• 복식문화연구
• /
• 제14권4호
• /
• pp.647-656
• /
• 2006

A purpose of this research was to analyze an effect of discount stores image on brand equity of fashion brand. One hundred ninety-four women living in Seoul and its suburb were surveyed for this study. For data analysis, descriptive statistics, factor analysis, multiple regression, and ANOVA were used for this study. As the results, first, discount stores image was classified into five factors such as convenience, service, store atmosphere, familarity, and easy use. Second, brand equity was divided into three factors such as brand loyalty, perceived quality and brand recognition. Generally, discount stores images were correlated with brand equity factor. Third, results revealed that service, easy use, convenience, and familarity were 32% of the explained variance in brand loyalty. Also, store atmosphere convenience, service, and easy use were 26% of the explained variance in perceived quality. Results revealed Store Atmosphere and easy use, and familarity were 21% of the explained variance in brand recognition. Based on these results, discount stores in private brand marketing strategies would be suggested.

• 한국유통학회지:유통연구
• /
• 제4권2호
• /
• pp.59-74
• /
• 1999

Private brands play an important role in formulating the marketing strategies of fashion goods. Merchandisers of Korean department stores are now realizing that the effective marketing of private brands can increase customers store loyalty as well as store profitability. Thus, it is important to better understand customer's decision making processes underlying the purchase of private brand apparels. However, Little research had been undertaken to examine integrated factors influencing purchases of private brand apparel. Therefore, the objective of this study is to propose a model of purchasing intentions of private brand apparel. This study pays attention to (1) perceived value, (2) familarity, (3) store image, (4) differenciated needs, (5) perceived risk, and (6) perceived quality variation of private brand. The proposed model supports all hypotheses presented in the paper. Purchase intentions of private brand increased as perceived money, familiarity, positive store image of private brands, and satisfaction of individuals differentiated needs increase. Furthermore, perceive value of private brand increased as perceived risk and quality variation of private brand increased.

• 한국의류학회지
• /
• 제27권1호
• /
• pp.9-17
• /
• 2003

The purpose of this study was to investigate whether customers' fashion involvement, brand familiarity, and expertise of negative information moderate the influence of the original brand attitudes on the attitude toward extended brand attitudes in the fashion market. For these purposes, four hypotheses were developed and data was collected from 480 students. Data was analyzed using SPSS methods such as factor analysis, frequency, 1-test, and moderated regression analysis. The results were as follows; first, it was found that the original brand attitudes positively influence the extended brand attitudes. Second, the influence of the original brand attitudes on the extended brand attitudes was stronger when fashion involvement was high rather than low. Third, in the case that perceived similarity between the original and the extended product classes was high, the influence of the original brand attitudes on the extended brand attitudes was stronger when brand familarity was high. Fourth, the influence of original brand attitudes on the extended brand attitudes was stronger when the perceived expertise of negative information source on the extended brand was high. Therefore, the results suggest that extending brands requires the systematic brand management considering customers' variables such as fashion involvement, brand familiarity, negative information etc. Also, it seems that the brand strategy should be based on the segmentation for targeted customers' characteristics.

• 한국의류학회지
• /
• 제33권3호
• /
• pp.343-354
• /
• 2009

This study examined the factors(intrinsic cues, extrinsic cues, private brands familarity, store loyalty) influencing clothing PB preference of large-scale discount stores, and investigated the differences according to the consumer's decision types. Questionaries were collected from 316 female customers in front of the discount stores and the data were analyzed by SPSS 12.0 using T-test, correlation, regression analysis and cluster analysis. The results were as follows. First of all, According to the correlation and regression analysis, the private brand preference were influenced by store loyalty and PB familiarity. Secondly, Differences are found according to the consumer's decision types. That is the price-conscions consumers regard store loyalty, PB familiarity, extrinsic cues, and PB preference more importantly than the value-conscious consumers.

• 동아시아식생활학회지
• /
• 제16권4호
• /
• pp.481-487
• /
• 2006

Coupons that restaurants are competitively issuing have considerable effects on company profits, depending on the performance of redemption rate. The purpose of the study is to identify the coupon type that consumers most prefer, among coupon types the most frequently issued restaurants, and to investigate consumers' coupon redemption rate and revisit intention based on brand familiarity. In this study, freshmen and sophomores in the 2-year colleges and the universities located in Seoul and Kyoungi province were sampled by convenience sampling, and surveyed about 3 coupon types (free meal coupon, discount rate coupon, discount price coupon) with 150 copies of questionnaire for each type, totally 450 copies randomly distributed. As a result, relationship between coupon redemption intention and revisit intention based on brand familiarity was that, the higher brand familiarity was, the higher coupon redemption intention and revisit intention were, regardless of coupon types. This study lies in that it approached to discount method, one of the coupon types, by further subdividing into discount rate and discount price, and that redemption intention and revisit intention were studied by taking account of coupon familiarity.

