• Journal of Digital Convergence
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• v.15 no.12
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• pp.255-263
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• 2017

Recently, cause marketing is more focused as one of key brand positioning strategies, which in turn leads that more companies are interested in cause marketing. In this study, we focused on two different types of cause marketing, named as public-volunteered cause marketing and corporate-driven cause marketing. A field study using an actual brand explored the effect of cause marketing type and brand authenticity on purchase intention toward the target brand. Moreover, we examined the moderation and moderated mediation of brand awareness. As our results showed, the corporate-driven cause marketing had a positive impact both on brand authenticity and purchase intention in the low (vs. high) brand awareness condition. However, the effect of public-volunteered marketing on purchase intention and brand authenticity did not vary depending on brand awareness. To increase the effectiveness of the cause marketing, the results suggest that the public-volunteered cause marketing would be more effective than the corporate-driven cause marketing.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.9
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• pp.427-438
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• 2020

This study aims to analyze and confirm brand awareness' role in influencing the repurchase intention both directly and indirectly on customer satisfaction variables and repurchase intention variables. The contribution brought by this study is to reflect manifest variables such as recall, purchase, and consumption. The number of respondents in this study was 200 samples using the online survey data collection method (Google form), while the research approach is quantitative explanatory. The data analysis test tools include the Structural Equation Modeling (SEM) approach with AMOS as a statistical data analysis software and Sobel test to indirectly test the relationship. This study consists of four hypotheses, of which three hypotheses are positively and significantly related (brand awareness on repurchase intention, brand awareness on customer satisfaction, and customer satisfaction on repurchase intention). Through indirect relationship, namely, brand awareness on repurchase intention through customer satisfaction, the study showed no significant effect. In a comprehensive way, this study emphasizes the factor of customer satisfaction as a determinant of consumer loyalty and repurchase intention. Therefore, creating optimal customer satisfaction, service excellence, promotion and massive advertising, guaranteeing the safety and ease-of-use apps, and ease of shopping, especially for e-commerce industry, is a serious concern.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.4
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• pp.503-514
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• 1998

The purpose of this study was to develop a large representative data base for jeans marketing strategy This study was to survey brand features(launching year, launching company, design concept, sales volume, and price zone) in the current market, and was to examine brand awareness and it's relationship to segmented distribution regions, demo- graphic variables(sex, age, monthly household income, and seasonal clothing expenditure). This study was also to analyze brand image and consumer's seeking image. The 660 questionnaires were distributed and 618 reliable ones were used for statistical analysis. A SAS statistical package including frequency table, Chi-square test, factor analysis, analysis of variance(ANOVA), Duncan's multiple range test and paired-t test was used. The results are as follows: 1. Brand awareness involves "brand recall" based on asking a person to name the brand recalled first, and "brand recognition" based on asking to identify brand name from 30 given brands. The result of recall brand test indicated that Levi's was dominant brand. People recognized about 70.8% of brands on the average. Brand recognition was influenced by segmented distribution region and demographic variables. 2. There was significantly positive relationship between brand recognition and purchasing behavior. 3. National brands were more recognized than Licensed brands. 4. The result showed that "Nix" was best represented for sophisticated brand image, "Strom" for characteristic, "Jambangee" for resonable price, and "Levi's" for classic '||'&'||' comfortable brand image. 5. As a result of factor analysis on consumer's seeking image, six factors(characteristic, young, intelligent/sexy, comfortable, exotic and popular) were found. Several factors had a relationship with preferred design, demographic variables, fashion interest, and brand recognition. variables, fashion interest, and brand recognition.

• Asia Marketing Journal
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• v.21 no.2
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• pp.99-115
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• 2019

Branding strategy is important in the hyper-competitive luxury industry. In digitalized market environments, it is critical for luxury brands to transfer their established brand equity from the offline market to the online market. The purpose of this study is to examine the causal relationships between offline brand equity (i.e., brand awareness, brand image, and perceived quality)toward online consumer responses, including satisfaction and loyalty, in the context of luxury brands. In addition, this study investigates the moderating effects of offline brand trust on the relationship between offline brand equity and online satisfaction and loyalty. Data was collected via online surveys. For empirical validation of the proposed hypotheses, a structural equation modeling technique was employed. The results show that offline luxury brand awareness, brand image, and perceived quality have a positive effect on consumers' online satisfaction. Also, offline brand image has a positive effect on online consumer loyalty. The results indicate that there is a significant moderating effect of offline brand trust on the relationship between brand image and e-loyalty. The results of the present study provide implications for luxury brand managers and retailers to develop effective online sales strategies.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.1
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• pp.116-131
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• 2022

This study used text mining to analyze big data to understand consumers' demand for and perceptions of fashion masks. Based on the text-mining analysis results, a survey was conducted with those living in Korea to investigate the influence of consumers' mask selection criteria on mask brand awareness and purchase intention for fashion masks. "Fashion mask" and "functional mask" were used as the keywords in a text-mining analysis, and an online survey of 242 respondents was conducted. The analysis results were as follows: First, the text-mining analysis extracted commonly appearing words that had a high frequency and TF-IDF, such as "COVID-19," "fashion," "celebrity," "antibacterial," and "filter." This confirmed that during the COVID-19 pandemic, consumers have demanded masks that are both functional and fashionable. Second, among consumers' mask selection criteria, trend and design had positive effects on face-mask brand awareness. Third, face-mask brand awareness had a positive effect on the purchase intention for both brand and fashion masks, and the purchase intention for brand masks had a positive effect on the purchase intention for fashion masks.

