• 한국산학기술학회논문지
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• 제16권2호
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• pp.1054-1063
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• 2015

본 연구는 소비자 성향과 브랜드 컨셉이 확장 브랜드 평가에 미치는 주 효과를 살펴봄으로써, 효과적이고 전략적인 브랜드 확장 전량의 가능성을 실증적으로 분석해 보고자 한다. 본 연구의 실증적 검증을 위하여, 브랜드 확장 유형(유사/비유사)${\times}$브랜드 컨셉(상징적/기능적)${\times}$암묵적 소비자 성향(가변론적/고정론적)의 실험설계를 하였으며, 연구결과는 다음과 같다. 첫째, 모 브랜드와 확장제품 간의 유사성에 따른 주 효과가 통계적으로 유의하게 나타났다. 둘째, 상징적 브랜드인 경우, 소비자의 확장 브랜드에 대한 태도가 더 긍정적인 것으로 나타났고, 확장제품의 유사성과 브랜드 컨셉의 유형 간의 상호작용 효과가 통계적으로 유의하게 나타났다. 셋째, 개인의 암묵적 사고 유형과 브랜드 확장 유사성 간의 상호작용 효과가 통계적으로 유의하게 나타났지만, 가변론자가 고정론자에 비해 브랜드 확장에 대한 태도가 긍정적으로 나타날 것이라는 가설은 통계적으로 유의하지 못 한 것으로 나타났다. 본 연구는 비 유사한 제품군으로의 브랜드 확장의 효과를 높일 수 있는 실무적인 시사점을 제시할 수 있을 것으로 기대된다.

• 유통과학연구
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• 제21권10호
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• pp.109-121
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• 2023

Purpose: This study aims to verify whether avatars that embody different brand concepts offer different experiences to users. Furthermore, this study explores the relationship between user identification with avatars and their actual brand purchase intentions. Research design, data and methodology: The research design employed a between-subjects approach, with two independent variables: brand concept and avatar. The measured dependent variables were brand experience in extended reality (XR) and purchase intention. Additionally, brand attitude served as a control variable. Results: First, in virtual brand spaces with symbolic benefits, ideal avatars were found to elicit higher levels of brand experience than actual avatars. Specifically, participants reported elevated levels of entertainment and relational assembly experiences in symbolic brand spaces. Second, this research reveals that the relationship between users' identification with avatars and their intention to make actual brand purchases is mediated by brand experience in XR. Conclusions: The findings suggest that ideal avatars evoke higher levels of brand experience within symbolic brand spaces, particularly in entertainment, relational connection, and a sense of community. Furthermore, this study establishes the role of brand experience in XR as a mediator between avatar identification and purchase intentions.

• 유통과학연구
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• 제14권8호
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• pp.153-160
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• 2016

Purpose - The current distribution enterprises have realized the necessity for integrated and specialized images in their stores. From those reasons, visual merchandising has been considered as a powerful means towards brand value judgement as well as maximizing both brand and corporate identity. This research intends to study and discuss the current situations in Korean visual merchandising and its future concept setting. Based on the research findings, this paper tries to propose the basic concept for development strategies of visual merchandising in Korean distribution market. Although the studies on visual merchandising in Korean traditional markets have been continued, visual merchandisers have been distorted by display control centers in real situations. Therefore, this study tries to set both current and future concepts in visual merchandising for further discussions and a new complement formulation. Research design, data, and methodology - This study has investigated previous studies with the way of normative study by comparing, organizing concepts and relating terms on visual merchandising. In order to be an exact research, it seems to be more appropriate to analyze this study with a deductive analysis way rather than inductive as for getting the core of visual merchandising. Besides, this study changed the term 'visual merchandising' into 'VMD', and used it as an unified one. Results - Visual merchandising has an important key in retail planning. With focusing on organizing visual merchandising concepts, it should be adequate for domestic circumstances because there are various visual merchandising concepts with different perspectives. Thus, it is necessary to establish a concept including modern and Korean features through previous studies and data. Visual merchandising can be defined as followings. It enhances the value of shop images from visual aspects and conveys brand concepts effectively. Its task is to plan and manage products sales by combining three merchandising domains such as interior, display, and merchandising. Conclusions - There are some limitations on setting academic concepts in visual merchandising due to its features as to be taken in the field focused studies. More meaningful case studies should be performed as an area of future studies. Therefore, it is necessary to perform an effectiveness analysis on empirical visual merchandising state and present the course of development.

