• Journal of the Korean Society of Costume
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• v.66 no.1
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• pp.13-27
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• 2016

There are differences in preference according to the brand signal explicitness when selecting fashion luxury brand, and the purpose of this study is to verify the moderating effects of self-construal and implicit theory in relation to those preferences. This study divided the experiment design into two $2{\times}2$ mixed design studies: Study 1 and Study 2. The study 1 was composed of the following factors: brand signal explicitness(subtle vs. explicit signal) and self-construal(independent vs. interdependent self-construal). Study 2 was composed of the following factors: brand signal explicitness( subtle vs. explicit signal) and Implicit theory(entity vs. incremental theorist). Convenience sampling was conducted to find the subjects of study 1 and study 2. Study 1 analyzed data from 172 women in Seoul, Gyeonggi-do and Busan who prefer luxury brand, and study 2 used data from 138 women. The results of this study are as follows. 1) Independent self-construal primed group was shown to prefer subtle signal product to explicit signal product, whereas interdependent self-construal priming group preferred explicit signal product to subtle signal product. 2) The entity theorist to prefer explicit signal product to subtle signal product. On the other hand, the incremental theorist did not show significant difference in the preference between subtle and explicit signal products. Therefore, the results of the present study shown the importance of understanding consumers through the difference depending on consumer inclination and psychology, recommending preferred luxury brand according to the inclination of the target customers, and establishing segmented marketing strategy to captivate consumers with these various characteristics.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.4
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• pp.763-774
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• 2016

Companies have recently become interested in the importance of long-term relationships with customers because business-based marketing ideas of the past have evolved into long-term relationship-based marketing. Establishing a relationship with customers to a company is not a simple method to form a market of consumers and provider; it is now understood as an important factor directly connected to the survival of a company. This study is to help Korean fashion brands in China build an efficient strategy for sales promotion and loyal customers through the analysis of the effect of familiarity with Korean fashion brands on satisfaction and brand loyalty in a rapidly growing Chinese fashion market. An online questionnaire covering Korean fashion brands in China was completed by 377 Chinese male and female customers aged 20 to 39 years old from March 20 to March 27, 2014. Data analysis was performed by factor analysis and path analysis using SPSS 20.0 and AMOS. Both direct experiences and indirect experiences influenced brand familiarity. It showed that brand familiarity had a significant direct effect and an indirect effect through satisfaction on brand loyalty. A competitive advantage in the present Chinese fashion market requires that loyalty builds and that brand loyalty increases by creating a long-term relationship with customers when familiarity about the brand is induced.

• The Research Journal of the Costume Culture
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• v.22 no.2
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• pp.209-224
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• 2014

This study aims to compare the ease of shirt patterns in the men's wear market that have been constantly developing, and to analyze the fitness and appearance through the 3D virtual try-on system. The study selected three industrial patterns and two educational materials of classic-fit and slim-fit shirts for a total of ten items. The experiments involved virtual wearing, a stress contact point perspective map, and appearance evaluations. First, the ease differed significantly in the chest, waist, and sleeve cap height according to the patterns. Second, based on the stress, contact point, and transparency, there was ease in the order of Nam, D-brand, J-brand, Park, and S-brand in the classic-fit shirts while the order of D-brand, Nam, J-brand, Park, and S-brand resulted in the slim-fit shirts. Third, in the appearance evaluation, higher points resulted in the order of J-brand, Park, S-brand, D-brand, and Nam in both classic-fit and slim-fit. The results showed that proper ease differs greatly by shirt-fit and target age. Also, the shirts with more ease tended to be evaluated less favorably in the appearance evaluation. Based on the results, the study suggests that the proper ease in chest circumference is 18cm for the classic-fit shirts and 6 cm for the slim-fit shirts.

