• Journal of Distribution Science
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• v.12 no.11
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• pp.67-76
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• 2014

Purpose - PB (Private Brand) refers to the product for which the distribution company plans the production independently, consigns the production to the manufacturer, or attaches the self-developed trademark and sells it. To reinforce competitiveness in such a market environment, diverse products development, systematic management activities, and marketing efforts to analyze and understand the consumers' behavior regarding PB products are emphasized. Therefore, this study aims to investigate the relationships among PB product attributes, consumption emotion, brand attitude, and brand loyalty in general supermarkets. First, PB product attributes were defined using the five categories of perceived price, store image, familiarity, perceived service, and perceived quality, based on preceding studies. This study examined the influence of PB product attributes on consumption. Further, this study examined the relation among consumption emotion, brand attitude, and brand loyalty. This study provides more detailed and concentrated strategic implications. Research design, data, and methodology - In this study, the research model was designed to examine the relation among PB product attributes, consumption emotion, brand attitude, and brand loyalty. For the data collection method, the questionnaire survey comprised multiple items for each component and the direct interview method was employed. To collect data, the questionnaire survey was conducted for customers who personally visited the general supermarket after verifying the PB product purchase experience. The questionnaire survey was performed for one month, May 2014. A total of 300 questionnaires were distributed and 240 questionnaires were used for the analysis, excluding the unanswered and insincere questionnaires. The data were analyzed using SPSS ver. 20.0. Results - First, PB product attributes had a significantly positive effect on consumption emotion. The PB product attributes perceived by the customer at the point of service contact are important to form the positive consumption emotion. Second, consumption emotion had a significantly positive effect on brand attitude. Third, the consumption emotion had a significantly positive effect on brand loyalty. Such consumption emotion is an important factor in causing the positive evaluation on the brand attitude perceived by the customer. Fourth, brand attitude had a significantly positive effect on brand loyalty. The consumption emotion was positively represented to invoke the relational continuance behavior. The relational continuance behavior accompanies the repetition of purchase, word of mouth, and recommendation activities, and influences trust regarding the brand, for which the customer maintains the transaction continuously. Conclusions - The PB product attributes perceived by the customer at the point of service contact are important factors to form the positive consumption emotion. Based on this result, the discount store service provider would prepare the measures that can make the customer recognize the positive value, and make more detailed efforts. Consumption emotion is an important factor to cause the positive evaluation on the brand attitude perceived by the customer. Based on this result, the general supermarket must make efforts to provide fun or convenience in the purchase process for consumers.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.1
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• pp.104-114
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• 2009

The purposes of this study were to examine: 1) supporting activities of fashion brands for store-level visual merchandising(VM); 2) shop masters' attitude to VM supporting activities; 3) the differences in the perceived importance of VM, attitude to VM supporting activities, and shop masters' VM management by shop master characteristics; and 4) the influencing factors on shop masters' VM management. A total of 203 questionnaires collected from shop masters working for women's wear fashion brands were analyzed. Results revealed that VM manual was used most often as a VM supporting activity, and casual brands offered VM training and professional VM help more often than designer brands did. Shop masters' attitude toward necessity, participation and usefulness to VM supporting activities were related to each other as well as to the perceived importance of VM. There were differences in the perceived importance of VM and attitude to VM supporting activities by age and sales career and in the VM management by income. Brand knowledge, the perceived importance of VM, and participation to VM supporting activities affected VM management of shop masters.

• Culinary science and hospitality research
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• v.21 no.2
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• pp.11-26
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• 2015

The purpose of this study was to understand the influence of non-verbal communication of coffee shop employees on brand image and customer satisfaction. Based on a total of 317 samples obtained for empirical research, this study reviewed the reliability and fitness of the research model and verified a total of 3 hypotheses using the AMOS program. The hypothesized relationships in the model were simultaneously tested through the use of a structural equation model(SEM). The proposed model provided an adequate data fit, ${\chi}^2=434.380$ (p<0.001), df=178, CMIN/DF=2.440, GFI=0.886, AGFI=0.852, NFI=0.900, CFI=0.938, RMSEA=0.068. The model's fit, as indicated by these indexes, was deemed satisfactory, thus providing a good basis for testing the hypothesized paths. The SEM showed that kinesics(${\beta}=.311$), paralanguage(${\beta}=.242$), physical appearance(${\beta}=.382$) and proxemics(${\beta}=.481$) had a significant positive influence on brand image. In addition, brand image(${\beta}=.217$) had a significant positive influence on customer satisfaction. Furthermore, the effect of coffee shop employee non-verbal communication on customer satisfaction was found to be partially mediated by the brand image.

