• Journal of the Korea Convergence Society
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• v.9 no.12
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• pp.151-157
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• 2018

The purpose of this study was to analyze the relationship among self-image congruity, affect, brand attitude and purchase intention toward sports brands. In order to achieve the purpose of this study, totalling 329 students were recruited from several different university. Data were collected by using convenience sampling method. Research model and hypothesis testing were conducted by using SEM(structural equation modeling) through AMOS 18.0. The result were as follows; First, sports brand ideal self-image positively influenced on brand affect. Second, brand affect had significantly effect brand attitude and purchase intention. Third, brand attitude positively influenced purchase intention toward sports brands. The finding s also revealed effect of ideal self-image congruity in there relationships between self-image and brand affect.

• Journal of Korea Entertainment Industry Association
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• v.13 no.7
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• pp.261-272
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• 2019

The purpose of this study is to examine the moderating effect of emotional bond in the effect of the congruence of self-image and the team's loyalty to professional baseball spectators, to enhance the effectiveness of emotional bond between the club and the spectator, and to suggest implications for establishing the club's brand marketing strategy. For this purpose, a survey was conducted on 500 professional baseball spectators, and the results of correlation analysis, stepwise regression analysis and hierarchical regression analysis using SPSS 21.0 based on 450 collected data are as follows. First, among the professional baseball spectators and the team's self-image, the realistic self-image factor had a significant effect on the club's loyalty. Second, it was confirmed that the congruence of realistic self-image moderated the effect of congruence of realistic self-image on club loyalty. This result shows that the formation of emotional bond has no influence on the congruence of ideal self-image and is related to the realistic self-image that the club is showing at present. Therefore, it is necessary to establish a marketing strategy that can highlight this effect by considering these points.

• Journal of Distribution Research
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• v.17 no.2
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• pp.29-62
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• 2012

As distribution environment is changing rapidly and competition is more intensive in the channel of distribution, the importance of retailer image and retailer equity is increasing as a different competitive advantages. Also, consumers are not functionally oriented and that their behavior is significantly affected by the symbols such as retailer image which identify retailer in the market place. That is, consumers do not choose products or retailers for their material utilities but consume the symbolic meaning of those products or retailers as expressed in their self images. The concept of self-image congruence has been utilized by marketers and researchers as an aid in better understanding how consumers identify themselves with the brands they buy and the retailer they patronize. Although self-image congruity theory has been tested across many product categories, the theory has not been tested extensively in the retailing. Therefore, this study attempts to investigate the impact of self image congruence between retailer image and self image of consumer on retailer equity such as retailer awareness, retailer association, perceived retailer quality, and retailer loyalty. The purpose of this study is to find out whether retailer-self image congruence can be a new antecedent of retailer equity. In addition, this study tries to examine how four-dimensional retailer equity constructs (retailer awareness, retailer association, perceived retailer quality, and retailer loyalty) affect customers' repatronage intention. For this study, data were gathered by survey and analyzed by structural equation modeling. The sample size in the present study was 254. The reliability of the all seven dimensions was estimated with Cronbach's alpha, composite reliability values and average variance extracted values. We determined whether the measurement model supports the convergent validity and discriminant validity by Exploratory factor analysis and Confirmatory Factor Analysis. For each pair of constructs, the square root of the average variance extracted values exceeded their correlations, thus supporting the discriminant validity of the constructs. Hypotheses were tested using the AMOS 18.0. As expected, the image congruence hypotheses were supported. The greater the degree of congruence between retailer image and self-image, the more favorable were consumers' retailer evaluations. The all two retailer-self image congruence (actual self-image congruence and ideal self-image congruence) affected customer based retailer equity. This result means that retailer-self image congruence is important cue for customers to estimate retailer equity. In other words, consumers are often more likely to prefer products and retail stores that have images similar to their own self-image. Especially, it appeared that effect for the ideal self-image congruence was consistently larger than the actual self-image congruence on the retailer equity. The results mean that consumers prefer or search for stores that have images compatible with consumer's perception of ideal-self. In addition, this study revealed that customers' estimations toward customer based retailer equity affected the repatronage intention. The results showed that all four dimensions (retailer awareness, retailer association, perceived retailer quality, and retailer loyalty) had positive effect on the repatronage intention. That is, management and investment to improve image congruence between retailer and consumers' self make customers' positive evaluation of retailer equity, and then the positive customer based retailer equity can enhance the repatonage intention. And to conclude, retailer's image management is an important part of successful retailer performance management, and the retailer-self image congruence is an important antecedent of retailer equity. Therefore, it is more important to develop and improve retailer's image similar to consumers' image. Given the pressure to provide increased image congruence, it is not surprising that retailers have made significant investments in enhancing the fit between retailer image and self image of consumer. The enhancing such self-image congruence may allow marketers to target customers who may be influenced by image appeals in advertising.

