• 한국의류학회지
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• 제33권3호
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• pp.477-488
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• 2009

As the Korean cultural contents, such as drama, films, music, gained popularity in China, Korean fashion brands used Korean celebrities as their models to as a sales promotion strategy for Chinese consumers. With the point of view that the advertising model as a human capital as well, the purpose of this study is to investigate the factors of attributes of Korean celebrity advertising model, and to analyze effects on fashion brand recognition, preference, trust and purchase intention. With convenience sampling, the research surveyed Shanghai consumers in their 20's to early 30's who had purchased Korean fashion items. The 291 responses were analyzed by frequency analysis, reliability test, factor analysis, multiple regression analysis, The results are as follows. Frist, Korean celebrity advertising model attribute factors were divided into similarity, familiarity, popularity, attractiveness and trust. Second, the brand recognition was affected by similarity, familiarity and popularity factors, and the brand preference was affected by similarity, familiarity, popularity and attractiveness factors. Third, the trust of Korean fashion brands was affected by similarity, familiarity, attractiveness, trust, brand recognition and brand preference. Lastly, the intention to purchase Korean Fashion brand was affected by similarity, familiarity, attractiveness, brand recognition, brand preference and brand trust.

• 한국의류산업학회지
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• 제26권3호
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• pp.251-264
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• 2024

This study identified the structural impact relationships, mediated by information reliability and brand authenticity, of different types of environmental messages from the perspective of luxury fashion brands, leading to formation of brand attitudes. Additionally, the study investigated how the impact of message sidedness on the formation of information reliability and brand authenticity varies according to consumers' regulatory focus tendencies. Data were collected through online surveys targeting individuals from Generation MZ, utilizing a professional research firm. A total of 300 respondents (150 for one-sided scenarios and 150 for two-sided scenarios) were selected. The collected data were validated using SPSS and AMOS. The following results were obtained. First, message sidedness influenced information reliability and brand authenticity, both of which demonstrated positive effects on brand attitude as mediating factors. However, message sidedness did not directly affect brand attitude. Second, consumers with both promotion and prevention focus tendencies perceived higher information reliability in two-sided message scenarios, and the perception difference in information reliability based on message sidedness was more pronounced among consumers with a prevention focus. Additionally, consumers with a prevention focus did not show a significant difference in brand authenticity between one- and two-sided message scenarios, while consumers with a promotion focus demonstrated an increase in brand authenticity in two-sided message scenarios compared to one-sided ones.

• 복식
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• 제63권4호
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• pp.70-83
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• 2013

Lately, cities have been trying to build a certain brand by using its identity and culture in public designs. Cities are using its public design to show its cultural identity and to differentiate itself from other cities so it is playing a significant role in establishing a city's overall image. Public uniform is used to reflect the symbolism and identity of the city, an image of the city's culture and is used as a means of communication for specialization. Thus, the purpose of this study is to develop public uniform designs to build and strengthen the brand of Gwangju as Asia cultural hub city. Research presents a review of the literature including concept and type of a cultural city, correlativity between public design and urban competitiveness, domestic and foreign culture city branding case: focusing on Gwangju which is a cultural hub city in Asia, and then study sets up the development direction and motifs of uniform designs, and uniforms are designed by making use of the textile with symbols and logos, colors, and architectural motifs of Asian Culture Complex. Development ranges of uniforms were limited to Cultural Tourism Narrators and the Asian Culture Complex Advertisements staff uniforms, within the region of cultural tourism. Textile design, illustration, uniform simulation using Adobe Photoshop 7.0 and Adobe Illustrator CS 3 program is presented.

• 한국의류학회지
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• 제43권6호
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• pp.779-794
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• 2019

This study examines the effects of brand belief of a mass offline retailer on the perceived value, attitude, and purchase intention toward the products of emerging fashion designer brands in the context of marketing collaborations between emerging fashion designer brands and a mass offline retailer. We invited 198 adults aged 20 to 59 to an online survey who were asked to read a news article and respond to a questionnaire. The results of structural equation modeling show that brand belief of a mass offline retailer positively influences the perceived value of the products of emerging fashion designer brands. The perceived value also positively influences the attitude toward the products that subsequently enhances purchase intention. The findings suggest that emerging fashion designer brands should strategically select a mass offline retailer as their collaboration partner by considering consumer perceptions of the retailer brand because the brand belief of the retailer may have a halo effect on a consumer evaluation of the products of emerging fashion designer brands.

• 패션비즈니스
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• 제22권6호
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• pp.115-130
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• 2018

This study looked at how New Zealand's national brand is expressed in fashion design. In other words, the objective of this study was to offer a research methodology about the process that the conceptual national brand materializes through design. The method used in this research was the review of previous literature and research reports for New Zealand national branding. A direct market survey on the characteristics of fashion brands in each travel destination was conducted from February 2017 to February 2018. New Zealand announced its slogan for the national brand '100% pure New Zealand' in 1999, and in 2003 it announced the slogan 'new thinking New Zealand' with the value of 'newness' and 'innovation'. It also has 'Maori branding'. The study found that the three slogans had a consistent link from keywords to associated visual images. The above results were compared to the reminiscent visual images extracted from the website contents of the fashion brand. Then, using a t-shirt as an item, the t-shirt corresponding to each group was classified, and the design element analyzed. As a result, the four groups showed images of 'New Zealand ecology image', 'ethnic & Kiwiana image', 'nostalgic travel image' and 'pop image'.

