• 융합경영연구
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• 제11권4호
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• pp.89-99
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• 2023

Purpose: This study explores the relationship between future time perspective and older consumers' masstige product consumption, specifically, their intention to purchase masstige brand products, with a focus on their motivational drives from an functional value and symbolic value perspective. Research design, data and methodology: Data were collected through an online questionnaire from 419 people aged 54 to 64 years in South Korea and the hypotheses were examined using structural equation modeling. Results: Our results indicated that middle-aged and older consumers who have expanded future time perspective have higher intention to purchase masstige brands and their functional value and symbolic value of masstige brands were found to mediate future time perspective and intention to purchase masstige brands. Conclusions: The findings offer insights into masstige brand consumption by older South Korean consumers that may be useful for both academics and marketers.

• 유통과학연구
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• 제21권4호
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• pp.1-10
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• 2023

Purpose: This study aims to analyze the impact of Brand Anthropomorphism and Intimacy on Brand Engagement, and at the same time analyze the regulatory effect of Brand Reputation on the relationship between Brand Anthropomorphism and Intimacy and the relationship between Intimacy and Brand Engagement in terms of distribution brand. Results: The findings show that Brand Anthropomorphism, Intimacy, and Brand Reputation are important value factors in customers' minds toward their behavior, and from there, they will contribute to creating positive emotions and interactions between consumers and brands. Research design, data, and methodology: This article used the quantitative technique utilizing PLS-SEM software to test the hypothesis with 1,060 samples. Collected data shows that consumers in Ho Chi Minh City have positive emotions and interactive and social behaviors toward smartphone brands. Conclusion: The study has demonstrated the conclusions and proposed solutions to help smartphone brands build Brand Anthropomorphism while enhancing Brand Reputation thereby achieving Intimacy, which leads to consumer Brand Engagement. In addition, this study complements the concept of Brand Anthropomorphism which is lacking in theoretical background and is the first study in Vietnam to explore the prefixes and suffixes of the concept of Brand Anthropomorphism and the regulatory role of Brand Reputation.

• 한국의류산업학회지
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• 제18권2호
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• pp.167-175
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• 2016

Brand personality is the human-like traits of brands that consumers can use to identify brands. Despite the importance of brand personality, there has been limited research about it in Korea recently, especially for casual apparel brands. Considering the changes in lifestyle and the increasing popularity of leasure activities in Korea, it is important to analyze the brand personality of casual brands for understanding Korean consumers. This study aimed to analyze the brand personalities of eight well-known casual brands in Korea, and to investigate the relationship between the brand personalities and brand preference. Specifically, this study questioned whether the similarity in brand personalities leads to similar patterns of preference for the brands. The eight brands were carefully selected so that they can well represent the diversity in the dimensions of perceived brand personality, while also being well-known to the participants of the survey. Factor analysis of the data from the survey of Korean university students yielded five factors of brand personality: liveliness, high class, ordinariness, rationality, and reliability. The eight brands showed significant difference across the five factors. Multidimensional scaling analyses of the brands were conducted based on the similarity in brand personality and brand preference respectively. The result showed significant difference in the relative distribution of the eight brands in the two-dimensional space of the analyses.

• 산경연구논집
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• 제14권4호
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• pp.1-10
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• 2023

Purpose: This paper aims to investigate how self-regulatory focus (SRF) influences the relationship between perceived brand localness (PBL) and purchase intentions (PI). This research adopted both domestic and foreign-owned brands to examine the moderating effect of self-regulatory orientations and product types respectively to exclude the interference of brand origin. Research design, data, and methodology: This study surveyed Chinese consumers and collected data using social media applications. ANOVA analysis and PROCESS modeling were adopted to complete the empirical analysis. Results: This research demonstrates that brand origin does not inhibit the positive impact of PBL on purchase intentions regardless of whether it originates from mainland China or not. Study 1 proved that the effect of PBL on PI is more convincing among consumers with promotion focus orientations. In study 2, higher purchase intentions were found for hedonic perceived local brands among promotion-focused consumers while significant preferences were found for utilitarian perceived local brands among prevention-focused consumers. Conclusions: This research complements the literature about the potential psychological factors influencing PBL and contributes to marketers in developing effective marketing strategies and appropriate positioning decisions. Overall, this study has important theoretical and managerial contributions to international marketing, particularly in the context of the current recession.

