• Journal of the Korean housing association
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• v.20 no.4
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• pp.59-68
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• 2009

A well-managed brand name (eg., Xi, the #, and I-Park) becomes brand equity. Brand equity affects the name value of brand in question and revenues. Elaborated researches regarding causes and effects forming brand equity, however, are hardly found. This research aims at: (1) examining the relationships among antecedents of apartment brand equity, brand equity components, and brand preference; and (2) proposing marketing strategies for strengthening apartment brand equity. The research method utilized is a survey. The research procedure consists of four steps as follows: (1) literature review; (2) hypotheses construction regarding antecedents and consequences of apartment brand equity; (3) measurement of apartment brand equity; and (4) covariance structure analysis of relationships between antecedents and consequences. This study found following positive relationships. First, the corporate image and apartment advertisement have a positive influence on brand-name recognition/image and perceived quality, consisting of apartment brand equity. Second, brandname recognition/image, perceived quality, and brand-name preference, consisting of apartment brand equity, have a positive influence on a brand affinity. Thus it is concluded that apartment brand equity is strengthened by means of: (1) the distinction of major factors, forming brand equity and enforcing it; and (2) the establishment and implementation of integrated marketing communication (IMC) strategies.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.8
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• pp.1075-1085
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• 1999

Brand equity is the added value endowed by the brand to the product. This concept born in the 1980's has aroused intense interest among market managers and business strategists from a wide variety of industries. Brand equity can be approached in different perspectives according to the motivations and the objectives of the studies. Consumer-based brand equity is examined internally by consumers' cognition and feeling and externally by consume behavior in the market By analyzing the relationship between them we can understand how brand value is made in the mind of consumers and how it is converted into the consumer behavior,. The brand is an especially important extrinsic cue in clothing products and the apparel industry has higher brand equity when it is actually compared with the brand equity of many other industries measured as a financial asset. Therefore the purpose of this study was to find out brand value of clothing products through clothing brand equity and to understand consumer behavior of the brand. And so we focused in consumer-based brand equity. For the empirical study three brands that are predicted to have different level of brand equity were selected based on prices and market shares of the brands. As the result the consumer-based brand equity is composed of emotional and cognitive dimensions and each dimension has several sub-dimensions. These diverse dimensions of brand equity bring about differences in consumers' purchase behavior market share and price premium of brands.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.5
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• pp.797-807
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• 2010

This study investigates the effects of consumer brand identification and brand attachment to brand equity. 332 surveys were collected from male and female university students in Seoul. In each survey, respondents were asked to choose one favorite fashion brand that they often purchase and answer questions regarding brand identification, brand attachment, and brand equity. The results were analyzed using SPSS package 12.0 and AMOS 5.0 program and factor analysis, reliability analysis, and path analysis were conducted. After the factor analysis, 3 factors were found under brand identification, 4 factors under brand attachment, and 4 factors under brand equity. The Cronbach's $\alpha$ of brand identification was .84, the brand attachment was .80, and the brand equity was .81. The results of this study show that brand identification had a positive effect on brand attachment that had a positive effect on brand equity. Additional results show that both brand identification and brand attachment had a positive direct effect on brand equity; however, brand attachment had a higher effect on brand equity.

• 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.

• Knowledge Management Research
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• v.10 no.3
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• pp.81-98
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• 2009

The purpose of this study is to investigate the effect of Hallyu(Korean Wave) and marketing mix elements on brand equity based on the Korean cosmetic brand in China Market. It will provide the constructive suggestions to build Korea brand equity in overseas market through empirical research. At the beginning of this study, in order to analyze the effect of Hallyu and marketing mix elements on brand equity, we studied literature reviews on relationships between brand equity and marketing mix elements, culture, Hallyu and its influences on marketing. And then, we set up the research model, hypotheses and variables. The chosen variables to investigate are price premium, price deals, store image, distribution intensity, advertising, Hallyu, perceived quality, brand loyalty, brand awareness/associations, and brand equity. The results of the study reveal that Hallyu and advertising had a positive influence on perceived quality, brand loyalty and brand awareness/associations, but the other marketing elements had partial influence. All of perceived quality, brand loyalty and brand awareness/associations showed positive effects on brand equity. Additionally, theoretical and managerial implications of brand equity and Hallyu based on the results of this study are discussed. And limitations and future research issues are also presented.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.2
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• pp.252-261
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• 2004

In this complex marketing world, marketers find themselves having to grapple with difficult issues about branding and their brand management. In many cases, a deeper understanding of how consumers feel, think, and act could provide valuable guidance to address these brand-management challenges. The objective of this study is to conceptualize and test the framework of building fashion brand equity, utilizing Keller＇s CBBE Model as a theoretical framework and Kim and Lim＇s (2002) scale as a measurement model of fashion brand equity. We conducted a survey toward 696 university students using Kim and Lim＇s fashion brand equity scale. To test the hypothesized building paths of fashion brand equity, statistical analyses were performed with AMOS 4.1 program using confirmatory factor analysis and structural equation model. The results of this study were as follows. First, fashion brand equity was defined in terms of six components; customer-brand resonance, customer feeling, customer judgment, brand imagery. brand performance and brand awareness. Fashion brand equity was multi-dimensional brand attitude, which could be measured by 16 items. Consequently, Kim and Lim＇s scale acquired a statistical validity. Second, the proposed conceptual framework of this study was partially significant. We can provide an effectiveness of Keller＇s CBBE model to conceptualize the building process of fashion brand equity. Third, it was different between two brands to build fashion brand equity.

