• Asia Marketing Journal
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• 제12권2호
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• pp.155-175
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• 2010

본 연구는 관계혜택과 브랜드 동일시에 관한 탐색적 연구로서 충성도에 긍정적인 영향을 미치는 것으로 알려져 온 관계 혜택과 브랜드 동일시를 함께 고찰하려는 데에 목적이 있다. 관계 혜택과 브랜드 동일시는 각각 충성도와 유의한 관계가 있는 것으로 잘 알려져 왔으나, 그들 간의 관계를 함께 살펴본 연구는 거의 없는 실정이다. 한편으로는 카드산업에서 관계혜택이 중요한 전략적 요소인 동시에 최근에는 브랜드 개성과 이미지를 카드에 연결시키려는 시도를 하고 있다. 따라서 본 연구에서는 관계 혜택과 충성도와의 관계를 브랜드 동일시가 매개할 것으로 보고 그 영향을 탐색하였다. 결과적으로 관계혜택 차원, 즉 확신적 혜택과 특별대우혜택이 개인적 동일시와 사회적 동일시에 영향을 미치고, 개인적 동일시가 충성도에 영향을 미치는 것으로 나타났으며, 특히 확신적 혜택은 충성도에 직접적인 영향도 있는 것으로 나타났다.

• 한국의류학회지
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• 제30권7호
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• pp.1126-1134
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• 2006

The purpose of this study was to examine the effect of brand identification of fashion luxury product on brand loyalty and the mediating effect of brand affect. The questionnaire developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally 227 data from women who had a buying experience of fashion luxury products were analyzed using frequency, factor analysis, ANOVA, t-test, regression analysis by SPSS for WIN program. The results were as follows. First, the consumers' brand identification was composed of three factors; actual, ideal, social. Second, the brand identification significantly influenced on the brand loyalty. Third, the brand identification significantly influenced on the brand affect. Fourth, the brand affect significantly influenced on the brand loyalty. Fifth, the brand identification had both direct and indirect effects on brand loyalty mediated by brand affect. The results indicated that causal relationship was existed among these three variables.

• 한국의류학회지
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• 제32권1호
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• pp.88-98
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• 2008

The purpose of this study were to examine the effect of fashion brand personality on the consumer's brand loyalty and to investigate the role of brand identification as mediator. The questionnaire data from 218 women who had purchase experience of fashion luxury brands were collected. Factor analysis and multiple regression analysis were used in data analysis. The results of this study were as follows. First, the consumer's fashion brand personality was composed of eight factors; Status-oriented, appearance-oriented, trend-oriented, leisure-oriented, physical activity-oriented, self achievement-oriented, fun-oriented and relation-oriented factor. Second, brand identification had significantly influence on brand loyalty. Third, fashion brand personality significantly influenced on brand loyalty and brand identification. Especially, the status-oriented, appearance-oriented, trend-oriented and self achievement-oriented fashion brand personality was proved to have a crucial role in brand identification and brand loyalty. Fourth, the status-oriented, appearance- oriented, trend-oriented and self achievement-oriented fashion brand personality had both direct and indirect effects on brand loyalty mediated by brand identification.

• 한국의류학회지
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• 제34권5호
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• pp.797-807
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• 2010

This study investigates the effects of consumer brand identification and brand attachment to brand equity. 332 surveys were collected from male and female university students in Seoul. In each survey, respondents were asked to choose one favorite fashion brand that they often purchase and answer questions regarding brand identification, brand attachment, and brand equity. The results were analyzed using SPSS package 12.0 and AMOS 5.0 program and factor analysis, reliability analysis, and path analysis were conducted. After the factor analysis, 3 factors were found under brand identification, 4 factors under brand attachment, and 4 factors under brand equity. The Cronbach's $\alpha$ of brand identification was .84, the brand attachment was .80, and the brand equity was .81. The results of this study show that brand identification had a positive effect on brand attachment that had a positive effect on brand equity. Additional results show that both brand identification and brand attachment had a positive direct effect on brand equity; however, brand attachment had a higher effect on brand equity.

