• Science of Emotion and Sensibility
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• v.10 no.1
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• pp.49-53
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• 2007

This study investigated how product attributes(aesthetics and function) and brand power influence consumers' product liking and quality evaluations. Results suggest that subjects evaluated higher no brand product than low brand product. Specifically brand power exhibits no significant influence in emotional product.

• Korea Trade Review
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• v.42 no.5
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• pp.43-69
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• 2017

The study examined moderating role of thinking style about causality in the relationship between the perceived brand globalness(PBG) and the brand evaluation. Thinking style about causality is divided into interactionism and dispositionism. Individualism culture shows a tendency of thinking style about causality to dispositionism, and collectivist cultures shows a tendency for interactionism. We conducted a survey on Korean college students who represent collectivist cultures and foreign students from countries of individualistic culture and analyzed data through structural equation modeling. Analysis result showed that the higher the respondents perceived PBG, the higher they perceived brand quality, brand quality, and brand price. However, it showed that PBG has greater positive effects on perceived brand quality and perceived brand reputation among Korean students than students from individualistic cultures. On the other hand, the effects of PBG on perceived brand price did not show any significant difference between Korean students and students from individualist cultures. Thus, we can conclude that thinking style about causality plays a moderating role in the relationship between PBG and perceived brand quality and brand reputation, while it does not do so between PBG and perceived brand price.

• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.389-402
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• 2015

Due to tough competition among social network services, technological specification alone could not be an adoption factor by the users. Instead, emotional factors such as a brand image and feeling towards an SNS brand became important factors in service differentiation. This study examined Korean young users perception of brand personalities of three social network services, Facebook, Kakao Story, and Band. It also analyzed the influence of the perception of brand personality, brand-self-image congruence, and brand affect on brand recommendation to others. The authors conducted a survey of Korean college students. The results indicate that SNS users perceived three SNS's brand personalities differently, and the positive perception of an SNS service has a positive effect on brand recommendation. Brand personality, brand-self-image congruence, and brand affect combined determine brand recommendation. When the brand personality variable is statistically controlled, brand affect has strong effect on brand recommendation.

• Science of Emotion and Sensibility
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• v.7 no.2
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• pp.149-155
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• 2004

This research focus on analyzing the quality of clothing product in view of consumer's sensibility trend with a emphasis on measuring objective quality of pruduct. The fuzzy logic-based multi attribute model has been developed in order to evaluate the quality of clothing product. The overall quality of a clothing products can be divided into two distinct terms, product quality and brand value. Those two values are further analyzed with a relation to human sensibility.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2002.11a
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• pp.157-159
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• 2002

패션트렌드와 소비자감성에 적합한 패션소재를 기획, 선정하는데 도움을 주는 컴퓨터 기반의 의사 결정시스템이 개발되었다. 패션소재로서의 유용성을 결정하는 속성을 두께, 무게, 밀도, 광택, 색상등으로 한정한 후 다속성 모델을 구축하였다. 각 속성들의 가중치는 의류 매장의 방문객 대상의 설문 조사에 의해 결정되었으며, 한 소재의 최조 가치는 퍼지 추론 시스템에 의해 계산되었다. 구축된 “퍼지-다속성” 모델을 이용하여 패션소재의 총 가치를 i) 품질로부터의 가치, ii) 품질을 기반으로 부가되는 가치, iii) 품질과는 무관하게 형성되는 브랜드 가치의 세가지 요소롤 분해하였다. 시중의 유명 스포츠 의류 브랜드 2종을 선정하여 위의 모델을 적용하였다. 위의 모델은 컴퓨터 시스템으로 개발되어, 특정 소재의 기본정보가 입력이 되면 그에 해당하는 감성정보로 변환되는 소재 평가 시스템과 역으로 원하는 감성 어휘를 입력하면 그에 해당하는 소재를 제안하는 소재 기획 시스템의 독립적인 두 요소로 구성된다.

