• Management & Information Systems Review
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• v.29 no.1
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• pp.117-144
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• 2010

This paper planned to review positively the influence of leading variables - Functional benefits, Emotional benefits, Self-expressive benefits over Consumer-brand relationship, and the structural relationship between Consumer-brand relationship and Brand attachment, Word-of-mouse. For it, we verified our hypothesis utilizing Hierarchial chi-square analysis that was available to statistically verify the size between 2 paths out of Structural models As the result of research, Emotional benefits was more influential than Functional benefits in the formation of Consumer-brand relationship. Additionally, the influential difference between Emotional benefits and Self-expressive benefits was not found in the formation of Consumer-brand relationship. In other words, both Emotional benefits and Functional benefits were proved to have a positive influence on forming Consumer-brand relationship. On the other hand, Self expressive benefits played a more influential role than Functional benefit in the formation of Consumer-brand relationship. The fact was also proved that the higher the formation level of Consumer -brand relationship was, the greater positive influence over Brand attachment and Word-of-mouse Through the above results, it is more desirable to establish brand strategy for forming Consumer-brand relationship through Emotional benefits and Self expressive benefits rather than Functional benefits. Additionally, the Consumer-brand relationship formed by Value benefit is expected not only to get the level of attachment, showing like love, toward the brand deeper, but also to achieve the effect of positive, long term communication through voluntary Word-of-mouse.

• Culinary science and hospitality research
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• v.18 no.1
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• pp.120-140
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• 2012

The purpose of this study is to understand interrelationships among the congruence of brand personality of family restaurants with the self image of customers, brand identification, and loyalty. The results showed a positive relationship between congruence of brand personality of family restaurants with the self image of customers and brand identification. However, the congruence of brand personality of family restaurants with the self image of customers does not have a direct effect on brand loyalty, and congruence of self image with a pertinent brand is perceived through brand identification. In addition, it was found that the brand identification of family restaurants has a positive effect on brand loyalty. Limitations and future research directions are also discussed.

• Asia Marketing Journal
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• v.3 no.2
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• pp.92-114
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• 2001

최근 들어 브랜드 개성이 소비자들의 마음속에 지각된 브랜드를 차별화 시킬 수 있는 중요한 수단이라는 인식이 증가하고 있다. 그럼에도 불구하고 브랜드 개성에 대한 연구는 아직까지 체계적인 연구가 진행되지 못하고 있다. 본 연구에서는 브랜드의 자아표현적 역할에 초점을 맞추어 브랜드 개성이 소비자행동에 어떻게 영향을 미치는가를 자아이미지와의 일치성과 관련하여 실증적으로 규명하였다. 본 연구의 결과를 요약하면 소비자들은 브랜드의 개성이 자신의 이미지와 일치할 때 해당 브랜드에 더욱 호감을 갖고 있었다. 특히, 제품에 대해 상징적 가치를 높게 지각하고 있는 헤도닉 태도가 높은 소비자의 경우에는 브랜드 개성과의 자아이미지 일치성이 브랜드 태도에 중요한 영향을 미치나, 헤도닉 태도가 낮은 소비자의 경우는 브랜드 개성과 자아이미지의 일치성이 브랜드 태도 형성에 중요하게 고려되지 못하였다.

• (The) Korean Journal of Advertising
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• v.28 no.8
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• pp.111-132
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• 2017

This study investigates how consumers' need for uniqueness and for self-expression have influence on their attitude towards brand webtoon contents and word of mouth intention. The results of this study shows that among the sub-dimensions of brand webtoon users' need for uniqueness, unpopular choices has a significantly positive influence on their need for self-expression, and in turn it has a strong positive impact on both attitude towards the webtoon content and intention of word of mouth. In particular, the data show that respondents' perceived perception of the persuasive intent of the brand webtoon moderates the effect of need for self-expression on the attitude towards the content. More specifically, respondents who perceive the persuasive intent in brand webtoon show a lesser degree of favourable attitude towards the content than do respondents who do report a low level of perception of persuasive intent of the brand webtoon. In sum, this study not only provides a theoretical foundation to understand how consumers perceive brand webtoons in terms of their need for uniqueness and for self-expression, but the study has implications for practitioners who are interested in using a brand webtoon for marketing.

