• Journal of The Korean Digital Architecture Interior Association
• /
• v.5 no.2
• /
• pp.43-51
• /
• 2005

In the modern market economy, where the consumers are increasingly seeking pleasure rather than convenience, a variety of retailers are making every effort to promote sales records. In order to achieve this goal, the division of work needs to be effectively performed and the allied enterprises need to cooperate with each other. Consequently, the Customer Relationship Management(CRM) system should be established through the research and analysis on brands and consumers. It is also necessary that the enterprises should cooperate mutually, using the PRM system which makes it possible to share the information from the CRM system. This report is going to propose a desirable cooperation which is reguaired in Retail Shop Design. And it will be done by describing the relation between CRM & PRM and the marketing based on brands and consumers.ere it examines closely the vibrating unit of the elevator and propose the countermeasure of it.

• The Research Journal of the Costume Culture
• /
• v.29 no.1
• /
• pp.121-133
• /
• 2021

The purpose of this study was to investigate brand slognas that are effective in explaining how brand identity affects consumers. The effect of congruity between brand slogan and self-image (low and high) on attitude to slogans and brands were anaylzed. The moderating effect of self-monitoring (low and high) was also investigated. Survey data from 177 people in their 20s-30s were analyzed through descriptive statistics, exploratory factor analysis, and two-way ANOVA. First, congruity between slogan and self-image had a positive effect on both slogan and brand attitude. In other words, the higher the congruity between slogan and self-image, the more positive the attitude toward the slogan and brand. Second, no interactive effect was found in congruity between slogan and self-image and self-monitoring on slogan attitude; however it was identified for brand attitude. Again, in a group with high congruity between slogan and self-image, attitude toward the brand was more positive when self-monitoring was higher than when it was low. In conclusion, brand slogans that can represent the self-image of highly self-monitoring consumers are effective. In particular, this is meaningful as it has revealed its relationship with the impact of identity self-image congruity and self-monitoring on brand attitudes in fashion brands. These results offer meaningful guidance in determining brand slogans according to consumers' personal characteristics.

• Asia Marketing Journal
• /
• v.14 no.2
• /
• pp.157-176
• /
• 2012

Brand switching data frequently used in market structure analysis is adequate to analyze non- durable goods, because it can capture competition between specific two brands. But brand switching data sometimes can not be used to analyze goods like automobiles having long term duration because one of main assumptions that consumer preference toward brand attributes is not changed against time can be violated. Therefore a new type of data which can precisely capture competition among durable goods is needed. Another problem of using brand switching data collected from actual purchase behavior is short of explanation why consumers consider different set of brands. Considering above problems, main purpose of this study is to analyze market structure for durable goods with consideration set. The author uses exploratory approach and latent class clustering to identify market structure based on heterogeneous consideration set among consumers. Then the relationship between some factors and consideration set formation is analyzed. Some benefits and two demographic variables - age and income - are selected as factors based on consumer behavior theory. The author analyzed USA automotive market with top 11 brands using exploratory approach and latent class clustering. 2,500 respondents are randomly selected from the total sample and used for analysis. Six models concerning market structure are established to test. Model 1 means non-structured market and model 6 means market structure composed of six sub-markets. It is exploratory approach because any hypothetical market structure is not defined. The result showed that model 1 is insufficient to fit data. It implies that USA automotive market is a structured market. Model 3 with three market structures is significant and identified as the optimal market structure in USA automotive market. Three sub markets are named as USA brands, Asian Brands, and European Brands. And it implies that country of origin effect may exist in USA automotive market. Comparison between modal classification by derived market structures and probabilistic classification by research model was conducted to test how model 3 can correctly classify respondents. The model classify 97% of respondents exactly. The result of this study is different from those of previous research. Previous research used confirmatory approach. Car type and price were chosen as criteria for market structuring and car type-price structure was revealed as the optimal structure for USA automotive market. But this research used exploratory approach without hypothetical market structures. It is not concluded yet which approach is superior. For confirmatory approach, hypothetical market structures should be established exhaustively, because the optimal market structure is selected among hypothetical structures. On the other hand, exploratory approach has a potential problem that validity for derived optimal market structure is somewhat difficult to verify. There also exist market boundary difference between this research and previous research. While previous research analyzed seven car brands, this research analyzed eleven car brands. Both researches seemed to represent entire car market, because cumulative market shares for analyzed brands exceeds 50%. But market boundary difference might affect the different results. Though both researches showed different results, it is obvious that country of origin effect among brands should be considered as important criteria to analyze USA automotive market structure. This research tried to explain heterogeneity of consideration sets among consumers using benefits and two demographic factors, sex and income. Benefit works as a key variable for consumer decision process, and also works as an important criterion in market segmentation. Three factors - trust/safety, image/fun to drive, and economy - are identified among nine benefit related measure. Then the relationship between market structures and independent variables is analyzed using multinomial regression. Independent variables are three benefit factors and two demographic factors. The result showed that all independent variables can be used to explain why there exist different market structures in USA automotive market. For example, a male consumer who perceives all benefits important and has lower income tends to consider domestic brands more than European brands. And the result also showed benefits, sex, and income have an effect to consideration set formation. Though it is generally perceived that a consumer who has higher income is likely to purchase a high priced car, it is notable that American consumers perceived benefits of domestic brands much positive regardless of income. Male consumers especially showed higher loyalty for domestic brands. Managerial implications of this research are as follow. Though implication may be confined to the USA automotive market, the effect of sex on automotive buying behavior should be analyzed. The automotive market is traditionally conceived as male consumers oriented market. But the proportion of female consumers has grown over the years in the automotive market. It is natural outcome that Volvo and Hyundai motors recently developed new cars which are targeted for women market. Secondly, the model used in this research can be applied easier than that of previous researches. Exploratory approach has many advantages except difficulty to apply for practice, because it tends to accompany with complicated model and to require various types of data. The data needed for the model in this research are a few items such as purchased brands, consideration set, some benefits, and some demographic factors and easy to collect from consumers.

