• The Research Journal of the Costume Culture
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• v.31 no.3
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• pp.394-410
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• 2023

This study aims to understand the influence of authentic marketing on the formation of trust between brands and customers and consumers' purchase intentions and to analyze the role that brand trust has in this process. In doing so, it examines the specific aspects of authentic marketing that increase brand trust and contribute to the formation of purchase intentions, which could then be leveraged as key elements of a company's marketing strategy. Data in this study was used frequency analysis and factor analysis through SPSS 26.0, and reliability analysis using Cronbach's alpha coefficient. Subsequently, confirmatory factor analysis, path model analysis, and mediated effect analysis were performed using AMOS. Finding indicate that, identity and truth in authentic marketing had a positive effect on brand trust but heritage and reality did not affect brand trust. It was also found that the factors of identity, heritage, reality, and trust did not significantly affect purchase intention. Additionally, brand trust was found to have a positive effect on purchase intention. Finally, the analysis indicates that brand trust plays a mediating role in the process of forming purchase intention through the factors of identity and truth in authentic marketing. Therefore, the core of authentic marketing is the sincere relationship between companies and consumers obtained from the clarity and integrity of messages, and in this process, mutual trust is built, which leads to product purchases. It can be surmised that the purpose of authentic marketing is to build relationships with consumers based on brand trust.

• Fashion & Textile Research Journal
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• v.16 no.2
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• pp.293-300
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• 2014

Fashion companies confront to environmental problem and resource depletion and have to consider 'sustainability' into their management. Corporate sustainable management of company is explained as the model of Triple Bottom Line which is composed of economic, social and environmental elements, thus we wanted to adapt this model to the case of fashion companies and the purpose of this study is to investigate the relationship among the TBL elements which contain the economic, social and environmental responsibility, the evaluation on fashion company including the reliability, reciprocality and reputation of company, and the evaluation of brand image. We conducted the survey of questionnaire about 300 people in their 20's and performed statistical analysis. As a result, the elements of corporate sustainable management in fashion company are related to the company evaluation, and again company evaluation is correlated to the evaluation of brand image. Economic responsibility of fashion company is related with the reliability of company evaluation, social responsibility of fashion company with the reciprocality and reputation of company evaluation, and environmental responsibility is deeply related with reciprocality of fashion company's evaluation. The results of this study revealed the importance of corporate sustainable management of fashion companies, and the relationships in fashion industry are stronger than in other industry.

• Fashion & Textile Research Journal
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• v.10 no.2
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• pp.181-190
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• 2008

Active exploitation of experiential marketing is now practiced in diverse range of apparel brands such as luxury, sports and casual brands. Under such a market environments, this study attempts to verify the effects of consumer's experiential marketing perception by analyzing the formation process of brand attitude. The path from experiential marketing strategic modules (sense, feel, think, act, and relate) to brand loyalty is mediated by brand affect and brand trust. Two sports brands were selected as stimuli brands, and a survey was conducted on 286 consumers in their 20s and 30s. The study validates the importance of sense/feel marketing for apparel brands as it had extensive effects on brand affect which is highly significant in the formation of brand loyalty. As a result of comparative analysis of brand attitude and the path model of its formation for two brands which were different in consumers' perception of experiential marketing brand activities, the study realized that the higher the level of perceived experiential marketing, the higher the levels of brand affect, brand trust and brand loyalty. In particular, for brands perceived as actively engaged in experiential marketing, the path from the perception of experiential marketing activity to brand loyalty was clearly segmented between sensibility and rationality as sense/feel marketing had significant effects only on brand affect, and act/relate marketing only on brand trust. This study verifies the positive effects of perceived experiential marketing activities of apparel brands on brand equity, and proposes the strategic appropriateness of experiential marketing that embeds sensibility and feeling appeals.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.11
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• pp.1432-1443
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• 2005

The purpose of this study was to identify the relationship among the sub-dimensions of interaction and the relationship between interactions and needs satisfactions in the apparel brand online communities. Subjects of 317 members for 9 selected apparel communities responded the questionnaire in the home-page or in the attached file. The results were as follows: The suggested structural equation model which showed the relationship between the interactions and needs satisfaction in communities were accepted($\chi^2=63.80/df.=48/p=0.06$, GFI=0.97, AGFI=0.95, RMR=0.045, NFI=0.93, AIC=123.80). The interaction of company-consumer hads a positive influence on the interaction of consumers-consumers(H1) and the interaction of consumers-consumers had a positive influence on the interaction of consumers-company(H2). The interaction among community members had a positive influence on the satisfaction of interest needs(H3), transaction needs(H4) and relationship needs(H5) in the community. The relationship needs satisfaction had a positive influence on the interaction of members to the company(H6). Therefore, marketers in apparel company should be fully aware of reciprocal influence among types of interaction when planning marketing programs to promote each type of interaction. Furthermore, they also have to plan marketing activities to manage effective interaction.

• The Research Journal of the Costume Culture
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• v.27 no.2
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• pp.81-97
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• 2019

This study investigated how the image congruity of social commerce and fashion brand types affects purchase intention and how trust and price sensitivity moderate this relationship. National brands, private brands, and non-brands were used as brand types in the present study. The online survey method was used to gather the data, and 232 data samples were analyzed. The results of the research were as follows. Consumers perceived greater image congruity between social commerce and non-brands, followed by private brands and national brands. The significant perception differences were examined by comparing the mean values. There was a significant positive effect of image congruity of social commerce and non-brands on purchase intention. However, insignificant effects were found for image congruity between social commerce and private brands and national brands. In addition, trust and price sensitivity positively predicted social commerce purchase intention. A significant moderating effect of trust was found on the relationship between purchase intention and image congruity of social commerce and non-brands. A moderating effect of price sensitivity was found on the relationship between purchase intention and image congruity of social commerce and private brands. The findings of the present study offer valuable insights into social commerce concerning implementing diverse fashion brands as well as academic and practical implications.

