• 패션비즈니스
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• 제22권3호
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• pp.1-15
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• 2018

The purpose of this study is to address marketing strategies for the brand extension of university-licensed merchandise by investigating influences on intent to purchase a new university-licensed merchandise line, tartan. A survey questionnaire was developed and administered online to the major target market for university-licensed merchandise. Four hundred and fifty students and alumni from a US Midwestern university completed the survey. Respondents were asked to answer questions on university identification, perceived university prestige, perceived value of the university-licensed merchandise, intent to purchase a brand extension in university-licensed merchandise, and demographics. It was hypothesized that university identification (H1) and perceived university prestige (H2) are positively related to the perceived value of the university-licensed merchandise and that perceived value of the university-licensed merchandise is positively related to intent to purchase a brand extension in university-licensed merchandise (H3). The difference between students and alumni was also tested. Consumers with high university identification and high perceived university prestige highly valued the university-licensed merchandise. Consumers who perceived a high value of the current university-licensed merchandise displayed a strong intent to purchase a brand extension in university-licensed merchandise. There was no structural difference between the two groups. The study builds on existing research on the influences of attitudes toward the university and university-licensed merchandise on purchasing university-licensed merchandise, specifically investigating intent to purchase a brand extension in university-licensed merchandise. This study also extends previous brand-extension research into university-licensed merchandise.

• 복식문화연구
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• 제28권6호
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• pp.755-770
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• 2020

As the postsecondary school-age population continues to decline, universities are building identities to differentiate themselves and create a favorable impression among this cohort. We investigated the role of logo-bearing products as a way of promoting university identity, specifically, the effects of ingroup ties, ingroup affect, and centrality on attitude toward university logo products and purchase intention. This study further examined the moderating effects of perceived university prestige on the relationship between logo product attitude and in-store purchase intention, and the moderating effect of online shopping frequency on the relationship between logo product attitude and online purchase intention. We conducted a survey of undergraduate and graduate students at a university in Seoul. Survey responses (N=561) were collected and processed using SPSS 23.0. Multiple regression analysis showed that ingroup ties and affect had significant effects on product attitude. However, centrality had no significant effect on attitude toward the product. Product attitude had a direct significant effect on both in-store and online purchase intention. Perceived university prestige moderated the relationship between product attitude and in-store purchase intention. Moreover, online shopping frequency moderated the relationship between product attitude and online purchase intention. The results of this study are expected to provide fundamental knowledge for developing product strategy of logo products.

• 유통과학연구
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• 제11권6호
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• pp.41-50
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• 2013

Purpose - Inducing consumers' behavioral intent to use an outlet shopping center is a critical issue for managers since it can be used as a guide for developing marketing strategies. Low prices could lead to a growth in retail purchases, but there might also be a positive relationship between prices and customer perceptions of product quality. The extent to which consumers use price as a predictor of quality may differ according to the availability of important alternative cues such as brand, store name, and identity salience triggered by the store. Consumers can obtain non-economic benefits from marketing exchanges that go beyond basic economic achievement. We argue that identity salience can play a crucial mediating role when consumers, acting as exchange partners, seek to obtain social benefits. This study shows that identity salience could mediate the relationship between identity salience-inducing factors such as multi-finality, prestige and role performance, and consumers' behavioral intent to use an outlet shopping center. Research design, data and methodology - The survey was conducted on college students enrolled in marketing classes. A total of 200 questionnaires were distributed, of which only 194 were returned. After five incomplete questionnaires were excluded, a final sample of 189 was used for empirical analysis. Using a covariance structural analysis in Amos17, we confirmed the fit of the research model and estimated its parameters by using the maximum likelihood method. Results - The results of the hypotheses testing are as follows. First, both identity salience and economic benefits have positive effects on the behavioral intent to use an outlet shopping center. Second, role performance, prestige, and multi-finality have positive effects on identity salience. Finally, the additive analysis of the direct effects of identity salience-inducing factors shows that the role performance, prestige, and multi-finality factors have no direct effects on the behavioral intent to use an outlet shopping center, suggesting that identity salience plays a positive mediating role. Conclusions - This study informs marketers that not only price but shoppers' identity salience directly affects their intent to visit an outlet shopping center. To strengthen shoppers' identity salience, marketers should find ways to help shoppers fulfill their multiple social roles, realize their multiple goals, and achieve prestige. In other words, outlet shopping centers must improve their personal service environment in order to enhance their employees' service quality and assist the execution of multi-finality by minimizing the perceived costs (e.g., travel time, effort) associated with shopping trips, thus making it easier for consumers to combine visits to multiple stores in outlet shopping centers and buy the items required for their consumption goals. Outlet shopping centers must also offer assortments with both breadth and depth in order to help consumers play the social roles their social networks have given them.

