristocratic, words emphasizing femininity, such as feminine, romantic and sexy, words emphasizing practicality, such as convenient, practical, modern, functional and reasonable, and words emphasizing hygiene, such as clean, healthy and hygienic. This suggests that consumers nowadays pursue image more than functional aspects in the shopping of inner wear and consumers' pursuit of such values is reflected in the concept of inner wear brands. Second, unlike logos for outerwear brands that generally used initials of brand name, word-type logos for inner wear brands used the full name of brands, thus suggesting that they put more emphasis on delivery of information rather than on the symbolic aspect. In case of combining characters with concrete objects, they were found generally to use objects that give an soft, elegant and feminine image, such as flowers, woman's head and ribbons. Third, colors in the series of pink and red seemed to be used to convey the concept of inner wear brands that pursue such images as romanticism, femininity, elegance and sensibility, while colors in the series of blue, black and grey for such concepts as functionality, practicality, simplicity, health, hygiene and refinement. With reference to typeface used in the design of logos, unlike outerwear brands of which 83% use sans serif typeface for logos, relatively high percentage of inner wear was found to use typefaces of serif series to stress feminine flexibility and delicacy and give the image of elegance and classical tenderness. With reference to language used in logo naming for inner wear brands, 33 brands were found to use English and only three brands used Korean among the 36 brands surveyed. Even with inner wear brand logos that have Korean name, it was found that they used English in the use of logo marks. Like the result of previous studies, the result of this study indicates that methods to design brand logos for clothing should be incessantly sought in a way to build brand power as an important component to represent concept or function of brands and reinforce brand image.