• 한국의류학회지
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• 제28권2호
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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.

• 복식문화연구
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• 제10권6호
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• pp.680-696
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• 2002

The aim of this study was to identify the components of customer-based fashion brand equity which was built from customers´perception to equity. As a method, both literature review and empirical research were made. This study performed in three stages from May to November in 2001. In the exploratory step. focus-group interview was conducted 5 times for gathering responses related to fashion brand equity, and free association test of 17 respondents was additionally conducted. In pilot study, 40 university students were surveyed and the data were analyzed in order to identify the components of fashion brand equity and to develop questionnaire. In the main research, 905 university students evaluated fashion brand equity in order to analyze the components of fashion brand equity in customers´perception. Statistical analyses were performed with SAS program using factor analysis, cronbach´α, frequency, and mean. The results of this study was as fellows. First, fashion brand equity was defined in terms of four components; customer-brand resonance, brand imagery/customer feeling, brand performance/customer judgment and brand awareness. Second, fashion brand equity was multi-dimensional brand attitude, which could be measured by 29 variables that were different from uni-dimensional evaluation of previous studies.

• 한국의류학회지
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• 제26권11호
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• pp.1660-1671
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• 2002

The purpose of this study is to develop and test the casual brand equity measurement, utilizing Heller 5(2001) ‘CBBE(Customer Based Brand Equity) Model' as a theoretical framework. The research was conducted in three steps from May to November in 2001. In the exploratory step, focus-group interview was conducted 5 times for gathering responses related to fashion equity. In Pilot study, 945 university students were surveyed and the data were analyzed to identify the components of fashion brand equity and to develop questionnaires. In the main research, 696 university students evaluated three brands in order to compare their equity that were formed in customers' perception. Statistical analyses were performed with SAS and LISREL 8.12 program using factor analysis and covariance structural equation model. The results were as follows: First, casual brand equity was defined in terms of six components; customer-brand resonance, customer feeling, customer judgment, brand imagery, brand performance and brand awareness. Second, casual brand equity was multi-dimensional brand attitude, which could be measured by 23 items that were different from previous measurement such as Aaker's ‘Brand Equity Ten' and K-BPI.

• 감성과학
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• 제8권3호
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• pp.177-187
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• 2005

본 연구는 광고디자인에 있어서 광고에 포함되어 있는 정보의 양의 광고수용자의 광고평가에 어떠한 영향을 미치는지를 검증하였다. 기존 연구는 주로 자원-부합이론(Resoruce-matching theory)의 관점에서 광고에 포함되어 있는 외부정보의 효과만을 주로 검증하였다. 그러나 본 연구에서는 이와는 달리 광고에 제시된 브랜드명 의해 유발된 심상정보처리와 같은 내부정보의 정보량이 어떻게 광고수용자의 광고평가효과를 조절하는지를 두가지의 실험을 통하여 검증하였다. 실험결과에 따르면 광고에서 제시된 브랜드명은 광고수용자가 인지적 잉여자원이 있는 경우 심상정보처리를 유발시키고 이러한 심상정보처리과정이 명성브랜드일 경우에는 광고에 대한 평가를 긍정적으로 유도하는 반면 비명성브랜드의 경우에는 부정적으로 유발하는 것으로 나타났다. 이러한 연구의 결과는 광고디자인프로세스에서 명성브랜드라면 광고효과를 증대시키기 위해 제품관련정보를 많이 내포해야 할 필요는 없다는 점을 시사하고 있다 오히려, 이미 소비자의 인식속에 구축되어 있는 브랜드자산을 통해 심상정보처리와 같은 내부정보탐색을 할 수 있는 여지를 마련하도록 광고디자인을 설계하는 것이 바람직하다고 할 수 있다. 반대로 비명성브랜드의 경우에는 광고효과를 극대화하기 위하여 제품관련정보를 다양화해야 할 필요가 있다. 이러한 결과가 향후 광고디자이너들이 광고디자인을 수행하는 프로세스상에서 광고수용자들에게 광고효과를 극대화하기 위해 어떻게 광고디자인을 수행해야 할 것인지에 도움을 되기를 바란다.

