• 한국의상디자인학회지
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• 제4권3호
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• pp.33-42
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• 2002

The purpose of this study was to find out criteria for classifying fashion brand from consumer point of view in order to develop strategy of fashion brands and to manage brand effectively and systematically, and to suggest theoretical frame for application of these criteria. Survey was used as a research method. Subject were 422 age of 20-30 women living in and near Seoul. Questionnaires was developed to based on 37 classification criteria, and SPSS package program were used to analyze data. The results of this study were as follows: First, factor analysis considering 37 classification criteria identified 8 factors as classification criteria. They were the level of brand form, the level of product concept, the level of management item, the level of brand sales ability, the level of customer management, the level of brand advertizing and awareness, the level of brand value, the level of product lead ability. Second, the most important factor was the level of customer management, but comparatively factor of the level of brand sales ability the level of brand value was less important. Third, consumer cognized difference of criteria for classifying fashion brands. And the level of product lead ability was the most important factor in women's wear category and the level of brand form was in general casual wear category.

• 복식문화연구
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• 제15권2호
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• pp.339-351
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• 2007

Many off-line fashion brands currently has construct hompage in the form of digital contents at the website. The purpose of this study is to confirm that fashion item of avartar can be applicate to react for consumer desires by a process of construction for hompage digital contents of fashion brand, and develop various avartar fashion item to satisfy consumer's wants using the computer graphics. The results of this study are as followings. First, it should be the first to decide whether hompage contents can be used for any purposes. And it will offer initial brand concept, followed by the contents of event, blog, avatar, fashion information. Second, portal sites currently service avatar fashion item, but it just bounds the limit of indirect effect. Many fashion brands face a challenge to differenciate themselves, so avatar fashion item should be planned to coordinate the contents and brand concept. Also it is certainly possible that fashion brand communicates larger consumers with a avartar fashion item that appeal to a consumer's sensibility. Third, this study propose design development and application as 3 of the avartar fashion item using the computer graphics. Avatar Fashion item using the computer graphics was presented by application as promotion through event garment, item coordinate, cellular phone service.

• 한국실내디자인학회논문집
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• 제22권6호
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• pp.119-129
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• 2013

For commercial inner space, studies about brand communication and VMD to inform brand identity to customers are very important. Accordingly, the study conducted questionnaire survey about 'emotional reaction, brand recognition, brand communication and satisfaction on VMD expressional elements' of customers and brand-related personnel on the ZARA flagship store. Through analysis of difference of evaluation on surveyed items between customers and brand personnels, importance of direction of VMD design applying brand communication which can satisfy customers and application of brand communication was verified. Specific results of the research are as follows: First, comparing brand personnel's expectation of recognition of their brand from customers, substantial level of recognition of brand by customers was lower. It is necessary for improvement through consumer analysis in order to raise brand recognition. Second, as the result of analysis of emotional reaction on VMD, it needs to lead customers to positive emotional reaction close to the brand plan intention by inducing 'exciting and sensational' brand concept to emotional reactions through comprehensive VMD image management and leading to 'free and convenient' emotional reaction and then communications with customers and minimizing emotional differences. Third, for brand communication and creation of 'interest', intention of ZARA, it needs to get maximum communicative effects with 'young' VMD design. Fourth, for satisfaction survey on VMD expressional elements, customers was less satisfied than brand personnel. Accordingly, in order to raise customers' satisfaction, show windows, entry, mannequins and objets should be planned with priority and it should also satisfy customers through communications with customers including advertisement and marketing.