• 한국의류학회지
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• 제37권7호
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• pp.894-906
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• 2013

The Chinese fashion market is a fierce battlefield for foreign brands and domestic brands. This research carefully analyzed several effects based on theories related to the country of origin for brands and consumer attitudes. All data were collected by a questionnaire distributed to Chinese consumers who have experienced global fashion brands. Data collection was conducted in March 2011. A total of 382 complete responses were used for the analysis. The results were as follows: First, for Chinese brands, there was a direct consumer ethnocentrism (CET) effect on brand attitudes. Second, CET showed no effect for European brands; however, conspicuous consumption had a significant positive influence. Third, there existed direct effects of CET and economic animosity on brand attitudes for brands from an unfriendly country. There was a positive moderating effect of conspicuous consumption on the association between CET and Japanese brand attitudes; in addition, a negative situation perception aggravates the negative relationship between economic animosity and Japanese brand attitudes. The results of the study can help marketers obtain more specific knowledge of brand attitudes for target consumer groups as well as enable them to plan and implement well-suited strategies for fashion businesses in China.

• 복식문화연구
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• 제27권2호
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• pp.81-97
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• 2019

This study investigated how the image congruity of social commerce and fashion brand types affects purchase intention and how trust and price sensitivity moderate this relationship. National brands, private brands, and non-brands were used as brand types in the present study. The online survey method was used to gather the data, and 232 data samples were analyzed. The results of the research were as follows. Consumers perceived greater image congruity between social commerce and non-brands, followed by private brands and national brands. The significant perception differences were examined by comparing the mean values. There was a significant positive effect of image congruity of social commerce and non-brands on purchase intention. However, insignificant effects were found for image congruity between social commerce and private brands and national brands. In addition, trust and price sensitivity positively predicted social commerce purchase intention. A significant moderating effect of trust was found on the relationship between purchase intention and image congruity of social commerce and non-brands. A moderating effect of price sensitivity was found on the relationship between purchase intention and image congruity of social commerce and private brands. The findings of the present study offer valuable insights into social commerce concerning implementing diverse fashion brands as well as academic and practical implications.

• 한국유통학회지:유통연구
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• 제15권2호
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• pp.71-99
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• 2010

본 연구에서는 애국심이 자국 및 외국 제품 평가에 미치는 영향을 실증적으로 분석하였다. 또한 애국심과 제품평가 간의 관계에 있어 소비자 자민족중심주의의 매개변수적 영향력을 분석하였다. 실증분석을 위해 서울 소재 대학에 재학 중인 학부생과 대학원생을 대상으로 설문조사를 실시하였다. 조사결과 애국심은 외국제품 평가에는 영향을 미치지 않는 것으로 나타났으나, 자국제품 평가에는 긍정적 영향을 미치는 것으로 나타났다. 또한 소비자 자민족중심주의는 애국심과 자국제품 평가 간의 관계를 매개하는 것으로 나타났다. 실증분석 결과를 토대로 연구의 의의를 논하였으며, 유통관리 측면에서의 시사점을 제시하였다. 끝으로 연구의 한계점과 향후 연구방향을 제안하였다.

• 유통과학연구
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• 제12권8호
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• pp.83-90
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• 2014