• Fashion & Textile Research Journal
• /
• v.20 no.1
• /
• pp.50-62
• /
• 2018

The global volume of luxury fashion industries has continuously grown with the influx of young consumers in 20s and 30s, yet little research explores luxury consumption patterns of the young consumers. Given the crucial importance of socio-psychological shopping values in luxury, the current study explores the effects of self-congruity and functional congruity on purchase intentions of luxury fashion brands, and the moderation of self-construal in the mechanisms. An online study was conducted through Google Forms with a total of 227 Korean respondents of actual luxury consumption experiences. The data was analyzed using SPSS 18.0 program. The results of the study reveal the following: (i) Among the three factors of self-congruity, ideal and social self-congruity factors have significant positive effects on purchase intentions; (ii) actual self-congruity has no statistical effect on purchase intnetions of luxury fashion brands; (iii) functional congruity has a significant positive effect on purchase intentions of luxury fashion brands; (iv) no moderation effect of self-construal was found in the relationships between the three factors of self-congruity and purchase intentions; (v) the moderation effect of independent self-construal is significant but negative in the relationship between functional congruity and purchase intentions; (vi) the effect of intdependent self-construal is not found to be significant in the relationship between functional congruity and purchase intentions. Managerial and theoretical implications are discussed.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.23 no.8
• /
• pp.1075-1085
• /
• 1999

Brand equity is the added value endowed by the brand to the product. This concept born in the 1980's has aroused intense interest among market managers and business strategists from a wide variety of industries. Brand equity can be approached in different perspectives according to the motivations and the objectives of the studies. Consumer-based brand equity is examined internally by consumers' cognition and feeling and externally by consume behavior in the market By analyzing the relationship between them we can understand how brand value is made in the mind of consumers and how it is converted into the consumer behavior,. The brand is an especially important extrinsic cue in clothing products and the apparel industry has higher brand equity when it is actually compared with the brand equity of many other industries measured as a financial asset. Therefore the purpose of this study was to find out brand value of clothing products through clothing brand equity and to understand consumer behavior of the brand. And so we focused in consumer-based brand equity. For the empirical study three brands that are predicted to have different level of brand equity were selected based on prices and market shares of the brands. As the result the consumer-based brand equity is composed of emotional and cognitive dimensions and each dimension has several sub-dimensions. These diverse dimensions of brand equity bring about differences in consumers' purchase behavior market share and price premium of brands.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.17 no.3
• /
• pp.225-240
• /
• 2015

This study aims to identify the factorial constructs of the relational benefits perceived by consumers of outdoor wear brands and their impacts on the consumers' trust in and satisfaction with outdoor wear brands. An online survey was conducted with females and males between the ages of 20 and 50 who have experienced buying outdoor wear brands. A total of 420 responses were analyzed by factor analysis, a reliability test, and multiple regression analysis. The results of this study were as follows: first, the results of factor analysis and the reliability test on the relational benefits perceived by outdoor wear brand purchasers clearly showed conceptual constructs that included informational benefits, social benefits, and psychological benefits. The sub-dimension of perceived relational benefits had significant effects on brand trust and satisfaction. Specifically, respondents revealed that they had higher brand trust if they felt psychologically comfortable, were offered useful information by outdoor wear brands, and had a favorable relationship with salespeople when they bought outdoor wear merchandise. Secondly, influences of perceived relational benefits on brand trust and satisfaction were not shown to differ depending on the congruity between outdoor wear brands and the purchaser's self-image. On the other hand, factors of perceived relational benefits revealed to differently have effects on brand trust and satisfaction depending on respondents' gender and age. Practical implications to understand outdoor wear target customers' relational benefits, self-image congruity and demographic characteristics and to enhance trust and satisfaction with outdoor wear brands are proposed.

