• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.9
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• pp.4248-4257
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• 2013

This study is to examinate an empirical study how effect of co-brand benefit(symbolic, functional, experiential) and brand charisma upon repurchasing intents in co-brand of agriculture goods, that is first power brand in chungnam provinces if korea. specifically this study conceptualizes that brand charisma to co-brand influence repurchasing intents. which leads to customer relationship management. In these brand charisma would have the moderating role between co-brand benefit and repurchasing intents. In the empirical analysis, we found that symbolic & functional benefits of co-brand and brand charisma would have a positive affect repurchasing intents. I verified the assumption that brand charisma of agriculture would moderating role between brand benefits and brand rebuying intents in the agriculture co-brand, and the result partially supported that assumption of it. Several strategies and suggestions for increasing persuasion of agro brand charisma are inferred from the results.

• Journal of Service Research and Studies
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• v.7 no.4
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• pp.1-14
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• 2017

Little empirical consumer research has focused on perceived conspicuous consumption in the respect of negative emotion. This research aims to prove the perceived conspicuous consumption's negative effect on consumers' attitude toward brand. In this research, two experiments were designed to test hypothesis. The results of analysis confirm that perceived conspicuous consumption affects the attitude towards brand, Consumer's temporal power distance belief mediates the relation between perceived conspicuous consumption and brand evaluation, in line with our assumption. The level of perceived group norm towards conspicuous consumption (high vs. low) moderates the relation between perceived conspicuous consumption and brand evaluation. In further research, the group norm scale should be improved and additional experiment adopting variety priming or manipulation method should be conducted for robustness of causality.

• International Commerce and Information Review
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• v.14 no.2
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• pp.173-199
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• 2012

The purpose of the study is to test and analyze differences in consumers' satisfaction and influences of competitiveness of goods on consumers' purchase decision by demographic characteristics and by channel distribution. The hypotheses have been tested through T-test and ANOVA with one-way and two-way using SPSS Win Ver. 12.0. The distribution channels are classfied with five ones such as company direct operation shop, agent licensed shop, department store, internet home shopping and outlet goods shop. This study can indirectly suggest a local clothing brand industry countermeasures for raising competitiveness and changing consumer preferences in the open domestic market.

• Management & Information Systems Review
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• v.30 no.3
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• pp.27-56
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• 2011

At this point in time when the percentage of foreign consumers as well as domestic consumers are being increased in domestic open market users due to the recent interest and promotion on the open market, the purposes of this study are as follows. First, the relationship between open market brand personality, satisfaction and brand loyalty will be clarified targeting all Korean consumers and Chinese consumers using domestic open market. Second, whether there is difference in the effect of domestic open market brand personality on customer satisfaction and brand loyalty between Korean consumers and Chinese consumers will be compared. The results are as follows. First, as a result of testing the study hypothesis targeting the open market users, in other words targeting all Korean consumers and Chinese consumers, only the ability among brand personality dimensions did not have positive effect on the satisfaction toward open market. Other than that, it could be confirmed that the reliability, sincerity and familiarity, etc are important influence factors in forming satisfaction toward open market. Next, as a result of testing whether there is difference in the effect of domestic open market brand personality on customer satisfaction and brand loyalty between Korean consumers and Chinese consumers, it was shown as having difference. In other words, the Korean consumers were shown as not having positive significant effect in the relationship between the ability among brand personality and satisfaction toward open market while all other brand personality dimensions were shown as having positive effect on the satisfaction toward open market. It could be found that if the satisfaction toward open market is high, the brand loyalty toward open market also gets high.

• Journal of the Korean Home Economics Association
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• v.47 no.8
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• pp.101-107
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• 2009

The purpose of this study was to investigate the effects of consumer-brand relationship on brand charisma and brand loyalty. Four hundred and ten consumers living in Seoul and its suburb participated in this study. For data analysis, descriptive statistics, reliability, and structure equation modeling were used. The results were as follows. First, three factors of an 'affection', 'commitment', and 'trust' of advertisement were produced for consumer-brand relationship. Second, all three factors of consumer-brand relationship affected positively on brand charisma. Second, except 'affection' factor, two factors affected significantly on brand loyalty. Third, brand charisma affected positively on brand loyalty. Based on these results, this study would provide fashion marketers more efficient brand marketing strategies.

• Journal of Distribution Research
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• v.13 no.1
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• pp.61-77
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• 2008

This study proposes new fashion brand evaluation criteria. In developing the criteria, we emphasize the following considerations: first, the object of the evaluation should be the brand rather than the products or store second, the "new" brand should be the "new" brand from the consumer's perspective finally, only fashion brands available in department store are included to examine the relationship between evaluation criteria and consumers' relationship quality perception with a department store. Our data analysis of an online survey panel sample of 537 female consumers produced six new fashion brand evaluation criteria: merchandise power, in-store communication, brand/company image, salesperson, VMD, and assortment variety. New fashion brand evaluation criteria factors include both brand attributes and store attributes. Brand-related evaluation criteria are merchandise power, assortment variety, and brand/company images, whereas store-related criteria are VMD, salesperson, and in-store communication. The associations among brand evaluation criteria, brand attitudes, and the consumers' relationship quality with department store were tested by regression analysis.

