• 한국의류산업학회지
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• 제8권2호
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• pp.183-190
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• 2006

The purpose of this study was to analyze social, economic and cultural phenomena of the luxury brand in the viewpoint that the consumption system of the modern society stood for the sign consumption and the industrial production of difference as Baudrillard mentioned in the Consumer Society. The result was divided into the two subjects popularization and differentiation of luxury brand. Firstly the meaning of luxury brand was that the personal effects of consumption of king or aristocratic class who did not exist in the modern and were made into the selection and consumption-possible things of exchange value. The popularization of this sign was accelerated through TV drama. Secondly as differentiation strategy of luxury brand, was made by giving meaning to the life style concept of the upper class with advertisement and design, and also the logo of design was used as sign differentiated from people. Also the reason why the producer of the luxury brand gave meaning to such life style was that the awareness of the brand which people have consistently makes them consume more products. The consumption system of the modern society stood for the sign consumption, difference sign mark value which was the desire on a social meaning basis, not the consumption of things as used value. And the consumer could express his personality by selecting and consuming the product of luxury brand model made with this sign. Accordingly the distribution, purchase, sales and acquisition of the things with this difference sign were our verbal activity and linguistic code today, and it was the essential feature of the society, culture and economy of the consumer society.

• The Journal of Asian Finance, Economics and Business
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• 제7권4호
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• pp.235-245
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• 2020

The study seeks to identify factors affecting the choice of a university by first-year Business Administration students in Vietnam. Probability sampling is using Stratified sampling of 500 students from five private universities in Ho Chi Minh City surveyed by convenience sampling. This paper employs mixed research methods - measuring Cronbach's Alpha, EFA, Regression and using PATH model - to test the hypotheses of the research model. The results of the study identify five factors: Prestige, Geographical location, Facilities, Attractiveness of the field and Media. All these factors have a positive influence on the standing of the university brand. It means that the higher the Prestige, Geographical location, Facilities, Attractiveness of the field and Media, the higher the university brand. The results indicate that Geographical location is the most influential factor to enhance the private university's brand. Bringing Geographical location is, thus, advisable to enhance a university standing. The brand plays a determining role in students' trust when selecting a university. Media is still the top concern of new students when they choose to study at a university. Media still remains an important consideration for new students when choosing a university. So, this factor should be utilized by universities to enhance their attractiveness.

• 디자인학연구
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• 제12권4호
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• pp.161-170
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• 1999

근래 소비자의 제품 선택은 단순한 소득 계층별이 아니라 다양한 라이프스타일에 따라서 변화되고 있으며, 그에 따라 수요의 다양화, 상품의 다품종화가 모든 산업에서 전개되고 있다. 즉 기업은 다양화, 다품종화 속에서 얼마나 생산성을 실현하느냐에 따라 미래 기업의 운명이 좌우되는 것이다. 본 논고에서는 제품개발에 있어서 상품성이 높은 제품개발에는 개발 과정에서의 표적시장 명확화가 불가결하다는 점에 인식에서 출발, 메이커만의 독자적 아이덴티티를 구축하여 브랜드 이미지를 형성하고, 그에 따른 브랜드 역할과 가치에 대해 자동차 사례를 중심으로 논의한 것이다. 이러한 브랜드 고유의 일관된 디자인 아이덴티티를 정립, 적용함으로서 상징성이나 감성적 성향이 점차 강조되어 가고 있는 제품속성에 대응, 고객이 만족하는 기대수준 이상의 가치를 제공하려는 데 의미가 있다.