• Journal of Fashion Business
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• v.25 no.1
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• pp.165-178
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• 2021

With rise in economic activity of fandoms, fashion brands often collaborate with K-pop stars such as BTS to enhance brand preference and sales. This study analyzes why people engage in fandom activity and its effects on collaboration fashion brand preference by focusing on 'BTS' and fandom 'Army'. This study aims to provide information to establish marketing strategies by identifying the influence of fandom culture related to the Korean Wave and the fashion industry, and empirically analyzing factors affecting active customer formation for long-term growth. The data were collected from BTS fan club 'Army' and a total data sets were analyzed using SPSS25.0 statistics program. The findings of this research were as following. Frist, BTS fandom motivation were identified as Need for Approval, Communication Need, Professionalism Need, Need to Belong, Consumption Need and the BTS fan groups were categorized into 3 groups. Third, comparing BTS goods values and collaboration brand preference an excess in each group was revealed. This study is significant because it provides essential data for the marketing strategy of fandom market by comparing marketing effects of BTS with the characteristics of fandom consumers and identifying the different desires of each group. As a result of this research, it can be seen that BTS an influential leading brand, has been adopted, and the research direction of empirical analysis has been presented. In practice companies can select specific fandom targets by using the sub-levels of fandom types that have become clear and implement marketing strategies of the fandom market.

• Human Ecology Research
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• v.59 no.3
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• pp.419-432
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• 2021

To help korean fashion brands establish CSR activities in the chinese market in the future, this study investigated the influence of korean fashion brands' CSR fit with Chinese Consumers on Consumer Satisfaction and brand attitude, with the moderating effect of ethnocentrism. An online survey was conducted with 20-39 year-old consumers in China from April 18 to April 30, 2021. Data analysis was conducted using SPSS 24.0 and Amos 24.0. The results of this paper are as follows. First, environmental CSR fit had the greatest impact on consumer satisfaction, followed by financial CSR fit and social contribution CSR fit. Second, environmental CSR fit and social contribution CSR fit had positive effects on brand attitude, while financial CSR fit did not have a positive effect on brand attitude. Third, as customer satisfaction has a favorable effect on brand attitude, it can be inferred that the greater the satisfaction customers feel for a Korean fashion brand in China, the more positive the attitude they develop toward Korean brands. Fourth, there was no significant difference between groups that had a high and low degree of ethnocentrism, confirming that ethnocentrism does not have a moderating effect on consumer satisfaction. On the other hand, in the relationship between environmental and social contribution CSR fit and brand attitude, there was a greater impact in the low ethnocentrism group compared with the high ethnocentrism group, which verifies the moderating effect of ethnocentrism.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.431-442
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• 2022

Despite the rapid reorganization of the center of consumption online, the fashion industry is still strengthening brand marketing using offline stores. This study investigates the psychological mechanisms of shopping flow by three mediators that influence the e-word of mouth(e-WOM) as a marketing performance variable in recent marketing. Data collection was conducted online for 241 women in their 20s and 30s. The significance of multi-mediated pathways was verified using Process 3.5 Model 6. The results for multiple mediation paths are as follows. First, the direct effect of shopping flow on brand advocacy was not significant. Second, analysis of the significance of the indirect effect via simple mediation found that the path mediated by shopping value in the path from the shopping flow to brand advocacy was significant. Third, analysis of the indirect effect by double mediation revealed all three double mediating effects of shopping flow on brand advocacy were significant(emotional response and shopping value, emotional response and store attachment, shopping value and store attachment). Fourth, analysis of the significance of the indirect effect by sequential multiple mediation established the indirect effect leading to emotional response, shopping value, and store attachment was significant. These results indicate that the operation of an experiential fashion store is not just a means for sales, but a communication tool that improves and promotes the brand advocacy by providing brand experience in a store.

• Journal of the Economic Geographical Society of Korea
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• v.17 no.3
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• pp.465-481
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• 2014

This study is about an apparel industry in Guro-Gasan where is growing up to the one of the apparel industry cluster beyond an agglomeration in Seoul. The purpose of this study is twofold: (1) to define industrial functions and roles of Guro-Gasan in a value chain of the apparel industry; and (2) to understand whether an industrial cluster is built on the local networks. This study reviewed formation and transitions of its local industries and industrial size, characteristics, spatial distribution and spatial properties using GIS analysis and field surveys. Through in-depth interviews, it analyzed the production system and spatial dispersion of the value chain to understand its functions and roles.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.1
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• pp.170-181
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• 1999

The aim of this paper was to look at the distribution intensity for the women's formal wear industry. Most of the previous works on the distribution design have stressed product characteristics and consumer's shopping behaviours. The firm especially in women's aopparel industry recently has had difficulty in how to decide and to select the distribution numbers in the domestic market. Thus five hypothesis were set based on the data in '98Korea Fashion Guide describing the brand of women's wear in detail. It has been published by Korea Fashion Association in 1997. The variables of this study were the price the total sale the launching period the target customer's age and brand origins related with domestic or foreign. 579 brands had been analyzed with percentage anova duncan's test pearson's correlation and t-test. the results were as follows: In general the higher the price of the product is the less intensive the distribution of the women's apparel industry is. The higher the total sale is and the younger the target customer's age is the more intensive the distribution of the women's apparel industry is Besides there is difference between the domestic brand and the foreign brand in the distribution intensity. There is no relationship between the launching period of the brand and the distribution intensity. In addition four brand types were classified into the national brand the designer brand the licensed brand and the imported brand. Satatistically variables have shown different relations in terms of each brand type.