• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.2
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• pp.235-246
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• 2008

The aims of this study were to identify benefits sought for herbal cosmetics and its significance in influencing consumers' attitude and brand choice. A questionnaire was distributed to 900 women between 20 and 50 years old who had purchased herbal cosmetics from Nov. 6, 2006 to Dec. 15, 2006. SPSS 12.0 package was used for data analysis. Factor analysis, $X^2$-test, frequency, percentage, multiple regression analysis were utilized. The results were as follows: 1. The benefits that consumer was seeking from herbal cosmetics could be classified into 9 dimensions; special function, brand, nutritional reinforcement, economy, scarcity, feeling, fragrance, fashion and skin fitness. 2. All of the above benefits sought except economy and fashion had positive impact on consumers' attitude of herbal cosmetics. 3. There was a correlation between types of benefits sought by consumers and their brand selection.

• Journal of Distribution Science
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• v.14 no.11
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• pp.129-138
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• 2016

Purpose - The ICT(information and communications technologies) development is affecting consumer behaviors on selecting channel or distribution system. This study aims to advance our knowledge about the factors influencing omni-channel behaviors. This study considers the positive brand experience as the moderating variable into the relationship between omini-channel use intention and consumer brand relation. Also, the effect of positive brand experience on consumer-brand relation is researched. Research design, data, and methodology - This study conducted an empirical test with the subject as customers who purchase goods or service through on-off cross channel simultaneously. The research model is developed from prior literatures about influencing variables on channel selection. The structure of this study is designed to identify causal relationships between the variables. 268 survey data from the questionnaire survey which is conducted to target customers who use online and offline channels, is used for empirical analysis. This study validates generality with descriptive statistics and data reliability with Cronbach's alpha value. The exploratory factor analysis is used for value purification. Then, the confirmatory factor analysis is conducted for structural equation modeling. Finally, the execute structural equation modeling is analyzed to confirm the hypotheses Results - First, the two causal influences between perceived performance risk and the propensity of omni-channel and between price consciousness and the propensity of omni-channel are verified through the empirical test. Second, the result identifies that the propensity of omni-channel is influenced on consumer-brand relationship. Third, the AMOS analysis proves that the moderating variable, positive brand experience, has significant positive impact on consumer-brand relationship. This significant relationship is highly supported by the regression analysis between brand experience and propensity of omni-channel because it results that positive brand experience has positive impact on the propensity of omni-channel. All hypotheses are verified to be true. Conclusions - Based on the empirical result, this study confirms that perceived performance risk and price consciousness are the important factors influencing propensity of omni-channel. According to the additional analysis, the moderating variable and positive brand experience plays important role between the propensity of omni-channel and consumer-brand relationship. Furthermore, positive brand experience influences more on consumer-brand relationship than non-positive brand experience.

• Journal of Korean Ophthalmic Optics Society
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• v.21 no.3
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• pp.181-189
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• 2016

Purpose: This study aims to understand effective brand naming process of an optical shop brand by a research of brand naming process of optical shop through creation of alternative. Methods: It investigated brand naming process such as character abstraction, target grasp, naming direction set, naming development and etc of an optical shop. It also looked into characteristics of alternative creation patterns such as words mix, typifier, sentence making, part words mix and etc and then, it investigated brand naming examples. Results: Creation of alternative is a phase of brand naming which has to be refined on the basis of creation of abundant alternatives and then to be developed to a brand name. This study suggested examples of brand names of optical shops which were made and adopted by creation of alternative. Conclusions: Creation of alternative in brand naming complies with concept, and it has systemic process and objective selection as an effective way in association of brand and searching words. It is necessary to have brand naming works through creation of alternative for the purpose of individual and strong brand name with desirable association and differentiation of an optical shop.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.2
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• pp.89-101
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• 2011

The economy blocking and price competitiveness caused by globalization has generated an on-going controversy of global sourcing among high-priced luxury brands. The consumers in the global market purchase luxury goods based on both craftsmanship and the reputation of luxury brands. Factors such as the origin, brand and pricing can affect the intention of consumers to buy luxury goods. This study analyzed the optimum brand combination using conjoint analysis. The analysis was based on the selection of origin, brand name and price as extrinsic factors among attributes of customer choice. These factors were subdivided into Italian and Chinese origins, Gucci, Prada, and Miu Miu in terms of brand names, and 450,000, 750,000, and 1,500,000 Won in terms of price levels. The result showed that origin was considered the most important factor followed by brand name and pricing. This tendency tells us that customers consider origin, brand name and price in that order when purchasing luxury brands. In regards to each factor, respondents preferred Italian to Chinese origins, the Gucci to Miu Miu brand name, and 750,000 to 450,000 won for price level. Generally, women in their 20s and 30s preferred products from advanced nations at a medium-level price.