• CRM연구
• /
• 제3권1호
• /
• pp.1-17
• /
• 2010

본 연구는 스폰서쉽을 통한 광고 집행시 고려해야 할 브랜드 자산의 요소들을 살펴보고, 이를 통한 광고효과 증대방안을 찾고자 시작하게 되었다. 먼저 스폰서쉽에 대해 살펴보았고, 브랜드 원산지와, 브랜드 친숙성, 소비자 자민족 중심주의를 중심으로 효과적인 스폰서쉽을 위한 방법을 찾고자 하였다. 연구의 결과를 살펴보면, 첫째, 소비자들은 스폰서쉽을 제공하는 브랜드의 원산지에 대한 태도가 우호적일 수록, 그 브랜드의 스폰서쉽 광고에 대한 태도도 우호적인 것으로 나타났다. 즉, 브랜드 원산지에 대한 태도에 따라서 스폰서쉽에 대해 우호적인 태도를 보일 수도 있고 부정적인 태도를 보일 수도 있는 것이다. 하지만, 국내 스포츠에 외국 브랜드가 스폰서쉽을 제공하는 것 그 자체에 대해서는 우리에게 이득이 된다고 판단하여 대체로 긍정적인 반응을 보이는 것으로 나타났다. 둘째, 소비자의 브랜드 원산지에 대한 친숙도가 높을수록 소비자의 스폰서쉽 광고태도는 우호적으로 나타났다. 즉, 소비자에게 별로 친숙하지 않은 국가의 브랜드가 스폰서쉽을 제공하는 것 보다는 브랜드 원산지에 대해 친숙성이 확보된 후에 스폰서쉽을 제공해야 더욱 효과를 볼 수 있다는 것이다. 셋째, 소비자 자민족 중심주의 연구는 효과가 거의 없는 것으로 나타났다. 이는 자민족 중심주의가 높은 사람이나 낮은 사람간의 스폰서쉽 광고에 대한 태도에는 거의 차이가 없다는 것이다.

• Asia Marketing Journal
• /
• 제11권4호
• /
• pp.69-93
• /
• 2010

본 연구는 통합적 브랜드 관리에 있어 매체 간 컬러의 불일치가 브랜드 태도에 긍정적인 영향을 미치며, 브랜드-소비자 자아 일치성이 이 영향에 조절적 효과를 가져 온다는 가정을 실험을 통해 증명하였다. 매체는 컬러의 영향을 살펴보기 위하여 시각적 영향이 부각되는 매체로 제한하였으며, 컬러 이외의 시각적 요인은 일관되도록 하였고, 브랜드에 대한 친숙도가 낮은 브랜드, 브랜드에 대한 이전의 지식이 없는 브랜드를 대상으로 하였다. 결과는 매체 간 컬러의 불일치에 따른 브랜드 태도는 컬러의 일관성에 따른 브랜드 태도에 비해 높게 나타났으며, 브랜드-소비자의 자아일치가 낮은 경우에 높은 경우보다 태도의 변화가 높게 나타나 가설이 모두 지지되었다. 이 결과는 브랜드의 관리적 요소로서 브랜드 표현, 즉 시각적 요인 중 컬러를 통하여 브랜드에 대한 인식을 높이고, 긍정적인 브랜드 태도를 형성할 수 있다는 것을 제안하였다는 것에 의의가 있다. 또한 본 연구는 브랜드 관리자의 직관에 의지하던 브랜드 표현의 일관성과 다양성의 수준이 일반적 의식보다 더 폭넓다는 것을 실증적으로 증명하고, 이전의 연구에서 성숙브랜드(mature brand)를 리포지셔닝 repositioning)하는 전략으로만 연구되었던 불일치를 신생 브랜드의 인지를 높이기 위한 전략으로 그 범위를 확장시켰다고 할 수 있다.

• 복식
• /
• 제52권1호
• /
• pp.37-52
• /
• 2002

The purpose of this study was to investigate influential factors on the buying intention and the impulse buying of discount store apparel. Data were collected by randomly surveys and the subject was married women. SPSS PC+8.0 was used to analyze the data. The factors to influence on the buying intention of discount store apparel were perceived money value, store image, brand familarity, differentiated needs, perceived risk, perceived quality, voluntary performance. It was found that perceived money value affected buying intension and that perceived quality affected the satisfaction after buying. The factors to influence on impulse buying of discount store apparel were environmental stimulus, useful stimulus, emotional stimulus, situational stimulus of consumer. The relationship between factors of impulse buying and influenced factors of buying intention was that store image affected useful stimulus and differentiated needs affected emotional stimulus.

• International Journal of Human Ecology
• /
• 제9권2호
• /
• pp.45-54
• /
• 2008

This study examines the influence of acculturation level and ethnic groups as a fashion reference group on Korean-American consumer attitude toward luxury fashion brands. Of interest is the role of Korean culture, which emphasizes luxury brand consumption due to the Confucion value of 'face', on Korean-American attitudes toward luxury brands. Data were collected from 108 young Korean-Americans living in the Pacific Northwest of the United States. Descriptive statistics, factor analysis, and multiple regressions were conducted for the analysis. In general, the respondents had relatively negative attitudes toward luxury fashion brands. Even though the acculturation level did not have a significant influence, attitudes toward luxury fashion brands were influenced by Korean reference groups. Age at immigration did not have a significant relationship with attitudes toward luxury brands. Korean-Americans who maintain ties with Korean culture are more likely to have a positive attitude towards luxury fashion, regardless of familarity with American culture.