• The Research Journal of the Costume Culture
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• v.25 no.6
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• pp.831-846
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• 2017

Considering that the effectiveness of ads varies according to the credibility of consumers, it is necessary to establish data regarding consumer credibility in relation to online reviews. To conduct a successful study on the marketing strategies of online reviews, it is also necessary to analyze the relationship between credibility and the various factors that influence the purchase intentions of consumers. Therefore, this study attempted to examine the relationship between consumer trust of on-line reviews, brand preference, ads credibility, and purchase intentions in relation to cosmetics. The study was conducted through a normative descriptive survey method using stimuli and a self-administered questionnaire. Analysis of the structural equation model was conducted for the data analysis. The results revealed that consumer reliance on online reviews of cosmetics influences brand preference, credibility of brand ads and purchase intentions. The results also revealed that consumers' on-line reviews, brand preference, and trust of brand ads are important factors for increasing the purchase intentions. The mediation effect of brand preference and brands' ads credibility were found in the process where on-line reviews exercise an influence on the purchase intentions. It was also found that brand preference has a stronger influence on purchase intention than credibility of brand ads. It was discovered that the credibility of on-line reviews directly influences purchase intentions more than indirectly influences. Considering the results of this study, programs that encourage customers to post on-line reviews, and strategies to promote brand preference by targeting groups that exhibit high trust in online reviews would be recommended.

• Journal of Fashion Business
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• v.27 no.1
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• pp.126-139
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• 2023

The purpose of this study was to investigate and verify interaction effects of collaboration and brand origin as well as fashion involvement on consumer attitudes towards global sports apparel brands and Chinese local sports apparel brands targeting Chinese consumers. A survey was conducted on 425 Chinese women aged 19 to 34 years. Data were subjected to frequency analysis, reliability analysis, t-tests, 3-way ANOVA, and simple effect analysis. Results of the study are as follows. First, fashion involvement, collaboration, and brand country of origin all had a significant effect on consumer preference of Chinese consumers when purchasing sportswear. Second, fashion involvement and collaboration in purchasing sportswear had a significant interaction effect on consumer preference. Finally, collaboration, brand origin, and fashion involvement showed significant three-way interaction effects on Chinese consumers' preferences. Results of this study can help establish an efficient marketing strategy for Chinese local sportswear brands, which are fiercely competing with global sportswear brands in the Chinese market because they can examine Chinese consumers' attitudes toward sportswear brands. To accurately compare global and local sportswear brands, it must be assumed that there are no differences in brand preferences among consumers. However, as this study selected each brand as the research brand ranked as the top preference, this aspect was not taken into consideration. Therefore, in future research, it is necessary to consider differences in brand preferences and conduct the study accordingly.

• Asia Marketing Journal
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• v.9 no.3
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• pp.1-32
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• 2007

In this study, we investigate the relative effectiveness of the two types of brand extensions (sequential extensions vs. direct extensions) in dissimilar extensions and examine the moderating role of two key variables - brand concept(functional brand vs. symbolic brand) and price of target extension product(low vs. high). The results from two experiments show that consumers evaluate the target extension product more favorably when brand is extended sequentially to dissimilar categories than when it is extended directly. However, the difference of target extension product evaluation between sequential extensions and direct extensions decrease when brand is symbolic and price of target extension product is high. Theoretical and managerial implications of the finding are discussed and inplications for future research are suggested.

• Journal of Fashion Business
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• v.28 no.2
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• pp.76-91
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• 2024

This study analyzed the colors used in the logos of infants' and children's clothing brands, comparing them based on brand type and the pursued image. A total of 34 brands with the highest recent sales rates were selected. Among these, 17 were large-sized enterprise brands found in department stores, and the other 17 were in-house production enterprise brands. All colors used in the logos of the selected brands were extracted from the brand logo images. In addition, the study classified the pursued images of the selected brands using emotional adjectives in order to assess variations in different color attributes of the logos according to the brand type and pursued image. The study found that in-house production enterprise brands used lighter and more varied colors compared to department store brands. For both brand types, reddish-to-yellowish hues were most commonly used. Brands projecting a 'cute' and 'gorgeous' image exhibited a greater array of colors in their logos, while brands with a 'neat', 'modern', and 'luxurious' image used less saturated colors. In terms of logo type, symbol logos used the most colors with a moderate level of lightness, while typographic logos used the fewest colors with a low level of lightness.