• 문화기술의 융합
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• 제7권3호
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• pp.321-334
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• 2021

본 연구는 굿즈의 소비가치가 기업브랜드 제품 구매의도에 미치는 영향을 분석하기 위해 굿즈를 구매한 경험이 있는 남, 여 457명에게 설문을 받아 SPSS 21.0과 Smart PLS 3.0을 활용하여 모형을 검정하였다. 굿즈의 소비가 치인 한정적, 기능적, 심미적, 쾌락적, 혁신적, 사회자아적 가치와 굿즈 만족도를 검정한 후 기업브랜드 제품 구매의도에 미치는 영향을 분석하였다. 혁신적 가치를 제외하고 모두 유의한 것으로 나타났으며, 굿즈 만족도는 브랜드 애착과 기업브랜드 제품 구매의도에 유의한 영향을 주었다. 우리는 최근, 시대적 흐름에 맞게 굿즈를 재정의하고, 굿즈의 종류를 휴먼브랜드 굿즈, 브랜드 굿즈, 관광 굿즈, 캐릭터 굿즈 4가지로 처음으로 분류한 것에 학문적 의미를 둔다. 굿즈의 종류에 따라 소비가치와 만족도에 부분적 차이가 있는 것을 확인하였다. 연구를 통해 굿즈에 대한 이해의 폭을 넓히고 타깃에 맞게 기획 및 개발 방향을 제시하여 효과적이고, 유용한 마케팅의 가능성을 시사하고자 한다.

• 한국생활과학회:학술대회논문집
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• 한국생활과학회 2009년도 하계학술대회
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• pp.137-138
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• 2009

• 복식문화연구
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• 제21권6호
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• pp.921-937
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• 2013

Sportswear brands in particular have been intensely competing to get an opportunity to prove the value of their new technology and products through sports sponsorship. The purpose of this study was to examine the relationship among sports involvement, the attitude toward sports sponsorship carried by sportswear brands, brand equity, and purchase intention of the products of the sponsor's brand. The study was implemented though a descriptive survey method using a questionnaire. The sample consisted of 455 men (n=289) and women (n=166) in their twenties, residing in Seoul and Gyeonggi area. Data were analyzed by confirmatory factor analysis, correlation analysis, and path analysis of structural equation modeling. The results revealed that sports involvement has an influence on the consumers' attitudes toward sports sponsorship performed by sportswear brands. Also, the sports sponsorship attitude of consumers had an influence on the brand equity and purchase intention toward the sponsor's brand products. It was notable that the attitude toward the manner of sponsoring of the sponsor than the contents itself of the sports event sponsored had an influence more on brand loyalty. Among the component factors of brand equity, brand loyalty showed the biggest impact on purchase intention. Considering the results, in order for sports sponsorship to be more effective, sports involvement of the target market should be considered more carefully.

• 한국의류학회지
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• 제40권5호
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• pp.815-829
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• 2016

This study investigates Korean consumers' general perception on brand authenticity, tests the influences of authenticity determinants on the evaluation of fashion brand authenticity and compares the influences in terms of brand category (luxury/non-luxury). A three-stage methodological approach was adopted: (1) A literature review identifies authenticity determinants and generates measurement items. (2) A preliminary study uses a quantitative survey (n=50) to purify the determinants. (3) A quantitative consumer survey (n=150) identifies general perceptions on brand authenticity by measuring the perceived relevance of brand authenticity on determinants and explores the influence of determinants on authenticity evaluations using purified measurements of authenticity determinants. The results of general perception on brand authenticity show that Korean consumers deem authentic brands as honest, sincere and socially responsible. The results indicate obvious differences between luxury and non-luxury brands towards the influence of perceived authenticity determinants (genuine, consistent, original, traditional and authoritative) on authenticity evaluation of luxury/non-luxury brands. In non-luxury brands, only 'genuine' and 'consistent' have significant effects that are similar to the results of the general perception on brand authenticity. However, only 'consistent' and 'authoritative' have significant effects for luxury brands and are different from the general perception.

• 복식문화연구
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• 제25권5호
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• pp.682-693
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• 2017

The purpose of the study was to compare two different MBTI personality types by evaluating the influence of perceived risk on brand and store loyalty and purchase intention. 340 questionnaires were used for the analysis. For statistical analysis, SPSS 20.0 and AMOS 20.0 were performed, and frequency tests, reliability analyses and Structural Equation Modeling were used. The results of SEM analysis, confirmed that one question of brand loyalty and one question of store loyalty were inappropriate for this study. Thus, these two questions were removed and the research model was modified. To determine the goodness of fit of the research model, convergent validity was tested. Most items fell into the goodness of fit, and the average coefficient was fulfilled. According to the results of a path coefficient analysis for the Judging type, perceived risk has a significant influence on brand loyalty and brand loyalty also affected store loyalty. Furthermore, brand loyalty and store loyalty have a significant effect on purchase intentions, but perceived risk did not affect brand loyalty for the Perceiving type. Brand loyalty influences store loyalty and purchase intentions, but store loyalty did not influence purchase intentions. As a result of this study, it is concluded that considering consumers' personality types is critical to developing strategies that enhance brand loyalty.