• Journal of Distribution Science
• /
• v.15 no.2
• /
• pp.7-14
• /
• 2017

Purpose - This study attempts to extend the research in responsible luxury by identifying contexts where Corporate Social Responsibility (CSR) can promote luxury brands' evaluation. It contributes to the literature on consumer responses to CSR, and to responsible luxury in particular and demonstrates how dispositional consensus and luxury-CSR information of luxury brands affects consumers' evaluation of brand. Research design, data, and methodology - An experiment was conducted to test the relationship between brand evaluation and responsible luxury brands' CSR information using collected data through a survey in a large university of South Korea. Study conditions were manipulated with various product types to analyze the relationship in different product domains. Results - When consensus regarding sincere and altruistic motive of companies for CSR activity is high, the perceived fit between luxury brand and the type of CSR has no effect on brand evaluation. But, in case of lower consensus regarding the benevolent company motives, higher fit enhances evaluation than lower fit. Conclusions - In using consensus as a guiding factor to choose the type of charity with favorably view, the level of irrespective fit can help luxury firms to enjoy the benefits of better image. In case of low consensus donating to charities that are closely related to the brands' product or area of business seems to be fruitful.

• Fashion & Textile Research Journal
• /
• v.24 no.4
• /
• pp.408-417
• /
• 2022

This study developed a structural model to examine the relationships among consumer traits, self-brand connections, and purchase intentions for local fashion brands under "Guochao" consumption in China. An online survey with a self-administered questionnaire was undertaken through Chinese SNS tools to collect the data. A total of 276 usable responses were obtained from Chinese consumers who are residents in China. More females(n=174, +63%) than males (n=102, 37%) participated, and they were aged from 18 to 45 years old. The measurement model was confirmed to be reliable and valid. In the estimated structural model, the consumer traits of ethnocentrism and cultural affinity positively affected the self-brand connection, leading to purchase intentions for the local fashion brands. Specifically, the ethnocentrism factor indirectly affected the purchase intentions by mediating the self-brand connection, while the cultural affinity factor had significant direct effects on purchase intentions. Thus, a partial mediating effect of self-brand connection was found in the relationship between the consumer traits(ethnocentrism and cultural affinity) and purchase intentions of local fashion brands in the cultural "Guochao" consumption context. This study provides insights into extending the cultural theory of ethnocentrism relevant to self-brand connections and discusses the managerial implications for developing strategic global branding in the Chinese fashion markets.

• Fashion & Textile Research Journal
• /
• v.21 no.4
• /
• pp.432-451
• /
• 2019

Companies and brands that practice sustainability pay attention to New Media due to its ability to build a sustainable relationship between companies and consumers. The need for research on specific roles, characteristics, and social media effects on eco-friendly advertising has had rapid growth in marketing programs for sustainable activities especially shown through social media. Information about sustainable fashion has spread to consumers through social media, and multifarious efforts have been made to attract the attention of youth. Despite the dramatic increase in eco-friendly marketing through social media as a part of sustainability, there is a lack of research on the major influences of emotional factors such as ad color and expression in social media. In this context, it is meaningful to identify relationships between emotional responses, advertising value and consumer behavior of sustainable fashion brands in Instagram and implement a suitable advertising type (color vs expression) for consumers. We used 366 responses for the final analysis. Data were analyzed by factor analysis, structural equation modeling using SPSS 18.0 and AMOS 18.0. The results of this study suggest that emotional responses, advertising value have a significant effect on the flow. This study expands on a previously limited research field by verifying consumer responses to image advertising on Instagram, rather than general sustainable fashion marketing. The study results also provide meaningful implications for a relation formation between customers and fashion brands vis-${\grave{a}}$-vis sustainable social media marketing.

• The Journal of Asian Finance, Economics and Business
• /
• v.5 no.3
• /
• pp.51-63
• /
• 2018

The study aims to articulate a definition of luxury brands, to propose a framework for consumer luxury brand relationships and to provide empirical evidence of the proposed model. The study conducted two surveys in Portugal and the United States in 2009 and 2013 for selected luxury brands. The study employs factor analysis and structural equation modelling techniques to test the hypotheses. The study finds a link between luxury products and consumer's psychological association represents in a hierarchical order of: cognitive attributes at its base level, extrinsic attributes on a secondary level and intrinsic attributes at the advance level. The findings suggest a concept for luxury brands from three dimensions of: luxury product characteristics, consumer's psychological characteristics, and consumer's psychological association with the luxury product. The research was conducted in Portugal and the United States so that there is always a potential criticism concerning the ability to generalize research results to a broader international population. The findings provide a holistic perspective in the understanding of luxury brand constructs and a definition of luxury brands in the way why consumers involve symbolic consumption. The successful application of the findings in a brand setting would be of particular interest to marketers and brand strategists.