• 복식
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• 제66권1호
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• pp.90-107
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• 2016

The purpose of this study was to examine the fashion brand attitude of tweenagers, with a focus on brand awareness, image, identification and loyalty. The study analysed 541 fifth and sixth-grade students in Seoul elementary schools. Major statistical methods used for this study were Cronbach's alpha analysis, confirmatory factor analysis, and path analysis with SPSS 19.0 and AMOS 19.0. Brands selected for this study were "NIKE" and "BEANPOLE KIDS". The result of this study was as follows: First, the study showed that both "NIKE" and "BEANPOLE KIDS" had 4 significant routes from the research model. Brand awareness had influence on brand image; brand image had influence on brand identification and brand loyalty; and brand identification had influence on brand loyalty. Second, using the bootstrapping to verify the significance of the total effect and indirect effect, brand awareness had a significant indirect effect on brand identification and brand loyalty; brand awareness did not have any direct effect on brand identification and brand loyalty for both "NIKE" and "BEANPOLE KIDS". Also, the total effect of brand awareness on brand identification and brand loyalty was significant. The result of this study showed the development potential to the fashion companies targeting tweenagers.

• 한국산학기술학회논문지
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• 제13권4호
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• pp.1574-1584
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• 2012

본 연구는 탐색적 연구로서 패션 제품군에서 명품 브랜드와 비명품 브랜드에 따라 디자인 민감도가 차이가 날 것인가를 검토하고 디자인 민감도가 브랜드 동일시와 함께 제품의 구매의도에 어떠한 영향력을 미칠 것인지를 살펴보았다. 분석결과 디자인 민감도는 명품과 비명품간에 차이가 나타나지 않았으나, 구매의도에 미치는 영향에 대해서는 차이가 있었다. 우선 전체 데이타를 살펴본 결과, 브랜드의 디자인 가치와 디자인 추구노력, 추구성향이 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 즉, 이미지가 일치하는 것보다는 해당 브랜드의 디자인에 대해 가치를 높이 평가하고 좋은 디자인의 제품을 구매하려는 노력을 많이 하는 사람일수록 패션제품의 구매의도가 높다는 것이다. 명품과 비명품으로 구분하여 브랜드 동일시와 디자인 민감도의 구매의도에 대한 영향을 알아본 결과, 명품의 경우 루이비통 패션제품의 디자인 추구성향이 높은 사람이 구매의도가 높음이 나타났고, 비명품의 경우 쌈지의 디자인이 가치가 있다고 느끼는 사람일수록 쌈지 제품의 구매의도가 높아지는 것을 알 수 있었다. 명품일 경우에는 이미 디자인의 가치에 대해서는 많은 사람들 사이에서 인정되고 인식되어 있으므로 해당 제품의 구매의사결정에 영향을 미치지 않지만, 비명품의 경우에는 브랜드 제품의 디자인이 가치가 있다는 사실부터 인지되어야 구매의도에 영향을 미칠 수 있다고 밝혀졌다.

• 한국의류학회지
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• 제34권9호
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• pp.1515-1526
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• 2010

Consumer expectations for ethical businesses have become increasingly high in recent years; the fashion industry is working to implement greater corporate social responsibility (CSR). This study establishes the effects of the evaluation for participation in fashion brand CSR on perceived purchase values. In particular, the process for the evaluation for participation that affect the perceived purchase value through consumer-brand identifications (personal/social) was verified and how the consumer regulatory focuses would influence this process was identified. For this study, an on-line survey was conducted that included a series of filtering questions that measured the level of social concern of respondents. Valid data from 505 female consumers were analyzed for the structure equation modeling. The empirical results suggested that the evaluation for participation in fashion brand CSR positively affected the two dimensions of consumer-brand identification; personal identification and social identification. In addition, consumer-brand identification played a role as a mediating variable in the path to influence the perceived purchase values of CSR brands. Lastly, there were differences in reactions to CSR activities by consumer groups with different regulatory focuses. The effect of the evaluation for participation in fashion brand CSR was shown to be higher for consumers with promotion focuses than on consumers with prevention focuses. The results of this study will help fashion companies understand the importance of the consumer participation in CSR by having consumers participate in ethical consumption.

