• Proceedings of the Korean Society of Computer Information Conference
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• 2019.01a
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• pp.191-192
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• 2019

The objective of this study is to understand the relationship between type of advertising and brand attachment. We divide advertising type into loss and gain frame and examine the effect on brand attachment, The effect of scarcity advertising on brand attachment and the effects of interaction effects on brand attachment were examined. The results showed that the effect of the loss and gain frame on brand attachment was not statistically significant. It also showed that scarcity was not emphasized or emphasized or had no effect on brand attachment. That is, the more emphasis on gain in advertising frame and the less pressure on scarcity, the more effective ad type for brand attachment.

• Journal of East Asia Management
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• v.5 no.1
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• pp.47-73
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• 2024

Research has shown that authentic experiences at tourist destinations, referred to as destination authenticity, lead to increased revisit intentions and recommendations. However, studies demonstrating the impact of destination authenticity on everyday purchasing behavior are scarce. To address this research gap, based on autobiographical memory and consumer inference theory, this study re-examines the relationship between destination authenticity and purchase behavior toward brands created in tourism destinations encountered in everyday life. This study reveals that brand authenticity mediates destination authenticity's effect on the purchase intention toward destination brands. Furthermore, the effects of destination authenticity on brand authenticity, as well as brand authenticity on purchase intention, are moderated by destination brand self-congruence. The findings of this study contribute to the literature by examining the mechanisms of tourists' purchase behavior, based on autobiographical memory and consumer inference theory. In addition, it sheds light on the boundary conditions under which the impact of destination authenticity on brand authenticity and that of brand authenticity on purchase intention are enhanced.

• Journal of Distribution Science
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• v.12 no.4
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• pp.55-63
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• 2014

Purpose - Brands and products often play key roles in enabling consumers to experience a good attitude, resulting in mentally enacting a specific prototype and reliving the experience by retelling a specific story. Brand storytelling can function as an important tool for managing the brand. To successfully apply a firm's brand storytelling, it is important to prove the effectiveness of storytelling. Therefore, by utilizing the research of Escalas (1998) and Fog et al. (2005), a list of measurements for storytelling component quality (SCQ) was applied. In addition, customer attitudes toward brand storytelling were tested. In particular, if customers encounter a dynamic and interesting story, although the brand is not widely known, they can be in communion with the brand and establish an emotional connection (Hill, 2003). Thus, brand reputation was divided into two levels (high vs. low), and the difference in effectiveness between storytelling component quality and consumers' advertisement attitude, brand attitude, and purchasing intention was examined. Research design, data, and methodology - By using the measurement list used in Choi, Na, and Hwang (2013), 12 categories in the level of message quality, conflict quality, character quality, and plot quality were measured. In addition, categories of brand reputation, advertisement attitude, brand attitude, and purchasing intention were measured. The study was based on 181 final survey samples targeting undergraduate and graduate students in Gwangju Metropolitan City. Results - Consumer responses toward storytelling were researched in the context of brand characteristics or product attributes, such as brand reputation, differentiated from extant simple effects of storytelling. Some brands with high reputation enjoy a halo effect due to prior learning, while other brands with comparatively low reputation have trouble generating positive responses despite attempts to enhance the level of reputation or induce favorable attitudes. Although not all due to the component quality of storytelling, the case of brands with low reputation exerted more positive impact on consumer attitudes than did brands with high reputation. As mentioned earlier, consumer evaluation of the component quality of storytelling was categorized into advertising attitudes, brand attitudes, and purchase intention for this study; this provides managerial implications in other ways. The results imply that an effective application of storytelling could be an important emotional tool for the development of both brands with low brand awareness and of well-known brands. Finally, this study serves to increase consumers' understanding and ability in interpreting brand stories that marketers tell about themselves, as well as to highlight differential experiences with products by level of brand hierarchy. Conclusions - This research aimed to provide an objective guideline for storytelling component quality while considering brand awareness. Thus, brand reputation was considered for proving the baseline effectiveness of storytelling, and this study provided directions for strategic establishment of storytelling. Based on this, we conclude that in further studies, it will be necessary to systematically manage brand story by considering other situation variables and various story patterns, and studying their differences.

• Asia Marketing Journal
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• v.10 no.4
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• pp.1-33
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• 2009

This research investigates the effect of brand-self identification on brand attachment and brand commitment focusing on luxury brand. Another purpose of this study is to examine how the relationships among brand identification, brand attachment and brand committment are moderated by consumers' regulatory focus. Structural Equation Modeling using 214 questionnaires was conducted to test hypothesized model. The results reveal that perceived luxury brand personality including excitement, competence, and sophistication influences brand-self identification positively, which in turn has a signifiant positive effect on the brand attachment. It is also found that consumers' emotional attachment to luxury brands has a positive influence on the luxury brand commitment while the effect of the brand-self identification on the brand commitment is not signifiant. This finding strongly supports that brand attachment and brand commitment are distinct construct, which confirms the results of the previous studies. In addition, the results show that consumers-luxury brands relationships are moderated by consumers' regulatory focus. This finding explains that prevention-focused individuals who have interdependent self-view respond to the loss caused by relationship break more sensitively compared to the promotion-focused consumers. Finally, based on the findings of this study, theoretical contribution and managerial implications are discussed.

