• Asia Marketing Journal
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• v.22 no.4
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• pp.1-25
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• 2021

This paper explores how the positive effect achieved when consumption value matches brand benefit can increase brand loyalty. Prior research on consumption value mainly focused on perceived value; these studies omit consumers' views of consumption value. Therefore, this study examines the effect of congruence between consumption values (functional, emotional, social, and ethical value) and perceived brand benefits (enabling, enticing, symbolic, and socially responsible benefits) on consumers' brand identification, trust, and loyalty. We find a positive effect on brand identification and brand trust when a consumer's value is similar to a brand benefit, particularly between functional value and enabling benefit, and ethical value and socially responsible benefit. However, congruence between consumption value and perceived brand benefit only had an indirect effect on brand loyalty by mediating brand identification and trust. This study provides a basis for implementing a marketing strategy to build brand assets and increase brand loyalty by providing consumers with the value they want in a diversified market.

• The Journal of the Korea Contents Association
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• v.16 no.5
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• pp.686-697
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• 2016

The present research investigates the reciprocal effects of a previous brand extension and follower brand extension's market performance on a parent brand of a follower brand's extension product using 2(previous brand extension's market performance: success vs. failure)${\times}$2(follower brand extension's market performance: success vs. failure) between-subjects factorial design. The verification of the hypothesis is composed through 2-way ANOVA. As a result, the consumers' evaluation of the parent brand of a follower brand's extension product when the follower brand's extension succeed was more positive when the previous brand's extension has failed. However, when the follower brand's extension has failed, the consumers' evaluation of the parent brand of a follower brand's extension product was more negative when the previous brand's extension has succeeded.

• The Journal of the Korea Contents Association
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• v.15 no.5
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• pp.455-463
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• 2015

As recently increased penetration of smart phones, branded applications(the brand app) via mobile are growing rapidly. Since these brand apps are being used as means of corporate marketing and sales, many consumers have been using them. However, there are few studies about brand apps. And it is also necessary to study about continuous use of brand apps because they are easy and free to download and remove. In this study, we analyzed how a variety of brand experience have impact on the brand apps' continuous use. As a result of this study, sensory, affective, behavioral, and intellectual experience as a brand experience affected brand commitment positively, and then the brand commitment had a positive impact on the degree of brand loyalty and continuous use intention. Eventually the more brand loyalty, the more continuous use intention of brand apps. That is, consumers' experience about a variety of brand apps makes customers' brand commitment and loyalty increase and keep customers using the brand apps consistently. Therefore, if companies let the customers have various experience through brand apps, they will have good marketing performance.

• The Journal of the Korea Contents Association
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• v.18 no.11
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• pp.38-46
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• 2018

This study is about brand design system development cases based on BX, focusing on research of JUNGGANEGOTGAN brand conducted from January 2018 to April. BX is a subjective and internal response of consumers arising from design stimulus including brand identity. BX design is brand-related stimulus based on brand experience and BX is generated when stimulant of brand design and consumers' contacting with brand are interacting. The most important thing of BX design system is that BX design system plays a very important role when consumers choose goods or services of some brand at the various touch points of brand in the process that consumers form the certain brand image. This study suggests the final completed brand design draft plan along with brand design system development strategy conducted about JUNGGANEGOTGAN based on BX design. As a result, modeling and associations of JUNGGANEGOTGAN brand experience design seem to be statistically meaningful (F=30.961, p<.001). Preferences of brand design is rated by modeling (=.443, p<.001), associations (=.218, p<.001) in order and it turns out to be affected.

• Journal of Distribution Science
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• v.18 no.10
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• pp.5-14
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• 2020

Purpose: Early morning delivery markets have grown exponentially in the last few years. This study aims to verify the effects of brand experience factors and brand personality factors of Market Kurly, a representative early morning delivery brand, on brand attachment and brand loyalty. Research design, data, and methodology: For this purpose, 204 ordinary people in their 20s and 40s who have experience in using Market Kurly were surveyed. 7 hypotheses were verified by using hierarchical regression analysis. Results: Affective experience, intellectual experience, and behavioral experience among brand experience factors had a positive effect on brand attachment. Also, brand personality-self-image congruence and brand personality-human brand congruence as brand personality factors had a positive effect on brand attachment. The brand attachment was identified as an important preceding factor to explain the brand loyalty of Market Kurly. Conclusions: When applying brand experience factors to the early morning delivery service context, each brand experience factor affected brand attachment and brand loyalty. The scope of research on brand personality-self-image congruence was expanded in that it considered both brand personality-human brand congruence and brand personality-self-image congruence. This study provides academic and practical implications by revealing that brand experience factors and brand personality factors can positively affect brand attachment and brand loyalty.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.10
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• pp.1058-1073
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• 2012