• Journal of Distribution Science
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• v.10 no.11
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• pp.39-53
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• 2012

Purpose - This study identifies relationships amongst repurchase intentions, brand equity, and preference by applying VMD of fashion retail stores. The results would help coffee shop owners and coffee makers in devising an appropriate strategy for successfully managing coffee shops. Research design, data, methodology - The VMD model of a coffee shop includes harmony, trend, and attractiveness, while brand equity encompasses brand awareness, perceived quality, and brand image. In this study, the VMD factors of coffee shops, brand equity, and brand preference, are shown as independent variables, while repurchase intention is shown as the dependent variable. The study aims to ascertain the extent of the influence configuration factors of a coffee shop have on brand equity, brand preference, and repurchase intention. Regression analysis was used to verify the mediating effects of brand preference on brand equity and repurchase intention. The measurement items were already deemed as reliable and valid in the previous study, but some modifications were made for the purposes of this study. Questionnaires were distributed to 550 consumers on a national scale, and 517 consumers amongst these were finally used as a sample for analysis using the SPSS 17.0 statistical program. Results - First, amongst the VMD configuration factors of a coffee shop, trend, and attractiveness have a positive impact on brand equity (brand awareness, perceived quality, and brand image). Second, brand equity has a positive effect on brand preference. Third, brand preference has a positive effect on repurchase intention. Fourth, brand preference plays the role of a mediator in measuring the impact of brand awareness and brand image on customers' repurchase intentions. Conclusions - The theoretical implications can be summarized as follows. First, this study proposes a theoretical basis that can be adapted to the VMD configuration factors of a coffee shop by identifying the relationship between brand equity and coffee shops. This study applies the VMD factors to the coffee shops and presents a new research model by examining the relationships amongst VMD components of coffee shops: brand equity, brand preference, and repurchase intention. Second, it clearly establishes the relationship between brand equity and brand preference by identifying the mediating effects of brand preference, given that brand equity has a positive impact on repurchase intention. The practical implications are as follows. First, development of brand equity and management can be important components for coffee shops in determining that the VMD configuration factors of coffee shops have an impact on brand equity. Second, amongst the VMD configuration factors, attractiveness and trend have a positive influence on choosing coffee shops, therefore store atmosphere should be attractively designed, while the menu and interiors should complement each other and be reviewed periodically to conform to the latest trend. Third, VMD configuration factors that are confirmed are not easily changed. Fourth, large franchises and foreign companies have strengths in scale, locations, and brand. Fifth, the different ways of campaigning should be compared to those of large franchises and foreign companies in order to increase brand equity using VMD configuration factors.

• Asia-Pacific Journal of Business
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• v.2 no.1
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• pp.23-48
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• 2011

Generally, higher brand equity ends up with higher market share and higher profitability. However, superior brand equity does not guarantee the success in the market. That is, consumer choice is closely related to brand equity but we need more than brand equity to explain this complex phenomenon. We adopt the customer equity concepts: value equity, brand equity, and retention equity. By incorporating value equity and retention equity into customer equity, it is possible to avoid the problems of using the brand equity only. In the paper, we apply this customer equity concepts to cellular phone and investigate the effects of antecedent variables such as exposure, knowledge, positive experience and negative experience on the components of customer equity. In addition, as surrogate measure of customer lifetime value, the weighted measure of purchase intention, consideration set inclusion, and next purchase is used as dependent variable. We estimate the effects of components of customer equity at the brand level and aggregate level using SURE model. Estimation results show that Apple has currently low market share but has high future potentials and Korean firms have currently high market share but has rather low future potentials.

• Korean Journal of Human Ecology
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• v.18 no.6
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• pp.1277-1288
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• 2009

Building strong brand equity has been the most effective method to extend market share and ensure profits. Brand extension strategy by using well-established mother brand names also becomes the most efficient way to enter a new market. The first objective of this study is to conceptualize and evaluate fashion brand equity. The next purpose is to investigate the relationship between mother brand equity and extended brand attitude. The survey was conducted from the 15th to the 26th of June 2009. We conducted a survey with 200 university students and 182 samples were analyzed. The data was analyzed by SPSS 12.0 with reliability analysis, frequency analysis, factor analysis, regression analysis and One-way ANOVA analysis. The results of this study are as follows. Firstly, the factors of brand equity based on customers were "Brand Satisfaction", "Brand Reliability", "Brand Personality/Value", "Brand Characteristic", and "Brand Edge". Secondly, the order of brand equity based on customers in this study was Polo, Beanpole and Tommy Hilfiger. Lastly, results revealed that brand extension was positively influenced by all factors of mother brand equity.

• The Research Journal of the Costume Culture
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• v.27 no.5
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• pp.479-495
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• 2019

This study defines Korean wave stars as Korean wave human brands and examines the influence of the characteristics, attachment, and self-congruity of the Korean wave human brand on brand equity. For this, this study surveyed Chinese female consumers in their 20s and 30s who consume many Korean wave products from May 2018 to June 2018. First, human brand characteristics, attachment, self-congruity, Korean wave aspiration level, and brand equity according to demographic characteristics were identified. Second, characteristics, attachment, self-congruity, and the aspiration level of the Korean wave human brand showed correlations with brand equity. However, brand awareness, a sub-factor of brand equity, does not show correlations with self-congruity. Third, characteristics, attachment, self-congruity, and Korean wave aspiration level had a positively influenced brand equity. Fourth, when looking into the mediated effect of attachment on brand equity, both human brand characteristics and self-congruity showed a partially mediated effect. Fifth, when analyzing the adjustment effect in the Korean wave aspiration level, a group with higher Korean wave aspiration level showed more correlations with attachment and brand equity. This study found that attachment and self congruity are important elements in forming human brand and brand equity. This study is significant in that it verified the influence of Korean wave brand power that has been on the rise recently on brand equity and provided a theoretical basis that has allowed researchers to determine that the characteristics, attachment, and self-congruity of Korean wave human brand significantly influence brand equity.