• Journal of Distribution Science
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• v.15 no.2
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• pp.121-132
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• 2017

Purpose - There are many variables related to consumer-brand relationship such as brand attitude, attachment, commitment and brand loyalty and we should manage these all variables successfully to achieve a strong brand loyalty. The objective of this research is to investigate the path from brand attitude and brand attachment to brand commitment and brand loyalty. Specially, this article focuses on the moderating effects of brand type and consumer innovativeness in the causal relationships between variables. Research design, data, and methodology - The seven hypotheses were proposed and tested empirically in this research. Three of seven hypotheses were the effects of brand attitude and brand attachment on the brand commitment and brand loyalty. Another two hypotheses presented the moderating effect of brand type and other two hypotheses expressed the moderating effect of consumer innovativeness in the causal relationships between variables. Research data were collected from the surveying of university students and the 282 samples were used to test the proposed hypotheses empirically. We utilized SPSS 20.0 and AMOS 20.0 for statistical analyses such as reliability test, validity test and path analysis. Results - The results show that brand attitude influences the brand loyalty and brand attachment influences the brand commitment positively. The brand attachment also influences the brand commitment positively. We found that there is a moderating effect of brand type in the causal relationship between brand attitude and loyalty though there is no significant moderating effect in the causality between brand attachment and commitment. We also fount that there is no significant moderating effect of consumer innovativeness in the causal relationships among brand attitude, brand attachment, brand commitment and brand loyalty. In Summary, 5 of 7 hypotheses in this study were supported and 2 hypotheses were not supported. Conclusions - There is a path model of consumer-brand relationship from brand attitude and brand attachment to brand commitment and brand loyalty. Companies should provide their consumers with effective marketing program in every phase of consumer-brand relationship to build brand loyalty. In addition, there are possibilities that the relationships among brand attitude, brand attachment, brand commitment and brand loyalty are moderated by brand type and consumer innovativeness. Companies should consider perceived brand type and innovativenss of their consumers in planning and executing their various marketing programs for their brand management.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.10
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• pp.843-854
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• 2020

The present study aims to analyze factors of brand equity in the retail stores in Vietnam; to recognize sub-dimensions connected with the forms of brand equity and thereby study the extent of the relationship among bases of market segmentation and brand equity. The present research made a collection of data by conducting a preliminary study. Responses were collected from the customers through a structured questionnaire to buy goods and services from the retail store in Vietnam. The sample size selected for the study was 196. The study applied various statistical tools, namely, Cronbach's Alpha for reliability checking, correlation and regression statistics with the support of SPSS Software. The brand association is treated as a vital determinant of brand equity that significantly influences the bases of market segmentation. Further, the study also recognized the fact that the majority of consumers who prefer to buy from retail stores are young and in the age-group of 18-24 years. The present study made an initial attempt to study the relationship among bases of market segmentation with the factors related to brand equity; thereby to offer a novel conceptual framework designed for retail stores in Vietnam for brand positioning.

• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.4
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• pp.205-214
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• 2012

This study investigated whether there were statistical differences in the three categories of cosmetics brand preference- brand preference, gift brand preference, and preference for purchasing expensive cosmetics by the consumers' residence. For the data analysis, the types of cosmetics include basic and color, the cosmetics brands include domestic and imported cosmetics. The consumers' residence include metropolitan and non-metropolitan areas. The study collected the data from 477 surveys from adult women ranging from the age groups of 20s to 50s and above in 2011. Using SPSS Version 18.0 the data was analyzed by Frequency analysis, t-test. The study results were as follow: There were significant differences in the three patterns of cosmetics brand preference depending on the consumers' residence. The three patterns of preferences were in the similar trends. The results revealed while the non-metropolitan residents showed a higher level for the domestic brands, a lower level in the three categories of preferences for imported brands compared to their metropolitan counterparts in both types of basic and color. In contrast, compared to the non-metropolitan counterparts, the metropolitan residents showed a lower level of preferences in all of the three categories of cosmetics brand preference for domestic in both types of basic and color.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.4
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• pp.213-221
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• 2020

This study examines the relationship between brand authenticity, brand equity, and customer satisfaction. A total of 263 participants participated in this study. Participants rated a set of three brands: Apple, Starbuck, and Nike. Each participant rated the extent to which the items described his or her authenticity with the brands listed, the equity of the brands listed, and feelings of satisfaction toward the brands. This study employs confirmatory factor analysis and structural equation modeling. The results indicate that 1) brand authenticity positively relates to brand equity, and 2) brand authenticity effects to customer satisfaction. The findings suggest that marketers can use the brand authenticity for assessment, planning, and tracking purposes to understand the authenticity of their brands for their customers. Products of authenticity brand are better liked, viewed as higher quality, offer greater value and are more likely to be purchased than less authenticity brand. They can command a significant price premium. The findings provide useful support and evidence for brand management, as well as companies in other developing countries, to engage more in brand practices as a core element of their strategic and brand management. This means that managers should work to increase perceptions of authenticity for their offerings.