This study examines the effects of collaboration type and brand sensitivity on consumer responses toward fashion collaboration brands. For this study, six brands of fashion collaboration were selected by collaboration types: collaboration with same industry (Uniqlo-Jill Sander, H&M-Sonia Rykiel, and Levis-Jean Paul Gaultier) and collaboration with different industries (LG-Prada, Samsung-Armani, and LG-Levis). A selfadministered questionnaire was developed based on the literature that mainly included brand sensitivity, consumer response (brand association, brand values, and purchase intention), and marketing strategic elements in the context of fashion collaboration. For collecting the data, respondents were asked to choose and assess a previously purchased brand. A total of 299 usable data responses were obtained from Korean consumers aged from 15 to 40 years old. The consumer response toward the fashion collaboration brand consisted of four factors: Emotional value, perceived quality, symbolic value, and brand association. The results showed that the collaboration type had the main effect on emotional value, symbolic value, and purchase intention. Brand sensitivity had the main effect on brand association, emotional value, symbolic value, and purchase intention. There was also an interaction effect on emotional value. With respect to strategic marketing elements, product differentiation, premium pricing, and value pricing had partially positive effect on consumer responses; however, promotion had a negative effect on consumer responses (e.g., perceived quality, and emotional value). In addition, collaboration type or brand sensitivity moderated the effect of strategic marketing elements on consumer responses. This study discussed a managerial implication to develop a strategic brand alliance to manage brand equity in the fashion marketplace.

• Journal of Distribution Science
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• v.20 no.2
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• pp.11-18
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• 2022

Purpose: The purpose of this paper is to investigate the influence of brand equity on customer purchase decision (CPD) of products for retailers distribution (RB) in Ho Chi Minh city, Vietnam. There are five elements in the brand equity model such as brand awareness, brand association, brand loyalty, perceived quality, and pricing policy. Research design, data and methodology: Qualitative methodology was used for exploring the research model and variables. The survey was conducted to collect data from 251 respondents who bought products at RB in Ho Chi Minh city, which is based on a Likert scale. The collected data were analyzed with the reliability of the scale, exploratory factor analysis, and research hypothesis testing by SPSS 22. Results: The results obtained revealed that brand awareness, brand association, perceived quality, and pricing policy have a significant impact on CPD for RB. Furthermore, the results showed that perceived quality is the most significant component in influencing CPD at retailers. Conclusions: From the research results, some management implications that RB should focus on are perceived quality, choice of pricing policies and strategies, brand building and development to attract more customers as well as enhance its image to improve customers' purchasing decisions of products at retail distributors chain.

• The Journal of the Korea Contents Association
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• v.12 no.10
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• pp.499-509
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• 2012

The purpose of this paper is to conceptualize the brand of tourism resources and examine the effects of brand equity on brand loyalty focusing on the brand of tourism resources in cities and counties level. To this end, we reviewed the literatures and analysed 410 surveys from the 8 provinces. The results show that brand awareness and brand image of tourism resources have significant effects on brand preference, and brand awareness, image and preference have effects on brand loyalty measured by revisit and recommendation intention. However the one of most important results is the brand equity(awareness, image, preference) has partially significant effects on brand loyalty under the effects of visitor's satisfaction. Additionally, the positive effect of brand awareness on brand image is examined. More specific results and implications are provided.

• Journal of Navigation and Port Research
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• v.38 no.2
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• pp.177-184
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• 2014

Recently, brand equity is paid much attention in various industries. However, container liner shipping companies are still unfamiliar with this concept, and also the brand equity model has not been tested yet in shipping context. This study, therefore, aims to measure the relative importance of brand equity factors of container liner shipping companies by employing AHP (Analytic Hierarchy Process). This study concludes that perceived quality, in particular cost-related service quality, is the most influential factor of brand equity, while weak support is found for brand association. In addition to this, group comparisons were conducted between shipping companies, freight forwarders and academics. The results will be useful as they firstly define brand equity and its role in shipping context, highlighting the significance of brand management to container liner shipping firms. This evaluation is not an end in itself, but will eventually be utilised as a tool to build competitive advantage which cannot be easily imitated by competitors.

• Journal of the Korea Fashion and Costume Design Association
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• v.10 no.3
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• pp.37-46
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• 2008

The purposes of this article are segmenting consumers by brand attachment motives and discovering the differences among the segmented groups in relation to clothing involvement and clothing behavior (ready-to-wear satisfaction, brand loyalty, purchased items, and purchased places). The subjects of this study were male and female consumers, who were residents in Seoul, Korea. The data had been collected during May, 2007, and statistical analyses used for the study were factor analysis, cluster analysis, t-test, and chi-square test. The results showed that brand attachment motive is composed of two factors: brand personality/individuality expression and conformity/status improvement. Based on cluster analysis, there were two brand attachment motive groups: individuality expression and status improvement segments. T-test showed that brand attachment motive segments were significantly different in terms of clothing involvement and clothing behavior (ready-to-wear satisfaction, brand loyalty and purchased items). For example, the individuality expression group was more interested in clothing, was more satisfied with ready-to-wear clothing, had higher brand loyalty, and usually purchased casual wear. Meanwhile, the status improvement group had a higher perceived risk in clothing involvement, was less satisfied with ready-to-wear clothing, had a lower degree of brand loyalty, and preferred to purchase formal wear. The results implied that brand attachment motive is an important variable in market segmentation, in which specific marketing strategies should be implemented for each targeted consumers.