• 한국프랜차이즈경영연구
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• 제9권4호
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• pp.7-19
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• 2018

Purpose - Recently, global management in Korea franchise industry is becoming an important keyword. As an important branch market, Chinese market plays a major role not only by making experience of the competitiveness among global brands which offers a foothold to become a top global brand, but also by actualizing an economies of scale in production, sales, etc. Therefore, it is necessary to identify key successful factor influencing customer evaluation and responses of Korean franchise restaurant targeting Chinese consumers in China context. The purpose of this study is to examine the effects for Korean franchise restaurant selection attributes on perceived value, customer satisfaction and customer loyalty in Chinese context with SmartPLS 3 and Artifical Neural Network(ANN). Research design, data, and methodology - For these purposes, the authors developed several hypotheses. A questionnaire survey was conducted on the panel of online survey companies for Chinese consumers who have visited Korean franchise restaurants. A total of 404 data were analyzed using structural equation modeling(SEM) and artifical neural network(ANN) with SPSS 22.0 and SmartPLS 3.0. Result - The findings of this study are as follows: First, the alternative model findings show that facilities & atmosphere, employee service, and menu influenced on utilitarian value, customer satisfaction, and customer loyalty directly. Second, employee service influenced on customer satisfaction. Third, menu influenced on hedonic value. Fourth, brand reputation influenced on utilitarian value. Fifth, hedonic value increase customer satisfaction and customer loyalty. Sixth, hedonic value increase customer loyalty. Seventh, customer increase customer loyalty. And, the ANN analysis shows that utilitarian value is the first most important factor influencing customer satisfaction, followed by hedonic value, facilities & atmosphere, menu and employee service. However, the ANN analysis shows that customer satisfaction is the first most important factor influencing customer loyalty, followed by utilitarian value, hedonic value, brand reputation, menu, and employee service. Conclusions - This study provides practical implications for enhancing customer satisfaction and customer loyalty by applying the ANN technique that complements the limitations of the linear structural relationship analysis using the proposed model and the alternative model. In other words, the SEM-ANN model provides guidelines on how Korean franchise restaurants should formulate facilities & atmosphere, employee service, and menu mix strategies in China. In addition, ANN 's analysis shows that restaurant brand reputation plays a pivotal role in increasing customer loyalty. The fact suggests that Korean franchise companies should establish their domestic brand reputation prior to their entry into overseas markets such as China.

• 패션비즈니스
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• 제10권3호
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• pp.87-99
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• 2006

For comprehending the duties of fashion designer, Sharon(1989) has suggested to look at the procedure how the goods are being produced. The purpose of this research is to identify the task of domestic fashion designer by comparing and analyzing one's work range and performing level in the fashion merchandising process according to the brand types which one is involved in. The preliminary research for the questionnaire was conducted with 5 chief designers of woman's apparel manufactures in Seoul. They were asked to judge if designer's tasks fit to their carry-out operations in the pre-fixed questionnaire which had been done based on preliminary researches and literatures related with fashion merchandising process. The contents of research questionnaire are 11 questions to understand the general characteristics of companies and the participated subjects, and 42 questions to understand the designers' operations. For the selection of NB, among 503 domestic female apparel brands that were in 'Korean Textile Fashion yearbook (2002-2003), the companies that were located in Seoul and possible for cooperation by researcher's personal relationship were selected. For DB, cooperation was requested for brands that were located in Seoul among the 137 brands that participates on Domestic Collection. For GB, 50 stores were selected at random or by personal relationship among 32 GB shops such as Freya Town, Doosan Tower, New Zone, and so on. Total 300 questionnaire distributed to the designers, 192 copies were used for final data analysis. For data analysis, descriptive statistics and ANOVA, Sceffe test were used using SPSS V. 11 1. The participated fashion designers operated 41 categories of suggested 42 categories in the fashion merchandising process. 2. The ranges and contents of tasks in the fashion merchandising process that fashion designers mainly carry-out are very different according to the brand types and showed much different level of task carry-out. Only in the categories of 'fashion trend information' and 'design ideation', all three brand type showed the highest level of task performance. And the design related tasks presented common higher level of performance than the other tasks in all brand types. In order to comprehend the operation of fashion designer, various approaching methods are required according to various apparel manufactures' characteristics.

