• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.35-48
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• 2010

Today, the fashion market challenged by a maturing retail market needs a new paradigm in the "evolution of brand" to improve their comparative advantages. An important issue in fashion marketing is lifestyle brand extension with a specific aim to meet consumers' specific needs for their changing lifestyle. For fashion brand extensions into lifestyle product categories, Gen Y and Baby Boomer are emerging as "prospects"-Baby Boomers who are renovating their lifestyle, and generation Y experiencing changes in their life stage-with demands for buying new products. Therefore, it is imperative that apparel companies pay special attention to the consumer cohort for brand extension to create and manage their brand equity in a new product category. The purposes of this study are to (a) evaluate brand equity between parent and extension brands; (b) identify consumers' perceived marketing elements for brand extension; and (c) estimate a structural equation model for examining causative relationship between marketing elements and brand equity for brand extensions in lifestyle product category including home fashion items for the selected two groups (e.g., Gen Y, and Baby boomer). For theoretical frameworks, this study focused on the traditional marketing 4P's mix to identify what marketing element is more importantly related to brand extension equity for this study. It is assumed that comparable marketing capability can be critical to establish "brand extension equity", leads to successfully entering the new categories. Drawing from the relevant literature, this study developed research hypotheses incorporating brand equity factors and marketing elements by focusing on the selected consumers (e.g., Gen Y, Baby Boomer). In the context of brand extension in the lifestyle products, constructs of brand equity consist of brand awareness/association, brand perceptions (e.g., perceived quality, emotional value) and brand resonance adapted from CBBE factors (Keller, 2001). It is postulated that the marketing elements create brand extension equity in terms of brand awareness/association, brand perceptions by the brand extension into lifestyle products, which in turn influence brand resonance. For data collection, the sample was comprised of Korean female consumers in Gen Y and Baby Boomer consumer categories who have a high demand for lifestyle products due to changing their lifecycles. A total of 651 usable questionnaires were obtained from female consumers of Gen Y (n=326) and Baby Boomer (n=325) in South Korea. Structural and measurement models using a correlation matrix was estimated using LISREL 8.8. Findings indicated that perceived marketing elements for brand extension consisted of three factors: price/store image, product, and advertising. In the model of Gen Y consumers, price/store image had a positive effect on brand equity factors (e.g., brand awareness/association, perceived quality), while product had positive effect on emotional value in the brand extensions; and the brand awareness/association was likely to increase the perceived quality and emotional value, leading to brand resonance for brand extensions in the lifestyle products. In the model of Baby Boomer consumers, price/store image had a positive effect on perceived quality, which created brand resonance of brand extension; and product had a positive effect on perceived quality and emotional value, which leads to brand resonance for brand extension in the lifestyle products. However, advertising was negatively related to brand equity for both groups. This study provides an insight for fashion marketers in developing a successful brand extension strategy, leading to a sustainable competitive advantage. This study complements and extends prior works in the brand extension through critical factors of marketing efforts that affect brand extension success. Findings support a synergy effect on leveraging of fashion brand extensions (Aaker and Keller, 1990; Tauber, 1988; Shine et al., 2007; Pitta and Katsanis, 1995) in conjunction with marketing actions for entering into the new product category. Thus, it is recommended that marketers targeting both Gen Y and Baby Boomer can reduce marketing cost for entering the new product category (e.g., home furnishings) by standardized marketing efforts; fashion marketers can (a) offer extension lines with premium ranges of price; (b) place an emphasis on upscale features of store image positioning by a retail channel (e.g., specialty department store) in Korea, and (c) combine apparel with lifestyle product assortments including innovative style and designer’s limited editions. With respect to brand equity, a key to successful brand extension is consumers’ brand awareness or association that ensures brand identity with new product category. It is imperative for marketers to have knowledge of what contributes to more concrete associations in a market entry into new product categories. For fashion brands, a second key of brand extension can be a "luxury" lifestyle approach into new product categories, in that higher price or store image had impact on perceived quality that established brand resonance. More importantly, this study increases the theoretical understanding of brand extension and suggests directions for marketers as they establish marketing program at Gen Y and Baby Boomers.

• Journal of the Korean housing association
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• v.28 no.1
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• pp.27-36
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• 2017

The number of one-person households has increased because of social and economic changes in Korea. The purpose of this study is to figure out the need for different types of furniture plans, based on life styles, that minimize undesired dead spaces for those individuals who live by themselves in a one-room studio. Residents of Busan, who are in their 20 to 40 s, answered questionnaires provided by the researchers. 156 questionnaires were analyzed through a statistical process by using SPSS Win 18.0K. The major findings are as follows: (1) The subject's lifestyles were classified into five lifestyle factors: the self-actualizing lifestyle factor, the well-being pursuing lifestyle factor, the open and sociable lifestyle factor, the stable and convenient lifestyle factor, and the information-oriented lifestyle factor. (2) These factors contributed to five lifestyle groups with common characteristic: the 'self-actualizing group' has a positive attitude about self-improvement and most subjects in this group are professionals. The 'well-being pursuing group' has a positive attitude about comfort living. The 'open and sociable lifestyle group' mostly consisted of students who are very positive in regards to accepting new trends. The 'stable and convenient lifestyle group' values stability and convenience in their life. The 'information-oriented group' pursues a lifestyle substantially depending on obtaining online and off-line information.

