• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.13 no.3
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• pp.71-78
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• 2013

In this paper, we propose a method to infer the user's behavior and situation through collected data from multi-sensor equipped with a smart clothing and it was implemented as a smartphone App. User context reasoning and behavior determine is very difficult using single sensor depending on the measured value of the sensor varies from environmental noise. So, the reasoning and the digital filter algorithms to determine user behavior reducing noise and are required. In this paper, we used EWMA, Kalman Filter and SVM processing behavior for 3-axis value as a representative value of one.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.4
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• pp.557-571
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• 2014

This study examined the evaluation of Mongolian cashmere products by foreign tourists visiting Mongolia, purchase motivation, and purchase intention by nationality as well as analyzed factors that affected purchase intentions. Questionnaires were distributed in Ulaanbaatar from July $25^{th}$ to September $3^{rd}$, 2012. We collected 626 questionnaires and used 616 copies in the final analysis (149 from Koreans, 128 from Japanese, 119 from Russians and 220 from English-speaking countries). Awareness about Mongolian cashmere products and purchase intentions differed significantly by nationality. Purchase motivations were divided into 3 factors-usefulness, mood shift, gifts and souvenir. Evaluation of cashmere products consisted of 5 factors-product excellence, uniqueness, ostentation, economic value and fashionableness. Purchase motivation and evaluation differed significantly by nationality. Purchase intention was significantly related to awareness prior to visit, product excellence, usefulness, gift/souvenir motivation factors, and nationality.

• Journal of the Korean Society of Costume
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• v.64 no.3
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• pp.1-12
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• 2014

The purpose of this study is to investigate the Depaysement techniques in a new perspective, which are applicable to fashion window display. It was investigated by studying the case of Depaysement expressed in contemporary fashion window display. The analysis object of this study was limited to window displays shown at the world's most famous department stores in the last five years. The data was collected through related specialty publications and each department store's websites. The framework for analysis of this study is established by relevant precedent studies. The results of this study were drawn form comparative quantitative analysis from an expert group. Through the study, the characteristics of Depaysement in the contemporary fashion window display were classified into 'Change of forms and materials', 'Heterogeneous combination of objects', 'Location change of an object', 'Conversion of recognition on an object' and 'Change of spatial awareness'. The expression approaches were 'Change of scale', 'Change of materials', 'Combination of heterogeneous objects', 'Heterogeneous combination', 'Arrangement of object in a strange space', 'Change of display method', 'Overlapped object', 'Paradoxical image', 'Variable awareness of boundary' and 'Reorganization of interior space and change of materials'.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.1
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• pp.1-14
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• 2015

This study examines the effect of sociocultural attitude toward appearance and appearance comparison on appearance management behavior by adolescents. The study examines the differences of the effect relationships among the three variables according to adolescents' sex and school grade. The questionnaire was administrated to 575 middle school and high school students in Gwangju from September 2-8, 2011. Data were analyzed by descriptive statistical analysis, frequency analysis, factor analysis, reliability analysis, and regression analysis by SPSS for WIN program. The results were as follows. First, the sociocultural attitude toward appearance was composed of two factors: internalization and awareness. Adolescent's appearance management behavior was composed of four factors: hair and style, face, weight, and neatness. There are significant differences on sociocultural attitude toward appearance and appearance management behavior by gender, age (girl/middle, boy/middle, girl/high, boy/high). Second, the sociocultural attitude toward appearance significantly influenced appearance management behavior with significant differences among groups. Third, the sociocultural attitude toward appearance significantly influenced the appearance comparison and there are significant differences among groups. Fourth, appearance comparison significantly influenced appearance management behavior with significant differences among groups. Fifth, the sociocultural attitude toward appearance mediated by appearance comparison statistically did not influence appearance management behavior.

