• Journal of the Korean Society of Clothing and Textiles
• /
• v.40 no.1
• /
• pp.12-25
• /
• 2016

Based on the self-congruity theory, this study investigated how congruity between multi-brand store image and consumers' self-image affect store attributes and consumer responses. A total of 331 questionnaires were used to analyze data. The results of research were: 1) 'Sophistication' as the congruity factor between store image and consumers' self-image affected 'utility', 'atmosphere', and 'design' among store attribute factors. Also, 'sincerity' influenced 'utility' as the store attribute factor. 2) 'Atmosphere' as the store attribute factor positively influenced consumers' emotional responses, and 'utility' and 'design' factors positively influenced consumers' cognitive responses. 3) Consumers' emotional responses had a positive impact on consumers' cognitive responses; in addition, consumers' emotional and cognitive responses had positive impacts on consumers' behavioral responses. 4) A-Land indicated higher scores on 'sophistication', 'atmosphere', and 'design' factors than ABC Mart. ABC Mart had shown higher scores on 'ruggedness' and 'utility' factors than A-Land. This study provides practical implications to develop effective marketing strategies to manage multi-brand stores.

• Journal of Global Scholars of Marketing Science
• /
• v.4
• /
• pp.213-239
• /
• 1999

소비자의 욕구와 개성화, 그리고 시장경쟁력에서 생산체제가 변화되면서 기업들의 물류환경여건도 변화를 가져와 물류가 기업들에게 당면한 주요 과제가 되었다. 사회 간접자본의 부족으로 인한 도로, 항만 등의 정체현상이 심화되고 3D업종에 속하는 물류부문은 더욱 인력난을 겪게 되면서 물류비상승이라는 부담을 안게 되었다. 그리고, 컴퓨터, 정보통신기술 등과 같은 첨단의 기술혁신이 이루어 집에 따라 컴퓨터 및 각종 기기들의 연결이 가능해지면서 물류정보시스템 구축이 활발하게 이루어져 가고 있다. 그러나, 이러한 현실에도 불구하고 기업들은 이에 대한 효율적인 대처 방안을 마련하지 못하고 물류에 대한 인식조차 못하고 있거나 잘못 이해하고 있는 실정이다. 본 논문은 이러한 문제점을 인식하여 물류정보시스템의 활용수준과 물류활동 연계 그리고 물류전략에 대한 이론을 정립하고 이를 근거하여 나라 기업률이 물류를 어떻게 인식하고 있는가를 물류정보시스템의 활용수준, 물류활동연계, 물류전략 등의 변수를 도입, 측정하여 봄으로써 우리나라 기업의 물류에 대한 문제점들을 규명하고 앞으로 물류의 능률적인 실시를 위한 올바른 방향을 제시하는데 그 목적을 두고 있다. 실종분석 결과 물류성과에 대한 물류정보시스템 활용수준과 물류연계수준은 물류성과에 영향을 미치는 것으로 나타났다. 그리고, 물류 기능별 정보시스템 활용수준과 물류차별화 전략이 물류성과에 상호작용 효과를 보이는 지를 알아본 결과 상호작용효과가 있는 것으로 나타났다.

• International Commerce and Information Review
• /
• v.16 no.3
• /
• pp.331-355
• /
• 2014

With the rapid growth of Chinese economy, environmental issues also became a serious problem that public and private sector have to take under consideration. For the sustainable growth of Chinese economy scholars and policy makers agree to the stronger regulation for protection of natural environment, but at the same time worry about its negative effect on economic growth. This paper primarily focus on the relationship between the factors that have the effect on green product purchasing intention and purchasing behavior. Purchasing intention was considered as mediating variable in our model and state-action orientation - as moderating variable. We set 8 hypotheses and tested with structural equation modeling. The result shows that governmental regulation and subsidy, social environment related with green product purchase, and consumer perception on the benefit of green product have positive relationship with purchasing intention, but environmental concern does not show relationship with it. We also proved that state-action orientation has moderating effect between purchasing intention and purchasing behavior. Purchasing intention with action orientation show positive and statistically significant effect on purchasing behavior. This result supports the hypothesis that the attitude of customers has the effect on ones purchasing behavior.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.22 no.3
• /
• pp.303-309
• /
• 2021