Purpose - Increasing sales of PB rice products can hinder the growth of domestic brands of rice, notwithstanding that the government is promoting domestic brands of rice. This analysis evaluated the influencing relationship among the variables of PB image, product credibility, and purchase intention of consumers who have never bought PB rice, to know the factors influencing consumers' decisions to purchase PB products. Research design, data, and methodology - PB products' brand image was analyzed as the factor that has a direct effect on purchase intention. The mediation effect of credibility on PB products is also analyzed, in terms of influencing the relationship between PB products' brand image and purchase intention. The analysis is performed on consumers that have not purchased a PB product and consumers who have purchased PB products from major distributors. Data is collected through questionnaires, from 389 of responders, and the AMOS 19.0 statistics package is used as a statistical tool. Results - It is proven that brand image has direct effects on the credibility of the product, and the credibility of product has a direct effect on purchase intention. However, it is revealed that brand image does not directly affect purchase intention, but that brand image indirectly affects it through the credibility of the product. Although the customers' recognition about PB image is low, the result shows that PB products' external attributes have effects on customers' purchase intention relating to the PB product. Therefore, it is important to establish the credibility of the PB product more than other products in terms of marketing. Conclusions - The following are the implications of the study. First, in a rice brand promotion, the credibility of the product should be ensured by a uniform brand image. To ensure the credibility of a product, the RPC brand and other brands should be unified, and the unified brand image should be applied to every product. Second, the package must possess a design as well as contents that could build consumers' perception of product credibility. Products' external attributes contribute to their credibility, which leads the consumers to purchase the products, including those consumers who have never bought PB rice products. Therefore, the products' credibility and sales can be reinforced by applying information about consumers' considerations when buying the PB rice product in different colors, font sizes, and packaging designs. This study is meaningful in two ways. First, it seeks to identify an NB revitalization strategy by exploring the purchasing behavior of customers who have no experience in buying PB rice products. Second, the results of previous studies about general brands are considered and applied in this study in order to investigate the influencing relationship among different factors of PB products. However, this study is a consumer awareness investigation; therefore, its results only have limited meaning to the relationship between brand image and purchase intention.

• 농촌지도와개발
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• 제10권1호
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• pp.87-101
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• 2003

Recently, rice producers and related institutions have started to brand rice to increase sale. Despite such trend and the significance of rice branding to many parties including policy makers, no previous research has studied the relationship between consumers' psychological and socio-economic factors that underline consumer choice and judgment of branded rice. This paper discusses the variables related to branding through a survey based on 242 convenience consumer samples selected in Seoul metropolitan area in Korea, and presents the results and their implication for future research. The major findings are: 1) Consumers are reasonably well aware of rice-branding practices, and the main source of such information is in-store displays and packages, 2) It appears that consumers in general choose a rice brand based mainly on its taste and nutrition, and 3) the perceived difference among rice brands differs depending on some consumer characteristics. The perceived differences among rice brands in taste and in nutrition are relatively high for brand-loyal consumers and high-income consumers respectively. The perceived difference among rice brands in brand reputation is also relatively high for young, low-income, and brand-loyal consumers.

• 경영과정보연구
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• 제29권1호
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• pp.97-115
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• 2010

사람과 브랜드가 관계를 가질 수 있다는 개념은 '브랜드 관계' 또는 '소비자-브랜드 관계'라는 개념으로 논의되어 왔다. 브랜드 관계의 질이 높으면 해당 기업은 마케팅 비용을 줄일 수 있고, 소비자 보유율을 높일 수 있으며 브랜드 자산을 높임으로써 결과적으로 더 높은 수익을 가져올 수 있다는 점에서 상당히 중요한 연구주제로 다루어져 왔다. 그러나, 이제까지의 연구들은 브랜드관계이론의 적용가능성을 제대로 논의하지 못하고 연구자의 관점에서 소비자와 브랜드 간의 관계사고는 당연시 되는 경향이 있었다. 이러한 점에서 본 논문은 브랜드 의인화의 타당성 및 본 논문은 구체적인 브랜드 유형별 관계전략에 대해 논의하고자 하였는데 그 연구결과는 다음과 같다. 첫째, 많은 기업들이 그들의 브랜드에 의인화 마케팅전략을 시도하지만 실제, 소비자들은 브랜드를 그렇게 많이 의인화하지 않을 수 있다. 둘째, 의인화의 가능성은 소비자와 브랜드간의 상호작용성이 높고 즐거움을 많이 주는 제품군일수록 더욱 높았으나 브랜드 관계에는 이러한 점이 영향을 미치지 못하였다. 마지막으로 본 논문은 소비자의 브랜드 의인화정도가 높다는 것이 브랜드 관계를 높이는 중요한 요인은 아니었다는 것을 제시하였다.