• Fashion, Industry and Education
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• v.16 no.2
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• pp.30-39
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• 2018

This study investigates the importance of brand and retailer associations when consumers evaluate a product category extension in the context of brand and retailer collaborations. Although brand extensions are considered to reduce costs for introducing a new product category, limited study has focused on the role of brand and retailer associations in the context of brand and retailer collaborations. Using a total of 440 participants, a hypothesized model was tested using a structural equation modeling (SEM). The results show that brand and retailer associations influence the perceived fit between a brand and a retailer. In addition, the image fit and quality fit are significantly related to brand and retailer attitudes as well as brand extension evaluation. Since consumers may use their associations with brands or retailers when they perceive product differentiation, market position, and brand extensions, the role of brand or retailer associations is important to marketers, retailers, and consumers. Given the importance of brand and retailer collaborations as a brand positioning strategy in the global branding and retail setting, the findings of this study contribute to brand and retail management by providing empirical evidence on how consumers perceive new products from extended brands in the marketplace when a brand collaborates with a retailer.

• Journal of the Korean Operations Research and Management Science Society
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• v.36 no.3
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• pp.107-120
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• 2011

The increased availability of store brand suppliers now provides retailers with opportunities to create their own lines of vertically differentiated multiple store brands within a product category. As the number of store brands increase, the retailer's shelf space becomes more crowded, which may force the retailer to consider dropping some national brands from its assortment. Despite these trends, the problem of product line design in a vertically differentiated product category has been analyzed mainly from a manufacturer's perspective in the marketing literature and it is not known to what extent the findings of the existing product line design literature provide applicable strategic guidelines for the new problem faced by retailers. In this study, we address this deficiency in the literature and conduct an in-depth study of the retailer's strategic design of a line of store brands and its assortment decision within the context of retail category management. We analyze the retailer's decision about not only how to design a line of store brands but also which national brand to drop from its assortment. The results of our analysis are as follows. First, if the retailer has to drop one of national brands from its assortment, it is the best for the retailer to drop the low-quality national brand rather than the high-quality national brand. Second, the retailer has to position the high-quality store brand relatively close to the high-quality national brand, remained on its shelf, in terms of quality so as to maximize the size of retail margin from the national brand. On the other hand, the retailer should set the quality of the low-quality store brand at a lower level than that of the low-quality national brand to increase the total category demand by attracting more price sensitive consumers. By doing so, the retailer can also minimize cannibalization between two store brands. Lastly, our analysis shows that the introduction of a line of store brands improves consumer welfare by increasing real values of all products on the shelf.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.7
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• pp.856-866
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• 2011

This study examines how brands can be managed to influence the degree of their resistance to negative information and the extent to which this immunity to negative information predicts the purchase intention of consumers. In particular, the study investigated the difference between brand commitment and brand immunity on negative information in terms of the concept and the power of influence. A total of 410 usable questionnaires were obtained through an internet survey. A structural equation model using a correlation matrix with maximum likelihood was estimated using AMOS 18.0 to examine the relationship among a brand's social responsibility, quality orientation, brand innovativeness, easy purchase intention, and difficult purchase intention. The results showed that brand's social responsibility had significant effects on brand immunity to negative information while quality orientation and brand innovativeness had significant effects on brand commitment. In addition, brand immunity had significant effects on brand commitment and then brand commitment had a significant effect on easy and difficult purchase intentions. The key implications for research and management are discussed.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.15 no.1
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• pp.19-36
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• 2004

This study was to investigate brand image and its influence on customers perception of fast-food restaurants. A total of 25 brand image attributes were selected on the basis of the literature review and were asked to indicate respondents' perceptions of their image targeting for fast-food restaurants such as Lotteria, McDonald, KFC, and Popeyes. A on-site survey method was applied to collect data. Out of 300 distributed survey questionnaire, a total of 271 useful sample were collected and analyzed in SPSS 10.0. From the factor analysis with 25 brand image attributes, five underline dimensions were identified and named such as interior factor, store factor, atmosphere factor, service factor, and product factor. Then, T-test and ANOVA were conducted to investigate any differences between/among the groups based on those five brand image factors. The results provided that in terms of gender, age, preference for fast food, food cluster, and four different brand, customers differently perceived restaurant brand image. It is hoped that this information may help for restaurant managers and marketers to understand customers' restaurant perception and choice behavior in order to launch appropriate marketing strategies.

• Korean journal of food and cookery science
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• v.27 no.1
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• pp.33-42
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• 2011

The purposes of this study were to understand the influence of brand personality-self image congruence in quick service restaurants on customer satisfaction and to empirically analyze whether or not customers' brand identification plays a moderating role between brand personality-self image congruence and customer satisfaction. Based on a total of 478 samples obtained from empirical research from June 10 to June 16, 2010, self-administered questionnaires were completed by patrons in a metropolitan area, and data were analyzed based on frequency, exploratory factor analysis, reliability analysis, correlation analysis, and hierarchical regression analysis. Results of the study were as follows: From the factor analysis of brand personality and self-image, 5 factors, i.e. sophistication (5 items), competence (5 items), likability (5 items), trendiness (5 items), and ruggedness (5 items) were extracted. The results show that trendiness (${\beta}$=-0.151) among brand personality-self image congruence had a significant positive effect on customer satisfaction. Further, customers' brand identification (${\beta}$=0.645) had a significant positive effect on customer satisfaction. In addition, the effect of brand personality-self image congruence (only, likability ${\times}$ brand identification; ${\beta}$=0.245) in quick service restaurants on customer satisfaction was found to be partially moderated by customers' brand identification. In other words, the findings show that customers wanted to identify with a specific brand because it provides a means to continue transactions with the brand if it corresponds with their self-image or if the overall image of the brand is favorable. Limitations and future research directions are also discussed.

