• Journal of Fashion Business
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• v.13 no.4
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• pp.154-162
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• 2009

The purpose of this study was to examine if there are the differences in advertising effects among three fashion sexual advertisements in terms of sexual appeal levels(high/medium/low). Through three pre-tests, three stimuli were chosen for this study. Three hundred female college students in Seoul participated in this study. For data analysis, descriptive statistics, factor analysis, ANOVA analysis, and reliability test were used. The results were as follows: First, from the factor analysis on advertising attitudes, three factors such as emotional, behavioral, and cognitive factors were produced. Second, there were significant differences in three sexual appeal levels among three advertising attitude factors. Third, there was also a significant difference in three sexual appeal levels on brand attitude. Finally, there was not a significant difference in the sexual appeal levels on purchase intention. Based on these results, this study would provide significant and efficient fashion advertising strategies to fashion advertising marketers and advertisement creators as implications.

• Journal of Fashion Business
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• v.26 no.1
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• pp.140-157
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• 2022

This study examined the types of retro marketing of fashion brands and explored the difference in retro characteristics and nostalgic emotions. Additionally, the effects of retro characteristics on nostalgic emotions and the influence of nostalgic emotions on brand attitude were examined. A total of 33 fashion brands, including eight designer brands, 10 sports and outdoor brands, 11 casual brands, and four SPA brands were investigated to categorize the retro marketing types. An online survey was also conducted of respondents in their 20s to 50s, and a total of 363 responses were analyzed using SPSS 26.0. The results were as follows. First, the retro marketing of fashion brands was categorized into four types including brand heritage marketing, retro design marketing, retro emotional experience-oriented marketing, and brand collaboration marketing. The four retro marketing types showed differences in retro characteristics and nostalgic emotions. Second, the retro characteristics consisted of four dimensions including familiarity, attractiveness, uniqueness, and historicity. Nostalgic emotions consisted of four dimensions including sadness, longingness, comfort, and pleasure. Third, the results showed that familiarity and attractiveness had significant effects on comfort and pleasure, while uniqueness and historicity had significant effects on longingness. Fourth, the results showed that longingness, comfort, and pleasure had positive effects on brand attitude, whereas sadness had a negative effect on brand attitude.

• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.2
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• pp.111-126
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• 2014

The purpose of this study is to identify the antecedents of the attitudes toward purchasing fast fashion brands. As antecedents, fashion consciousness, eco-fashion consumption decision, ongoing search behavior, and shopping enjoyment were considered. It was hypothesized that fashion consciousness influence the attitudes toward purchasing fast fashion brands both directly and indirectly through eco-fashion consumption decision, ongoing search behavior, and shopping enjoyment. Data were gathered by surveying university students in Seoul, using convenience sampling. Three hundred five questionnaires were used in the statistical analysis, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. The hypothesized relationship test proved that fashion consciousness influences the attitudes toward purchasing fast fashion brands both directly and indirectly through ongoing search behavior and shopping enjoyment. In addition, eco-fashion consumption decision influence directly influences the attitudes toward purchasing fast fashion brands. The results suggest some effective marketing strategies for marketers in the fast fashion industry.

• Fashion & Textile Research Journal
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• v.16 no.6
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• pp.908-920
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• 2014

As social networking service (SNS) users' needs and wants have become more diverse, SNS is designed to provide various services and functions. As a result, an image based SNS with the purpose of sharing various interests has emerged. More and more fashion companies are using image based SNS to use it as a medium to better communicate with their customers. This study investigates the effect of usage motivation of image based SNS with the emotion of pleasure as the mediator and its impact towards flow and brand attitude. In order to verify the research model and to test the proposed hypotheses, we conducted a pilot test on 8 image based SNS heavy users, and followed through with 215 questionnaires which were collected via online survey. The results of this study are as follows. Each usage motivation of image based SNS had significant effect on each pleasure. The visual impact had a positive effect on sensory pleasure and the common interest significantly influenced on user's affective preference. Curating, simplicity and interconnecting had a positive effect on cognitive pleasure. Affective and cognitive pleasures except sensory pleasure positively impacted the user on flow. The cognitive pleasure had a positive effect on the brand attitude. Lastly, flow had a positive effect on the brand attitude. This study is the foundation of the image based SNS academically in the new media research. Furthermore, it suggests managerial implications of a company to provide effective marketing strategy to make the best use of image based SNS.