• Fashion & Textile Research Journal
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• v.4 no.6
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• pp.524-533
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• 2002

The present study selected female Japanese and Korean university students (a population that is assumed to be sensitive to the subject of fashion) as subjects. We investigated (1) their awareness of and attitudes about clothing styles, and (2) their relationships to fashion and various media. In both Japan and Korea, female students were highly interested in fashion and their major motive for adopting a given fashion was "style change" (the desire to change one's style by adopting a novel fashion) or "self-expression" (the desire to express oneself and achieve self-realization). They most frequently adopted a fashion during the acceptance phase (when the fashion has spread through the market and been shown extensively by the media). Korean students were more interested in and positive to fashion than were Japanese counterparts. Fashion magazines often served as the major source of information on clothing fashions. The frequency of buying magazines and the number of magazines bought were higher in Korea than in Japan. The time spent in reading these magazines was also longer in Korea. The frequency of buying fashion magazines correlated with the degree of interest in fashion and the time when a fashion was adopted. Students who adopted a fashion earlier tended to buy fashion magazines more frequently.

• Fashion, Industry and Education
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• v.14 no.1
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• pp.31-39
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• 2016

With the emergence of online communities, the role of online communities in establishing brand equity has been greatly emphasized. In order to enhance our understanding of commitment in online brand communities, the present study attempts to investigate how three dimensions of community commitment (continuance, affective, and normative commitment) influence each component of brand equity (brand awareness, brand association, perceived quality, and brand loyalty) in the context of company-initiated online brand community. An online survey was conducted with a sample of online brand community members. The results found differential impacts of three types of community commitment on brand equity components, emphasizing the role of continuance and affective commitment. Continuance community commitment positively influenced brand awareness and brand association. Affective community commitment positively affected perceived quality, while among the three, only continuance and affective community commitment influenced the enhancement of brand loyalty. The results suggest that brand marketers need to focus on continuance and affective commitment factors in their online communities to effectively enhance brand equity possessed by consumers. Theoretical and managerial implications are provided.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.2
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• pp.242-251
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• 2010

Experiential marketing focuses on the experience of customers to connect a company and a brand with the lifestyle of customers that influences buying behavior. This study investigates how the persons who experienced brand ambassadors for public relations as experiential marketing recognized brand equity, how personal satisfaction accomplished as a brand ambassador influenced brand equity, and how the effects are different based upon demographic information. The research methodology was a questionnaire distributed to individuals who experienced work as a public relations brand ambassador. A total of 104 returned questionnaires were analyzed by internal validity, t-test, and regression analysis with SPSS 12.0. The results of this study are as follows: Experiential marketing through a public relations brand ambassador positively influenced brand equity. The satisfaction at the company while working as brand ambassador positively influenced brand equity. Experiential marketing influenced more men than women regarding perceived quality and brand loyalty among brand equity. There is no significant differences regarding career (bank or apparel) among brand awareness, brand image, perceived quality, and brand loyalty.

• 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 the Korean Society of Clothing and Textiles
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• v.26 no.11
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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.

• Journal of Fashion Business
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• v.17 no.4
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• pp.75-89
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• 2013

In 2000s, the interest of ROHAS has been increased and the environmental problem has begun to be discussed as the environmental and global value, not the individual perspective. And the standard of value for eco-friendly awareness has been expanded to the economic category. The trend of eco-friendly fabric can be divided into 3 periods depending on the property. The period for natural fabric with visual effects(2002~2004) can be summarized as the creation of natural shape using the natural image, the interaction of cotton and the technology from the visual perspective. In the period of functional conjunction with eco-friendliness and technology(2005~2008), the eco-friendly awareness through the conjunction of technology and nature and the re-cycling, and the responsibility to the environment had been increased. In the period of sustainable development for nature and environment(2009~2011), it showed the conjunction with nature and the integration with technology and eco-friendly issues. Therefore, the characteristic of eco-friendly trend in fabric since 2000 can be said; firstly, the high-quality fabric has been developed with technological development for the functional progress. Secondly, the ethical creativity has been displayed with the development and utilization of eco-friendly recycling materials. Thirdly, the materials reflected with eco-friendly issues have emerged.