• Culinary science and hospitality research
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• v.23 no.8
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• pp.173-183
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• 2017

The purpose of this study is to investigate the causal relationship between new brand awareness and new brand awareness according to type of restaurant menu purchase information. This study will provide basic research data on viral marketing strategy through online marketing of restaurant companies. The purpose of this study is to investigate the effect of information obtained through blog information and SNS advertisement on word effect (information acceptance and information transfer) and to investigate the effect of word of mouth effect on consumers' purchase intention. A total of 206 samples were used for this analysis and regression analysis was performed using SPSS 18.0. The results of the study are as follows. First, experience type, timely relevance and consensus among the characteristics of blog information affect information acceptance. Experience, and accuracy are affecting information delivery. Second, information discomfort among the characteristics of SNS advertising information influences the acceptance of information. Information, entertainment and trust are affecting information dissemination. Third, information acceptance and information diffusion affect purchase intention.

• Culinary science and hospitality research
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• v.24 no.2
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• pp.112-118
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• 2018

The purpose of this study is to develop and test a model that explains the effect of experiential marketing factors on: 1) brand image, 2) satisfaction, and 3) loyalty in context of restaurants located in complex shopping mall. In addition, the study clarified how these variables relate to each other. Survey were distributed to customers who have visiting experience(s) in a restaurants in complex shopping mall. Total 360 participants were distributed and 344 questionnaires were used for analysing. The confirmatory factor analysis and structural equation modeling(SEM) have been employed research methods for frequency analysis, reliability analysis and measurement model validation. The findings of this study identified that relation factor of experiential marketing elements was only significant factor on brand image Furthermore, sense and recognition were critical components of customer satisfaction. Last, present study also identified the significant relationship between satisfaction and customer loyalty. These findings may contribute to provide valuable marketing strategic for this business segmentation, and it can be utilized as a fundamental study to establish an efficient business plan to increase revenue especially for restaurant business located in complex shopping mall.

• Journal of Distribution Science
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• v.16 no.1
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• pp.7-15
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• 2018

Purpose - This study aimed to identify the impact of consumers' perception of the value of discount store PB products on brand loyalty and repurchase intention and simultaneously check whether consumers showed a different position depending on gender difference and age. Research design, data, and methodology - For data collection, total of 174 valid copies of questionnaire were obtained for analysis. And simple regression, multiple regression and hierarchical moderated regression analysis was conducted for hypothesis verification and implication Results - It was found that functional, social and emotional value perceived by consumers had a positive impact on brand loyalty and repurchase intention. And it was found that consumers who were in a relatively lower age group were positive, in the relation between emotional value and repurchase intention only. Conclusions - It was suggested that consumers accept discount store PB products positively overall. Therefore, discount stores must not only need to develop their strengths in various parts of PB product beyond consumer's positive perception but also make efforts to raise the social awareness of the use of PB products. And they have to promote consumer decision making by concentrating on emotional factors take a different approach to consumers in a higher age group.

• Journal of Distribution Science
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• v.20 no.1
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• pp.87-98
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• 2022

Purpose: This research investigates whether the existence of preannouncing price discount before purchase has an effect on after regret about purchasing and price fairness perception. Moreover, this paper examines whether the preannouncing effects on regret (or price fairness perception) are moderated by motive inference type (or brand trust). Research design, data and methodology: This experimental design consisted of total 8 between-subjects full factorial, which is completed by 2 (preannouncing price discount before purchase) × 2 (motive inference type) × 2 (consumer's brand trust level). Results: First, regret (or price fairness) differs depending on the presence/absence of preannouncing price discount before purchase and price discount motive inference type. Second, interaction effect of preannouncing price discount presence/absence before purchase and price discount motive inference type on regret (or price fairness) after purchase differs depending on motive inference type (or brand trust). Conclusions: Preannouncing external cue could decrease the possibility of consumers to regret and prevent consumers perceiving price change as unfair. Thus, corporations should sufficiently explain to consumers about preannouncing and specific reason of price fall in order to decrease regret caused by price fall and to increase price fairness perception from preannouncing effect.

