• Journal of Distribution Science
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• v.12 no.12
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• pp.27-41
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• 2014

Purpose - This study examines various reservation service components that would increase customers' brand attachment and loyalty, while discussing how reservation service components would affect the customer behaviors. Research design, data, and methodology - This study theoretically analyzed the hotel package product reservation system, the customer expectations, the brand attachment, and the brand loyalty, while reviewing previous studies. Results - This study analyzed the distribution channels of the hotel package products from various angles and, as for more extensive research, the study explained the different results caused by each different reservation system type that may be preferred by each individual customer. Conclusions - It was confirmed that, of the hotel reservation service components, the convenience factors, the reliability factors, the information factors, and the other factors other than the human factors, have a significant influence on the customer expectations. Further, the study also revealed that the customer expectation has an important effect on the brand attachment. In addition, the study improved the prevailing understanding on the relation between the brand attachment and the brand loyalty.

• Journal of Industrial Convergence
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• v.16 no.4
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• pp.9-17
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• 2018

Chinese Time-honored Brand is a treasure of China's industry and commerce. It is built by several generations of people with sweat and has a very profound historical and cultural heritage. When it comes to time-honored brands, each brand is quite famous. However, with the rapid development of economic globalization and the huge change of marketing environment, the survival and development of the Chinese time-honored brand have been challenged and impacted. In order to explore the Chinese time-honored brand further, this article analyzes the existing problems of brand communication and puts forward the effective resolution strategies through elaborating the current situation of Chinese time-honored brand from the perspective of brand communication.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.4
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• pp.571-580
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• 2021

The study explores the factors affecting the brand selection behavior of retail chains in Vietnam and to what extent they have an impact on the customer's choice intention. This research employs a combination of both qualitative and quantitative mixed methods with the help of SPSS version 22.0 in data analysis. Expert interviews are used to design the questionnaire for the survey conducted on 700 consumers. Research results show that the eight factors of store image (1-to-3 split factor of store image including the display of goods and services), price perception, risk perception, brand attitude, brand awareness, and brand familiarity were determined. They all influence the intention to choose the retail chain brand. With a positive β coefficient, the more store image, price perception, brand attitude, and brand awareness are enhanced, the more likely the intention to choose the retail chain brand. The factor of risk perception has negative ��, resulting in an inverse impact on choosing a retail chain brand name. Price perception and risk perception have the strongest impact on retail chain decision behavior while commodity display factors the least. Based on these important results, the study proposes implications for retailers and manufacturers.

• Journal of Distribution Science
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• v.20 no.2
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• pp.11-18
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• 2022

Purpose: The purpose of this paper is to investigate the influence of brand equity on customer purchase decision (CPD) of products for retailers distribution (RB) in Ho Chi Minh city, Vietnam. There are five elements in the brand equity model such as brand awareness, brand association, brand loyalty, perceived quality, and pricing policy. Research design, data and methodology: Qualitative methodology was used for exploring the research model and variables. The survey was conducted to collect data from 251 respondents who bought products at RB in Ho Chi Minh city, which is based on a Likert scale. The collected data were analyzed with the reliability of the scale, exploratory factor analysis, and research hypothesis testing by SPSS 22. Results: The results obtained revealed that brand awareness, brand association, perceived quality, and pricing policy have a significant impact on CPD for RB. Furthermore, the results showed that perceived quality is the most significant component in influencing CPD at retailers. Conclusions: From the research results, some management implications that RB should focus on are perceived quality, choice of pricing policies and strategies, brand building and development to attract more customers as well as enhance its image to improve customers' purchasing decisions of products at retail distributors chain.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.5
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• pp.868-889
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• 2022

Fashion companies are using a big data approach as a key strategic analysis to predict and forecast sales. This study investigated the effectiveness of the past sales, web search volume, information amount, brand promotion, and the advertising endorser on the sales forecasting model. The study conducted the autoregressive distributed lag (ARDL) time series model using the internal and external social big data of a national fashion brand. Results indicated that the brand's past sales, search volume, promotion, and amount of advertising endorser information amount significantly affected the sales forecast, whereas the brand's advertising endorser search volume and information amount did not significantly influence the sales forecast. Moreover, the brand's promotion had the highest correlation with sales forecasting. This study adds to information-searching behavior theory by measuring consumers' brand involvement. Last, this study provides digital marketers with implications for developing profitable marketing strategies on the basis of consumers' interest in the brand and advertising endorser.

• Asia Marketing Journal
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• v.13 no.3
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• pp.249-264
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• 2011

Brand is the major enduring asset of a company and more valuable than the totality of specific products and facilities. Thus brands are powerful assets that must be carefully developed and managed. The company should design and implement marketing activities and marketing communication programs to build and grow the brand value. Strarbucks, Samsung Galaxy, and Nike brands get a price premium and generate strong customer loyalty. A power brand has high brand equity, which is the differential effect that brand knowledge has on consumer response to the marketing of that brand. Brand equity is created when brands have strong, favorable and unique brand associations with customers and high level of brand awareness. Therefore marketers in building a strong brand should ensure to develop the right type of customer experiences with products and effective integrated marketing communication(IMC) programs to create the brand equity. Since 2007 Sinhan card acquiring the LG card has developed the new brand identity and carefully managed the advertising campaign and other marketing communication mix tools to create the high brand awareness and differential brand image. In this case study we examine how Sinhan card with the goal of being No.1 brand in the credit card market has developed and implemented the IMC Strategy to build a high level of consumer brand awareness, unique brand image and strong customer relationship.