• 한국IT서비스학회지
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• 제13권3호
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• pp.183-200
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• 2014

Online brand communities have become a major component of marketing strategy given that these communities encourage participation and share the culture of Web 2.0 core concepts to Internet users. This study investigated the effects of social capital and knowledge quality on the success of online brand communities. A research model suggests that trust among members and the identification derived from social capital theory and knowledge quality influence individual community participation; knowledge quality also influences brand trust. In turn, community participation and brand trust develop brand loyalty. The model was empirically analyzed using structural equation modeling with data from online brand community members in Korea. The results indicate that identification and knowledge quality significantly affects brand trust and brand loyalty through community participation. This study provides a basis for developing a success model for online brand communities. Also, this study identifies a new role of knowledge quality in an online brand community context.

• 패션비즈니스
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• 제15권6호
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• pp.163-175
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• 2011

This study tried to improve the design of the symbol mark for the fashion industry and effectively publicize the brand image of a small fashion accessory company through a powerful visual communication strategy. For this purpose, this study performed research and an analysis of the features of existing fashion accessory companies as well as the current status and features of their utilization of symbol marks for the enhancement of the brand's image. Total 48 fashion accessory brands focued on jewerly were selected from the Dictionary of Fashion Brand and the types of symbol analyzed the concepts and formative aesthetics of the symbol mark design in each brand. Based on the data, this study designed the fashion accessory company's logo and a new symbol mark design. It makes full use of the characteristics of the logos and the symbol mark that reflect the most critical issues of fashion accessory design so as to promote the consumers' level of product recognition as well as the product symbol characteristics. In the case of combining characters with concrete objects, they were found generally to use objects that give elegance, cute and feminine images, such as rings, hearts and small pets. Moreover, colors in the series of black/grey seemed to be used to convey the concept of accessory brands that pursue modern, sophisticate, and practical images. As these design plans, enhancement of the consumers' level of recognition of the brand is attempted as well as the execution of an effective publicity of the feature of the product through the use of the logo and symbol marks reflecting the features of the fashion accessory, instead of simply introducing the brand or product. The result of this study indicates that methods to design brand symbol marks for clothing should be incessantly sought in a way to build brand power as an important component to represent concepts and reinforce brand image.

• 디지털융복합연구
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• 제16권6호
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• pp.163-173
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• 2018

본 연구는 소비자의 브랜드 컨셉(상징적 vs. 기능적)과 브랜드확장의 관계에서 제품의 기술 또는 브랜드 출처를 알려주는 지식재산신념(특허신념 vs. 상표신념)의 역할을 살펴보는 것이다. 이를 위해 프리테스트를 통해 3개의 제품범주(시계, 가방, 자동차)에서 각각 2개의 모(母)브랜드(롤렉스 vs. 카시오, 프라다 vs. 코치, 벤츠 vs. 도요타)와 3개의 확장제품(팔찌, 구두, 오토바이)을 자극물로 선정하여, 전국의 성인남녀를 대상으로 296개의 표본을 수집하여 부적절한 응답지를 제외한 290개(남=143, 여=147)를 최종 분석하였다. 우리는 연구를 통해 제품의 브랜드 컨셉과 브랜드확장의 관계에서 상표신념은 매개역할을 하지만, 소비자의 특허신념은 매개역할을 하지 않는다는 것을 확인했다. 또한, 소비자의 사고방식은 브랜드컨셉과 브랜드확장의 관계를 특허신념의 매개로 조절한다는 것도 밝혔다. 본 연구는 기존연구와는 달리 모브랜드 컨셉에 따른 소비자의 브랜드 확장태도에서 지식재산신념의 매개역할을 밝혔다는 점에서 이론적 시사점을 제공하며, 모브랜드의 컨셉과 소비자의 사고방식에 따른 소비자의 지식재산신념 구축이 기업의 지속적인 성장과 시장경쟁력을 가져다준다는 실무적 시사점을 제공한다. 본 연구는 모브랜드 컨셉에 따른 브랜드 확장의 성공을 위해, 기업이 준비해야 할 지식재산을 명확히 밝힘으로써 기업의 브랜드 가치를 높이는데 일조할 수 있으리라 본다.

• 경영과정보연구
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• 제34권4호
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• pp.121-139
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• 2015