• Journal of Distribution Science
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• v.10 no.8
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• pp.25-34
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• 2012

Understanding customer' lifestyles important for banks because it will guide in determining marketing policies, such as services, pricing, service delivery and promotion decisions. From the customer' lifestyle, banks will know what kind of customers' attitudes, interests and opinions, so they also will understand what the costumer' needs and what services needed by them. For Islamic banks, customers understanding are important because, nowadays, the competition of the banks is not only with other Islamic banks but also with the well-established conventional banks offering Islamic products or services The aims of this research paper are to describe what factors underline the customer's lifestyle of both Islamic and conventional bank, to segment the bank customers based on their lifestyles and investigate the profile of each segments, to compare the characteristics of the segments, and to identify marketing policies based on the characteristics. The population of the study is banking customers in Indonesia, in which the researchers have used judgment sampling as sample selection. There were 186 customers of Islamic banks and 244 customers of conventional bank as respondents in this study. Statistical methods employed were exploratory factor analysis and cluster analysis. The finding of the study shows that there are twelve factor underlining the customers' lifestyle, namely: factor of fashion conscious, internet usage, sports spectator, financial and technology optimism, price sensitivity, independent, compulsive housekeeper, new brand tryer community activities, opinion leader, credit usage, and homebody. In addition, for Islamic banking, there are two market segments, namely fashionable-independent and innovative-social segment. Based on the lifestyle characteristics, the first segment has higher level in factor of fashion conscious, homebody, independent, optimism and price conscious, which is therefore called fashionable-independent segment. On the other hand, the second cluster has higher level in factor of new brand tryer, community minded, sport spectator, credit user, internet usage, opinion leader, and compulsive housekeeper, which is therefore called the innovative-social segment. Furthermore, for conventional banking, there are also two segments, namely persuasive-optimistic and sensitive-independent segment. The first segment has higher level on some factors, namely: opinion leader, optimism, internet usage rate, credit usage level, sport spectator, and new brand tryer. On the other hand, the second cluster is characterized by higher level in factor of price conscious, confidence, community minded, homebody, fashion conscious, and compulsive housekeeper. Managerial implications for the management of Islamic banks could be identified in this study as follows. Firstly, the twelve lifestyle factors of this study could be an alternative view in observe Islamic banking customers. The domination of both the fashionable conscious and the internet usage factor show that the aspects are quite instrumental in perceiving the customer' lifestyles, in which reflects the importance of these two aspects to customers. Secondly, in serving their customers, Islamic banks need to understand the customer lifestyle, in which the lifestyle segments found in this study provide a guide of how their needs were reflected. Finally, by understanding the segments and the characteristics each segment of the conventional banks, Islamic banks could adjust their marketing strategies differently from the conventional banks.

• Journal of Families and Better Life
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• v.22 no.6 s.72
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• pp.155-164
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• 2004

The purpose of this study is to discover similarities and dissimilarities in life style and other factors for housing choices between two generations living in same household. It will provide knowledge that is helpful in understanding the two generations and develop marketing strategies for houses as a commodity that accommodates the life style of both generations. The data of this study were collected from October to November 2003, using a structured, self-report questionnaire that contains questions on 40 dimensions of life style and 33 items on housing choices. The original respondents consisted of 307 university students and their parents living in Seoul. The ages of the younger generation were limited from ぉ to 29. The final participants in this study included 224 sets of university students and their parents, that is, about 448 respondents. Frequency, percentage, factor analysis, paired t-test and means were used for data analysis. The results show that the life style may be divided into nine sub-types. There were generational differences in If-oriented lifestyle, Conservative lifestyle, As- service self-expression lifestyle, Pragmatic lifestyle, Convenience lifestyle, Self-development lifestyle, and Leisure-oriented lifestyle. Especially in the categories of Convenience lifestyle, If-oriented lifestyle and Positive Self-expression lifestyle, the younger generation ranked higher than their parents. The most important factors in housing choice may be divided into eight sub-categories. Among them are economic factors, housing amenities, housing design, distance from parents and children, social and environmental qualifies, and distance from work place and school. The two generations differed over the importance of the factors. The younger generation particularly valued the factors of distance from parents and children, housing amenities, housing design.

• Journal of Environmental Policy
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• v.12 no.3
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• pp.73-96
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• 2013

This aim is to explore the change of lifestyle caused by climate change and develop available adaptation policies against climate threats in Central Asia with the perspective of nomadism, which depends entirely on natural ecosystem. This article also attempts to pinpoint the dynamics between nomadic lifestyle and adaptation options for the resilience of nomadic community against climatic change threats. The adaptation options and opportunities as well as the impacts of land use change and nomadic pastoralists' lifestyle caused by climate change cannot be overemphasized. We suggest that nomadic lifestyle may aggravate the degree of vulnerability to climate change threats, whereas the capacity of nomad to successfully adapting to new environment in developing countries can be superior to that of settler lifestyle in one place in developed countries.