• 감성과학
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• 제8권3호
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• pp.177-187
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• 2005

본 연구는 광고디자인에 있어서 광고에 포함되어 있는 정보의 양의 광고수용자의 광고평가에 어떠한 영향을 미치는지를 검증하였다. 기존 연구는 주로 자원-부합이론(Resoruce-matching theory)의 관점에서 광고에 포함되어 있는 외부정보의 효과만을 주로 검증하였다. 그러나 본 연구에서는 이와는 달리 광고에 제시된 브랜드명 의해 유발된 심상정보처리와 같은 내부정보의 정보량이 어떻게 광고수용자의 광고평가효과를 조절하는지를 두가지의 실험을 통하여 검증하였다. 실험결과에 따르면 광고에서 제시된 브랜드명은 광고수용자가 인지적 잉여자원이 있는 경우 심상정보처리를 유발시키고 이러한 심상정보처리과정이 명성브랜드일 경우에는 광고에 대한 평가를 긍정적으로 유도하는 반면 비명성브랜드의 경우에는 부정적으로 유발하는 것으로 나타났다. 이러한 연구의 결과는 광고디자인프로세스에서 명성브랜드라면 광고효과를 증대시키기 위해 제품관련정보를 많이 내포해야 할 필요는 없다는 점을 시사하고 있다 오히려, 이미 소비자의 인식속에 구축되어 있는 브랜드자산을 통해 심상정보처리와 같은 내부정보탐색을 할 수 있는 여지를 마련하도록 광고디자인을 설계하는 것이 바람직하다고 할 수 있다. 반대로 비명성브랜드의 경우에는 광고효과를 극대화하기 위하여 제품관련정보를 다양화해야 할 필요가 있다. 이러한 결과가 향후 광고디자이너들이 광고디자인을 수행하는 프로세스상에서 광고수용자들에게 광고효과를 극대화하기 위해 어떻게 광고디자인을 수행해야 할 것인지에 도움을 되기를 바란다.

• 고문화
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• 제70호
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• pp.109-132
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• 2007

본고는 위세품이 풍부하고 타 지역보다 많은 지석묘가 발굴조사 된 여수반도를 대상으로 지석묘사회의 계층구조에 대해 살펴보았다. 여수반도에서는 약 20개소의 지석묘 군이 발굴조사되었다. 지석묘의 수.상석.무게.입지 부장유물 등을 분석해 보면 지석묘군집별 위계상은 다음과 같이 요약될 수 있다. 대개 지석묘의 수가 많아 집단이 크고 상석이 대형이며 입지가 곡간 평지나 구릉의 하단부에 자리잡은 집단이 부장유물이 풍부한 중심적인 집단으로 추정된다. 다만, 개별상석의 크기와 부장유물은 상호 일치하지 않는 경우가 있어 상석의 규모와 부장유물의 관계에서는 개별 상석보다는 지석묘군 전체를 검토하여야 한다. 다시 말하면 집단별로 어느 정도 크기의 상석을 옮길 수 있는지는 그 집단의 위상을 대변해 준다고 할 수 있다. 한편 단위 지석묘군내에서도 상석, 매장주체부, 부장품 등의 차이에 의해 지석묘간의 차별성을 확인 할 수 있다. 지석묘가 청동기시대 일부 주민의 무덤이라는 점에서, 유물이 출토되지 않은 석곽에 비해 동검이나 옥, 석검이 부장된 석곽묘의 존재는 하나의 친족집단내에서도 부나 권위에 근거하여 한 세대를 대표하는 유력자가 있었음을 의미한다. 지석묘 피장자 중 상석이나 매장주체부가 크고 위세품이 부장된 경우가 상층으로, 석곽이 비교적 작으면서 부장품이 없거나 빈약한 경우가 중층으로, 지석묘에 피장되지 못하는 다수의 계층이 하층으로 각기 자리매김했다고 볼 수 있다. 아울러 이 3계층은 각기 삼한시대의 대인, 하호, 생구와도 연계될 것으로 보인다. 이와 같이 여수반도 지석묘사회는 단위 지석묘군내에서 계층구분이 있었을 뿐만 아니라, 집단간에도 서열화가 진행되고 있음을 알 수 있다.

• 한국의류학회지
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• 제20권6호
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• pp.1096-1106
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• 1996

This study was to identify the dimensions of consumers' attitudes toward imported casual brands. Another objectives were to examine consumers' attitude according to the preference group, and to ascertain the imported casual brand images. The 55 Likert type questions were selected through the results of self-questionnaire analyses. 520 females aged between 20 to 29 in Pusan responded to the second questionnaire of consumers' attitudes and brand images toward imported casual brands. The results were as follows: 1. For final factor analysis, 56 selected from 85 questions were subjected to the principal component analyses with orthogonal rotation after extraction of 5 major factors. 2. Five dimensions are brand's uniqueness and good quality, high prestige, incongruity with native emotion and ethnocentrism, conspicuous consumption, and reasonable purchasing advantages. These factors explained 45.0% of total variance. 3. Five dimensions were different according to the degree of preference. For preference group, they purchased the imported casual brands by uniqueness, good quality and reasonable purchasing advantages. For non-preference group, they disliked the imported brands by incongruity with native emotion, ethnocentrism, and conspicuous consumption. 4. Preference group had 5.47, whereas non-preference group had 1.76 pieces of imported casual brands for this 2 years. This result suggests that to develop the domestic brands with international uniqueness, good quality, and high prestige, and to improve according to preference group are necessary.