• Journal of Distribution Science
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• v.12 no.8
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• pp.17-29
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• 2014

Purpose - The use of corporate social activities to implement the concept of corporate social responsibility enhances brand equity and attitude, and strengthens economic competitiveness. In areas such as mobile communications, companies take the responsibility of protecting customers and enhance the quality of the mobile communication service, helping to make an effort to obey the regulations of the public trade order and fair trade agreement, enabling a healthy society through communication with elderly living alone or youths without parents, and enhancing marketing strategies. Research design, data, and methodology - To test the hypothesis, a survey was conducted. The surveyed population includes people who use the big three mobile communication services. The survey was conducted from October 4th to October 14th, 2013. A total of 500 survey questionnaires were circulated and 483 were collected; out of these, 32 were excluded due to missing or incomprehensible information. The data was analyzed with SPSS 18.0 via frequency analysis, trust analysis, search factor analysis, relationship analysis, confirmation factor analysis using AMOS 18.0, and structural equation model analysis. Results - Research on corporate social responsibility has been frequently conducted recently. Companies are perceived as social constituents satisfying the social desires of people in addition to customer needs. Further, companies are returning profits to society to satisfy community needs, because there is greater emphasis on the social responsibilities of companies. Companies' social responsibilities should include marketing strategies and the identification of customer needs. This study shows that social service activities influence brand value, which influences customer attitudes; therefore, social service activities indirectly influence customer attitudes. In order to increase customers' purchasing intention, it is essential to improve brand image via social services and provide a distinctive quality of service. Conclusions - This research has used the purposive selection method in the empirical analysis to identify the effect of social services on brand value and customer attitude. Therefore, this study revealed that businesses, whose ultimate objective is to improve customers' purchasing intention, should promote their brand equity through corporate social responsibility activities and offer a distinct service quality. Limitations in the progress of research were found and future indications to overcome these limitations are suggested as follows. First, survey responders had a limited understanding of social responsibilities; therefore, this concept needs to be explained to people first. Second, the research was done on people who live in Daejeon; thus, it is not representative of the entire country. The research has to be repeated with people in other cities. Third, there is a limitation in the study because the purposive selection method was used on Daejeon customers. In the future, a more precise selection of the population is needed. Fourth, Daejeon has unique geographical and size characteristics. Thus, customers in Seoul and other areas may display different characteristics and research on them may reveal different findings. Therefore, again, this study has to be repeated in other areas.

• The Research Journal of the Costume Culture
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• v.10 no.2
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• pp.103-115
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• 2002

The purpose of this study is to investigate the consumers′ cognition and buying behavior on sports brand character. Since the character industries are booming, this study focused on the source and the expression method of sports brand characters that are already known to consumers. Subjects of this study were university students who were interested in sports brand characters, living in Seoul and Kyenggi-do. The questionnaire were developed based on the previous studies. Data were analysed by Frequency analysis, ANOVA, Duncan Test, and Spearman′s Rho. The results were as follows: 1. The most preferred source of sports brands character was "illustrated human figure"(i.e. a famous athlete like Michael Jordan). And the most favorite expression method of character was the combination of letter and symbol as the character of ASICS and NIKE. 2. The important design factors of sports brand character were the symbolism and aesthetics. The consumer recognized NIKE as the most well-designed character design. 3. Consumers′ preference of sports brand was found to be NIKE, REEBOK, ADIDAS, and FILA, in order. The reasons for preference were the design, the brand image, and the quality. On the other hand, the most frequently purchased brand was NIKE, FILA, and ADIDAS in order. Most of the purchase took place in the brand outlet store, and the consumers usually came with their friends for purchase of sports brand. The display of store was the consumers′ major source of information. 4. The preference group of sports brand character recognized more importantly color, design, brand, and especially fashionability than the non-preference group. And the most important criteria for brand selection were design, price, and comfort orderly. 5. Female consumers recognized more importantly color, design, brand, and others′ recommendations than male consumers. The aged consumers recognized importantly durability, comfort, and quality.