• Journal of Korea Spatial Information System Society
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• v.11 no.4
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• pp.74-84
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• 2009

GIS based new postal marketing method is presented in this paper with spatiotemporal mining to cope with domestic mail volume decline and to strengthening competitiveness of postal business. Market segmentation technique for socialogy of population and spatiotemporal prediction of consumer propensity to purchase through spatiotemporal multi-dimensional analysis are suggested to provide meaningful and accurate marketing information with customers. Internal postal acceptance & external statistical data of local districts in the Seoul Metropolis are used for the evaluation of geo-lifestyle clustering and spatiotemporal cube mining. Successfully optimal 14 maketing clusters and spatiotemporal patterns are extracted for the prediction of consumer propensity to purchase.

• Fashion & Textile Research Journal
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• v.8 no.1
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• pp.71-79
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• 2006

The study of young people's attitudes towards appearance management has special significance for understanding young people's living, thought and attitudes. It was handed out 600 questionnaires in the three cities and look 573 questionnaires back, out of which 552 were used as the basic material for the analysis. These 522 questionnaires included 178 in Beijing, 200 in Shanghai, 175 in Dalian. 154 questions in four aspects were raised in the questionnaires. The purpose of this study were to identify the Chinese generation' lifestyle and fashion attitudes. Questionnaires developed by researcher were distributed and collected from 552 chinese new generation of the three cities(178 in Beijing, 200 in Shanghai, 175 in Dalian). 1) Life attitudes of new generation men and women in China were classified into five factors, which were extravagant pleasure-seeking, sports-oriented, marriage-oriented, appearance-oriented and study-oriented attitudes. 2) Fashion attitudes of new generation men and women in China were classified into eight factors, which were fashion attitude of being conscious of others, others-dependent fashion attitude, rational fashion attitude, brand-pursuing fashion attitude, active appearance management fashion attitude, unique fashion attitude, fashion attitude of being conscious of sex role and individuality-oriented fashion attitude.

• Journal of Fashion Business
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• v.25 no.5
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• pp.38-56
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• 2021

The New Silver Generation, which includes retired baby boomers, is eschewing traditional lifestyles, remaining socially and economically active, and striving to enjoy their lives. It is necessary to understand the preferences, sensibilities, and fashion propensities of such individuals. Thus, this study analyzed the New Silver Generation's fashion color preferences and proposed fashion color scheme guidelines that could be used in the fashion industry. First, surveys were conducted in people of the New Silver Generation aged from 55 to 65 years. The survey questions included the following: fashion color preferences, fashion sensibility and taste preferences, fashion interests, lifestyle, and demographic background. Second, the survey was conducted to identify differences in color preferences based on respondents' fashion interests and lifestyles. Next, to compose color palettes for the survey, 45 colors from the Munsell color system were chosen at random. The major research results were as follows: It was shown that socializing- and health-preferring individuals wore achromatic color, leisure-preferring individuals wore P color, and self-preferring individuals wore B color. The commonly worn colors were achromatic colors. After the age of 55 years, health- and leisure-preferring individuals often wore R color and RP color, respectively. Thus, this study proposed a color scheme arrangement that used achromatic colors, such as black and white, as the main colors list for the four lifestyle types.

• Therapeutic Science for Rehabilitation
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• v.13 no.2
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• pp.41-51
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• 2024

Objective : This study aimed to assess the applicability of the Yonsei Lifestyle Profile (YLP), initially developed for adults, for adolescents and verify its reliability and validity. Methods : This study evaluated the reliability and validity of the YLP among 436 middle and high school students in South Korea. The internal consistency of this scale was analyzed using Cronbach's alpha and Spearman-Brown's coefficient. Concurrent validity was assessed using Pearson's correlation coefficient with the Korean Youth Physical Activity Questionnaire, the Korean version of the Children and Adolescents Participation Scale, and the Nutrition Quotient for Adolescents. Results : The overall internal consistency of the YLP items demonstrated high reliability, with a Cronbach's α of .811 and Spearman-Brown's coefficient of .779. Significant positive correlations were observed for physical activity (r=.555, p<.01), activity participation (r=.177, p<.01), and dietary habits (r=.633, p<.05), indicating consistent correlations with the related scales. Conclusion : This study analyzed the YLP targeting adolescents and confirmed its high reliability and significant validity in the areas of physical activity, activity participation, and dietary habits. These findings suggest that the YLP can be utilized as a reliable tool for evaluating healthy lifestyles among adolescents.

• Journal of Families and Better Life
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• v.15 no.4
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• pp.341-354
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• 1997

In post-industrial society consumption takes a role as a means of acquiring unique lifestyle of style especially for the new generation. The purpose of this study was to identify consumption culture of adolescents in the context of consumerism culture. The use of goods in order to create social distinctions and to establish self-identity was note in is new generation's consumption culture and it was argued that advertising and other media attach images of beauty fulfilment and good life and that they persuade adolescents to have such lifestyle through buying consumer goods. It was also argued that the consumption culture of adolescents is strongly related to the counter-culture or counter-school culture. Implications were discussed with respect to future research area.