• 한국의류학회지
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• 제38권6호
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• pp.823-833
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• 2014

This study examines the lifestyle and gender effects of Chinese students in Korea on the Korean apparel brand experience. In addition, this study explores the effect of various brand experiences on attitudes toward Korean apparel brands. This study targets 355 Chinese university students who live in Korea. The results show that a Chinese students' lifestyle consists of four factors: adventure-seeking, sociability, individualism, and materialism. Brand experience consists of five different experiences: cognitive, affective, relational, sensory, and behavioral experience. Adventure-seeking lifestyle affects all five brand experiences and sociability influences sensory and relational experience. Individualism influences relational and behavioral experience; however, materialism affects four brand experiences (except sensory experience). Female students indicate a higher level of brand experience (except relational experience than) male students. Finally, three brand experiences (affective, sensory, and relational experience) impact brand attitude. Theoretical and managerial implications of the results are discussed along with limitations and future research directions.

• 한국의류학회지
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• 제31권9_10
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• pp.1333-1341
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• 2007

The purposes of the present study were to investigate the impact of a apparel brand and an ingredient brand on evaluation(perceived quality, favorable attitude, purchase intention) of apparel products, and to examine the differences in evaluations toward apparel products allied with ingredient brands between groups divided by product knowledge and leisure involvement. The subjects were 235 men and women aged 20 to 40. Two-by-two factorial design were employed. A series of ANOVA were used to determine if significant differences existed in evaluations of apparel products. There was a significant interaction effect of an apparel brand and an ingredient brand on evaluations of apparel products. Empirical results showed that ingredient brands would improve the consumers' perceived quality, favorable attitude and purchase intention toward apparel products. In addition, the results indicated that the respondents that had high leisure involvement and high product knowledge were more likely to evaluate apparel products based on the ingredient brand of the products. However, the respondents that had low leisure involvement and product knowledge were more likely to evaluate apparel products based on the host brand of the products.

• 한국컴퓨터정보학회:학술대회논문집
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• 한국컴퓨터정보학회 2022년도 제66차 하계학술대회논문집 30권2호
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• pp.377-378
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• 2022

본 연구는 폐그물, 폐현수막, 비닐, 캔 등을 활용한 친환경 패션 소품을 제작하기 위한 선행연구로, 패션산업에서의 환경문제와 친환경 패션 브랜드에 대해 분석해보고자 하였다. 이를 통해 친환경 패션 소품 제작에 필요한 기초자료를 얻고자 하였다. 연구는 국내 포털사이트에서 '친환경 패션 브랜드', '패션산업의 환경오염' 등의 단어를 입력하여 검색되는 기사를 중심으로 진행되었다. 패션산업은 생산과 소비 과정에서 수질, 대기오염을 유발하며, 쓰레기 문제 등을 유발하였다. 제조과정 중 엄청난 양의 탄소를 발생시키며, 세탁과정에서는 미세플라스틱을 방출하여 수질을 오염시키는 것으로 나타났다. 친환경 패션 브랜드에 글로베 호프, 프라이탁, 스텔라 맥카트니, 파타고니아, 비건 타이거, 낫 아워스 등이 있다. 광고 현수막, 군복, 안전벨트, 공장작업복, 병원 이불, 보트의 돛, 자동차 방수포 등을 활용하여 다양한 가방, 파우치, 핸드백 등의 패션 아이템을 제작 판매하고 있다. 이 외에도 비건 소재를 사용하고 동물성 소재와 PVC 소재를 사용하지 않는 등 패션업계에서도 환경오염을 줄이기 위한 다양한 노력을 기울이고 있는 것으로 나타났다.

• 감성과학
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• 제18권4호
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• pp.87-98
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• 2015

최근 국내 의류 시장에서 SPA 브랜드의 급격한 성장을 기반으로 관련 업체들이 기존 의류 이외에 다른 종류의 다양한 제품(SPA 브랜드 확장)을 출시하는 추세이다. 이와 같은 추세 이면의 심리적 기제를 알아보기 위해서 본 연구는 SPA 브랜드 확장에 대한 소비자 정보 처리 과정을 개념적으로 (1) SPA 브랜드 확장과 원 SPA 브랜드 간의 유사성 지각과 (2) 평가(태도와 구입의향)로 구분하였다. 이후 가상의 3종류 SPA 브랜드 확장(저, 중, 고 유사성 조건)에 대한 소비자의 유사성 지각 과정과 평가를 각각 아이트래커와 자기 보고식 설문지를 이용해 측정하였다. 통계 분석 결과, SPA 브랜드 확장의 유사성 지각 과정에서 외적 정보 탐색량과 정보 처리 수준은 '중>저>고 유사성 조건' 순으로 차이를 보였다. 또한 SPA 브랜드 확장에 대한 태도와 구입의향은 '고=중>저 유사성 조건' 순으로 높은 것으로 나타났다. 이와 같은 결과는 SPA 브랜드 확장에 대한 평가가 유사성 지각 정도와 유사성 지각 과정에서 투입된 인지적 노력량에 영향을 받는다는 점을 제안한다.