• The Research Journal of the Costume Culture
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• v.25 no.1
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• pp.88-103
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• 2017

The rapid growth in the popularity of social media sites has meant that social media has become an important communication channel for brands. Brands create brand pages on social media to cultivate positive and strong relationships with consumers. This study seeks to enhance our understanding of how fashion brand pages in social media foster consumer-brand relationships by exploring the factors that affect the development of consumer-brand relationships. Drawing on the parasocial interaction theory, this study proposes parasocial interaction as a key factor of this process. Specifically, this study proposes four antecedents (vividness, interactivity, social presence, and focused attention) of consumers' parasocial interaction with brand pages, which further affects consumer responses in terms of affective engagement and brand loyalty. An online survey was administered with consumers who have followed and visited at least one fashion brand page via a social networking site (SNS). Structural equation modeling revealed that consumers' perceptions of vividness, interactivity, social presence, and focused attention on a fashion brand page positively affected their feelings towards parasocial interaction with the brand page, which in turn led to their affective engagement with the brand page and consequent brand loyalty. These findings suggest that consumers build relationships of varying degrees with brand pages in a similar manner to that with people, which leads to their development of a positive relationship with the brand. This study concludes with discussions and practical implications.

• Journal of Korean Ophthalmic Optics Society
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• v.21 no.3
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• pp.181-189
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• 2016

Purpose: This study aims to understand effective brand naming process of an optical shop brand by a research of brand naming process of optical shop through creation of alternative. Methods: It investigated brand naming process such as character abstraction, target grasp, naming direction set, naming development and etc of an optical shop. It also looked into characteristics of alternative creation patterns such as words mix, typifier, sentence making, part words mix and etc and then, it investigated brand naming examples. Results: Creation of alternative is a phase of brand naming which has to be refined on the basis of creation of abundant alternatives and then to be developed to a brand name. This study suggested examples of brand names of optical shops which were made and adopted by creation of alternative. Conclusions: Creation of alternative in brand naming complies with concept, and it has systemic process and objective selection as an effective way in association of brand and searching words. It is necessary to have brand naming works through creation of alternative for the purpose of individual and strong brand name with desirable association and differentiation of an optical shop.

• Journal of the Korean Society of Clothing and Textiles
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• v.16 no.2
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• pp.211-225
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• 1992

The purposes of this study were 1) to estimate the brand loyalty related to clothing items,2) to investigate the differences between the brand loyal group and the brand disloyal group in 4 determinant variables (product involvement, information source, purchase-related and demo- graphic variables) of brand loyalty, 3) to find out important determinant variables which explain the brand loyalty on clothing items, and 4) to identify product attributes that lead to brand loyalty on clothing items. Four clothing items selected (ortho study were underwear, jean / skirt, T-shirt / sweater, and formal dress / suits. The questionnaire was administered to 529 adult women living in Seoul, and the methods used to analyze the data were Frequency, T-Test, $x^{2}-test$, Factor Analysis and Multiple Discriminant Analysis. The results of this study were as follows: 1) Both behavior and attitude are needed for the measurement of brand loyalty in clothing. The hightes brand loyal item was formal dress / suits, followed by jean / skirt, T-shirt / sweater, underwear. 2) There were some significant differences between the brand loyal group and the brand disloyal group in 4 determinant variables of brand loyalty. 3) The important determinant variables of brand loyalty were perceived risk / brand differ-ence, purchase experience / self-confidence in purchase, and product symbolic / hedonic mean-ing, of which the most important varible was found to be perceived risk / brand difference. 4) The most important product attribute that lead to brand loyalty for underwear was comfort whereas for the other 3 clothing items, it was style. Quality was the second important productattributeforallclothingitems.

• Journal of the Korean Home Economics Association
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• v.45 no.2
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• pp.91-103
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• 2007

The purpose of this study is to investigate the types and functions of brand labels on clothing. We surveyed the materials and manufacturing methods for brand labels by visiting the label stores and label manufacturers. 200 pieces of children's wear were surveyed. The label attributes that were studied were: the number of labels, the location of the labels, the attachment system for the labels, the color of the labels, the materials used to make the labels, manufacturing methods, and the size of the labels. From this investigation a brand label was classified into a main label and a point label. The main results were: 1. Materials such as fabrics, nonwovens, leather, suede, rubber, PVC, silicone, and metals are used for brand labels. The manufacturing methods for brand labels are weaving, printing, high frequency, heating, and molding. 2. More than 54% of clothes have more than two brand labels attached. This percentage exceeds the attaching of only one brand label in rate. An inside brand label is located at a certain place. This inside label uses only fabric material reflecting inherent brand color and design. The outside brand label is located at several places with consideration of the clothes design. This label uses various materials, colors, and characters matching with the clothes. As for the size, an inside label is mainly medium in size, whereas an outside label is small. 3. A brand label is classified into a main label (first label) and a point label (second label), which are defined as follows. A main label indicates the brand name and is located inside at a certain place using an inherent brand design and a fabric material. A point label is an additional label to express brand image and is located outside at various places for decoration using various characters and design and materials.