• 한국의상디자인학회지
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• 제20권4호
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• pp.163-174
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• 2018

Consumer and property evaluation of wetsuit materials were conducted to obtain useful data for developing competitive products that meet consumer expectations and improving industrial competitiveness. Data were collected through online surveys of 213 domestic consumers who have experienced wearing wetsuit among marine leisure activities. Five types of commercial wet suit materials by brand and four types of commercial wet suit materials with the same quality by thickness were collected. Then, their physical properties, salt water resistance and thermal insulation rate were evaluated and compared. As a result, the most commonly used wetsuit material is 3 to 5 mm thick, and the basic jersey material is bonded on both sides. As a processing for imparting functionality, processing for improving warmth and reducing surface resistance are most frequently used. Consumers often feel uncomfortable when wearing a wetsuit, such as wearing comfort, weight, ease of movement, stretchability, and clothing pressure, which are different from those of casual wear. Also, mechanical strength and warmth were considered to be the most important criteria for selection of wetsuit material for purchase or rental. The mechanical properties of brand A and B were better than those of brand C, D, and E. Resilience and thermal shrinkage were better in brand C, D, and E. On the other hand, there was no significant difference in the physical properties due to the difference in thickness of the material at the same quality. Also, it was found that the thicker the material, the more stable it is in the heat. Brand A and B had superior salt water resistance than brand C, D, and E. In the thermal insulation test, brand A and B showed better insulation characteristics than brand C, D, and E, but the types of bonded fabric and surface finishing of materials were thought to have affected. In comparison of the thickness, the thicker the materials, the better the salt resistance and the thermal insulation.

• 한국의류학회지
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• 제28권5호
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• pp.690-700
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• 2004

The purposes of this research were to segment consumer groups according to sportswear benefits sought and to find the differences among the groups in regard to domestic vs imported brand attitudes, internet vs department store attitudes, and sportswear purchasing behavior. The subjects used for the research were 773 male and female consumers who were residents in Seoul. The data were analyzed by factor analysis, cluster analysis, ANOVA, and Duncan test. The results showed that there were four sportswear benefit segments: figure compensation/ ostentation, individuality, comfort/function, and youth-oriented groups. Statistical analyses showed that the four sportswear benefit segments were different in regard to imported brand attitudes, department store attitudes, and sportswear purchasing behavior. For example, figure compensation/ ostentation segment had more positive attitude toward imported brands and department stores, considered design and advertisement important as sportswear selection criteria, and had a highest expenditure on sportswear purchase. The implications of the research were discussed.

• 유통과학연구
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• 제13권4호
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• pp.55-64
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• 2015

Purpose - Multi-dimensional prices comprise multiple components such as monthly payments and a number of payments rather than a single lump-sum amount. According to previous studies, an increase in the number of price dimensions leads to a massive amount of cognitive stress resulting in incorrect calculation, and deterioration in the consistency of the price judgment. However, an increase only in the level of complexity of calculating multi-dimensional prices does not always result in a corresponding decrease in the accuracy of price evaluation. Since diverse variables could affect consumers' purchase-decision-making process, the results of price evaluation would be different. In this study, an empirical analysis was performed to determine how the accuracy of price evaluation varies depending on the extent of the complexity of price dimensions using product involvement and brand preference as moderating variables. Research design, data, and methodology - A survey was conducted on 260 students, and 252 effective responses were used for analysis. The data was analyzed using t-test, one-way ANOVA, and two-way ANOVA. In this study, six hypotheses were developed to examine the effect of product involvement and brand preference on consumers' evaluation effort of multi-dimensional prices. Results - As the number of price dimensions increased, accuracy of price evaluation appeared to be low in high involvement, as expected. However, it showed no differences in price evaluation effort when the level of complexity of calculating multi-dimensional prices is low. When a small number of price dimensions are presented in both cases of high and low involvement, accuracy of price evaluation is much higher in a weak brand preference. On the contrary, a strong brand preference enhances an accuracy of price evaluation only in case of low involvement when the number of price dimensions is increased. An interaction effect of product involvement and brand preference on consumers' evaluation of multi-dimensional prices did not exist irrespective of the level of complexity of calculating prices being high or low. Conclusions - When the number of price dimensions is small, consumers' effort for price evaluation shows almost no difference without the moderating effect of involvement, and a weak brand preference leads to a higher accuracy of price evaluation in an effort to make the best selection. No interaction effect of product involvement and brand preference was found except for a main effect of brand preference. When a price is composed of multiple dimensions rendering it more difficult to calculate the final price, the effort for price evaluation was expected to decrease only slightly in case of combination of high involvement and strong brand preference. This is because people have a higher purchase intentions and trust for that particular brand. However, the accuracy of price evaluation was much lower in cases of high involvement, and there was no interaction effect between product involvement and brand preference except for a main effect of involvement and brand preference, respectively.