• Journal of Distribution Science
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• v.9 no.2
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• pp.97-109
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• 2011

As a marketing vehicle to survive in intensified retailing competition, retailer brand development has been adopted by retailers in Korea. As evidence, the retailer brand share of a major retailer, Tesco Korea, has grown from 20% in 2007 to 22.8% in the first half of 2008. It means that retailers have provided more and more retailer brand foods for customers. With the growing accessibility to retailer brand foods, it would be expected that the number of retailer brand food claims will increase. Customers have increasingly exposed to a variety of marketing activities conducted by retailers. When buying the retailer brand foods, customers tend to be affected by marketing activities of retailers. Despite the fact that customers trust retailers and then, buy their brand foods, in case of food accidents caused by production process, customers have to seek compensation from a retailer brand supplier. Of course, a retailer tends to shift its responsibility to its suppliers. Accordingly, it is not easy for customers to solve food claims. The research, therefore, aims at exploring the relationship between the buying-decision processes of retailer brand customers and which side takes legal responsibility for food claims. To effectively achieve the research aim, the author adopted a quantitative and a qualitative research technique, in order to supplement the disadvantages of each method. Before field research, based on the developed research model, the author pre-tested questionnaire with 10 samples, amended, and handed out to 400 samples. Amongst them, 316 questionnaires are available. For a focus group interview, 9 participants were recruited, who are students, housewives, and full-time workers, aged from 20s to 40s. Through the focus group interview as well as the questionnaire results, it was found that most customers were influenced by a retailer or store image in a customer's mind, retailer reputation and promotional activities. Surprisingly, customers think that the name of a retailer is a more important factor than who produces retailer brand foods, even though many customers check a retailer brand supplier, when making a buying-decision. Rather than retailer brand suppliers, customers trust retailers. That is why they purchase retailer brands. Nevertheless, production-related food claims is not involved with retailers. In fact, it would be difficult for customers to distinguish whether a food claim is related to selling or manufacturing processes. Based on research results, from a customer perspective, the research suggests that the government should require retailers to take the whole responsibility for retailer brand food claims, preventing retailers from passing the buck to retailer brand suppliers. In case of food claims, in order for customers to easily get the compensation, it is necessary to reconsider the current system. If so, retailers have to fully get involved in retailer brand production stage, and further, the customer awareness of retailer brands will be improved than ever before. Retailers cannot help taking care of the whole processes of retailer brand development, because of responsibility. As a result, the process to seek compensation for food claims might become easier, and further, the protection of customer right might be improved.

• Journal of Digital Convergence
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• v.12 no.11
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• pp.57-69
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• 2014

This Study analyzed empirically how do brand value components of consumer perception side effect on receptive degree of product in extension types of vertical brand extension, and how does the difference of receptive degree among products of extension types be showed under the positive effect of brand value. First, brand awareness has positive effect on upward and downward extension, and receptive degree of product is higher in downward extension than upward extension. Second, brand association doesn't have positive effect on upward extension but has positive effect on downward extension. Third, perceived quality showed similar results to brand awareness. Only, receptive degree of upward extension product in high perceived quality is higher than in high brand awareness or in high brand association. Fourth, examining about interaction effect among brand value components, interaction effect between brand awareness and brand association exists in downward extension, interaction effect between brand awareness and perceived quality exists in upward and downward extension, and interaction effect between brand association and perceived quality exists in upward and downward extension. By this interaction effect, the difference of receptive degree among products of extension types grows larger.

• Journal of Korea Entertainment Industry Association
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• v.15 no.3
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• pp.89-99
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• 2021

A brand community refers to a group of people who have a passion and loyalty for the brand, and is attracting attention as an effective marketing strategy to increase brand equity because it actively tends to support and promote the brand without expecting compensation. The objective of this study is to identify factors that are needed for sustainable brand community management. Existing studies on brand community management have mainly been conducted by quantitative methods measuring consumer satisfaction and dissatisfaction towards brand community activities, however, this study applied qualitative methods using means-end chains and laddering approaches in order to deeply identify a consumer's desired value on brand community activities. An in-depth interview of 41 members of BTS ARMY, a representative example of brand community, has been conducted and analyzed. The result of this study is as follows. In order to encourage active brand community activities, it is important to provide brand community members with a variety of high-quality brand-related content for a unique aesthetic experience, and a forum where all members can interact and exchange information and ideas to enhance brand value and experience. Finally, to nurture a strong brand community as a partner to co-create brand equity, rather than just a fan community, it is needed to build an environment that fosters opportunities for brand community members to increase self-respect and fulfillment through their brand community activities.