• The Research Journal of the Costume Culture
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• v.14 no.4
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• pp.684-697
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• 2006

The purpose of this study was to exam the effect of fashion social responsibility of fashion corporate brand on brand attachment and equity. A total of 217 female college students in Seoul and its suburb responded for this study. For data analysis, descriptive statistics, factor analysis, and multiple regression were used for this study. As the result, first, corporate social responsibility was classified into five factors such as social service, public local facility, economic responsibility, consumer protection and environmental protection factors. Second, brand attachment was classified into four factors such as love, interest, perception and trust factors. Third, brand equity was classified into four factors such as loyalty, quality-image, marketing and recognition factors. Generally, fashion social responsibility factors was correlated with higher scores on brand attachment and brand equity. Finally, the results revealed that corporate social responsibility accounted for 12% of the explained variance brand attachment, also brand attachment accounted for 32% of the explained variance brand equity, while Corporate social responsibility accounted for 14% of the explained variance brand equity. Based on these results, fashion brand marketing strategies would be suggested.

• Korean Journal of Human Ecology
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• v.18 no.2
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• pp.523-534
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• 2009

The purposes of this study were to identify brand equity factors influencing on brand preference and to investigate the effects of preference, price acceptability, distribution proximity, and appropriateness on brand performance of domestic and imported cosmetics brands. A total of 300 women aged between 20 and 49 years were surveyed on two domestic brands and two imported brands that were well-known to consumers during the month of September, 2006, in Seoul, Daejeon, Gyeonggi-do, and Chungcheong-do. The data were analyzed with factorial analysis, multiple regression analysis, ANOVA, Cronbach's ${\alpha}$, etc., using the SPSS 12.0. The result of the study included: 1) Four factors of brand equity were identified: brand image, social reputation, quality, and brand awareness. 2) Brand image, quality, appropriateness, and brand performance of the domestic brands were higher than those of the imported brands. But brand awareness of the imported brands was higher than that of the domestic brands. 3) Brand preference of the domestic brands was affected by social reputation, quality, brand image, and brand awareness in order of significance. And brand performance of the domestic brands was affected by brand preference, appropriateness, price acceptability and distribution proximity in order of significance. 4) Brand preference of the imported brands was affected by brand image, social reputation, brand awareness, and quality in order of significance. And brand performance of the imported brands was affected by appropriateness, price acceptability, brand preference, and distribution proximity in order of significance.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2008.11a
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• pp.357-362
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• 2008

The brand is getting more important purchase factor in apartment market, so domestic construction companies have tried to differentiate it from others using the unique brand image. The purpose of this study is to investigate consistency brand images as a process which includes publicity, design and customer service and to analyze how using intergrated brand image affects brand preference and purchasing intention. To examine hypotheses, empirical study survey questionnaire for consumers who reside in 4 different brand apartments in Dongtan, Hwasung city is conducted. The results of the study are expected to become the useful data in developing sustainable apartment brand and building the marketing strategy of construction companies.

• The Research Journal of the Costume Culture
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• v.14 no.2
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• pp.177-191
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• 2006

The purpose of this study was to analyze the signification system between logo and brand concept systematically in sportswear brands. For this purpose, 37 apparel brands focused on sportswear brand were selected and the results of the study were following : First, the sportswear brands that symbolize a specific sports used a related supplies such as a golf ball or tennis ball, etc to express sports or concept that pursuit each brand. Second, the sportswear brands used the brand logo that represent or symbolize a specific animal, plant and natural world to express a strong spirit of sports and active energy. Third, the sportswear brands used the word mark or symbol that design a brand name in dynamic or speedy typeface to represent a speed and progressive spirit of sports. Fourth, the sportswear brands used the symbols that represent a concrete object, person such as a mast, shield, etc to emphasize the brand concept. Fifth, the sportswear brands used the symbols of a graphic or geometric style to represent the special quality of brand in type.

• The Research Journal of the Costume Culture
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• v.16 no.2
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• pp.369-381
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• 2008

The objectives of this study are to observe the theoretical background of brand extension, to compare & analyze the cases of brand extension in Domestic and abroad based on the existing studies to present the characteristics of brand extension strategies, and to contribute to the establishment of marketing strategies of brand portfolio for the globalization of national brands. As for the methods of research, literature review and case study were combined. As a result of the case analysis, fashion business possessing a lot of brands have powerful competitiveness when they consider the brands as one unit and manage them with definition and insight to produce mutual synergy. Given that brand environment is being complicated and diversified with market segmentation, brand extension, various product groups, numbers of competitors, and complex distribution structure, the hierarchical structure of brand may have even more significance as a strategy.

• Asia Marketing Journal
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• v.18 no.1
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• pp.55-73
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• 2016

With continuous news headlines related to patents in the public media, awareness of patents' value is spreading, and patents are valuable not only to a firm but also to consumers. Therefore, this study makes an effort to explore the theoretical mechanism of the effects of patent infringement litigation (PIL) on customers. More specifically, this study examines the influence of PIL on customer-based brand equity (CBBE) and brand innovation image (BII). Based on this study's findings, PIL's outcomes directly affect BII, which in turn indirectly affects CBBE. That is, people will evaluate a winning brand as a highly innovative brand, which contributes to higher brand equity. However, in regards to PIL's direct effect on CBBE, there are some differences between Apple and Samsung. In the case of Apple, the winner image positively affects only one dimension of CBBE, brand loyalty, while for Samsung, the plaintiff's image negatively affects brand loyalty.