• Journal of Digital Convergence
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• v.18 no.6
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• pp.411-418
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• 2020

The purpose of this study was to examine the influence of actor awareness on advertising effect, and to find out whether there is a moderation effect between actor awareness and perceived fit of PPL brand and drama. For this purpose, this research conducted an experimental study through the treatments. A total of 452 participants attended to the experimental study and responded to the questionnaire. As a result, the awareness of the actor did not affect the ad attitude, but it influenced the brand attitude significantly. The perceived fit between PPL brand and drama influenced both the ad attitude and brand attitude significantly. The interaction of actor awareness and perceived fit was significant in ad attitude but not in brand attitude. In addition, purchase intention increased as the attitude toward ad and brand was positive. The purpose of this study is to contribute to establishing a PPL profit strategy for web dramas by examining the relationship between actor awareness and advertising effects, and the moderating effect of perceived fit between PPL brand and drama.

• Journal of the Korean Society of Costume
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• v.52 no.2
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• pp.1-17
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• 2002

The Traditional Look, a class of fashion, represents image based on British aristocratic authenticity and cultural heritage as unchangeable and lasting classic fashion style. And recently, it keeps up with the trend of modern and young consumers' desire by putting various images. The purpose of the study is to investigate the concept, image and present market condition and to analyze degree of consumers' brand awareness of Traditional brand in pursuit of developing new market and ensuring power between competitive brands. From above work, surveyed on degree of brand awareness and interest, preference, associable image and purchase factors coming from consumers. 606 data were analyzed with SPSS package. Frequency, Factor analysis, one-way ANOVA, Multiple response, and correlation were applied. The results of this study were as follows. 1. Traditional brand has a high degree at consumers' brand awareness but comparatively lower at interest in it. In band name, while the Burberry has the highest brand awareness, the Polo and the Hunt take first and second position in a purchasing rate. Brand preference has tendency to be concentrated on certain brands showing the outstanding highest degree like the Polo in the 20s, and the Burberry in the 50s in aspect of age structure. 2. In associable image of Traditional brand, it is associate with noble image as dignified, classical and intellectual with itself strongly among practical, individuality, confidential and noble image. 3. As the purchase factors of traditional brand products, it depends on mainly the reliability and esthetic factors like design and quality rather than ostentatious and practical factors. 4. Associable image except individuality image is correlated with the purchase factors of traditional brand.

• The Journal of Industrial Distribution & Business
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• v.9 no.10
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• pp.7-14
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• 2018

Purpose - This paper want to confirm whether the guilty consciousness moderates the relationship between luxury brand awareness and purchase intention. The purpose of this study is to clarify the effect of buying intention of counterfeit luxury brand and to increase intention of purchase of genuine brand. Research design, data, and methodology - This study was analyzed using SPSS 19 and SPSS Macro. An internal consistency analysis was performed to verify the reliability of the measuring instruments and Pearson's miniscule correlation to examine the correlation of variants. In addition, the data were averaged to perform regression analysis and to see the control effects of guilt, and the significance of the control effect was verified using SPSS Macro. Results - The first hypothesis that the perception of luxury brands will have a positive effect on the intent of buying counterfeit luxury brands was found to be significant. Next, a hypothesis was also established that the sense of guilt would have a significant moderating effect on the relationship between the recognition of a luxury brand and the intention of buying a counterfeit brand. Conclusions - The study expanded the study of counterfeit brand names by making an empirical check on the effects of brand awareness and guilt for the first time in the research done so far.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.3
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• pp.447-458
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• 1999

The purpose of this study was to analyze jeans market faced with economic difficulties to provide jean's maker with a large representative data base for jeans marketing strategy. This study surveyed jeans market and analyzed brand awareness. brand image and consumer's seeking image for 700 young adults. The 700 questionnaires were distributed at the five locations(Opkujung Shinchon Munjungdong, Shinrimdong '||'&'||' Suwon) and 656 reliable ones were used for statistical analysis. A. SAS statistical package including frequency table factor analysis. analysis of variance. and Duncan's multiple range test was used. The results are as follows : 1. Brand awareness involves "brand recall" based on asking a person to name recalled first and "brand rcognition" based on asking to identify brand name from 30 given brands. The result indicated that "Levis" was dominant for brand recall and Guess was dominant for brand recognition. 2. Regarding the brand image the result showed that "Vov" was best represented for sophisticated '||'&'||' trendy brand images "Storm" for characteristics brand image "Jambangee" for reasonable price '||'&'||' comfortable brand images and "Levis" for classic '||'&'||' design/color brand images. 3. As a result of factor analysis on consumer's seeking image six factors(characteristic/gay, intelligent/sexy, feminine/sophisticated , active/functional, cute/young, simple/comfortable) were found. Several factors had a relationship with demographic variables and preferred design. 4 Many young adults favored following design details ; low waist relaxed thigh with straight leg and long length up to the end of shoes. Also they preferred basic pocket to cargo pocket and simple logo accessories to metal ones.simple logo accessories to metal ones.

• The Journal of the Korea Contents Association
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• v.12 no.2
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• pp.439-452
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• 2012

This study is to analyse which tourism marketing communication influences on the tourism destination brand equity. Three factors of advertising, publicity, and the words of mouth of tourism destinations were set as tourism marketing communication in order to understand effects of tourism marketing communication on tourism destination brand equity, and tourism destination brand equity was deducted as three factors of brand awareness, brand image, and brand loyalty in order to understand each influential relationship. As a result of empirical analysis, advertising and publicity of tourism destination have positive influence on brand image and words of mouth about tourism destination has positive influence on all brand awareness and brand image. Brand awareness and brand image both have significant effect on brand loyalty, and it was verified that words of mouth about tourism destination among factors of tourism marketing communication has the highest influence.