• Journal of Fashion Business
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• v.14 no.6
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• pp.11-22
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• 2010

The main purpose of this research was to examine the linguistic characteristics of domestic men's formal wear brand name. Four linguistic characteristics of language type, combined structure type of language, word class, length of brand name were investigated in this research and also examined the difference between brand type. For sample selection, the 209 men's fashion brands were selected from '2009 Korea Fashion Yearbook' and then, 25 brands which could not collect proper informations about the brand name or naming were excluded. Among total 184 men's brand names, 66 men's formal wear brands were selected and studied. For data analysis, quantitative evaluation of the frequency and qualitative evaluation have been used. The result as follows.; (1) Seven language types were found in domestic men's formal wear brand names. English has been used the most, then followed by Italian and French. (2) For combined structure type of brand name language, the single word used the most, followed by separately combined word type, artificially combined word, and unified word type. (3) The most frequently used the type of word class was noun, and followed by phrase, adjective, and verb. In the noun type, 6 different types which expressed a person, concrete & abstract entity, place, acronym, and neologic were found. For phrase, only noun type was appeared, however, 6 out of 20 phrases were abbreviated type. All eight adjective brand names implied an attributive character of the brand such as 'Dainty' or 'Solus(Solo)'. (4) The long name used most and then followed by normal and short length of brand name. Looking by the number of syllable, 4 syllables appeared the most and then followed by 3, 5, 6, 2 & 7 showed the same rate, and 8 syllables. (5) The result which compared the difference according to each brand type showed a difference in its language type, language combined style, word class, but length of brand name.

• Korean journal of food and cookery science
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• v.28 no.6
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• pp.721-729
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• 2012

This paper aimed to investigate the influence of consumer lifestyle on consumer selection of bakery cafe attributes. Data were collected through a self-administered questionnaire by 403 random consumers between the ages 20s and 30s in several bakery cafes in Seoul and Gyonggi area. Different methods of statistical analysis had been used such as frequency analysis, factor analysis, k-means clustering analysis, cross tabulation, one way ANOVA and Duncan's multiple range test with SPSS for Window 13.0 package. First, when analyzing the 16 questions of comsumer lifestyles, four factors were extracted: 'dining out-oriented factor', 'achievement-oriented factor', 'brand-oriented factor', and 'health-oriented factor'. Second, the respondents were divided into three groups by k-means cluster analysis: no interest group, dining-out & value oriented group, and health-brand oriented group. Third, consumer's bakery cafe attributes were categorized into five factors including 'food', 'convenience and image', 'store promotion', 'positive dining experience', and 'menu & merchandises'. Finally when analyzing the differences in the selection of bakery cafe attributes according to consumer's lifestyles, it showed a significant differences.

• Journal of Digital Convergence
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• v.11 no.11
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• pp.289-304
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• 2013

In Korea the consumption of coffee has been continuously increased last 10 years. During the period the market size and the numbers of the coffee shop also has been expanded dramatically. The purpose of this study was to examine whether the consumer's selection attributes of coffee shop affect the revisit intention of coffee shop and the brand trust had moderating effects between consumption attributes and revisit intention. Also it was analyzed whether there were statistic differences according to the demographic characteristics. For this study the survey was conducted on Seoul City and Kyeongki-do province and 600 questionnaires were distributed and 480 were collected and 470 samples were analyzed. The results of this study were as follows. All the factors of the consumer's consumption attributes of coffee shop had affected the revisit intention. And the factors of brand trust had moderating effects on revisit intention. There were statistic difference by gender for the additional services and there were also statistic difference according to the age group for the new technology environmental service of the inside of coffee shop. The implications of this study were the selection attributes of coffee shop were diverse and the brand trust were considered significant and the consumer's preferences were different according demographic characteristics such as gender, age, and incomes.

• Culinary science and hospitality research
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• v.10 no.1
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• pp.82-95
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• 2004

This study had an aim to analyze the relationship between consumers' selection of restaurant and constitutional factors of the images of Bibimbap Specialty restaurant. The study examined through constitutional factors including hygiene, employee, facility, brand, convenience, price and food, and found those effects on selection of restaurant. In addition, the image of restaurant had an effect on that of hygiene and employee, price and food in order.