• Culinary science and hospitality research
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• v.17 no.5
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• pp.122-138
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• 2011

This study aims to investigate whether hotel brand personality predicts restaurant loyalty mediated through trust and satisfaction. An experimental design is applied to test six hypotheses that reflect the research questions. The guests who have experienced dining in five star hotels in Seoul are targeted for sampling. A total of 184 faithful cases out of 250 cases have been analyzed. To analyze the data, descriptive statistics and multivariate analysis of variance, and structural equation modeling (SEM) are employed using the SPSS and AMOS 7. The findings indicate that hotel restaurant customers' loyalty is positively influenced by hotel brand's ruggedness and sophistication. Also, all the variables in brand personality except excitement have a positive impact on hotel restaurant customers' trust. Noticeably, hotel restaurant satisfaction is increased through brand sincerity and sophistication. Finally, both restaurant trust and satisfaction have a positive impact on restaurant loyalty. In conclusion, these findings suggest that hotel practitioners need to develop the influential variables of hotel brand personality to elevate the level of restaurant loyalty.

• Journal of Distribution Science
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• v.13 no.7
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• pp.85-90
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• 2015

Purpose - Global trends play a part to change the structure of the fashion industry. In particular, companies attempting to conduct innovative marketing centering on such products as SPA brands are growing into global companies. SPA stands for "Specialty Store Retailer of Private Label Apparel", meaning its activities are fully integrated from manufacturing through sales, including material procurement design, product, distribution, inventory management, and final sales. For this reason, more understanding of individual corporate profitability is very sensitive to consumer's attitudinal changes. The effects that corporate marketing activities on customer lifetime value through brand attitude were analyzed based on a structural equation model. Rust suggested value equity, brand equity, and relationship equity as customer equity driver. The study examines Chinese consumer because China is the fastest growing fashion market in the world. Research design, data, and methodology - The survey targeted Chinese college student age 20s. Only respondents who had purchased SPA brands in the past year were included for this research. A total of 303, except for 47 missing data of 350 distributed questionnaires were included in this research. The questionnaire is consists of six part to measure value, brand, relationship equity, attitude toward brand, purchase intention and demographic characteristics. This research conducted exploratory factor analysis and reliability test. To verify research hypotheses, structural equation model test was conducted. As for customer equity, diversified models in consideration of the scope of acquisition data, a method of collection of data, influencing factor, and predictability were suggested based on a net present value model. However, the history of customer equity study is relatively short, and sufficient empirical analyses have not been conducted, so more integrated analysis is required. In this study, the concept of driver suggested by Rust was applied to figure out the effects that consumer's attitude has on customer equity. The customer equity driver suggested by them consists of brand equity, value equity, and relationship equity. Results - This study reveals that value equity and brand equity have a positive influence on relationship equity. And, relationship equity has a positive influence on purchase intention through brand attitude. However, value equity and brand equity do not influence on brand attitude. Conclusion - The results of this research generated following implications. First, SPA brands need to take advantage of their value equity such as perceived low price and up-to-date fashion style to attract Chinese young consumer. Second, strong brand equity promises dominants position in the competitive market. As Chinese fashion market grows rapidly, SPA brands can consider branding strategy such as flagship store and celebrity marketing enhancing brand image. Third, the core concept of customer equity strategy is to maintain a relationship with their expecting and existing customers. The relationship equity is built by brand equity and value equity. When SPA brands serves product and service meet with individual customers, customers have intimacy to the brands.

• Smart Media Journal
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• v.12 no.5
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• pp.111-121
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• 2023

The purpose of this study is to find methods for logo renewal design according to the brand life cycle, considering the logo as an important visual tool that represents the brand identity in terms of brand management. This study was conducted through literature study on brand life cycle and brand renewal strategy, an expert survey on logo renewal design, and logo analysis of 35 food and beverage brands with statistical data to determine brand life cycle. The results of the study are three. First, the four stages(introduction, growth, maturity, and decline) of brand life cycle characteristics and renewal strategies were derived. Second, four brand renewal strategies(partial change, total change, repositioning, new image creation) and methods for logo renewal design were proposed based on the life cycle of the brand. Based on this, renewal characteristics for each life cycle were proposed. Third, visual elements of identity that are important depending on the brand life cycle and brand renewal strategy were found. It was found that the addition and subtraction of graphic elements and change of color tone are important in the partial change strategy of the growth period and maturity period, and that the change of signature color is important in the repositioning strategy and the creation of the new image.