• 동아시아경상학회지
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• 제10권3호
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• pp.63-74
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• 2022

Purpose - The purpose of this study is to set up the elements of the airline marketing communication and find out the effect of each element on brand trust. It also aims to figure out how brand trust affects the customer's repurchase intention and WOM intention respectively, and whether repurchase intention has an influence on WOM intention. Eventually, this research intends to provide not only academic but practical application of the research by figuring out the marketing communication factors. Research design, data, and methodology - The survey for this study has been conducted for about 2 months, targeting those who have flown with either domestic or foreign airlines. The number of 249 surveys were distributed and the total number of specimens is 244. Data analysis methods were verifiable factor, discriminant, nomological, and structural equation model analysis. Result - Only advertisement, promotion and WOM have a positive effect on brand trust while publicity has no impact on brand trust. Brand trust was found to have a positive effect on repurchase intention. Also Brand trust also has a positive effect on WOM intention. Finally repurchase intention has a positive effect on WOM intention. Conclusion - There are insufficient existing studies of airline marketing communication which has the direct influence on brand trust. Therefore, the study provided the theoretical foundation of airline marketing communication elements that directly effect on airline brand trust.

• 한국실내디자인학회논문집
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• 제17권3호
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• pp.43-50
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• 2008

Commercial space, the types of which have been increasingly various and changing rapidly, has been generating new marketing concepts for space. Especially as the environmentally friendly lifestyle spreads around, the component of natural landscape such as plant, stone, or water has been used as an important part in space design, freshly imprinting the brand image beyond the idea of simple interior property. By combining commercial space design with 'the component of the natural landscape', we can improve the brand image, create the newness in the space, lead customers to stay longer in the space, and reinforce the decorative effect. The parts of the commercial space to which we can apply the element of natural landscape are facades, walls, floors, and show windows. Various examples of real application are found according to the areas of business and goods displayed. This thesis attempts to maximize the effect of commercial space by examining and analyzing various instances of space and provide the ways of applying the space that contains an aesthetic value. For the research, 60 articles, theses, reports that have the keyword related to interior landscape and marketing strategy in commercial space were used as references. From the references, 70 cases were selected and analyzed to find landscape application patterns. Also, 4 store cases that landscape application have been the key to their success were selected for the survey. In doing this, I presented the readers with the packaging technique which improves brand image, the effect of stage direction which helps sensitive communication with users, the application as interior structure and the effect of an object that is useful to aesthetic effect in the commercial space. Finally, I endeavored to provide possible problems to be produced when applying the natural element in the commercial space and matters to be attended to in the management.

• 아태비즈니스연구
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• 제2권1호
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• pp.23-48
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• 2011

Generally, higher brand equity ends up with higher market share and higher profitability. However, superior brand equity does not guarantee the success in the market. That is, consumer choice is closely related to brand equity but we need more than brand equity to explain this complex phenomenon. We adopt the customer equity concepts: value equity, brand equity, and retention equity. By incorporating value equity and retention equity into customer equity, it is possible to avoid the problems of using the brand equity only. In the paper, we apply this customer equity concepts to cellular phone and investigate the effects of antecedent variables such as exposure, knowledge, positive experience and negative experience on the components of customer equity. In addition, as surrogate measure of customer lifetime value, the weighted measure of purchase intention, consideration set inclusion, and next purchase is used as dependent variable. We estimate the effects of components of customer equity at the brand level and aggregate level using SURE model. Estimation results show that Apple has currently low market share but has high future potentials and Korean firms have currently high market share but has rather low future potentials.

• 한국실내디자인학회논문집
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• 제21권2호
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• pp.123-132
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• 2012

In the trend of concentrating on the consumer driven experience market as a new marketing concept according to the improvement of life standard and the change of consummation pattern, SPA brand has applied experience marketing strategies to the market successfully to be grown constantly with consumer secure and production of business benefit through brand image and positive consumer attraction. Therefore, this study aims to research the experiential representation element and attribute in the competitive Global SPA brand space due to the sustainable growth from the recent domestic fashion market based on the strategy type of the experiential marketing. Thus, the experiential marketing strategy type was drawn based on the experiential marketing and the theoretical reflections of Global SPA brand, and the SPA brand space was classified depending on the attribute of the commercial space for making the framework of case analysis, so it was progressed as the method of analysis through the experiential representation attribute in the SPA brand space. The marketing strategy and representation for advertising the image of company and product message by the SPA brand should be planned, so successful application of the experiential marketing to the shop is connected to the corporate interests, and forming the meaning more than space by impressing on the consumers the brand and arousing the emotional experience of the consumers and meeting the consumers' a variety of needs had effects on forming a lasting relationship between the brand and consumers. Therefore, this study is expected to be an opportunity to vitalize the domestic SPA brand behind the competition with the Global SPA brand.