This study examined how consumers in their 20s and 30s perceive luxury goods, masstige brands, and counterfeits, which have high social value, and whether the propensity for conspicuous consumption and conformity can explain them. Consumers were classified based on the similarity of attitudes toward these brands and purchase intentions. The groups were compared on the sub-dimensions of conspicuous consumption and conformity. Clustering analysis identified four groups, and the MANOVA result confirmed the differences among the groups. Personality (F=4.282, p=.006) and brand orientation (F=23.178, p=.000) were positively related to luxury and masstige brands. Fashion orientation (F=8.376, p=.000) was high for both groups, which likes luxury and masstige brands very much, and which likes counterfeits. High-price orientation did not make any significant difference among the groups. Conformity (F=3.537, p=.015) was high for all the groups, except for the group that liked luxury and masstige brands and did not like counterfeits. This study comprehensively examined the attitudes and purchase intentions of luxury and masstige brands and their counterfeits and can be the groundwork for further research on brand categorization.

• Asia Marketing Journal
• /
• v.10 no.4
• /
• pp.1-33
• /
• 2009

This research investigates the effect of brand-self identification on brand attachment and brand commitment focusing on luxury brand. Another purpose of this study is to examine how the relationships among brand identification, brand attachment and brand committment are moderated by consumers' regulatory focus. Structural Equation Modeling using 214 questionnaires was conducted to test hypothesized model. The results reveal that perceived luxury brand personality including excitement, competence, and sophistication influences brand-self identification positively, which in turn has a signifiant positive effect on the brand attachment. It is also found that consumers' emotional attachment to luxury brands has a positive influence on the luxury brand commitment while the effect of the brand-self identification on the brand commitment is not signifiant. This finding strongly supports that brand attachment and brand commitment are distinct construct, which confirms the results of the previous studies. In addition, the results show that consumers-luxury brands relationships are moderated by consumers' regulatory focus. This finding explains that prevention-focused individuals who have interdependent self-view respond to the loss caused by relationship break more sensitively compared to the promotion-focused consumers. Finally, based on the findings of this study, theoretical contribution and managerial implications are discussed.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.12 no.10
• /
• pp.4337-4347
• /
• 2011

The purpose of this study is to analyze a research on the influence of consumers' purchasing selection criteria for golf-wear upon clothing pursuit benefit and purchase satisfaction. It selected people who are using golf games and golf courses in each city and county where are located in Gangwon-do Province, and surveyed targeting totally 206 people by using convenience sampling. As for data processing, the collected materials in this study were carried out frequency & percentage, reliability analysis, correlation & multiple regression analysis by using SPSS 13.0 program. The results are as follows. First, as a result of analyzing socio-demographic characteristics, the similar distribution was shown by gender with 51.0% in men and 49.0% in women. By age, the age group from their 40s to 50s was indicated to be the largest. The martial status was indicated to be a litter higher in the married with 57.3% compared to the unmarried with 42.7%. By healthy condition, what tends to be healthy can be known to be the largest with 79.4%. Second, positive correlation was indicated all in correlation of consumers' purchasing selection criteria for golf-wear with the clothing pursuit benefit and satisfaction. Third, as a result of analyzing on relationship of the golf-wear purchasing selection criteria with the clothing pursuit benefit, the purchasing selection criteria were indicated to have influence upon the ideal pursuit, the fashion & brand, comfort pursuit, and youthand-individuality pursuit, which are the clothing pursuit benefits. Fourth, the analytical result on the purchasing selection criteria for golf-wear with purchase satisfaction was indicated to have significant influence upon consumers' golf-wear purchase satisfaction.

