• The Research Journal of the Costume Culture
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• v.22 no.4
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• pp.640-653
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• 2014

The purpose of this study was to investigate the effect of store attributes on brand equity of and brand attitude toward Korean SPA brands. Data were collected from women living in Seoul in ages from 18 to 39 with purchasing experience at Korean SPA brands. A total of 554 questionnaires were used in the statistical analysis including factor analysis and structure equation analysis. The results were as follows: For store attributes, 8 factors were extracted: product assortment, fashionability, price, quality, store environment, service, convenience in location and advertisement. Two factors, brand awareness, brand image were extracted for brand equity, and brand attitude was derived as a single dimension. Product-related store attributes such as product assortment, price, quality have positive effects on brand awareness, brand image and brand attitude. Other attribute such as store environment has positive effect on brand awareness and brand image, Attribute such as advertisement has positive effect on brand awareness and service, convenience in location have positive effect on brand attitude. Moreover, brand image and brand awareness have positive effect on brand attitude. These results indicate the product-related attributes are important factors to consider for improving brand equity and brand attitude for Korean SPA brands.

• Journal of Distribution Science
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• v.16 no.1
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• pp.17-27
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• 2018

Purpose - The purpose of this study is to practically analyze the effect of the brand equity of Korean food companies in Vietnam on the brand attitude and purchase intention of Vietnamese consumers. Research design, data, and methodology - In total, 240 subjects were examined in this study. The collected data were analyzed using statistical programs SPSS 21 and AMOS 21. The credibility of the variables was examined using the exploratory factor analysis, and confirmatory factor analysis. The hypothesis was examined through the structural equation model analysis. Results - It is proven that brand image and perceived quality are accepted, and the brand awareness is rejected from the hypothesis that "the brand equity has a positive effect on the brand attitude". However, the brand image and brand awareness are accepted, and the perceived quality is rejected from the hypothesis that "the brand equity has a positive effect on the purchase intention". Conclusions - The following are the conclusions of the study. First, among the components of brand equity, the brand image is confirmed to positively affect both brand attitude and purchase intention. Second, high brand awareness does not necessarily lead to positive brand attitudes of the consumers. Third, The brand image appears to positively affect the brand attitude and purchase intention. However, the awareness of consumers of a brand does not directly lead to positive consumer attitudes.

• Journal of Fashion Business
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• v.20 no.6
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• pp.135-147
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• 2016

Online supporters are the group of people selected by companies for the online promotion of their products or services and focus on generating messages that are conducive to stimulating hands-on experiences with companies' products and services to create advertising effects. This study examined how reviews offered by blogs operated by fashion brands' online supporters influence consumer's brand attitudes and purchase intentions. Specifically, this study examined how brand awareness and directions of review messages influences consumers' brand attitudes and purchase intentions. This study employed a 2 (brand awareness: high awareness vs. low awareness) ${\times}$ 3 (review direction: one-sided positive, two-sided positive & negative, one-sided negative) between-subject factorial design. In total, 180 respondents participated, thus garnering 30 responses for each of the six conditions. The results of two-way ANOVA revealed the significant main effect supporters' review message direction on consumers' brand attitudes and purchase intentions. Two-sided messages were rated high for brand attitude and purchase intention compared to one-sided positive or negative or positive directions. The interactions between brand reputation and message direction were significant for brand attitude, but not for purchase intention.

• Asia Marketing Journal
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• v.16 no.1
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• pp.169-193
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• 2014

The earlier studies have verified that brand values have significant impact on financial values such as stock return and stock price to justify marketing costs for brand building. Except for Mizik and Jacobson (2008), however, little research has addressed what kinds of brand components composing brand values have a significant relationship with financial values. As a follow-up research of Mizik and Jacobson (2008), this research focuses on what kinds of relationships exist between the unanticipated change of each brand asset component and stock return, one of the financial values. The authors selected six brand asset components from the Korea-Brand Power Index(K-BPI) data in which 'Top of Mind,' 'Unaided Awareness,' and 'Aided Awareness' are brand awareness measures and 'Image,' 'Purchase Intention,' and 'Preference' are brand loyalty measures. Out of those six brand components, they found that unanticipated changes of 'Top of Mind,' 'Unaided Awareness,' 'Image,' and 'Preference' have significantly positive effect on unexpected stock return change. Therefore, they conclude that these four brand asset components provide incremental information in explaining unanticipated stock return.

• Journal of Distribution Science
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• v.21 no.7
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• pp.11-20
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• 2023

Purpose: The development of e-commerce in the marketplace is becoming a big trend, but there is a handful of research about the unique characteristics of e-commerce. Online distribution has several differences from offline, such as consumer approach, payment, and product assortment. In addition to the relationship between quality factors and e-commerce satisfaction, this study research how brand awareness affects consumer satisfaction and which quality factor affects brand awareness. Research design, data, and methodology: This study conducted a survey on 457 customers using top online shopping malls. As for the analysis method, multiple regression analysis to verify the mediating effect. Results: All quality factors and brand awareness affect consumer satisfaction. Among the quality factors, only price, payment, and delivery had an effect among the four factors. As a result of verifying the mediating effect of brand awareness in the relationship between online shopping mall quality factors and consumer satisfaction, price, payment, and delivery showed mediating effects. Conclusion: Online shopping mall satisfaction affects the satisfaction of brand awareness consumers perceive aside from consumers' direct experience. The result showed that price, payment, and delivery were significant in the relationship of quality factor and brand awareness of an online shopping malls.