• 디지털융복합연구
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• 제11권4호
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• pp.189-196
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• 2013

본 연구의 주요 목적은 소비자가 지각한 기업의 CSR(Corporate Social Responsibility) 아이덴티티가 고객-기업 동일시 지각에 미치는 영향과, 고객-기업 동일시 지각이 소비자의 감정적 몰입과 행동적 몰입의도에 미치는 영향을 살펴보는 것이다. 또한 소비자의 감정적 몰입이 고객-기업 동일시 지각과 행동적 몰입 의도와의 관계에서 매개역할을 하는지를 살펴보는 것이다. 이상의 연구목적을 달성하기 위해 선행연구 검토를 통해 연구가설 및 연구모형을 설정하고 실증분석을 통해 검증하였다. 연구결과, 소비자가 지각한 기업의 CSR 아이덴티티는 소비자의 고객-기업 동일시 지각에 긍정적 영향을 미치며, 소비자의 고객-기업 동일시 지각은 감정적 몰입과 행동적 몰입의도에도 긍정적 영향을 미치는 것으로 나타났다. 또한 소비자의 감정적 몰입은 행동적 몰입의도에도 정(+)의 영향을 미치는 것으로 나타났다. 그러나, 소비자의 감정적 몰입은 고객-기업 동일시 지각과 행동적 몰입의도와의 관계에서 매개변수 역할은 하지 않는 것으로 나났다. 이상의 연구결과를 바탕으로 기업 브랜드 관리 전략의 필요성과 실무적 시사점을 제시하였다.

• 벤처창업연구
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• 제14권4호
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• pp.143-160
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• 2019

국내의 약국 시장은 의약분업이라는 분기를 기점으로 커다란 변화를 겪었다. 의약분업과 함께 이전에 약국을 찾던 환자들이 병 의원으로 이동하게 되었고, 약국은 병 의원에 대한 의존도가 높아지자 약국은 처방조제 이외의 활로를 모색하기 위한 다양한 활동들을 시작하였다. 이때를 전후해 유통의 중요성이 강조되고, 약국의 경쟁력 강화에 대한 필요가 늘어나면서 프랜차이즈 시장으로 급격히 성장하였다. 약국 프랜차이즈 기업들은 가맹 약국을 위한 주요 제품의 자체브랜드화, 약국 취급 품목의 다양화, 소비자 중심 진열기법 활용과 더불어 일반 프랜차이즈와는 차별화되는 약국 시장에 맞추어 약사 직능의 전문성 강화를 위한 약학 경영학 강의 등을 지속적으로 시행하며 시장 경쟁력을 강화시켜나가고 있으나, 이를 뒷받침해줄 학술적 연구와 조사는 미흡한 상황이다. 이에 도움을 주기 위한 연구로서 약국 프랜차이즈 시장의 외형적 규모 유지 및 확대에 영향을 주는 재계약의도와 추천의도에 미치는 요인을 분석한 결과 재계약의도와 추천의도는 브랜드 신뢰에서 긍정적인 영향을 받는 것으로 나타났고, 브랜드 신뢰는 브랜드 약속, 직원 진정성, 독창성, 제품 우수성, 브랜드 명성, 브랜드 동일시, 교육 만족도의 영향을 받는 것으로 확인되었다.

• 한국의류산업학회지
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• 제23권5호
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• pp.559-575
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• 2021

The popularity of K-pop, the development of diverse media and communications, and rapid globalization are increasing consumers' attachment to celebrities. These celebrities, called "Human brand", have a growing impact on consumers. However, research on idol celebrities has been conducted mainly on teenagers. Furthermore, there are limits to the studies on consumers' attachment to idol celebrities who do not advertise specific products and intention to purchase products which are not advertised but related to the idol human brand. Therefore, this study has been conducted on 301 out of 400 adult women in their twenties to forties in Korea to examine the relationship between the characteristics of the idol human brand, attachment to the idol human brand, desire to imitate the idol human brand, desire to identify with the idol human brand and its fandom community, and the effect on purchase intention. For the statistical analysis, SPSS and AMOS were used. The study found that the characteristics of the idol human brand which are trust, professionality, social attractiveness, and physical attractiveness positively influenced attachment to the idol human brand. The attachment to the idol human brand positively affected the imitation desire toward the idol human brand, and the identification desire with the idol human brand, and to identify with its fandom community. Additionally, the desire to imitate and to identify with the idol human brand and its fandom community positively affected the intention. Furthermore, the relationships between all variables were found to have a significant mediating effect.