• 한국의상디자인학회지
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• 제13권4호
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• pp.51-67
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• 2011

The purposes of this study were to segment male university students on the basis of benefit sought in clothing, and to investigate knitwear image preference and purchasing behaviors of each segmented market. The research method was a survey and subjects were 249 male university students in Daejeon and Chungnam province. The questionnaire consisted of measurement items for benefit sought in clothing, knitwear image preference, knitwear purchasing behaviors, and subject's demographic attributions. The data were analyzed by Cronbach's ${\alpha}$, factor analysis, cluster analysis, ${\chi}^2$ test, ANOVA and Scheffe test. The results were as follows. First, male university students were segmented into 6 consumer types (practicality pursuit, individuality pursuit, comport pursuit, brand pursuit, social status pursuit, and unconcern type) by benefit sought in clothing. Second, male university students generally preferred dandy image and causal image, however, brand pursuit type more preferred trendy image, and practicality pursuit type more preferred active image than other consumer types. Third, the segmented markets showed many differences on knitwear purchasing behaviors. On clothing selection criteria, practicality pursuit type considered resonable price as important, whereas brand pursuit type considered brand reputation. On fashion information source, individuality pursuit type considered store display and other people's clothing, while unconcern type considered advice from friend and family. On main purchasing place, individuality pursuit type more used speciality store with no brand, whereas brand pursuit type more used department store and brand store than other consumer types. The results of this study supported that benefit sought in clothing can be useful as an effective variable for market segmentation.

• 한국생활과학회지
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• 제18권4호
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• pp.879-889
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• 2009

The purpose of this study was to analyze the dimensions of clothing benefits sought of male and female consumers in their twenties. It also aimed to investigate the demographic characteristics associated with customers types and the relationship among the related variables by the consumers types. The data were analyzed by factor analysis, one-way ANOVA, Duncan test, cluster analysis, and $X^2$-test. The results of this study are as follows: 1) The clothing benefits consisted of five factors, which were the pursuit of style, individuality, popular brand, vogue, and practicality. Based on these five factors, respondents were classified into four consumer types, which were style-and-trend-oriented, practicality-oriented, popular brand-oriented, and fashion indifference consumers. 2) In terms of the demographics, there were significant differences in age, gender, and total income among the consumer types of clothing benefits. 3) There was a significant difference in single brand loyalty in terms of the consumers types of clothing benefits. The popular brand-oriented group showed the highest mean in the single brand loyalty, while the practicality-oriented group did the lowest. 4) There were significant differences in the selection of the stores among consumers types of clothing benefits. Specifically, the style-and-trend-oriented group the most selected department stores, while practicality-oriented group chose fashion outlets or online shopping malls the most. Additionally, in terms of the information sources, the style-and-trend-oriented group the most frequently used magazine ads, while the popular-brand-oriented group preferred commercials on TV or radio, direct mail, or flyers from department stores. On the other hand, the fashion indifference group the most frequently used mass media.