• 한국인공지능학회지
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• 제11권2호
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• pp.29-38
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• 2023

The purpose of this study is to explore how citizens perceive application of the metaverse platforms for city marketing and investigate factors that affect overall attitude for citizen relationship management in the public sector. In particular, this study investigates the following: i) how factors including perceived city brand value, public service, emotional value, experience, personalization, economic value, social value, and cultural value on overall attitude and ii) how overall attitude affects intention to use of metaverse for the public sector and citizen satisfaction. This study conducted an online survey with the assistance of a well-known research firm. This study applied factor, ANOVA, and regression analysis to test hypotheses. The results found that effects of perceived city brand value, emotional value, information, economic value, social value, and cultural value on overall attitude toward metaverse application for the public sector showed significance. The results provide managerial and policy implications for the public sector on how to apply metaverse to provide public services and enhance engagement with citizens. The results also provide implications which aspects should be considered to enhance citizen relationship management and to build the better city brand value by applying metaverse.

• 복식문화연구
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• 제21권6호
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• pp.877-890
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• 2013

This study was an experimental qualitative study on the characteristics of fashion brand's mobile SNS. The study was focused on mobile Facebook and identified the characteristics of fashion brand's mobile SNS. In-depth interviews were conducted with 10 people in the 20s, who have used fashion brand's mobile Facebook application and currently live in Seoul or Gyeonggi province. After analysis of the in-depth interview data, four characteristics of fashion brand's mobile SNS were identified as follows. First, it was possible to access fashion brand's mobile SNS at any time anywhere, if users needed brand-related information. In this study, this characteristic was named 'fashion accessibility'. Second, it was possible to access update-information using fashion brand's mobile SNS or get up-to-date information about the brand in real-time. In this study, this characteristic was named 'fashion recentness'. Third, it was possible to store or capture fashion brand-related images and texts. In this study, this characteristic was named 'ease of storage of fashion data'. Fourth, fashion brand's mobile SNS was useful in various ways to fashion consumers, so this characteristic was named 'fashion usefulness' in this study. The study extracted 10 sub-characteristics of the characteristics of fashion brand's mobile SNS based on the results of a qualitative study. This study has significant value which suggests directions for future research. Also, this paper is expected to provide managerial implications to fashion companies that need to develop mobile SNS marketing strategies.

• 복식문화연구
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• 제20권5호
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• pp.679-694
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• 2012

The purpose of this study was to develop a logo type for a new fashion brand and to present design cases that apply the relevant logo type to suggest an advisable direction for logo design. This study analyzed the logo designs of domestic and foreign fashion brands and used the data to develop a logo type for a brand name that reflects the concept of the newly launched brand, in addition to presenting the relevant design process and method. Besides a literature review, this study conducted case analyses of domestic and foreign fashion brand logos. This is an empirical study in which researchers developed a logo type and presented designs that applied it. The research results are as follows. The brand name of the new L Fashion brand in Korea is 'LEAY'. This study developed a logo using the initials L, E, A, and Y, each standing for life, love, and liberty; esteem, eternity; act, art; and youth. The Caslon type font, which evokes a casual yet modern sentiment, was used for the design. Cleats and zippers, which are decorative subsidiary materials used in labels, tags, shopping bags, clothing, and props, were applied in the design of the developed logo type. All design cases was produced into articles. The case of fashion brand logo design and development presented in this study implies that the development of fashion brand logos and the logo-applied product design must be tied to the launching and planning process; thus, logo development must be based on the brand concept in relation to the market entry strategy that satisfies both producers and customers.