• Science of Emotion and Sensibility
• /
• v.13 no.1
• /
• pp.163-178
• /
• 2010

Emotional associations formed in the relationships between the consumer and luxury brands can be approached via examining the roles these associations play when they account for the brand equity of the luxury brands. The present study is an exploratory examination on the effects a battery of emotional relationships exert upon the consumers' intention to participate in promotional activities and in communities built around the brand, which is a crucial part of the luxury brand's equity, in regards to Korea's burgeoning import auto market. Participants who completed the survey are professionals such as medical doctors, lawyers, accountants, and university professors. Included in the analyses are the top six automobile brands in sales(i.e., BMW, Lexus, Mercedes-Benz, Honda, Audi, and Volkswagen), and the scores that the respondents provided regarding the way they relate themselves to particular foreign car brands are analyzed and yield six different groups of emotional associations(i.e., affection, identification, indispensability, reliability, intimacy, and awe). The brand equity is measured with three variables that show the levels of the consumer's participatory intentions toward each brand are analyzed in order to elicit the antecedent variables and their impact on the participation variables in the regression models. When the respondents are divided into two groups by the levels of brand knowledge(i.e., scores drawn from the respondent's capability of correctly linking specific automobile brands with the corresponding corporate brands), consumers with higher brand knowledge show distinct patterns of influential variables, as they differentiate themselves from less knowledgeable consumers in terms of the influential antecedent variables accounting for the consumer's intended participation.

• Asia Marketing Journal
• /
• v.13 no.2
• /
• pp.1-26
• /
• 2011

This study tried to investigate the relationships among the sought benefits, consumer-brand relationship and purchase experiences with regard to cosmetics, based on Scmitt (1999)'s Strategic Experiential Modules (SEM) which classified consumer's purchase experiences into five modules (sense, feel, think, act & relate) and provide strategic implications based on the results. According to the result, among the sought benefits of cosmetics, functionality had the most significant impact on purchase experience, and brand affected "sense" and "think-act-relate" experiential modules. Fashion was only found to affect "feel" module. Also, the "think-act-relate" module positively affected all components of consumer-brand relationship. And, "love and passion" component was significantly influenced by sensory experience, while "mutual commitment" and "affinity" were both affected by affective experience. In addition, gender difference was found in fashion, economy, and functionality among the sought benefits, Specifically, women showed higher score on fashion and functionality than men, while men scored higher in economy benefit than women. Also gender was a differentiating factor for "feel" and "think-act-relate" experiential modules, where women scored higher than men. Finally, In terms of causal relationships, "functionality" influenced all three experiential modules (sense, feel, think-act-relate) for both men and women. But, women showed more significant relationship between brand and sensory module, whereas men showed significant relationship between brand and think-act-relate module. At conclusion, the study provides some strategic implications that cosmetics companies need to strengthen brand relationship with consumers in order to provide them with targeted purchase experiences that fit the benefits most sought by them, which will result in competitive strengths.

• The Journal of Society for e-Business Studies
• /
• v.22 no.2
• /
• pp.79-98
• /
• 2017

Understanding the consumer-brand relationship in the IT market from the "emotional" or "love" perspective requires an urgent research effort to fully comprehend IT consumers beyond brand loyalty. This study introduces and attempts to empirically validate the concept and measurement of "Lovemarks," which capture the emotional relationship between consumers and IT brands, especially smartphone brands. Having a second-order confirmatory factor analysis for three different smartphone brands, this study extracted 18 final items with six constructs of mysteriousness, sensuality, intimacy, performance, trust, and reputation. The results indicate that the Lovemarks are psychometrically valid and reliably measure the emotional interaction of consumers and IT brands beyondbrand loyalty.

• Culinary science and hospitality research
• /
• v.22 no.5
• /
• pp.231-251
• /
• 2016

This study examined the effect of brand experience and personality on customer-brand relationships, brand attachment, and brand loyalty in domestic and global coffee shop brands. By comparing inter-structural relationships among factors between domestic brands and global brands, this study also provided strategic implications and directions for the effective marketing strategy of coffee shop brands. Data were collected through a self-administered survey of the consumers aged 20's to early 40's who used domestic and global brand coffee shops in Seoul and Kyunggi between August 1, 2014 and August 30, 2014. 500 surveys were distributed and 495 surveys were returned. Among them, data from 493 surveys were used for the analysis. The results from this study are as follows. First, it was found that the Think of experiences in coffee shop had a greater effect on consumer-brand relationship than the Sense-Feel. Second, the Sophistication of brand personality in coffee shop had a greater effect on consumer-brand relationship than the Excitement. Third, only Think of experience in coffee shop significantly impacted brand attachment, but Sense-Feel did not impact brand attachment. Fourth, only Excitement of brand personality in coffee shop significantly impacted brand attachment, but Sophistication did notact on brand attachment. Fifth, the consumer-brand relationship had a greater effect on brand loyalty than did brand attachment. Finally, the differences from a comparison analysis of domestic brands and global brands of coffee shop are as follows. In domestic brands, only the Sophistication of brand personality in coffee shop significantly impacted consumer-brand relationship. In global brands, the brand personality in coffee shop did not impact on consumer-brand relationship.

• The Journal of the Korea Contents Association
• /
• v.20 no.7
• /
• pp.185-194
• /
• 2020

This study aims to figure out how the brand experience design elements works in the Shortform video-based branding through case analysis. The sense, feel, think, act, relate experience of Shortform video brand are provided through the implementation of specific experience design elements in the process of the creators expressing personality through social media channels and communicating and interacting with consumers. As a result, LIZIQI's food videos provided a brand identity as an 'Eastern gourmet' to consumers through the audiovisual stimulation of food in video, the cognitive reinforcement which is combined of identities and products, and the behavioral participation by web sites·electronic media. In addition, a strong brand relationship was established by sharing emotional ties using human factors and responsibility through co-branding. This can be extended to various Shortform video contents-based branding cases, and it will suggest a useful approach to the brand building strategy through strategic brand experience design elements.