• Asia Marketing Journal
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• v.11 no.4
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• pp.69-93
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• 2010

In this research, through experiments, we show that incongruity of color between mediums has positive influence on brand attitude in terms of integrated management of brand. We also present that self-image congruence of 'brand-consumer' has moderating effect on such influence of color incongruity. Mediums were limited to the ones that magnifying visual influence in order only to observe influence of color. With the same reason, visual factors other than color were coherently set or held constant and we chose brands with either low familarity or no previous knowledge. As a result, we find that brand attitude by the incongruity of color between mediums was higher compared to brand attitude by the congruence of color. In case with lower self-image congruence of brand-consumer we show higher change in attitude compared to the one with higher self-image congruence of brand-consumer. We believe our findings are interesting to note that brand may be enhanced by forming positive brand attitude through brand expression i.e., color of visual factors. In addition, we suggest that level of congruence and diversity of brand expression is in fact deeper or wider than that of brand manager's intuition. We see that it is possible for studying brands the incongruity which has been studied as a strategy to reposition mature brands can be a way of improving the recognition on new brands.

• Knowledge Management Research
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• v.21 no.3
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• pp.89-103
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• 2020

When people feel powerless (with losing control), they show compensatory behaviors to get out of this state. The actions to compensate for powerlessness have been studied in the contexts of products or brands, but this study focuses on compensatory behaviors when using social media. Social media, which can express consumers' selves freely, has become a platform for self-expansion. It has been confirmed that the possibility of relieving psychological powerlessness through self-expression on social media exists. Therefore, we examined how people who felt powerless showed compensatory behaviors on social media. According to the analysis, consumer's powerlessness does not directly affect narcissistic self-expression on social media. However, it is derived as being fully mediated by the feeling of anxiety. The more anxious consumers feel, the more narcissistic they express themselves by posting photos of themselves with luxury brand objects that can show social power or authority. In other words, when consumers experience social powerlessness coupled with anxiety, they are likely to show compensatory consumption behaviors such as narcissistic self-expression in order to make their images cool and luxurious and draw others' attention on social media. We confirm that the compensatory consumption due to consumers' powerlessness, which leads to having anxiety, can appear in ways of presenting narcissistic selves on social media.

• The Journal of the Korea Contents Association
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• v.12 no.9
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• pp.182-193
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• 2012

Recent growth of ring-tone and ring-back-tone download market as the derived market of cellular phone yields the new trend in music consumption from listening to display. This means that consumer purchase the ring-tone and RBT not for his appreciation but for counterpart's consumption, in a word, conspicuous consumption. Study aims at questions on whether cellular phone user can perceive the ring-tone and RBT's brand personality and how they express their self-image via ring-tone and RBT. Survey was administered for 196 college students who is dominant purchase group of market segment. Hypotheses are such as : congruity of self image and brand personality of ring-tone and RBT. Through the T-test, findings said that user's extrovert self image are not led to ring-tone's extrovert brand personality and user's introvert self image are not led to introvert ring-tone's brand personality of ringtone. same result was applicable to RTB. Cellular phone user's purchase behavior are different from those of product and service.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.5
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• pp.728-744
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• 2015

Brand love contributes to consumers' positive post-purchase behavior; therefore, fast fashion brand marketers should make more efforts to develop marketing strategies to promote brand love in the increasingly competitive fast fashion industry. This study identified the antecedents and consequences of fast fashion brand love to provide insights into brand love. Brand-related variables (affective brand experience, self-expressive brand, and hedonic brand attitude) were considered as antecedents, and post-purchase behavior variables (loyalty and positive word of mouth) were considered as consequences. It was hypothesized that affective brand experience, self-expressive brand, and hedonic brand attitude directly and indirectly influence brand loyalty and positive word of mouth through brand love. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred and eighty-six questionnaires were used in the statistical analysis. Factor analysis revealed that all variables were uni-dimensional. Tests of the hypothesized path showed that affective brand experience and self-expressive brand indirectly influenced brand loyalty and positive word of mouth through brand love versus the direct influence of hedonic brand attitude. The results suggest some implications for fast fashion brand marketers.

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

• Management & Information Systems Review
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• v.31 no.3
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• pp.249-270
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• 2012

The purposes of this research are suggesting the needs of further studies about human brand by analysing the antecedents and consequents of brand attachments to celebrities in Korean Wave and marketing implications. In especially, this study uses attachment as a one of important marketing performance factor that may be a appropriate word in person to person relations. Research conclusions show the trust is more important factor to brand attachment than competence and self congruity. And there is no direct effect of competence to brand attachment. This is partially because emotional evaluation of consumers is much important than rational evaluation when they are making relationships with celebrities. Second, as similar with past studies, higher attachments lead to higher buying intention toward products that celebrities endorse, next entertainment products they record or play, extension products, and country image.