• 복식문화연구
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• 제30권3호
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• pp.381-402
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• 2022

This study aimed to identify sub-dimensions of the authenticity and fictionality of a brand story and analyze the effects of authenticity and fictionality on customer-based brand equity. Data were obtained from a group of 213 males and females in their 20s and 30s living in Korea using an online survey institute. Results showed that the authenticity and fictionality of a brand story are composed of reality, excitement, exaggeration, fictional symbolism, influence, sincerity, relativeness, mysteriousness, and unreality. Of these, sincerity, excitement, reality, influence, and mysteriousness had significant effects on brand imagery; sincerity particularly exerted a relatively more substantial influence on brand imagery. Also, influence, mysteriousness, excitement, and relativeness impacted performance positively, and exaggeration impacted performance negatively. This indicated that a well-constructed brand story with authenticity and fictionality had a positive impact on the brand image. Excitement, mysteriousness, reality, relativeness, sincerity, and influence of a brand story had significant effects on brand judgement. In contrast, only excitement and influence positively impacted brand feelings, and unreality had a negative impact on feelings. The exciting and influential brand story impacted brand attitude. Also, brand image and attitude positively impacted sharing and purchase intention, while brand performance did not affect recommendation intention. These findings contribute to identifying a brand story's attributes, authenticity, and fictionality and provide insights for marketers on creating brand stories to increase brand image and attitude and to build customer-based brand equity.

• 수산해양교육연구
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• 제29권1호
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• pp.158-168
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• 2017

The aim of this study is to propose the plausibility of Ship-repair industry brand in the global market. It has been argued that it is necessary to secure the identity of company because of the expansion of international market in the age of globalization. Authors of this paper have considered that the brand is a solution for global ship-repair industry's development in Busan region with focusing on the 5 elements (Salience, Imagery, Performance, Feeling, and Judgments) of Keller's brand equity block except Resonance. As a result, we presented the roles of company for securing the brand equity in ship-repair industry comparing with the elements of Keller's brand equity block. and implied the plausibility of global ship-repair industry's development. Especially, Securing the licences and certifications related to ship-repair industry is very important thing about the brand equity.

• 유통과학연구
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• 제17권1호
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• pp.57-72
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• 2019

Purpose - Current study aimed at investigating customer experience types (gain vs. loss avoidance performance experience and hedonic vs. reliability imagery experience) and their influences on satisfaction and positive emotion as antecedents of customer engagement. It also explored moderation role of regulatory focus in the influence of each experience type on satisfaction and positive emotion. Research design, data, and methodology - 416 Vietnamese local tourists were selected to test hypotheses by structural equation model in AMOS 21.0. Results - First, customers actually achieving gain or avoiding loss are more satisfied. Second, customers with hedonic and reliability imagery experience feel more positive emotion. Third, both positive emotion and satisfaction have positive influences on customer engagement. Last, regulatory focus moderates the positive effects of either gain or loss avoidance performance experience on satisfaction and also moderates the positive effects of either hedonic or reliability imagery experience on positive emotion. Conclusions - Focusing on both cognitive satisfaction and affective emotion resulted from experience, this study could advance customer engagement theory. Managerially, brand managers should induce gain performance and hedonic imagery experience (loss avoidance performance and reliability imagery experience) from promotion (prevention)-focused customers to enhance their engagement.