• 한국의류학회지
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• 제37권6호
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• pp.737-749
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• 2013

As more famous and luxurious fashion brands enter the online market, the changes in the online market include those in the composition of merchandise, price image, and consumer behavior. Focusing on these changes, this study examines the relation of consumer price attitude and impulse buying behavior towards internet apparel purchases. Data were obtained from 377 males and females in their 20s-40s who purchased apparel from an internet mall. Convenience sampling through the internet was performed. Collected data were analyzed by descriptive statistics, factor analysis, t-test, ANOVA, Duncan test, and regression analysis using SPSS for Windows 12.0. The results of this study are as follows. First, four dimensions of consumer price attitudes towards internet apparel purchases were found that included price-quality/prestige, sale, value for money, and low price orientation. Second, the influence of consumer price attitude on impulse buying is significant. As the price attitude of price-quality/prestige orientation and sale orientation increases, impulse buying orientation is stronger. Third, there are partially significant differences on the sub-dimensions of consumer price attitude and the influence of price attitude on impulse buying by gender and age. This study will be of help to internet companies by providing information in regards to a price attitude-based marketing strategy and an adequate response to customer impulse buying.

• 한국조리학회지
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• 제23권6호
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• pp.78-88
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• 2017

The main goal of this study was to demonstrate the causal relationships between multi-dimensional work-values, job satisfaction and task performance of Y generational employee in the Korean hotel industry. In order to achieve the purpose, the data were collected from Y generational employees working in the major cities in Korea. To analyze the data, frequency, exploratory factor analysis, reliability analysis, PROCESS Macro analysis and simple regression analysis were undertaken by using SPSS 18.0. The results were as follows; 1. Work-values were found out as five factors; Prestige workvalues, Personal development work-values, Work condition work-values, Personal welfare work-values, Social/ Altruistic work-values. 2. All five factors were found to be significant in enhancing job satisfaction. 3. Two factors which were prestige work-values and personal welfare work-values were found to be significant in facilitating task performance. 4. Job satisfaction was revealed as a mediator between all work-value factors and task performance. This study provided practical information about work-values of Y generational hoteliers to positively affect their job satisfaction and task performance. This study also confirmed that it is important to enhance job satisfaction in order to make employees perform their service duties better.

• Strategy21
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• 통권39호
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• pp.198-241
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• 2016

Aircraft carriers: are they national platforms to maximize national interest or just simply paper tigers to be little useful for states' development? To some states such as U.S., U.K, and France, aircraft carriers functioned as national assets which is indispensable to their interest. By contrast, Thailand's aircraft carrier was a dead platform which is useless to its national interest and India's ones were little used on the mission field. What is the mechanism leading to this difference? The key is whether states make aircraft carriers connected to overall national evolution when it comes to establishing military strategy and planning a long-term force structure. Put it another way, conditions to acquire them need to be analyzed regarding two variables-national status(prestige and economic power) and threat(mission)-for the future as well as in the present. The former acquired carriers under the condition of making them becoming national platforms which is balanced with their overall development. However, the latter simply bought them without carefully taking account of economic obstacles, e.g., the poverty rate, when it comes to force planning. At the same time, we should not neglect to identify that states of the former cases might have a hard time in maximizing their key interests if they did not have carriers. Accordingly, conditions on carriers' acquisition need to be carefully examined and a typological theory suggested here could shed light on this process. This theory shows that South Korea's status is eligible to have a necessary and sufficient condition to acquire carriers.

• 복식
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• 제59권3호
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• pp.55-56
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• 2009

The purpose of this study was to analyse body and cosmetic image according to women's sex role identity. The subjects of this study were 433 women over 20 years old. Self-administered questionnaires were used for data collection. SPSS(Ver. 15.0) was used for mean, median, frequency, percentages, factor analysis, and one-way ANOVA. The results of this study were as followed; First, women were clustered into 4 groups according to their sex role identity. 36.5% was classified as an androgynous group, 32.4% was a undifferentiated group, 16.1% was a masculine group, and 15.0% was a feminine group. Second, factors of women's body image were interest in appearance, interest in weight, and charming of appearance. Factors of cosmetic image were natural & sociable, urban & intellect, passionate, romantic, prestige & sophisticate, fashionable & splender, active, feminine, and formal. Third, Androgynous group showed much interests in appearance and charming of appearance, but undifferentiated group had low interests. Androgynous group pursued natural & sociable, urban & intellect, passionate, romantic, prestige & sophisticate, fashionable & splendor, active, feminine, and formal images most when they applied make-ups. Masculine group pursued urban & intellect and active images much and femme group pursued natural & sociable, feminine, and formal images much. However undifferentiated group pursued all factors of cosmetic images less. Forth, androgynous group applied more kinds of cosmetics, but undifferentiated group applied less.