• Science of Emotion and Sensibility
• /
• v.11 no.4
• /
• pp.653-667
• /
• 2008

Despite of the importance of design, relatively little research has been conducted on consumers' behavioral responses to product design and especially, the empirical studies which are related to consumers' psychological responses to product design. Understanding of the relationship between the response to product design and brand image or brand equity is limited. This research investigated the effect of the design image which can be formed by the response to product design on brand image and equity in two kinds of product types (utilitarian and symbolic product). The result shows that the product design image has a strong effect on the brand image in both products. Design image of the product influences brand equity in the symbolic product. However, there was no significant effect of the product design image on brand equity in the utilitarian product. In addition, the research found that brand image has a strong effect on brand equity in both products.

• Culinary science and hospitality research
• /
• v.19 no.2
• /
• pp.130-148
• /
• 2013

Domestic pizza market in Korea is in the age of maturity, and competition in the market is getting intense. Brand personality that can prompt consumer sensibility is evaluated as a proper method to differentiate the image of a corporate rather than products or technology that can be copied easily by competitors. In this study, we examined the structural relationships among brand personality of pizza brands in Korea, customer-brand relationship quality, and repurchase intention with selected measurement based on Aaker's Big 5. Based on questionnaires answered by 291 customers, this study examined validity and reliability by using SPSS 16.0 and AMOS 5.0 for its hypotheses. The result of the study modelling were GFI=0.900, NFI=0.922, CFI=0.965, RMSEA=0.050 at the level of ${\chi}^2$=384.130(df=1.715, p<0.001). First, sincerity, competence, and sophistication of the pizza brand personality had a positive effect on intimacy. Second, sincerity, competence, sophistication, and strength of the pizza brand personality had a positive effect on brand partner quality. Also, intimacy and brand partner quality had a positive effect on repurchase intention. Therefore, in the practical perspective, pizza brand management can utilize the findings of specific pizza brand personality in creating a competitive edge for marketing.

• Science of Emotion and Sensibility
• /
• v.10 no.2
• /
• pp.187-198
• /
• 2007

To improve VMD technology and suggest the comprehensive evaluation method for VMD, this study investigated and compared two methods of VMD evaluations; expert evaluation and questionnaire to consumers. We analyzed VMD factors of 4 stores with the same brand according to purchasing psychological steps of consumers at the purchasing point. The results are following: Customer Attraction and Purchase Stimulus by VMD showed higher scores in road shop than in department stores, while Put-on Imagination and Comparison Process by VMD showed higher scores in department stores than road shop. Visual Satisfaction and Shop Visit Satisfaction increased the purchasing desire of consumers. High-scored VMD shop evaluated by expert had high score in product purchasing intention of consumers. We found out that questionnaire method to consumers or their response is needed for evaluate VMD of shop in terms of analyze possibility of the related to their purchasing intention.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.9 no.4
• /
• pp.163-173
• /
• 2014

Since the 1990s, the brand has established itself as an important factor to consumers. Consumers is affected by not only the product's physical properties and functions but also the sensitivity associated with the consumption or the product itself. Thus, Many studies has been very active because of the increased interest to the brand that is recognized as one of the intangible assets that create value for the company. The purpose of this paper is to provide the result of methodical analysis about the relationship among leading variables that affect on brand loyalty. Concretely, by methodically defining the relationship among perceived brand quality, customer satisfaction and brand trust, that is leading variable which affect on brand loyalty, focused on frequently used oil companies, this paper would suggest scientific and practical implications through draw a conclusion that this relationship contributes on brand loyalty. The results of empirical test are as follows. Customer perceived brand quality based on fuel quality, positively influence on customer satisfaction and brand trust. Then, customer satisfaction and brand trust positively influence on brand loyalty. According to the results of this study in the oil market, customer cannot distinguish fuel product quality itself among oil companies. Therefore it is strongly suggested that oil companies build and maintain brand loyalty on the basis of perceived brand quality, customer satisfaction and brand trust.

• The Journal of the Korea Contents Association
• /
• v.12 no.5
• /
• pp.154-162
• /
• 2012

We can expect an effective color marketing to build up a positive industrial image as it is easy for consumer to approach due to the ability of colors to affect human consciousness and sub-consciousness more than any other factor. The purpose of this research is to draw attention to the importance of color communication and to find strategies to elevate the brand image by surveying the degree of influence color communication has when forming a brand image. In order to conduct effective research, we executed theoretical and collaborative analysis through research materials and documents. If you take a look at the outcome of this research, brands that brings credibility and likability to its customers are not brands that uses color communication, but brands that utilize marketing strategies that build up credibility for quite some time. Also, preference over colors are distinctive. It turned out to be that the color of a brand logo that one likes has very little to do with one's favorite color. When people choose a brand, they are choosing the brand not because of the color of the brand logo, but its credibility and likability that the brand offers. It proves that the color of the brand logo has nothing to do with the colors that people prefer. The relationship between the color that consumers prefer and the image and emotional color that forms brand image is negligible. However, since research shows that there was a relationship between the color you prefer and the emotional color that forms brand images, it seems to be important to figure out what color customers prefer rather than the color that shows customers' self image. Unlike existing color communication research, through this research, we would like to know how to utilize the color communication strategically in the forming of brand images and take a look at the relationship between customers' preferences and the image of each brand logo's emotional color.