• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.7
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• pp.946-957
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• 2002

Amicable brand relationships between consumers and brands are connected with consumers' positive attitude and strong attachment to the brands; therefore, it is necessary to examine the factors which affect consumers in forming brand relationships. Through theoretical review, two variables, brand association and brand communication, were manifested as important factors in building brand relationships. The purposes of this study were to identify the different types of brand association, and to examine the influence of brand association and brand communication on brand relationships. The survey which focused on ten casual wear brands and 739 young female students was conducted from August 20 to September 12, 2000. Spss 8.0 was used for factor analysis and regression analysis. Brand association was further delineated into brand value association and brand personality association and each variable consisted of several factors. Both performance value and emotional value among brand value association factors and both pride and sincerity among brand personality association factors showed goons influence on building brand relationship. Brand communication showed significant influence on brand relationship directly and indirectly.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.5
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• pp.728-744
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• 2015

Brand love contributes to consumers' positive post-purchase behavior; therefore, fast fashion brand marketers should make more efforts to develop marketing strategies to promote brand love in the increasingly competitive fast fashion industry. This study identified the antecedents and consequences of fast fashion brand love to provide insights into brand love. Brand-related variables (affective brand experience, self-expressive brand, and hedonic brand attitude) were considered as antecedents, and post-purchase behavior variables (loyalty and positive word of mouth) were considered as consequences. It was hypothesized that affective brand experience, self-expressive brand, and hedonic brand attitude directly and indirectly influence brand loyalty and positive word of mouth through brand love. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred and eighty-six questionnaires were used in the statistical analysis. Factor analysis revealed that all variables were uni-dimensional. Tests of the hypothesized path showed that affective brand experience and self-expressive brand indirectly influenced brand loyalty and positive word of mouth through brand love versus the direct influence of hedonic brand attitude. The results suggest some implications for fast fashion brand marketers.

• The Research Journal of the Costume Culture
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• v.18 no.3
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• pp.452-464
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• 2010

The purpose of the study was to give a help in making a successful expansion of fashion brand by making a close inquiry into an effect of the main brand in fashion brand on an image of the second brand and into an effect of satisfaction and loyalty for main brand on satisfaction and loyalty for the second brand. The study made a survey of the total eight brands including four main brands and each second brand, and used 217 questionnaires. The results of this study are as follows. First, The main brand image and second brand image did not match. Second, the satisfaction of the main brand affected the satisfaction of their second brand, especially in the main brand of the image, design, user experience, staff friendliness, variety of products and brands on display. Third, the ranking of main brand loyalty and the ranking of second brand loyalty were different. All the main brand loyalty had a significant effect on the second brand. The consumers who preferred the main brand had a high confidence and a strong tendency to repurchase.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.2
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• pp.167-183
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• 2019

This study examines the dimensions of brand experience and brand commitment within mass cosmetic brand stores that target female high school students and analyzes the effect of multi-dimension brand experience and brand commitment on brand loyalty. A model linking brand experience to brand commitment and loyalty was tested, using structural equation modeling analysis. A total of 175 female high school students completed the online questionnaire. The current study extended the understandings of the construct of brand commitment by adopting a broadened five-component consumer commitment. The results confirmed that developing brand experience in domestic mass cosmetics brand stores influences consumer loyalty through various types of brand commitment. This study can be beneficial for brand managers by providing guidelines on how to establish consumer loyalty affected by brand experience through brand commitment. Especially, brand managers should consider the negative impacts of forced commitment on consumer loyalty despite brand experience within the stores not influencing teenage consumers' forced commitment toward mass cosmetic brands. The importance of habitual commitment in the relationship between brand experience and loyalty was also revealed. The results can provide a realistic blueprint for consumer brand experience and commitment strategy.

• Journal of Distribution Science
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• v.19 no.1
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• pp.115-124
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• 2021

Purpose: This study examines the effects of several brand variables on customer satisfaction and brand loyalty. Research design, data, and methodology: The survey was conducted on a community with 302 city residents in Greater Jakarta as consumers of lighting products. The constructs were arranged based on several independent variables such as brand experience, brand relationships, and brand trust on customer satisfaction and brand loyalty. Customer satisfaction was positioned as an intervening variable to examine the effects on brand loyalty. Results: The consumer's experience determines the attitude and satisfaction at the next action. Brand experience significantly influences customer satisfaction and brand loyalty. Meanwhile, a brand association related to the benefits of the product concerned so that the relationship also affects customer satisfaction and brand loyalty. However, the brand relationship does not affect brand trust. Consumers do not readily believe without experience. Conclusion: The consumer's experience significantly influences satisfaction and brand loyalty, both direct and indirect. Brand relationships affected customer satisfaction and had a direct effect on brand loyalty. Likewise, brand trust has a direct effect on brand loyalty. The findings' implications emphasize the importance of brand owners to provide positive, memorable experiences to the consumers.