• Journal of the Korean Society of Costume
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• v.52 no.5
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• pp.31-45
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• 2002

In this paper. the focus is laid on identifying preferred wedding dress image and its co-relationship with self image of female university students. the biggest potential customer group in the industry. As for the research method. it conducted both review of literature and empirical research method. Through the former approach, four main research questions were derived : 1) What is the preferred wedding dress image of female university students\ulcorner 2) What is the relationship between real self-image and preferred wedding dress image\ulcorner and 3) that between ideal self-image and preferred wedding dress image\ulcorner 4)What is the relationship between the consistency level of the two self-images and preferred wedding dress image\ulcorner In the empirical mode of research, 404 surveys were counted in the final analysis among 450 questionnaires completed by female undergraduate students in Seoul and Chun-an city. Collected data analyzed using factor analysis. frequency analysis. descriptive analysis. scheffe test. multiple-regression analysis and t-test. Results are as follows: first, the sophisticated image was most preferred among female students, followed by elegant splendor. lovable and chaste, feminine and decorative, and characteristic and sexy image. This result indicates how wedding dress trend has a keen sensibility to general fashion trend just like the trend of outfits for everyday life. Secondly, the research results indicated consistent level of co-relationship among the real and ideal self-image and the preference of wedding dress image. And the last the level of consistence between the ideal self-image and the real self-image directly related to the preference level of wedding dress image, showing almost no significance.

• Fashion & Textile Research Journal
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• v.5 no.5
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• pp.503-510
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• 2003

The purpose this study is to segments apparel market based on difference real-self image and ideal-self image. The objects of the study were to prepare for the establishment of marketing strategy and alternative plan intended to users which are needed in subdivided market, after analyzing according to what the subdivided market is divided into due to the difference real-self image and idea-self image and what difference do they show as a demographic special quality or as a general active special quality in each subdivided market. Factor analysis was performed to determine the leading difference real-self image and ideal-self image, and cluster analysis was employed to identify groups of respondents based on the delineated five image difference factors. Based on the finding, three distinct groups were formed: ideal-self image seeker group, moderators group, real-self image seeker group. And logistic regression was used to assess the relative importance that demographic characteristics play in determining the segmentation. The results of this study show statistically significant differences among the three groups in terms of demographic. Marketing and management implications for effectively targeting the segments are discussed.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.284-291
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• 2022

People use various tools to present themselves including Social Network Services(SNS hereafter). This study categorized three types of presentation of self, which are genuine, ideal, and social self, and based on Goffman's Impression Management Framework, investigated if these types of presentations have any patterns related to SNS posting styles. Especially, we focused on the styles of hashtags including if hashtags are used in the main tests, if hashtags are hidden, and what kinds of words are used for hashtags. Using 450 posting data uploaded to the Instagram, we found that the posting presenting ideal self show very high rate of using hidden hashtags(98%) and using common expressions(97%), which are not the case for genuine and social self types. This results imply that people concern more about their impressions especially when they present their ideal self on SNS, partially confirming Goffman's Impression Management Framework.

• Journal of Korean Home Economics Education Association
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• v.28 no.1
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• pp.87-104
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• 2016

The purpose of this study is to suggest a pedagogic direction of home economics education that can form body image which organize self-concept of adolescents positively. To achieve this purpose, the study suggested a body image formation model of adolescents that can be applied to home economics education, and based on this formation model, analyzed contents on body image of current 12 textbooks of home economics education. The main results of this study are summarized as follows: First, to analyze textbook through body image formation model of adolescents, educational contents about body image were categorized into 4 constructs with 8 sub-categories. Second, we found the current textbooks about the child and family life field, food and dietary life field, and clothing life, are handling topics regarding body image formation model of adolescents, such as concepts and components of body image and antecedents and outcomes of body image. We conclude that although the current textbooks handles contents on body image of adolescents, those contents are sporadically presented across the three fields without an integrated perspective. Home Economics, as an entity of educating adolescents' self-esteem through daily life activities, needs to have a topic-oriented approach in developing a curriculum.

• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.537-550
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• 2023

This study investigates the impact of Hallyu human brands on consumer behavior, given the increasing influence of Hallyu human brands due to their global spread and the limited academic discussions surrounding this topic. The research examines the role of self-congruity, human brand attachment, and brand equity factors. An online survey was conducted, targeting Chinese consumers who are highly engaged with the Korean Wave. Data from 403 respondents were analyzed. The results reveal that both ideal and actual self-congruity with the Hallyu human brand significantly affected attachment to the brand, while social self-congruity was found to be insignificant. Furthermore, attachment to Hallyu human brands positively influenced brand recognition, perceived quality, brand image, and brand loyalty.

• Korean Journal of Psychosomatic Medicine
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• v.18 no.1
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• pp.40-47
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• 2010

Objectives：Body image is closely related to self-esteem and weight-control related behaviors. In particular, relationship between two factors would be stronger in female adolescents. False recognition on body image and weight can be a risk factor of eating disorder, depression, and suicidal ideation. This study aimed to examine the effects of body image and eating disorders on developing depressive symptoms and suicidal ideation in female adolescents. Methods：Two hundred thirty nine students of a Girls' Commercial High School in Seoul were recruited. Eating Attitude Test for Korean Adolescents, Self-Esteem Scales, Impulsiveness Scale, Beck's Depression Inventory and Beck's Suicidal Ideation Scale were used to measure eating attitude and severity of psychiatric symptoms. Results：Among 239 subjects, the estimated risk group of eating disorders was 10%(n=24). They experienced more depressive symptoms than the control group. The bigger discrepancy in current and ideal body mass index was significantly related with higher depressive mood, suicidal idea, abnormal eating habits and lower self-esteem. Discrepancy between current and idea BMI was the most meaningful predictive factor about depression and suicidal thoughts by linear regression analysis. Conclusion：In spite of normal weight range of enrolled subjects, they experienced significant depressive mood, suicide thoughts and lower self-esteem associated with the discrepancy of their own subjective body image and current body mass index. Hence educational approach regarding normal body image and healthy weight control is needed for their mental health and preventing eating disorder.

• Journal of the Korean Society of Costume
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• v.50 no.2
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• pp.151-165
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• 2000

This study was to find out clothing design preferences, according to the clothing self-image of elderly women and to grasp the variety on clothing of elderly women and thereby to help in merchandise production planning and putting the brands into markets and to provide data for establishing a sales strategy a d to itemize women with the goods which can satisfy the desire and taste of consumer groups in the quality market. For this purpose , various researches as above were conducted .The object of this study was a total of 488 elderly women above full 55 from an elderly women and who lived in downtown Pusan. The data were analysed by using MANOVA, ANOVA , factors analysis and frequency analysis, and the Cronbach α was also applied . The conclusions made based on the theoretical background and the result of questionnaire surveys are as follows ; 1. The realistic self-image of clothing showed a similar pattern by age. 50's and 60's showed little difference by item but 70's was greater in variation between items compared to 60's. The response to each item was that most people answered "common" and they showed a pattern that responded low only in items of 'colorful' , individualistic', 'susceptible to fashion'. A similar pattern was shown by age band also in the ideal self-image and the response to each item appeared higher than in the realistic self-image , and also in items of 'colorful', 'individualistic ' , 'susceptible to fashion' the response appeared low and showed a unity. 2. The results of clothing design preferences examined on the self-image according to age are as follows ; 1) Fro jacket in the realistic self-image , 50's and 60's preferred 'tailed collar' , 'set-in sleeve', 'hips long' and 'plain jacket' and 70's agreed to the design preferences in the items except 'open collar' and also in the idealistic self-image , the degree of preference was same. 2) For skirt in the realistic self-image , 50's and 60's preferred 'tight skirt', 'normal length' , 'plain skirt' and it was appeared that 70's preferred 'pleat skirt' , 'medium length' , 'plain skirt'. Also in the idealistic self-image , the degree of preference was same. 3) For blouse in the realistic self-image, 50's preferred 'open collar', 'round neck line' , 'long set-in sleeve' , 'plain separation belt', 'open front', 'zipper' ad 60's agreed to the favorite designs with 50's except puff sleeve, and 70's appeared to prefer fastening buttons without belt. In the designs preferred in the idealistic self-image, 50's agreed with 50's of the realistic self-image and for 60's , the designs except puff sleeve type and no belt type agreed to 50's and 70's except puff sleeve agreed with 70's of the realistic self-image in their design preferences.