• Journal of the Korean Society of Costume
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• v.59 no.5
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• pp.167-179
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• 2009

The purposes of this study were to explore the influence on fashion brand image and brand loyalty according to fit of the fashion brand with cultural art field, motivation in culture marketing of the apparel company, and involvement of the consumers in art activities. The subjects ware 274 male and female in 20s and 30s living in Seoul and Gyeonggi area. The study was obtained through the use of an experimental design which was $2{\times}[2{\times}2]$ mixed factorial design. The summary main results were as follows. First, as far as the effect of the three variables on the social contribution image of the fashion brand, the results of the 3-way interaction are positive. Second, as far as the effect of the three variables on the product image of the fashion brand, the data suggests that only the main-effect of motivation in culture marketing of the apparel company is meaningfully positive. Third, as far as the effect of the three variables on fashion brand loyalty, both fit of the fashion brand with cultural art field and involvement of the consumers in art activities variables show positive results.

• Culinary science and hospitality research
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• v.23 no.6
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• pp.11-19
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• 2017

The purpose of this article was to study the influence of eco-friendly management on customer's purchasing-intention at franchise Korean restaurants. In this research, factor analysis and multi regression analysis were used. Eco-friendly management was divided into 4 factors. Eco friendly service affected positively brand image (p<0.05). Energy saving positively affected brand image (p<0.005). Contribution to local society positively affected brand image (p<0.05). Menu composition affected the most positively brand image (p<0.001). At last, brand image had positive influence on purchasing intention (p<0.001). According to these results, we confirmed that the factors of eco friendly management influenced significantly on the customers' perception of brand image. As a result, food service corporations need to deal with the factors of eco friendly management efficiently. The findings of this research would help business management to build effective service marketing strategies and to satisfy the needs of customers at franchise Korean restaurants.

• Culinary science and hospitality research
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• v.20 no.5
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• pp.93-100
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• 2014

This study performed to identify the relationships among experiential value, brand image, satisfaction and customer loyalty in context of full-service restaurant, and to find the moderating effect of gender on the formulated model. SPSS 18.0 and AMOS 18.0 were employed to conduct frequency analysis, reliability analysis, exploratory and confirmatory factor analysis, and multigroup analysis to examine moderating effect. Results confirmed the validity and reliability and found significant relationships among the constructs. First, two factors of experiential value (e.g., aesthetic and economic value) have positive influence on brand image, satisfaction, and brand image was significant predictor of customer satisfaction. Second, satisfaction was significant antecedent of attitudinal loyalty and the attitudinal loyalty has influence on behavioral loyalty. In addition, current study identified moderating effect of gender between playfulness and brand image even though there was on significant relationship between both constructs. These results will be meaningful for developing marketing strategies and successful business especially for full-service restaurants.

• Asia-Pacific Journal of Business
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• v.4 no.1
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• pp.43-51
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• 2013

The research is done with reference to insurance industry. Three companies are taken for the study, first one is LIC, second is ICICI Prudential and third one is ING Vysya life insurance. The impact of advertising message was seen on the brand image of these companies. Six print ads were taken for each company and data was collected from five hundred and forty respondents and forming a sample size of thirty. Three questionnaires were prepared one for brand image before showing ad; second one for advertising message and third one for brand image after showing ads. Through this study these three companies were also compared on the ground of which company has the effect on its brand image by showing ads of that company before and after.

• The Journal of the Korea Contents Association
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• v.12 no.2
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• pp.439-452
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• 2012

This study is to analyse which tourism marketing communication influences on the tourism destination brand equity. Three factors of advertising, publicity, and the words of mouth of tourism destinations were set as tourism marketing communication in order to understand effects of tourism marketing communication on tourism destination brand equity, and tourism destination brand equity was deducted as three factors of brand awareness, brand image, and brand loyalty in order to understand each influential relationship. As a result of empirical analysis, advertising and publicity of tourism destination have positive influence on brand image and words of mouth about tourism destination has positive influence on all brand awareness and brand image. Brand awareness and brand image both have significant effect on brand loyalty, and it was verified that words of mouth about tourism destination among factors of tourism marketing communication has the highest influence.