본 연구는 연구문제 1로 소비자-브랜드 상호의존성, 소비자-브랜드 동일시, 브랜드향수, 브랜드 사랑의 4개 항목으로 크게 나누어 브랜드 신뢰 및 충성도와 항목의 중복성을 검토하였다. 고유값(eigen-value) 1이상을 기준으로 요인분석을 실시한 결과 예상했던 것과 달리 요인은 6개가 아니라 4개로 분류되었다. 이는 이전 연구에서 제시되었던 브랜드 체험, 소비자-브랜드 관계, 브랜드 사랑 등 매우 정교화된 항목으로 나누어진 변수들이 여러 논문에서 검증되는 과정을 거치다보니 타당성 평가결과 상당히 중복되거나 기존 논문의 결과와 다른 항목들이 수렴되는 경우가 많이 존재했듯이 본 연구에서도 비슷한 결과를 보였다. 연구문제 2에서는 브랜드 사랑은 브랜드 충성도 보다 더 달성하기 힘든 개념이라는 것을 결론적으로 제시하였다. 단순한 관계, 즉 브랜드 신뢰${\rightarrow}$소비자-브랜드 관계를 검증하였던 모형 1은 적합도가 매우 낮게 나타나 새로운 모형을 만들어 검증하였는데 대체로 본 연구는 브랜드 동일시${\rightarrow}$브랜드 신뢰${\rightarrow}$브랜드 충성도${\rightarrow}$브랜드 사랑의 과정으로 구성된 모형이 가장 적합한 모형임을 밝혔다. 무생물인 브랜드를 인간과 같이 사랑한다는 것은 반복적 구매의지를 나타내는 기존의 행동적 충성도 보다 더욱 달성하기 어려운 개념이 될 수도 있다는 것이다.

• 패션비즈니스
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• 제13권5호
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• pp.135-148
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• 2009

The purpose of this research is to examine changes in Japanese fashion design through analysis of the background and characteristics of 'Japanesque Modern'. With the advent of globalization and pressures to enhance international competitiveness, key players in both Japanese government and industry feel an urgent need to establish a distinctive brand for its products. 'Japanesque Modern' was launched in January 2006 as a nationwide campaign through the support of the Japanese Ministry of International Trade and Industry (MITI). 'Japanesque Modern' strives to be a national movement, enhancing Japan's brand image while promoting continuous industrial innovation. 'Japanesque Modern' unites Japanese culture, design, and aesthetics with advanced technology, bringing traditional concepts to enrich contemporary life styles. In order to exemplify the 'Japanesque Modern' ideal, existing market products and content that reflect the concept were selected for the 'Japanesque Modern Collection' by the Japanesque Modern Council. In making these selections, the Council emphasized criteria based on three Japanese spiritual values: Craftsmanship; Manner; and Hospitality. As a result, three designs concepts have emerged in the 'Japanesque Modern Collection': the 'convergent method'; the 'conversion method'; and the 'emphasis method'. This research will explore these design concepts and their relationship to 'Japanesque Modern'.

• 동아시아식생활학회지
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• 제27권4호
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• pp.431-441
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• 2017

The purpose of this study was to analyze the effect of consumers' perceived brand benefits toward brand coffee shops on continuous purchase intentions as well as the mediating effect of brand trust. The survey was conducted on coffee consumers aged 20~40 years living in Seoul and who visited brand coffee shops exposed as product placement (PPL) in TV dramas. Out of 400 questionnaires distributed to consumers, 381 questionnaires (95.3%) were analyzed. Consumers were more interested in places (60.1%) than the products (39.9%) of the coffee shops exposed as PPL. Over half (54.6%) of the respondents showed a positive attitude towards coffee shop PPLs. All three brand benefits perceived by consumers (functional, symbolic, and empirical) had significant positive effects on brand trust and continuous purchase intention. In particular, symbolic benefit has the greatest impact on continuous purchase intention towards the brand. Brand trust had a mediating effect between perceived brand benefits and continuous purchase intentions. Therefore, it is necessary to focus on enhancing the perceived symbolic benefit of the brand to effectively maintain customer relationships. The results suggest that when planning positioning concepts, considering the importance of brand benefits is the best way to increase the competitiveness of coffee shop brands.

• 복식문화연구
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• 제15권3호
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• pp.420-430
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• 2007

Noting that there is an increasing trend of the so-called 'neo-single life style' among women these days, this research aims to make a product development for these neo-single women in this era of families of a single member by analyzing their concepts and characteristics. We payed a particular attention to the data from such sources as newspapers, magazines or the articles in the Internet. The essence of our research lies in the analysis of target market, in the suggestions in the brand planning and product development and in the designs of fashion and interior products for them. The result of this research is as follows. First, it turns out that these neo-single women enjoy a kind of multi-mixing code lifestyle rather than showing a preference for a particular brand. For this reason, we have decided to pursue a multi-concept brand fonn as a right direction for brand planning for them. Second, as for a philosophy behind the brands, we suggest a concept of 'small utopia' for neo-single women and express such as new aristocracy, happiness and pleasure. Third, we adopt 'YOU' as the name of the brand as it reflects their various life styles and characteristics. Fourth, as for the product development of F/W in 2007, we have decided on 'Minimal Natural' as it mixes up the concepts of the controlled beauty of sophistication and multi-functional elements and 'Modern Primitive' as it expresses the ethnic elements on modern images having craft factors and modern images. We have performed concrete tasks in creating images, coloring, making fabrics for each theme. Fifth, we have chosen and suggested other products that are suitable for these neo-single women who seek for multi-functional but simple kinds after surveying a wide range of products in magazines or in the Internet.