• Journal of Distribution Science
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• v.14 no.5
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• pp.59-70
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• 2016

Purpose - The objectives of this study are described as following. First, the study will establish the concept of Brand Values of Environmentally-friendly agricultural product through theoretical discussion. Second, it shows the effects of Environmentally-Friendly Agricultural Products brand value on Brand Satisfaction, Brand Trust and Brand Loyalty by empirical investigation. Third, in order to provide the methodology of brand development, literature regarding and questionnaire survey were used such as Environmentally-Friendly Agricultural Products Brand Value, Brand Satisfaction, Brand Trust and Brand Loyalty. Based up on the results, the research estimates consumers' relative priorities of Environmentally-Friendly Agricultural Products Brand Value factors in purchase. This research also suggests the consumer oriented new brand development and the progressive direction for the successful launching of Korean Environmentally-Friendly Agricultural Products Brand. Research design, data, and methodology - Because the relative literatures reviewed regarding not only each factor but also the relationships among them, Brand Value was categorized into 4 dimensions: Emotional, Social, Functional, and Epistemic Value. Then, Brand Loyalty was added as an outcome variable and Brand Satisfaction, Brand Trust were also added as mediators. The proposed research model and 13 hypotheses were created and 23 measurement items were developed. A face-to-face questionnaire survey with items concerning the Brand Value of Environmentally-Friendly Agricultural Products is conducted to housewives in metropolitan area in May 2016. Respondent answered about Brand Value, Brand Satisfaction, Brand Trust and Brand Loyalty in preferred Environmentally-Friendly Agricultural Products. 333 copies of the questionnaire were collected and analyzed using SPSS 21.0 and AMOS 20.0 to determine the reliability and validity of the measurements. Results - From the confirmatory factor analysis and a structural equation modeling, the outcomes of these studies were as follows; (1) Three Brand value dimensions, i.e. Emotional Value, Social Value, and Epistemic Value had a significant and positive impact on Brand Satisfaction, but Functional Value did not. (2) Social Value also had an impact on Brand Trust, (3) Brand Satisfaction significantly affected Brand Trust, and Brand Trust influenced on Brand Loyalty, and (4) Brand Satisfaction were perfectly effective in mediation between Emotional Value, Epistemic Value and Brand Trust, and it also partially mediated between Social Value and Brand Trust. Conclusions - According to the result of consumer research on Environmentally-Friendly Agricultural Product brand, 3 dimensions of brand value affected brand satisfaction, and especially Social Value was a significant positive dimension. So, marketers should concern about value proposition of Environmentally-Friendly Agricultural Product to consumers by using premium package design, store identity, and distinctive product. Consumers wanted to get self-esteem, self-regard, and high social position by purchasing it. This study has academic and practical significance, so the findings can be applied to a wide range of brand management strategies. However, there are some limitations; 1) limitation about development of new brand value dimensions, 2) limitation about gender in the area of respondents. Future research should be done with wide range of respondents.

• Asia-Pacific Journal of Business
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• v.3 no.1
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• pp.17-28
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• 2012

Very few studies have been done on Studying Brand credibility and Involvement as a determinant of Brand Equity. Literature on Brand Equity signifies lots of constructs like, Country of Origin, Brand Signaling, and Brand Power act as determinant to Brand Equity. This study tries to formulate relationship between the construct Brand Credibility and Brand Involvement as Antecedents to Brand Equity of Product. Using a Two Step Structural Equation Modelling approach analysis on the data collected on Mobile Phone brands were done. Result signified that Brand Credibility and Brand Involvement had significant influence on Brand Equity of the Product. On the Other hand there was no significant relationship between Brand Credibility and Brand Involvement of the Product.

• Korean Journal of Organic Agriculture
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• v.22 no.4
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• pp.629-643
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• 2014

This study analyzed how the brand image elements influenced upon forming the brand trust and the brand loyalty of the 'Sky Green' the joint agricultural product brand Cheonan, Chungnam. The brand image was classified into functional image, symbolical image and origin - associated image. And what element of the brand image element influences upon forming the brand image loyalty by the consumers who are using 'Sky Green'. In the analysis results, the functional image, symbolical image and the image associated with the origin have influenced on forming the brand trust and the brand loyalty. All variables composing the brand image have positive influences on both brand trust and brand loyalty. It means that brand image influences on brand loyalty directly but the greater influence can be exerted through the effects of the parameter of brand trust.

• Journal of the East Asian Society of Dietary Life
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• v.19 no.5
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• pp.803-811
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• 2009

Brand equity has been treated conspicuously since the late 1980s. The purpose of this study was to develop a model brand equity model by examining the structural relationship among dimensions (brand loyalty, perceived quality, brand association/image, brand awareness) of brand equity, to compare differences between local brands and multinational brands. For this study, a total of 540 survey questionnaires were analyzed the results. All results were conducted using the frequency, factor analysis, regression and t-test procedure of the SPSS 12.0 package. The t-test revealed that consumers expose that recognize foreign brand constituents as better than domestic brand constituents. The determinant factors of brand equity were summarized as brand loyalty, perceived quality, brand association/ image, and brand awareness. Among these, four factors had a significant affected on the level of brand equity. Specifically, there was a difference between domestic brand and foreign brands. Among domestic brands the level of brand equity was significantly affected by brand loyalty, brand association/image, and brand awareness. However foreign brands were significantly affected by brand loyalty and perceived quality.

• Journal of the Korean Society of Costume
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• v.66 no.1
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• pp.90-107
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• 2016

The purpose of this study was to examine the fashion brand attitude of tweenagers, with a focus on brand awareness, image, identification and loyalty. The study analysed 541 fifth and sixth-grade students in Seoul elementary schools. Major statistical methods used for this study were Cronbach's alpha analysis, confirmatory factor analysis, and path analysis with SPSS 19.0 and AMOS 19.0. Brands selected for this study were "NIKE" and "BEANPOLE KIDS". The result of this study was as follows: First, the study showed that both "NIKE" and "BEANPOLE KIDS" had 4 significant routes from the research model. Brand awareness had influence on brand image; brand image had influence on brand identification and brand loyalty; and brand identification had influence on brand loyalty. Second, using the bootstrapping to verify the significance of the total effect and indirect effect, brand awareness had a significant indirect effect on brand identification and brand loyalty; brand awareness did not have any direct effect on brand identification and brand loyalty for both "NIKE" and "BEANPOLE KIDS". Also, the total effect of brand awareness on brand identification and brand loyalty was significant. The result of this study showed the development potential to the fashion companies targeting tweenagers.