• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.3
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• pp.424-436
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• 2010

This study tests the relation of various fashion-related features of young male consumers. Clothing involvement, fashion involvement, fashion innovativeness, impulsive buying, and brand loyalty have been considered as focal variables in understanding consumer attitudes & behaviors toward fashion. This study proposed hypotheses on the relationships among these variables and tests them with survey data from a convenient sample of male university students. A total 195 complete responses were obtained from young men between 18 and 27 years of age. The results are as follows. First, fashion involvement and clothing involvement significantly (+) affected fashion innovativeness, and fashion innovativeness also significantly (+) affected impulsive buying and brand loyalty. Second, impulsive buying insignificantly affected brand loyalty. Third, the groups of young men divided by the demographical variables partially showed meaningful differences in fashion-related variables of interest. This study investigates the relationships among various fashion variables that have been used as critical explaining variables for fashion attitudes and behaviors, especially for young male consumers.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.4
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• pp.663-672
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• 2010

This study analyzes how the relationship marketing implement factors of masstige fashion brands influence the trust, satisfaction and repurchase intention of consumers. The survey was conducted from October $15^{th}$ to $30^{th}$ in 2008 with 330 responses used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The results show that the relationship marketing implement factors of masstige fashion brands were customer orientation, salesperson expertise, communication, brand expertise, and inducement. The relationship marketing implement factors of masstige fashion brands influence the trust and satisfaction of consumers. The trust and satisfaction of consumers influence the repurchase intention in the masstige fashion brands.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.9_10
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• pp.1321-1332
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• 2007

The purposes of this research were to investigate the influences of shopping value, brand awareness, and the types of sales promotion on the purchase of bundled cosmetics. In experiment, 1) shopping value 2) brand awareness 3) types of sales promotion were manipulated as independent variables, and consumer preference and purchasing intention of bundle of cosmetics were measured as dependent variables. This research was an experimental design which was $2{\times}2{\times}2$ mixed factorial design. For the data analysis, factor analysis, cluster analysis, three-way ANOVA were used by utilizing SAS program. The main results of the study were summarized as follows: First, the results indicated that the consumer of hedonic shopping value have a positive effect on preferring price-cut sales, especially if brand awareness is high. Second, the consumer of utilitarian shopping value preferred price-cut sales to special offer, irrespective of brand awareness. This result indicates that consumers who gets more involved in and enjoys shopping are likely to have more brand awareness than others. This. seems to be the important characteristics of shopping. Consumer who have utilitarian shopping value concerned in price. The result showed the 3-way interaction effects on the consumer preference of bundle of cosmetics.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.9_10
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• pp.1431-1441
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• 2007

The purpose of this study was to examine the effect of attitudes toward fashion counterfeits on brand attachment and equity. Four hundred-eight female college students in Seoul and its suburb responded for this study. For data analysis, descriptive statistics, factor analysis, and multiple regression were used for this study. The results of this study were as follows. First, attitude toward fashion counterfeits was classified into three factors such as goodwill, approve of purchase, and counterfeit quality factors. Second, brand attachment was classified into four factors such as love, interest, perception and trust factors. Third, brand equity was classified into five factors such as loyalty, quality, image and recognition factors. Generally, attitudes toward fashion counterfeits factors were correlated with lower scores on brand attachment and brand equity. Finally, the results revealed that attitudes toward fashion counterfeits had a negative effect on brand attachment and equity. Brand attachment had a positive effect on brand equity, and also brand attachment and brand equity had a positive effect on purchasing intention. Based on these results, fashion brand marketing strategies would be suggested.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.8
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• pp.1341-1351
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• 2010

The Korean jean market has become increasingly competitive due to the increased imports of global brands. This study is to understand the purchase behaviors of Korean college students toward foreign brand jeans to help Korean jean brands enhance their competitive advantages over foreign brand jeans in the Korean market. Considering perceptions of Korean consumers toward foreign brands and traditional value changes, this study proposed a research model incorporating two extended behavioral intention (BI) models, Lee's modified BI model and Ajzen's theory of planned behavior. To test the research model, a total of 240 valid data sets were collected from college students in Busan, Korea. Structural and measurement models were estimated using LISREL 8.80. Because face saving failed to attain internal validity, the research model was revised to eliminate face saving. The findings indicated that perceived behavioral control had the strongest direct influence on purchase intentions of Korean college students for foreign brand jeans. Group conformity and subjective norm had non-significant direct impacts on purchase intention, whereas group conformity had an indirect impact on purchase intention through attitude. Based on the findings, theoretical and managerial implications were provided.