• 한국의류학회지
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• 제33권8호
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• pp.1293-1305
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• 2009

Despite the attention regarding the effects of brand extension, there is limited research focused on brand extension in the beauty industry. This study discusses whether the similarity of extensional types and brand fit has any effect on the brand attitude toward beauty brand extension. This study examines the changes in the brand attitude and finds the effect of the similarity of extensional types and brand fits on brand attitude toward beauty brand extension. In the experiment, 4 description type factorial designs were performed. A total of 114 females participated in the experiment that had an experience of visiting a beauty salon. The results are as follows. First, the similarity of an extensional product-type has a positive effect on attitude toward parent beauty brand, while the similarity of extensional service-type does not. Second, there are significant independent and interaction effects between similarity and brand fit, which reveal differential influences on attitudes toward an extended beauty brand. Attitudes toward parent and extended beauty brands were affected by the similarity of extensional types and brand fit.

• 한국의류학회지
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• 제30권7호
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• pp.1126-1134
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• 2006

The purpose of this study was to examine the effect of brand identification of fashion luxury product on brand loyalty and the mediating effect of brand affect. The questionnaire developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally 227 data from women who had a buying experience of fashion luxury products were analyzed using frequency, factor analysis, ANOVA, t-test, regression analysis by SPSS for WIN program. The results were as follows. First, the consumers' brand identification was composed of three factors; actual, ideal, social. Second, the brand identification significantly influenced on the brand loyalty. Third, the brand identification significantly influenced on the brand affect. Fourth, the brand affect significantly influenced on the brand loyalty. Fifth, the brand identification had both direct and indirect effects on brand loyalty mediated by brand affect. The results indicated that causal relationship was existed among these three variables.

• 한국의류학회지
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• 제32권1호
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• pp.88-98
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• 2008

The purpose of this study were to examine the effect of fashion brand personality on the consumer's brand loyalty and to investigate the role of brand identification as mediator. The questionnaire data from 218 women who had purchase experience of fashion luxury brands were collected. Factor analysis and multiple regression analysis were used in data analysis. The results of this study were as follows. First, the consumer's fashion brand personality was composed of eight factors; Status-oriented, appearance-oriented, trend-oriented, leisure-oriented, physical activity-oriented, self achievement-oriented, fun-oriented and relation-oriented factor. Second, brand identification had significantly influence on brand loyalty. Third, fashion brand personality significantly influenced on brand loyalty and brand identification. Especially, the status-oriented, appearance-oriented, trend-oriented and self achievement-oriented fashion brand personality was proved to have a crucial role in brand identification and brand loyalty. Fourth, the status-oriented, appearance- oriented, trend-oriented and self achievement-oriented fashion brand personality had both direct and indirect effects on brand loyalty mediated by brand identification.

• 한국의류학회지
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• 제34권5호
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• pp.797-807
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• 2010

This study investigates the effects of consumer brand identification and brand attachment to brand equity. 332 surveys were collected from male and female university students in Seoul. In each survey, respondents were asked to choose one favorite fashion brand that they often purchase and answer questions regarding brand identification, brand attachment, and brand equity. The results were analyzed using SPSS package 12.0 and AMOS 5.0 program and factor analysis, reliability analysis, and path analysis were conducted. After the factor analysis, 3 factors were found under brand identification, 4 factors under brand attachment, and 4 factors under brand equity. The Cronbach's $\alpha$ of brand identification was .84, the brand attachment was .80, and the brand equity was .81. The results of this study show that brand identification had a positive effect on brand attachment that had a positive effect on brand equity. Additional results show that both brand identification and brand attachment had a positive direct effect on brand equity; however, brand attachment had a higher effect on brand equity.

• 한국의류학회지
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• 제35권7호
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• pp.856-866
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• 2011

This study examines how brands can be managed to influence the degree of their resistance to negative information and the extent to which this immunity to negative information predicts the purchase intention of consumers. In particular, the study investigated the difference between brand commitment and brand immunity on negative information in terms of the concept and the power of influence. A total of 410 usable questionnaires were obtained through an internet survey. A structural equation model using a correlation matrix with maximum likelihood was estimated using AMOS 18.0 to examine the relationship among a brand's social responsibility, quality orientation, brand innovativeness, easy purchase intention, and difficult purchase intention. The results showed that brand's social responsibility had significant effects on brand immunity to negative information while quality orientation and brand innovativeness had significant effects on brand commitment. In addition, brand immunity had significant effects on brand commitment and then brand commitment had a significant effect on easy and difficult purchase intentions. The key implications for research and management are discussed.

• 한국의류학회지
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• 제28권2호
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• pp.252-261
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• 2004

In this complex marketing world, marketers find themselves having to grapple with difficult issues about branding and their brand management. In many cases, a deeper understanding of how consumers feel, think, and act could provide valuable guidance to address these brand-management challenges. The objective of this study is to conceptualize and test the framework of building fashion brand equity, utilizing Keller＇s CBBE Model as a theoretical framework and Kim and Lim＇s (2002) scale as a measurement model of fashion brand equity. We conducted a survey toward 696 university students using Kim and Lim＇s fashion brand equity scale. To test the hypothesized building paths of fashion brand equity, statistical analyses were performed with AMOS 4.1 program using confirmatory factor analysis and structural equation model. The results of this study were as follows. First, fashion brand equity was defined in terms of six components; customer-brand resonance, customer feeling, customer judgment, brand imagery. brand performance and brand awareness. Fashion brand equity was multi-dimensional brand attitude, which could be measured by 16 items. Consequently, Kim and Lim＇s scale acquired a statistical validity. Second, the proposed conceptual framework of this study was partially significant. We can provide an effectiveness of Keller＇s CBBE model to conceptualize the building process of fashion brand equity. Third, it was different between two brands to build fashion brand equity.