• The Journal of the Korea Contents Association
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• v.11 no.11
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• pp.378-389
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• 2011

This study scrutinizes the similarity difference between parent brand product and extended brand product of franchise business and its effect on the attitude toward extended brand product. Results showed that the similarity difference is appeared according to product extended. The cognitive attitude and the behavioral attitude toward similarity difference are also appeared to be different as high in product similarity leads to high in both cognitive and behavioral attitude. The result also showed that the food similarity compare to the technological similarity has higher impact on attitude. These study results provided a significant insights in brand extension strategy of franchise business.

• Journal of the Economic Geographical Society of Korea
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• v.18 no.4
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• pp.431-449
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• 2015

Motivated by the finding that place names are highly capable of acting as one of the most conspicuous brands in the economy, this study has explored the essential nature of the brand value of place names and has suggested possible methodology to evaluate this value. As the place name brand has multidimensional elements mirroring the attributes of place, its understanding should be framed in terms both of users of place names as a subject and of place as an object. In order to evaluate the brand value of place names, the possibility of adopting the concept of customer-based brand equity, which is centered on the perception and assessment of customers, has been reviewed and more detailed items of evaluation have been addressed. A few future research topics are suggested: the nature of brand value; its relevance to place identity; the influence of place marketing; the significance of exposing place names to the public; the effect of geographic indication on brand value; delineating the spatial boundary of geographic indication items.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.5 s.142
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• pp.727-736
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• 2005

The purpose of this study was to identify the new fashion brand evaluation attributes influenced by risk perception and its relationship with information search. As for the method of the research, questionnaires were given to 311 consumers who just finished shopping at new fashion brand stores. The results of this study were as follows: 1) New fashion brand evaluation attributes consisted of five factors; product experience attributes, celebrity credence attributes, product search attributes, brand credence attributes, salesperson search attributes. 2) New fashion brand evaluation attributes were found to be significantly influenced by risk perception. 3) The amount of information seeking and the use of information sources were found to be significantly related to the new fashion brand evaluation attributes. 4) The variables influencing on the new fashion brand evaluation attributes were age and monthly clothing expenses.

• The Journal of the Korea Contents Association
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• v.13 no.8
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• pp.334-347
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• 2013

This study aimed to develop positioning strategies through the preparation of a positioning map by introducing brand personality to online shopping malls. Such a study will be able to furnish useful information for establishing differentiated marketing strategies in the online shopping mall market, which has faced fierce competition. For research subjects, the study was aimed at students who were attending S college in the Busan region. The results of an empirical analysis are as follows. The brand personality of online shopping malls were deduced to be the following factors: "competence refinement", "vitality", "intimateness", and "reliability". Then the study prepared a positioning map with these assessment attributes. As a result, there were mutually significant differences among competitive shopping malls in the positioning of consumers. The most differentiated attributes in the perception of the entire group were discovered to be "intimateness" and "vitality", whereas the least differentiated attribute was found to be "reliability". In addition, also in terms of the preference and ideal points for online shopping malls in accordance with brand personality between the entire group and segmented groups, there were mutually significant differences.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.3
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• pp.487-500
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• 2017

This study examines the attributes of cosmetic stores that Chinese tourists considered when purchasing cosmetics in Korea and the effect of the evaluation of attributes in regards to satisfaction and brand loyalty based upon brand experience. The survey was performed from January 1-14 in 2014 through a Chinese professional online survey channel-www.sojump.com. A total of 338 data from female and male respondents who visited Korea and purchased Korea brand's cosmetics were analyzed by SPSS and AMOS. The results were as follows. Frist, cosmetic store attributes were composed of three factors such as physical environment and salespersons, price and promotion, service. Second, all the factors had a positive influence on brand experience. Among them, the influence of physical environment and salespersons were the highest. Third, brand experience influenced satisfaction and satisfaction also had positive influence on brand loyalty. The results above indicate that providing various experiences that appeal to customers is as important as improving product quality when maintaining long-term customer relationships and loyalty.