• Fashion & Textile Research Journal
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• v.20 no.2
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• pp.191-201
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• 2018

The main objectives of this study were to (1) examine and compare the importance of store attributes, store commitment, store attitude, and revisit intention concerning Korean mass cosmetic brand stores between female teenage consumers and those in 20's, and (2) investigate and compare the two groups in terms of the influences of five store commitment factors on store attitude and revisit intention. On-line surveys were conducted by the marketing research company, and a total of 354 questionnaires were used in the final analysis. The results showed several significant differences between the female consumer groups in 10's and 20's. The teenage respondents placed greater importance on all store attributes except price and sales, and showed higher commitment in terms of affective commitment, and normative commitment factors than the respondents in 20's. For the teenage respondents, all four commitment factors except the normative commitment significantly influenced their store attitude and revisit intention, while the affective commitment factor did not have significant influence on either store attitude and revisit intention for the group in 20's. Normative commitment factor also did not have significant influence on revisit intention of the group in 20's. For both age groups, the negative affects of the forced commitment on store attitude and revisit intention were found.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.1
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• pp.50-61
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• 2002

The manufacturer first identifies a target market before developing a sizing chart. A target market is specific for age or figure type. The purpose of this study is to evaluate the suitability of sizing system of women's apparel brand in Korea. For this purpose, the characteristics of the manufacture's sizing chart for jacket and skirt/pants were analyzed. For each brand, the target age of the brand and the age of consumers who preferred that bland were compared. The size charts collected from 27 women's apparel brands were analyzed and compared with Korean industrial standard sifting chart. The results of this study reviled that the body proportion in many manufacturer's sizing chart does not correspond to the body types in Korean industrial standard sizing chart. This trend was apparent for the short figure sizes made for women 155cm in height. There is a difference between the target age in brand concept and the age of consumer preferring to purchase that brand apparel. The age of fitting models usually does not correspond the customer's age. It was concluded that the age of target customer does not go well with the age of brand concept nor the fitting model age caused fit problem of the women's ready-made clothes.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.6
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• pp.838-851
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• 2015

This study explores the level of designer brands' market oriented attitude through a conceptual framework of market orientation. Designer brands have rapidly increased in the Korean fashion market with a competitive environment that pushes designers to improve market oriented attitudes and strategy. Designers working for 20 brands that the government designated as 'promising creative designer brands' were invited for in-depth interviews, 19 designers from 18 brands participated in this study. The generation of market intelligence that composes market orientation meant that the designers were confirmed to collecting different types of information according to information sources. They showed interest in collecting information on the exploration of design trends from overseas designers as well as operational and managerial information from domestic designers. Fashion-related stakeholders mainly collected feedback on design concepts from the press and public institutions. They collected customer feedback from buyers; however, appropriate feedback was inadequate. Designers generally appeared to place less value on the collection of customer responses and opinions; however, two groups of designers showed customer-oriented attitudes according to accumulated experience. The market-oriented attitude of top designers had an important role in designer brands; consequently, top designers should be properly trained to improve market-oriented attitudes to increase market performance.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.7
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• pp.894-906
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• 2013

The Chinese fashion market is a fierce battlefield for foreign brands and domestic brands. This research carefully analyzed several effects based on theories related to the country of origin for brands and consumer attitudes. All data were collected by a questionnaire distributed to Chinese consumers who have experienced global fashion brands. Data collection was conducted in March 2011. A total of 382 complete responses were used for the analysis. The results were as follows: First, for Chinese brands, there was a direct consumer ethnocentrism (CET) effect on brand attitudes. Second, CET showed no effect for European brands; however, conspicuous consumption had a significant positive influence. Third, there existed direct effects of CET and economic animosity on brand attitudes for brands from an unfriendly country. There was a positive moderating effect of conspicuous consumption on the association between CET and Japanese brand attitudes; in addition, a negative situation perception aggravates the negative relationship between economic animosity and Japanese brand attitudes. The results of the study can help marketers obtain more specific knowledge of brand attitudes for target consumer groups as well as enable them to plan and implement well-suited strategies for fashion businesses in China.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.7
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• pp.882-893
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• 2013

This study provides an efficient marketing strategy for the cosmetic market by analyzing the effect of consumer desire on buying motive, brand satisfaction, brand attachment, and brand loyalty. The research conducted a survey using convenience sampling for adult women (from 20 years to 60 years) who purchased cosmetic items within 6 months. A total of 463 samples were used for the final analysis. Data analysis consisted of descriptive statistics, Cronbach's alpha, a confirmatory factor analysis, and a structural equation modeling analysis. Customer cosmetic consumption need had six factors: exhibition need, safety need, need to look younger and to pursue beauty, need to go along with others, eco-friendly need, and pleasure need. The buying motive had four factors: others-oriented motive, motive to keep skin healthy, economic motive, and motive to change products. The causality model showed that customer consumption need influenced buying motive, brand satisfaction, brand attachment, and brand loyalty. There were also significant effects on buying motive for brand satisfaction, brand attachment, and brand loyalty. In addition, there were indirect effects on the relationship between customer consumption need and brand loyalty. The pursuit for pleasure had a significant indirect effect on brand loyalty.