• Journal of Korea Entertainment Industry Association
• /
• v.13 no.7
• /
• pp.75-85
• /
• 2019

This study was intended to identify the influence of brand value, Jewelry design, recommendation, Jewelry price, recognition, and satisfaction on purchase intent and to present a marketing strategy to draw up an activation plan for the child Jewelry market. Therefore, the implications of this study are as follows: First, companies should give consumers a sense of brand value through media promotion so that consumers can recognize it. Second, companies will have to set up marketing strategies to further enhance brand value through production of limited edition products. It will also have to develop a strategy to expand the type of product by promoting the product along with the product that has been recognized. Third, companies will have to diversify their product designs and expand the range of design choices for consumers through detailed design contests for design professionals, ordinary people and housewives. Fourth, when recommending a product to an acquaintance, you should make a recommendation considering the members of the household, individuality, and taste. Fifth, the company will have to push forward the diversification of prices as well as the diversification of products. Finally, companies will have to set up marketing strategies that meet consumers' needs, such as expanding point reserves for products, hosting promotions and one-plus-won events with friends.

• Proceedings of the Korea Contents Association Conference
• /
• 2015.05a
• /
• pp.99-100
• /
• 2015

과거와 달리 현재는 소비에 대한 인식이 바뀌어 상품을 공급받는 소비가 아닌 이미지와 가치를 중시하는 차별화된 소비를 원한다. 따라서 고객의 주목을 끌어 판매를 유도하는 매장 쇼윈도우 디스플레이의 중요성이 높아졌다. 쇼윈도우 디스플레이에 있어서 오브제(object)는 제품의 가치를 향상시킬 수 있는 수단이자 방법으로 시각적 매체이다. 이러한 오브제 연출 기법을 살펴보기 위해 구상적 매체와 추상적 매체로 구분하여 패션 플래그쉽스토어 사례를 분석하였다. 따라서 본 연구에서는 오브제 연출 기법의 적극적인 도입으로 과거의 획일화된 디스플레이 연출에서 탈피하여 제품의 가치 증진과 소비자와 유대관계를 맺고 시선을 유도할 수 있는 차별화된 패션 플래그쉽스토어 쇼윈도우 디스플레이로 거듭나는 것에 의의를 둔다. 또한 디스플레이 쇼윈도우의 효과적인 시각전달과 새로운 디자인의 개성화를 추구하고자 한다.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
• /
• v.28
• /
• pp.143-167
• /
• 2005

This study suggests the necessity of effort to develop representative brands a unique personality in connection with country image. That is, brand personality adds brand identity to reliability and makes for stronger brand in the international market. It also furnishes the differentiation for guilding effective brand marketing. In summary, it is clear that country image and brand personality are strategic factors which should be considered by world enterprises and government in this era of globalization. In addition, the cross-cultural examination of country of origin effect and brand personality in connection with foreign consumers' selection is worthy of study.

• Proceedings of the Korean Fiber Society Conference
• /
• 2003.10b
• /
• pp.249-250
• /
• 2003

최근의 국제적인 폴리에스테르의 공급과잉과 가격하락 추세가 지속됨에 따라 화섬업계에서는 생존차원에서 어떻게 기존의 폴리에스테르 품질수준을 유지하면서 생산원가 절감을 통한 경쟁력을 확보하느냐에 최대의 관심이 집중되고 있다. 또 80년대에 들어서면서 선진국을 중심으로 formal wear보다 sports, leisure wear 시장이 높은 성장을 하게되었고, 최근에는 소비자들의 관심이 광택이나 만짐새등의 심리적인 쾌적성과 보온성 및 흡수성 등의 생리적인 쾌적성 등 기능성에 대한 관심이 고조되고 있으며, 다양화, 개성화의 시대인 현대는 특히 색상이나 디자인 면에서 독특한 소재의 요구가 증대되고 있다. (중략)