• Journal of Distribution Science
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• v.9 no.4
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• pp.15-27
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• 2011

Although a huge number of academic researchers have paid considerable attention to exploring both the degree to which store image influences retailer brand customers and how to develop store personality, they have overlooked the contemporary retail context in which retailers have developed many different types of retailer brands, that is, price-oriented or quality-oriented retailer brands. Rather than focusing on the latter, much literature has looked at the former. Accordingly, even though there are many articles related to store image, a few authors have shown their interest in identifying the extent to which store personality affects customers purchasing retailer brands at lower prices. As a result, their efforts have been to illustrate the relationship between store image and consumer behaviours buying retailer brands. In that multiple retailers over the world such as E-Mart, Lotte-Mart, Tesco Korea and Tesco UK have actively introduced not only the quality-focused retailer brands that quality is better than, or equal to national brands, and prices are slightly higher than, or equal to them, but also price-focused retailer brands, academicians should make an effort to investigate how store image affects customers purchasing a quality-oriented retailer brand, comparing with previous research results. That is why the authors illustrate the extent to which store personality components influence retailer brand customers, including particularly quality-oriented retailer brand customers through an empirical research. By adopting a questionnaire method as a research technique to illuminate the relationship between store image components and retailer brand customers, research validity increases and further, data gathered through a field survey are analysed through a few statistic analysis methods, in order to minimise statistical deviations. Compared with the prior research concentrated on price-focused retailer brands, the authors have significantly shed light on customer behaviours purchasing retailer brand products with higher quality. When it comes to store personality components, the research suggests the following five items: merchandise attributes, services, physical facilities, promotions, and institutional image, considering the subcomponents mentioned by the previous research. Proposing the conceptual research model which those elements are differently hypothesised, according to retailer brand types: PR (Price-oriented Retailer brand) and QR (Quality-oriented Retailer brand), the research is proceeded. Through empirical research, the authors found that amongst the five items, only promotion influenced retailer brand customers in the Korean retailing marketplace, unlike other countries explored by many researchers, such as UK. Although much literature emphasises that those elements are closely related to retailer brand buying proneness, it is completely not fit to the Korean market. Also, research findings provide new insights into the degree of store image effects on retailer brand customers for academiciansand practitioners. Whether the retailer brand development program that a retailer has carried simultaneously both price-focused and quality-focused retailer brand types is practically profitable should be explored in the future.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.5
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• pp.235-243
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• 2020

The more consumers feel the brand as authentic, the better the brand image and the higher the purchase intention, so companies actively seek to build brand authenticity. On the other hand, the quality of products perceived by consumers comprehensively in consideration of various factors such as performance, durability, and materials can affect brand authenticity. The purpose of this study is to present useful implications by building a research model for quality and brand authenticity from a marketing point of view, and empirical analysis. For this, product quality and brand authenticity were theoretically defined, the relationship between them was identified, and ultimately the influence of these concepts on brand image was examined. In detail, a survey was conducted on a total of 286 consumers to find out the quality of the product, authenticity of the brand, and brand image, and the product to be surveyed was S20, the latest mobile phone of S Electronics. As a result of empirical analysis, although quality had a statistically significant positive effect on brand authenticity, the degree was not greater than expected. In addition, quality had a statistically significant positive effect on brand image, and its degree was large, but when quality and brand authenticity were considered together, it was found that the regression coefficient of brand authenticity was larger than that of quality. This means a partial mediating effect of brand authenticity. Therefore, in order to enhance the brand image and purchase intention of SMEs/Venture companies, a strategy that build brand authenticity simultaneously in consideration of the components presented in this study will be more effective than a strategy that focuses only on quality. This study proposes a variety of theoretical and practical implications by empirically examining the relationship between brand authenticity and brand image perceived by consumers through quality from a marketing perspective, based on a research model that was not discussed in previous studies. In particular, this study proposes a plan to build brand authenticity from the perspective of SMEs/Ventures.