• Culinary science and hospitality research
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• v.23 no.3
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• pp.216-226
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• 2017

This study was conducted to examine the relationships among various visible clues and non-visible clues as perceived by franchise family restaurant consumers. Using online survey tool in South Korea, total 450 survey was distributed and 400 participants were used for further statistical analysing with SPSS 23.0 and AMOS 20.0. Twelve items were categorized into four visible factors (food, interior, exterior, employee). The result shows that food and employee have positive effects on brand reputation and distinctiveness, and the interior and employee were critical antecedents for brand distinctiveness. In addition, the brand reputation and brand distinctiveness have positive influence on experiential value as well as revisit intention. Although there were many studies which demonstrated the relationships among various quality clues and other outcome variables, such as brand image, loyalty, little research explained the relationships among visible elements of franchise family restaurants, brand reputation, brand distinctiveness, and revisit intention. The present study will provide theoretical and practical implications for both academia and the franchise family restaurant industry. (what is the meaning of the red part?)

• International journal of advanced smart convergence
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• v.10 no.4
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• pp.38-44
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• 2021

The purpose of this study is to investigate the structural relationship among brand dependence, brand attitude, brand satisfaction and repurchase intention of online golf goods consumers. To achieve the purpose of this study, a survey was conducted on consumers who had experience in purchasing golf goods online by visiting golf driving ranges in Seoul and Kyeonggi area. A total of 200 people were surveyed and 197 data were used for the final data processing. SPSS 23 and AMOS 23 were used for data processing. We obtained the following results. First, brand dependence had a positive effect on brand attitude, but it did not have a significant effect on repurchase intention.Second, brand attitude had a positive effect on brand satisfaction and repurchase intention; third, brand satisfaction had a positive effect on repurchase intentionFirst, face has been shown to have a significant impact on symbolic consumption propensity. Second, symbolic consumption tendencies have a significant impact on product satisfaction and intention to purchase new products. Third, product satisfaction has been shown to have a negative impact on the intention of purchasing new products.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.7
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• pp.677-689
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• 2012

This research examines the impact of brand personality dimensions on store attitude and store loyalty for department stores. A total of 431 customers participated in the online survey. The participants were women in their 20's to 50's with experience of purchasing apparel from four major department stores. The data were analyzed using factor analysis, reliability test, and structural equation modeling with PASW 18.0 and AMOS 18.0. Analyses revealed three dimensions of the brand personality of department stores: prestige, passion, and sincerity. Among the three dimensions of brand personality, 'passion' and 'sincerity' were shown to be the most influential factors affecting department store attitude. The results suggest that passionate and sincere customers tend to exhibit favorable store attitudes. Customers with more favorable store attitudes then are more likely to express great store loyalty than those with less favorable attitudes. An analysis of the effect of brand personality on attitudes toward department stores provides implications for department store brand management strategies.

• Journal of Distribution Science
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• v.16 no.4
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• pp.49-56
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• 2018

Purpose - The purpose of this study is to provide managerial implications for retail brand managers. Specifically, current study divide donation type into direct donation(e.g., corporate philanthropy) and indirect donation(cause-related marketing) and investigate the donation type on the purchase intention. Also, this research intends to provide the mechanism between the donation type on the purchase intention by showing the mediating role of the consumers' perceived warmth. Moreover, the moderating role of the brand type(non-luxury vs. luxury brand) between the donation type, the warmth perception, and the purchase intention will be examined. Research design, data, and methodology - A total of 174 undergraduate students from a university in Korea were recruited and were randomly assigned to the conditions of a 2(donation type: indirect vs. direct) X 2 (brand type: non-luxury vs. luxury) between-subjects design. The hypotheses were tested using SPSS 21.0. Two-way ANOVA and multiple regression analysis were performed. Results - Empirical results showed that the consumers' perceived warmth was higher in the direct donation condition than the indirect donation condition and moreover this influence of the donation type on the perceived warmth was moderated by the brand type. Specifically, the influence of donation type on the perceived warmth was significant only for luxury brand. And there is an interaction effect of donation type and brand type on the purchase intention. More specifically, the purchase intention for luxury brand was higher in the direct donation condition than the indirect donation condition whereas the purchase intention for non-luxury brand was higher in the indirect donation condition than in the direct donation condition. Conclusions - This research contributed to the CSR literature of retail brand management by showing that the influence of the donation type and the brand type on the purchase intention. Moreover, this study enriched CSR literature by introducing Stereotype Content Model and showing the mediating role of the consumers' perceived warmth. Managerially, these results suggested retail brand managers of non-luxury brand and luxury brand how to select an appropriate type of donation and conduct CSR strategies.

• Journal of Distribution Science
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• v.17 no.4
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• pp.17-26
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• 2019

Purpose - Today's companies concentrate intensively on building consumer value and corporate reputation for continuing growth and advancement in an ever-changing global business management environment. This research intended to study the correlation between consumer value and corporate social responsibility (CSR) activities in building corporate reputation with consumers. Research design, data, and methodology - Online and offline surveys were conducted among male and female adults across Korea. Surveys were conducted for three weeks from August 21, 2018 to September 8, 2018. The samples consisted of 350 offline and 112 online surveys, and a combined total of 462 samples was used for final analysis. Result - Higher consumer value means a greater chance that consumers will select that company's products over those of competitors. For competitive advantage purposes, companies use various consumer management strategies to bolster consumer value and corporate reputation with consumers. Conclusions - Brand assets are subject to ethical responsibility, which is a dimension of corporate social responsibility. Of note, one relevant finding about brand assets (similar to findings in previous research) is the existence of confusion about brand recognition and brand image as perceived by customers.