• Culinary science and hospitality research
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• v.17 no.2
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• pp.51-73
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• 2011

Companies are required to invest in numerous intial marketing costs for establishing brand power, thus, many companies in the foodservice industry are increasing their budgets on communication to strengthen their own brand equity components such as brand recognition, brand royalty, perceived quality and associated image using mass media that has not been used before. For this study, 617 samples were analyzed by such analytic methods as a frequency analysis, cross-tabulation, a factor analysis and a reliability analysis for validity, and a confirmatory factory analysis, a model adequacy evaluation, and a path analysis using AMOS 17.0. The hypothesis verification by the AMOS analysis has revealed that all hypotheses positively influenced contract foodservice brands, and the brand recognition of a university contract foodservice company has an impact on sincerity and refinement. Therefore, positive brand image formation encourages strong brand establishment between a university contract foodservice business and customers, and this study strongly suggests continuous further studies about constructing a positive brand image.

• CRM연구
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• v.3 no.1
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• pp.1-17
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• 2010

When the marketer wants to execute the sport sponsorship, he(she) has to consider the numerous intervening variables for the effective results. This study illuminates the relationship between these kind of intervening variables of brand origin, familarity, and consume's ethnocentric delinquencies to the sponsorship attitude. The result shows according to the country origin of brand, the consumer's perception of the attitude to the sponsor brand is changed. That is the more positive of the consumer perceive to the brand origin, the more positive to the sponsoring brand attitude. That means the consumer can judge the pro or con of that kind of sponsorship through the mental accounting. But the consumer believes the global sponsorship helps the sport team. The second result shows that the familiarity toward COO(country of brand origin) affects to the sport sponsorship positively. The subjects respond that when the sponsor COO is not so familiar to them, they can discount the sponsor effect of sponsorship. The third result is that there is litter influence of ethnocentrism of sport sponsorship.

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

• Asia Marketing Journal
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• v.12 no.2
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• pp.53-81
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• 2010

Brand experience has received much attention from considerable marketing research. When consumers consume and use brands, they are exposed to various specific brand-related stimuli. These brand-related stimuli include brand identity and brand communications(e.g., colors, shapes, designs, slogans, mascots, brand characters) components. Brakus, Schmitt, and Zarantonello(2009) conceptualized brand experience as subjective and internal consumer responses evoked by brand-related stimuli. They demonstrated that brand experience can be broken down into four dimensions(sensory, affective, intellectual, and behavioral). Because experiences result from stimulations and lead to pleasurable outcomes, we expect consumers to want to repeat theses experiences. That is, brand experiences, stored in consumer memory, should affect brand loyalty. Consumers with positive experiences should be more likely to buy a brand again and less likely to buy an alternative brand(Fournier 1998; Oliver 1997). Brand attachment, one of dimensions of the consumer-brand relationship, is defined as an emotional bond to the specific brand(Thomson, MacInnis, and Park 2005). Brand attachment is target-specific bond between the consumer and the specific brand. Thus, strong attachment is attended by a rich set of schema that link the brand to the consumer. Previous researches propose that brand attachments should affect consumers' commitment to the brand. Brand experience differs from affective construct such as brand attachment. Brand attachment is based on interaction between a consumer and the brand. In contrast, brand experience occurs whenever there is a direct and indirect interaction with the brand. Furthermore, brand experience is not an emotional relationship concept. Brakus et al.(2009) suggest that brand experience may result in brand attachment. This study aims to distinguish brand experience dimensions and investigate the effects of brand experience on brand attachment and brand commitment. We test research problems with data from 265 customers having brand experiences in various product categories by using multiple regression and structural equation model. The empirical results can be summarized as follows. First, the paths from affective, behavior, and intellectual experience to the brand attachment were found to be positively significant whereas the effect of sensory experience to brand attachment was not supported. In the consumer literature, sensory experiences for consumers are often equated with aesthetic pleasure. Over time, these pleasure experiences can affect consumer satisfaction. However, sensory pleasures are not linked to attachment such as consumers' strong emotional bond(i.e., hot affect). These empirical results confirms the results of previous studies. Second, brand attachment including passion and connection influences brand commitment positively but affection does not influence brand commitment. In marketing context, consumers with brand attachment have intention to have a willingness to stay with the relationship. The results also imply that consumers' emotional attachment is characterized by a set of brand experience dimensions and consumers who are emotionally attached to the brand are committed. The findings of this research contribute to develop differences between brand experience and brand attachment and to provide practical implications on the brand experience management. Recently, many brand managers have focused on short-term view. According to this study, we suggest that effective brand experience management requires taking a long-term view of marketing decisions.