• Journal of the Korean Society of Food Culture
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• v.31 no.2
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• pp.121-130
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• 2016

This study attempted to understand the fast food brand personality in the domestic dining market to present the repositioning strategies within the competitive market. Positive analysis results were as follows. First, the five brand individualities of 'familiarity', 'passion', 'professionalism', 'reliability', and 'refinement' were derived. Second, the deductions made on perceptions of the population using a Biplot based on the brand personality showed that there were significant differences among the brand personality images of the brands, which were the targets of comparison. Third, there were significant between-group differences in the comparisons of perception among the subgroups according to gender, brand reliability, and brand satisfaction. Fourth, there were significant between-group differences in the consumer fast food brand preferences and ideal point. Such studies can provide information useful for establishing marketing differentiating strategies by grasping the brand personality of competing brands in the market.

• Journal of the Korea Fashion and Costume Design Association
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• v.17 no.1
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• pp.155-166
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• 2015

Based on marketing theories of brand and corporate association, and the social psychological theory of identity, the effects of the corporate brand on individual brand loyalty were established via two major routes. The empirical study is based on the response of 330 subjects who participated in a field survey. In the statistical analysis, Correlation Analysis, Factor Analysis, Sequential Equation Model Analysis were used for verification. The corporate association affected the formation of individual brand loyalty both the product level and corporate level. Specifically, the two types of brand response did differ in terms of their strength on brand loyalty. The present study contributes to the academic literature in that it disentangles the construct of the corporate brand from that of the individual brand and investigates the structural relations between the two.

• Journal of Wellbeing Management and Applied Psychology
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• v.3 no.3
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• pp.15-19
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• 2020

Consumers exposed to aesthetic brands can not only experience sensory pleasure but also lead to strong customer loyalty. Furthermore, aesthetic brands can expect to lead to the overall experience of the brand. They include the brand's sensory, emotional, behavioral and intellectual experience. Since aesthetic brands related to the sensory representation of customers, consumers exposed to aesthetic brands can expect to have a meaningful impact on the overall experience of the brand. The study will select aesthetic brands that distributed in Korea and then compare the aesthetic characteristics of each brand. It also seeks to verify the brand attractiveness, consistency, prominence and influence of brand motifs on the brand's sensual, emotional, behavioral and intellectual experience. To verify the influence between variables proposed in this study, we would like to conduct a multiple regression analysis. SAS 9.4 used to verify the hypotheses proposed in this study. Cronbach's α measure to verify reliability of each measurement item. In particular, brand attractiveness and brand motif can verify empirically to confirm that they play an important role in inducing brand experience.

• The Journal of Economics, Marketing and Management
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• v.2 no.3
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• pp.20-25
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• 2014

Comfortable sleeping itself is thought to be very much important to have great influence upon remaining lives. Bed-clothes can be an essential factor of comfortable bedding. Korea that has four seasons requires different blanket each season. The Koreans make change of use of the quilt at least 2 to 3 times a year. The quilt may vary depending upon use of either Ondol or bed. Brand bedding governs quilt market. Brand bedding shops have good cognition of customers to be located at the place easy to find out and to have various kinds of products and excellent designs and to take the lead in all of the areas. Non-brand bedding products are difficult to compete with brand products at the bedding market. This study investigated cases of not only management of non brand bedding but also competition between brand bedding and non brand bedding. First, How does non brand bedding elevate competitiveness to win at competition with brand bedding? Second, How dose non brand quilt's approach to consumers and sales strategies?

• Journal of the East Asian Society of Dietary Life
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• v.16 no.2
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• pp.207-214
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• 2006

The purpose of this study was to examine the impacts of brand personality and employee personality on employee brand identification. The questionnaire developed for this study was distributed to 460 employees in F&B (food and beverage) departments and kitchen of 11 deluxe hotels in Seoul. A total of 398 questionnaires were used for analysis (86.5%) and the statistical analyses were completed using SPSS Win(12.0) for descriptive analysis, reliability analysis, t-test, and regression analysis. The results showed that employee brand identification was stronger at higher position, and also stronger among F&B department employees than among kitchen cooks. In addition, international hotels showed a higher level of employee brand identification than local hotels. Employee brand identification was also affected by hotel brand personality and employee personality. The dimension of 'sincerity' had the strongest effect on brand identification, followed by the dimensions of 'excitement' and 'sophistication'. Especially, when the hotel brand personality was lower than the employee personality at the dimension of 'sincerity', the level of employee brand identification was much lower. Overall, employee brand identification, which is a key factor for successful brand delivery to customer, could be enhanced through strong strategies to improve the brand personality dimensions and enhance employee development.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2009.11a
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• pp.23-26
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• 2009

The trend that an apartment is regarded as not only a substantial property called 'residence' but also 'means of self-expression' to consumers is increasing in the present housing marketing, and thus, the apartment brand image is settling down as an important field of marketing management. Therefore, the present study aimed to verify difference of brand attitude according to consentaneity between an image of a housing brand and self-image of consumers to propose one kind of direction of strategies for formation of a differentiated brand image. As a result of a research, the trend that consumers show more positive attitude on a brand apartment having a brand image closer to an ideal self-image was analyzed to exist even if it is weak, so it was confirmed that the consentaneity between a brand image and a self-image of housing products can become a variable having some influence on brand attitude. The survey method understood a brand image, a self-image and brand attitude by using a Likert's 5-point scale on apartment brands of upper three companies according to a study result of a national brand competitiveness index(NBCI) and understood self-consentaneity by using a distance measurement model of self-consentaneity of Sirgy(1982). The questionnaire for the present research was carried out by surveying students of D university and the PASW program was used for statistical data analysis.