• Journal of Distribution Science
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• v.12 no.8
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• pp.83-90
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• 2014

Purpose - Increasing sales of PB rice products can hinder the growth of domestic brands of rice, notwithstanding that the government is promoting domestic brands of rice. This analysis evaluated the influencing relationship among the variables of PB image, product credibility, and purchase intention of consumers who have never bought PB rice, to know the factors influencing consumers' decisions to purchase PB products. Research design, data, and methodology - PB products' brand image was analyzed as the factor that has a direct effect on purchase intention. The mediation effect of credibility on PB products is also analyzed, in terms of influencing the relationship between PB products' brand image and purchase intention. The analysis is performed on consumers that have not purchased a PB product and consumers who have purchased PB products from major distributors. Data is collected through questionnaires, from 389 of responders, and the AMOS 19.0 statistics package is used as a statistical tool. Results - It is proven that brand image has direct effects on the credibility of the product, and the credibility of product has a direct effect on purchase intention. However, it is revealed that brand image does not directly affect purchase intention, but that brand image indirectly affects it through the credibility of the product. Although the customers' recognition about PB image is low, the result shows that PB products' external attributes have effects on customers' purchase intention relating to the PB product. Therefore, it is important to establish the credibility of the PB product more than other products in terms of marketing. Conclusions - The following are the implications of the study. First, in a rice brand promotion, the credibility of the product should be ensured by a uniform brand image. To ensure the credibility of a product, the RPC brand and other brands should be unified, and the unified brand image should be applied to every product. Second, the package must possess a design as well as contents that could build consumers' perception of product credibility. Products' external attributes contribute to their credibility, which leads the consumers to purchase the products, including those consumers who have never bought PB rice products. Therefore, the products' credibility and sales can be reinforced by applying information about consumers' considerations when buying the PB rice product in different colors, font sizes, and packaging designs. This study is meaningful in two ways. First, it seeks to identify an NB revitalization strategy by exploring the purchasing behavior of customers who have no experience in buying PB rice products. Second, the results of previous studies about general brands are considered and applied in this study in order to investigate the influencing relationship among different factors of PB products. However, this study is a consumer awareness investigation; therefore, its results only have limited meaning to the relationship between brand image and purchase intention.

• Korean Journal of Human Ecology
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• v.18 no.2
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• pp.523-534
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• 2009

The purposes of this study were to identify brand equity factors influencing on brand preference and to investigate the effects of preference, price acceptability, distribution proximity, and appropriateness on brand performance of domestic and imported cosmetics brands. A total of 300 women aged between 20 and 49 years were surveyed on two domestic brands and two imported brands that were well-known to consumers during the month of September, 2006, in Seoul, Daejeon, Gyeonggi-do, and Chungcheong-do. The data were analyzed with factorial analysis, multiple regression analysis, ANOVA, Cronbach's ${\alpha}$, etc., using the SPSS 12.0. The result of the study included: 1) Four factors of brand equity were identified: brand image, social reputation, quality, and brand awareness. 2) Brand image, quality, appropriateness, and brand performance of the domestic brands were higher than those of the imported brands. But brand awareness of the imported brands was higher than that of the domestic brands. 3) Brand preference of the domestic brands was affected by social reputation, quality, brand image, and brand awareness in order of significance. And brand performance of the domestic brands was affected by brand preference, appropriateness, price acceptability and distribution proximity in order of significance. 4) Brand preference of the imported brands was affected by brand image, social reputation, brand awareness, and quality in order of significance. And brand performance of the imported brands was affected by appropriateness, price acceptability, brand preference, and distribution proximity in order of significance.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
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• v.28
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• pp.143-167
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• 2005

This study suggests the necessity of effort to develop representative brands a unique personality in connection with country image. That is, brand personality adds brand identity to reliability and makes for stronger brand in the international market. It also furnishes the differentiation for guilding effective brand marketing. In summary, it is clear that country image and brand personality are strategic factors which should be considered by world enterprises and government in this era of globalization. In addition, the cross-cultural examination of country of origin effect and brand personality in connection with foreign consumers' selection is worthy of study.