• Fashion & Textile Research Journal
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• v.24 no.5
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• pp.567-576
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• 2022

This study aims to determine the effects of the experiences of ZEPETO platform users on their attitudes and purchase intentions. A survey on 10-20 Korean and Chinese virtual fashion consumers was conducted. Brand experiences were independent variables, and offline purchase was the dependent variable. The results showed that, first, among the four factors of the brand experience, Korea and China have the highest explanatory power. Second, the brand experience of Korean consumers significantly impacted their brand attitude. Additionally, cognitive and emotional experiences of the brand positively impacted their brand attitude. Third, the brand experience of Chinese consumers significantly affected their brand attitude, and among the sub-factors of brand experience, cognitive experience positively affected brand attitude. Fourth, the brand experience of Chinese consumers significantly influenced their offline purchase intention, and among the sub-factors of brand experience, cognitive experience positively influenced their offline purchase intention. Overall, an emotional branding strategy that provides brand and product information must be implemented for the Korean market encouraging consumers to develop a positive and emotional connection with the brand. The Chinese market would benefit from formulating a reliable branding strategy that easily provides a wide range of brand and product information focusing on cognitive experiences.

• Journal of the Korean Society of Costume
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• v.63 no.1
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• pp.120-134
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• 2013

This study was intended to investigate the designs that are displayed on fashion windows, specifically the originality of its designs, from here on noted as "design originality", and the effects it has on the attitudes of consumers toward fashion brands and their purchasing intentions depending on their level of clothing involvement. For the purpose of this study, 10 pictures of creative fashion window display designs from Fifth Avenue in New York were selected and they were shown to 200 college students in Busan in order to collect data for the analysis. The results are as follows: 1) Factor analysis identified four factors that impacted how consumers judged design originality, uniqueness, humor, favorable impression and advanced design. 2) The four factors of design originality in fashion window display significantly affected consumer's evaluation on usefulness of information provided by the window display, attitudes toward fashion brands and purchase intention. 3) The respondents were separated into two groups depending on their level of clothing involvement. Consumers with high level of clothing involvement showed that they were influenced more by the design originality when making purchase decisions. Especially, the uniqueness factor and advanced design factor had more effect on brand attitudes and purchase intention in high level of clothing involvement group. The results revealed that creative fashion window display design are important marketing strategic tools that affect attitudes of consumers toward brands and their purchasing intentions.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.3 s.162
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• pp.475-485
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• 2007

The purposes of this study were to examine attitudes toward countefeits among fashion luxury brand consumers, and to investigate the influences or effects of brand loyalty on purchasing frequency of fashion luxury brand and the effects of brand loyalty on attitudes toward counterfeits. The subject used for this study were 214 female consumers who have purchased fashion luxury brand products. For data analysis, descriptive statistics, factor analysis, multiple regression, and ANOVA were used. As the results, first, the brand loyalty were classified into three factors; enduring brand loyalty, symbolic brand loyalty and famous brand loyalty. Second, the attitudes toward counterfeit was composed of four factors; comparison with genuine goods, counterfeits as alternative, approval of counterfeits purchase, and illegality of counterfeit manufacturers. Third, purchasing frequency significantly influenced on the attitudes toward counterfeits finally, higher brand loyalty group had more negative attitudes and lower purchasing intention toward counterfeits than other groups. Based on these results, prevention marketing strategies of counterfeit goods would be provided.

• Journal of the Korean Home Economics Association
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• v.46 no.5
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• pp.1-8
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• 2008

The purpose of this study was to investigate advertisement effect of bus shelter, according to the congruency between advertising medium and the fashion brand image, and products. Four types of questionnaire are made through pretest. 273 female college students participated in the study. The results were as follows. First, high level of the congruency between advertising medium and the image of brands had effect on the advertisement effect. Second, there were not significant differences in the advertisement attitude and purchasing intention between clothing and cosmetics. However, clothing showed significant differences in the brand attitude than cosmetics did. Finally, interaction affects were not found in the congruency of image and product types. Based on these results, fashion advertisement strategies would be suggested.

• 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.

• Fashion Information and Technology
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• v.13
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• pp.34-41
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• 2016