• Journal of the Korean Society for Aviation and Aeronautics
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• v.21 no.2
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• pp.47-61
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• 2013

A concession business at Incheon Int'l airport has achieved a huge success since its grand opening of 2001. However the duty-free market became matured due to downtown duty free stores and on-line stores. Thus this paper tried to research and suggest strategic planning of VMD at Incheon airport's duty-free after analyzing the relationship among the components of duty-free store's VMD, brand awareness, brand image and customer's loyalty. Components of VMD are constructed in harmony, attractiveness, trendiness and Trust, which are independent variables. In addition, brand awareness and brand image are chosen as control variables. Customer loyalty is also designated as a dependant variable. Focusing those variables, this paper tried to find out the effect of VMD components to brand and consumer loyalty. According to the research result, it is proven attractiveness and harmony have a significant positive impact on brand awareness and brand image. It is also found out brand awareness and image have a positive impact on passenger's loyalty on duty-free stores at Incheon airport.

• Korean Institute of Interior Design Journal
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• v.26 no.2
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• pp.45-54
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• 2017

Recently, cosmetic shops play important roles in effectively delivering brand identity to customers. As a most effective mean to deliver brand identity to customers, a shop becomes the space to sell and buy brand image. This study divides brand identity into external identity as a space and internal identity as a brand philosophy with analysis of brand identity structure. To do this, the study proposition that brand awareness is high when there is high conformity between brand identities and survey to five Korean domestic cosmetic manufacturers that have a flagship store has been conducted to prove the proposition. With oneway Analysis of Variance on the survey, the result that the conformity between group's brand identities has significant relationship with brand awareness has been drawn. The findings are as followings; The spatial expression elements that have the strongest effects on the conformity between brand identities are facade, logo and sign, spatial image, fixtures image, symbolic sculpture and programs in order. For spatial elements, colors, shapes and materials have effects on conformity between brand identities in order. With analysis of spatial elements and their colors, shapes and materials, it is shown that all brand colors are used. In addition, brand conformity is emphasized with shapes and materials as well as colors. Futhermore, the brand awareness is improved when emphasis with such spatial elements is repeated in continuous manner. Also, the higher brand identity got, the higher brand awareness went up.

• Fashion & Textile Research Journal
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• v.8 no.6
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• pp.647-654
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• 2006

The purpose of this study is to identify the differences among goods attribute and brand awareness on fashion brand type. we were intended to suggest characteristics of each consumer group by identifying the differences of consumers' purchasing activities. 672 of consumers by brand who frequently purchase casual brand were chosen for the analysis according to common brand classification of national brand, private brand and no brand. For the purpose of data analysis, we performed factorial analysis of measuring tools and credibility test. Concerning the differences of goods attribute, brand awareness by brand type, MANOVA, ANOVA was employed, complimented with Sheffe-test as a post hoc test in case of occurrence of any differences by group. The findings from the analysis are described in the following. Regarding goods attribute by fashion brand type, there existed a significant difference between brand types in all the sub factors of goods attribute such as product attribute, shop attribute, and price attribute. Especially, the difference of product attribute is much more significant in the areas of material suitableness, product assortment, aesthetic expression, size & quality, clothing maintenance, and clothing comfortableness. In case of shop attribute, there was a significant difference between groups in all the factors such as shop environment, convenience of shopping, sales promotion, service quality of sales clerk, location, and shop reputation. Concerning price attribute, we found a significant difference between groups in the factors of price value, price reasonableness, price information, and economical efficiency of price. As for the difference of brand awareness by brand type, among other factors, brand value had a difference between groups; that is, private brand was found to obtain the highest brand value awareness.

• Journal of Distribution Science
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• v.16 no.12
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• pp.23-31
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• 2018

Purpose - The purpose of this study was to set brand awareness and brand image as independent variables from Keller's (1993) definition of brand equity and to analyze whether those variables have an influence on customer satisfaction and customer loyalty with perceived quality and value as mediator variables. Research design, data, and methodology - Data is collected through questionnaires from 200 of responders. Survey respondents were young people who use convenience stores. Questionnaires were tested in October 2017. SPSS and AMOS were used for structural equation as an analysis method. Results - The analysis results specified above can be summarized as follows: 1) Brand awareness had statistically significant influence on perceived quality and perceived value; 2) Brand image had a positive (+) influence on perceived quality and had no significant influence on perceived value; 3) Perceived quality and perceived value had a significant influence on customer satisfaction, and customer satisfaction had a statistically significant influence on customers' repurchase intention. Conclusions - Brand awareness and brand image had an influence on young consumers' decision-making process for purchasing PB food products. Convenience stores have to focus on developing food products with brand awareness and brand image more suitable for satisfying consumer preferences.

• Journal of the Korean Society of Costume
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• v.65 no.8
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• pp.22-34
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• 2015

This study was intended to investigate the influences of consumer's self-monitoring, pioneer brand awareness, types of endorsers on quality perception of "me-too" brands with a focus on outdoor brands. The design of this research was comprised of 2 types of self-monitoring(high vs. low), 2 types of pioneer brand awareness(high vs. low), 2 types of endorsers(professional expert vs. typical consumer). The study was carried out by using samples from residents of Seoul and Gyeonggi area. The number of subjects used in the final analysis totaled 243, with age of the consumers ranging grom 20's to 50's. The results of this study were as follows. Self-monitoring, pioneer brand awareness and types of endorsers had shown a statistically significant correlation effect on the quality perception of me-too brands. Especially, in the high-level self-monitoring group, the effect of pioneer brand awareness on quality perception of me-too brand was significant when typical consumer model was given. The result presents that using a professional expert model in the market rather than a typical consumer model can offset the quality perception of pioneer brand with low awareness.