• Fashion & Textile Research Journal
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• v.7 no.5
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• pp.519-526
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• 2005

The major aim of this study was to find out the influence of brand previous knowledge, previous brand attitude, perceived quality on VMD cognition and attitude. Eight brands were selected as experimental stimuli brands for this study. A total of 320 questionnaires were obtained from college students living in Daegu. Using factor analysis, each of brand previous knowledge, previous brand attitude, perceived quality, VMD attitude were extracted one factor.VMD cognition were divided into 5 factors; Coordination, Attractiveness, Fashionability, Fitness, and Functionality. The results revealed that previous brand attitude and perceived quality affected VMD cognition and VMD attitude, while brand previous knowledge did not affect VMD cognition and VMD attitude. Therefore, when companies related to fashion investigate the effect of VMD, they should consider the previous brand attitude and perceived quality of their brands.

• Human Ecology Research
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• v.60 no.4
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• pp.645-665
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• 2022

This study aimed to understand the effect of the characteristics of the influencer of public officials and the characteristics of internet live broadcasting in China on the brand image of local agricultural products, purchase intention, and word-of-mouth intention. A survey was administered to Chinese consumers who had purchased local agricultural products after watching live broadcasts on the internet by influencers of government officials. A total of 317 questionnaires were collected and the data were analyzed using SPSS 26.0 and AMOS 28.0. The key results were as follows. First, regarding the characteristics of the influencer of public officials, reliability, attractiveness, and expertise had a positive effect on the brand image of local agricultural products. Second, among the characteristics of internet live broadcasting, interaction and information had a positive effect on the brand image of local agricultural products, but entertainment did not. Third, the brand image of local agricultural products had a positive effect on purchase intention and word-of-mouth intention. Finally, the mediating effect of local agricultural brand image was evident in the reliability, attractiveness, and expertise characteristics of the influencer of public officials and purchase intention and word-of-mouth intention. Finally, the mediating effect of local agricultural brand image was evident in the interaction and information characteristics of internet live broadcasting and purchase intention and word-of-mouth intention.

• 한국HCI학회:학술대회논문집
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• 2009.02a
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• pp.841-845
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• 2009

The aim of this study is to analyze the unique framework of Hong Kong brand and compare it to Seoul through examining the process of developing city brand visual identity, which is top-down. As Asian cities, the processes of developing their city identity system to be strong city brands have taken outstandingly different steps between two cities. Hong Kong has the strongest tourism attributes modernity, stability, attractiveness of tourism attributes. Hong Kong has the most competitive power. Korea is the least one. Hong Kong has made it as a good example of a city brand and proved it through tourism statistics which are one of visible branding results. Apparently, it gives us constructive suggestions to consider its steps for developing city brand identity.

• Culinary science and hospitality research
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• v.22 no.8
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• pp.122-134
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• 2016

This study was conducted to examine what effect was produced on brand attitude and purchase intention by consumer attitude towards the visual merchandising of premium supermarket made using self-reported survey method during 1 Jun 2016 to 14 Jun 2016 as perceived by consumers who have experience in purchasing a product in premium supermarket located in Seoul. Result findings are follow. First there was significant influence between consumer perception and brand attitude (${\beta}=0.157$, p<.001) for harmony, ${\beta}=0.111$ (p<.01) for attractiveness, ${\beta}=0.639$ (p<.001) for suitability, and ${\beta}=0.146$ (p<.001) for trend), but credibility didn't have any effect on brand attitude. Second, according to the results of making a regression analysis in order to analyze an effect that brand attitude had on purchase intention, the brand attitude had a significantly positive (+) effect on purchase intention (${\beta}=0.818$, p<.001). Third, the influence on purchase intention by consumer attitude towards the visual merchandising of premium supermarket was verified (${\beta}=0.181$, p<.001) for attractiveness, ${\beta}=0.520$ (p<.001) for suitability, ${\beta}=0.325$ (p<.001) for trend), and the harmony and credibility didn't have any effect on purchase intention in current study.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.1
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• pp.76-89
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• 2013

The exploration of the interaction effect among the components of attractiveness is impossible; therefore, this study uses an indirect estimates approach with multiple scale items that can measure the interaction effect among the components of attractiveness to solve the problem of direct estimates. Previous studies focused on intra-store type competition as their subjects; subsequently, this study dealt with intra-store type competition as well as inter-store type competition in the competing and selecting activities among fashion retailing stores with different business models (such as department stores, road brand stores, discount stores, outlets and internet shopping malls). This study suggests a generalized model for shopping attractiveness of stores and proposes a fashion retailing store type attractiveness (FaRSTA) model instead of a simple relative importance between store selection standards.