• 복식문화연구
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• 제32권2호
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• pp.247-259
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• 2024

This study assessed the effectiveness of brand image communication on consumer perceptions of cruelty-free fashion brands. Brand messaging data were gathered from postings on the official Instagram accounts of three cruelty-free fashion brands and consumer perception data were gathered from Tweets containing keywords related to each brand. Web crawling and natural language processing were performed using Python and sentiment analysis was conducted using the BERT model. By analyzing Instagram content from Stella McCartney, Patagonia, and Freitag from their inception until 2021, this study found these brands all emphasize environmental aspects but with differing focuses: Stella McCartney on ecological conservation, Patagonia on an active outdoor image, and Freitag on upcycled products. Keyword analysis further indicated consumers perceive these brands in line with their brand messaging: Stella McCartney as high-end and eco-friendly, Patagonia as active and environmentally conscious, and Freitag as centered on recycling. Results based on the assessment of the alignment between brand-driven images and consumer-perceived images and the sentiment evaluation of the brand confirmed the outcomes of brand communication performance. The study revealed a correlation between brand image and positive consumer evaluations, indicating that higher alignment of ethical values leads to more positive consumer assessments. Given that consumers tend to prioritize search keywords over brand concepts, it's important for brands to focus on using visual imagery and promotions to effectively convey brand communication information. These findings highlight the importance of brand communication by emphasizing the connection between ethical brand images and consumer perceptions.

• 한국의상디자인학회지
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• 제26권2호
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• pp.115-127
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• 2024

This study was initiated by focusing on the characteristics of 3D virtual clothing utilized by fashion brands aiming for sustainability. The purpose of this study is to analyze the characteristics of fashion brands that utilize 3D virtual imagery to mitigate environmental pollution caused by the fashion industry from the perspective of green design. The research methodology draws on green design literature and analyzes three hypothetical cases. These include experiential immersive design, design that rewards engagement, and design that delivers economic benefits that were utilized by fashion brands from 2019 to 2023. The findings and conclusions are as follow. First, the for the commercialization of virtual clothing, offline stores are reproduced in the digital world to provide an immersive shopping experience, similar to reality. These promote fashion products in a virtual space without the constraints of space and time, and creates profits and sustainable value. Second, virtual clothing promotes playfulness. Games and events utilize branded virtual worlds and characters to attract users. Rewards are given for achieving goals, and it is a practice of green marketing that uses virtual items to express products and minimize resource waste. Third, virtual clothing is affordable and can reduce the financial burden on consumers by digitally reproducing expensive products as physical brand collections at an acceptable price point. This reduces environmental pollution, saves physical resources, and increases the utilization of virtual clothing by providing a convenient way to purchase. This study is a basic study that examines the current status and characteristics of fashion brands' use of 3D virtual imagery from the perspective of green design based on literature and case analysis, and follow-up studies are expected on empirical virtual imagery activation measures through interviews or surveys with users for each case.

• International Journal of Costume and Fashion
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• 제12권2호
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• pp.67-82
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• 2012

21st century is the Age of Culture, and a period that is represented by symbolism and imagery. This is no exception for the countries that want to enhance their image in the international community. In order for a country to improve its brand, it has to select a representative emblem, symbols and cultural items. The usual suspects for this are its name, flag, and anthem. Each of these items can elicit different types of symbolism. It can also be used to differentiate the country from others; however, these are not the only sources of symbolism at the country's disposal. Other popular tools include cultural heritage, both tangible and intangible, climate, natural environment, and its national character. A country can use these items to associate itself with certain images. The purpose of this study is to find an objective way to effectively boost Korea's brand. This will be done by comparing and contrasting the ways countries including Korea have used their national emblems to enhance their image. Data from each of the countries were collected and analyzed. The results of this study will become empirical evidence in researches aimed to develop fashion designs that use Korea's national emblem as its motif in order to improve its national brand Countries that were used for this research were United States, United Kingdom, Japan, France and Korea, and they were chosen because their national brand rated highly. The items selected for the analysis were scarves and neckties. This was because, compared to other fashion items, it was easier to sort out scarves and neckties that used motifs of national emblems as well as these two items having the highest usage rate of this type of motif. Group of experts looked through a combined total of 370 scarves and ties and they analyzed the following factors in the design: type of motifs, frequency, use of color, methods of expression and images.