• Journal of Distribution Science
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• v.20 no.11
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• pp.61-69
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• 2022

Purpose: Technological developments make the business competition even tighter. Digitalization makes it easier for business people in their efforts to encourage the formation of consumer buying behavior because of the availability of effective and efficient means of delivering information to be used to make purchasing decisions. The purpose of this study was to determine the effect of E-Wom and Website Attractiveness on E-Trust and Purchase Decision of online sales on Instagram with innovation acting as a moderating variable. Research design, data and methodology: This research sample is 170 Instagram users who have made online purchases from the local fashion brand. This research is quantitative explanative with data collection using questionnaires and analysis techniques using the Structural Equation Modeling (SEM) approach using AMOS. Results: The results showed that E-wom had a significant positive effect on Purchase decisions. Web Attractiveness has no significant effect on Purchase Decision. Ewom has a significant positive effect on E-trust. Web Attractiveness has a significant positive effect on E-trust. E-Trust has no significant effect on purchase decisions. Conclusions: Innovation can moderate the effect of E-trust on Purchase decisions. Purchase Decisions can be influenced by E-wom and E-trust, but not Web Attractiveness.

• Fashion & Textile Research Journal
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• v.13 no.2
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• pp.215-225
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• 2011

The purpose of this study is to identify the differences in persuasive effectiveness of visual merchandising according to merchandise class. For the experiment, 8 stimuli brands were selected. A total of 360 questionnaires were obtained from college students. The results were as follows. First, VM cognition were divided into 3 factors by confirmatory factor analysis: coordination, attractiveness, and function. Second, coordination and function had a positive effect on brand attitude. Third, brand attitude had a positive impact on brand loyalty. Fourth, it was revealed that merchandise class had a moderating role in the influence of VM cognition on brand attitude. This study has a meaning in that the theoretical extension of previous studies on VM was executed and demonstrated the moderating role of merchandise class when brand attitude was formed by VM cognition.

• Knowledge Management Research
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• v.14 no.1
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• pp.73-94
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• 2013

Customer's purchase state consists of purchase inertia and variety-seeking. As the growing brand familiarity triggers the increase of brand attractiveness, customers purchase state will be of inertia. However the excessively growing brand familiarity ignites the decrease of brand attractiveness. Followingly the purchase state will be tend to plunge into the variety-seeking state. The main topic of this study is to validate the asymmetric formation of customer's purchase states between inertia and variety-seeking. In order to follow up the main topic, this article introduces a model to freely describe the velocity of value changes depending upon the purchase states. This model will help overcome the limitation of the past studies having been based on the symmetric value changes. Based on this approach marketer will be able to decide the timing of sales promotions. This research utilized local telecommunication carrier's database of smartphone application purchase/download records. This database was collected from two years (2009 and 2010) span, the time when the smartphones started commodifying in Korea whilst most of the past studies had used purchase data of maturity stage products. From this approach utilizing the introduction stage data in the product life cycle, the probability of brand choice depending upon the purchase state on the early-stage can be probed. Moreover, this study tries to expand the research methodology from the other areas of research by knowledge sharing. Here this study introduces the methodology of section-aggregated multinomial logit to simultaneously estimate the parameters that were included in the plural multinomial logit functions while the plural functions were inter-connected. This adoption of section-aggregated multinomial logit model procedures from the computerized statistics areas is expected to nourish the marketing research for more precise analysis and estimation of effects of marketing activities.

• The Journal of the Korea Contents Association
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• v.11 no.2
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• pp.385-396
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• 2011

The purpose of this study was to investigate contents identification and brand community identification on the brand community. Analysis was performed for the empirical study where important variables of this framework included attractiveness, similarity, intimacy, information quality, contents identification, and community identification, loyalty. I collected the 184 data through survey and analyzed them. The data were recorded and analyzed using the SPSS 14.0 and LSREL 8.30. The brief findings of the study were as below: Given the finding of the study, users who have contents identification directly don't affect on purchase loyalty. Therefore, company intensifies users' visiting community. Users who consistently visit community have purchase loyalty. Existing studies on online brand community is a study for the identification. This study identified the dimensions of the content attribute of the content identification and brand community identification were examined by questionnaires. Accordingly, the company operating the brand community to provide more useful suggestions.

• Journal of the Korean Applied Science and Technology
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• v.38 no.2
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• pp.579-586
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• 2021

This study aimed to identify the influence of soccer star's human brand on attitude and attachment to the club, providing the importance and implications of brand management of star players in the club. Therefore, a non-face-to-face mobile survey was conducted from January 14 to March 5, 2021, and a total of 348 copies of data were used for the final analysis. Data processing used the SPSS (ver.21.0) program to conduct frequency analysis, internal consistency and exploratory factor analysis, correlation analysis, and multiple regression analysis. The main results of this study are as follows. First, the human brand of a soccer star has been shown to influence the attitude of the club in the order of ethicality, attractiveness, and differentiation. Second, the human brand of a soccer star has been shown to influence the attachment of the club in the order of ethicality, attractiveness, and differentiation.