• 한국경영과학회지
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• 제37권4호
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• pp.1-18
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• 2012

With the enormous growth and various applications of private brands, national brand manufacturers are confronted with a dilemmatic situation. That is, paradoxically, some manufacturers have come to produce private brands of retailers which are potential competitors to their own brands. This study reveals why manufacturers with their own brands let themselves do the consignment production of retailers' private brands although those private brands may become strong competitors of their own brands and then investigates the condition in which manufacturers may benefit from such consignment production. Through an analysis of a game theoretical model assuming a monopoly market, the present study presents the theoretical backgrounds and provides new insights about consignment production of manufacturer with its own brand for retailer's private brand. First, such consignment production can play a role in mitigating the loss in the consignee manufacturer's own brand sales caused by the private brand in the competitive environment. Second, the effectiveness of such role is affected by the quality of the private brand produced under consignment. In other word, only if the consignee manufacturer keeps the quality of the private brand low, the manufacturer can maintain the benefit from its own brand. In addition, a consigner retailer needs to consider the final objective of launching its private brand, when it chooses its consignee manufacturer of the brand. Finally, a manufacturer with its own brand may consider consignment production as not merely an unavoidable option compelled by a retailer's power but a reasonable strategic choice to reduce the risk from competition.

• 한국의류산업학회지
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• 제10권4호
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• pp.526-536
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• 2008

This study is to analyze and examine the relations of lifestyle, fashion behavior, and make-up behavior of post digital generation and to provide the basic data which help to establish and perform the distinctive marketing strategies targeting the post digital generation. Subjects were 1,460 male and female undergraduates who attend colleges or universities in Seoul, Busan, and Daegu. Average, standard deviation, MANOVA, and ANOVA were conducted using SPSS 12.0 statistic program. The results were as follows: The higher points the group got in all the subfactors regarding information seeking pursuit and sensation intention fascination pursuit, the higher points the group had in the subfactors of fashion behavior and make-up behavior. The group with higher fashionenjoyment pursuit appeared to seek after more brand price choice behavior, internet shopping purchasing behavior, fashion information source seeking behavior, and impulse buying behavior in the subfactors of fashion behavior as well as more self-satisfaction appearance orientation and fashion information buying orientation in the subfactors of make-up behavior. With the group in pursuit of more multi activities, not only were brand price choice behavior and fashion information source seeking behavior in the subfactors of fashion behavior sought after more, but self-satisfaction appearance orientation and fashion information buying orientation in the subfactors of make-up behavior were pursued more as well. The more interpersonal relations the group had, the more self-satisfaction appearance orientation and fashion information buying orientation in the subfactors of make-up behavior as well as the more brand price choice behavior, fashion information source seeking behavior, impulse buying behavior, other-regarding behavior and independent buying behavior in the subfactors of fashion behavior the group had.

• 대한가정학회지
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• 제44권12호
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• pp.105-115
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• 2006

The purpose of this study is to apply conjoint analysis to fashion product development. Conjoint measurement was undertaken on the traditional casual market, composed of Polo, Beanpole, Maru and Giordano brands. Product's attributes, such as brand name, price, country of origin and style, were selected as choice factors. Twelve profiles were used for full-profile stimulus cards method. Based on the importance and utility rates of the product attributes, preferences for the products currently in the market and simulated products were calculated. The results increased our understanding of the trends in traditional casual market and assisted in the preparation of marketing strategies for each brand.

• 한국의류학회지
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• 제34권2호
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• pp.252-265
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• 2010

Most luxury fashion brands have a strong brand identity and the product design characteristics of a brand are critical factors that influence brand identity. The design of products influence brand identity and play an important role in the choice by consumers in which brand to purchase. This study investigates the impact design characteristics of luxury brands on brand attitudes as well as purchase intentions in the examination of the differences in the impact influence by product category and consumer characteristics. The product design of brands was evaluated and measured by innovative and traditional characteristics. The product categories were divided into apparel, bags, shoes, and accessories. The consumer characteristics used in this study are fashion involvement, age, income, and the amount of money used for purchasing fashion products. Sample brands, Louis Vuitton, Chanel, Hermes, Burberry, and Gucci, were extracted from the Intel-brand's Luxury Brand Ranking 2008 and pilot tested for appropriateness. The data collected from 120 luxury consumers and 92 samples were statistically analyzed with SPSS 15.0, reliability test, factor analysis, ANOVA, frequency test, regression, and t-test. The findings are as follow. First, luxury brands were divided into two groups by innovative design characteristics and traditional design characteristics; innovative design characteristics show a significant influence on brand attitude and purchase intention. Second, only fashion related behavior factors among consumer characteristics became moderators when design characteristics influenced brand attitude and purchase intention. Third, the differences in purchase intention affected by design characteristics were found in bags, shoes, and accessories category. It is necessary for luxury brands to focus on innovative design characteristics and to specify the different needs of consumers through fashion related behavioral factors. This research will be useful to luxury brands in designing products and planning marketing strategies by offering specific information for luxury brand consumers.

• 한국의류학회지
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• 제32권3호
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• pp.373-384
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• 2008

The propose of this study is to explore if the clothing shopping orientation[CSO] of consumers differs between the two types of preferred store when they purchase casual wears. A total of 413 answers from male and female consumers in their twenties were used for the analysis. The types of preferred store were grouped by the brand fame. Department stores, brand agencies/sales branches, and outlets constituted wellknown brand store group, and shopping malls, no brand street stores, and discount stores constituted unknown brand store group. The results are as follows. First, there were no significant differences in CSO dimensions except 'well known brand oriented' dimension between groups. Second, each group showed proper fitness for CSO structure model. Third, the relationships among dimensions within structure model were significantly different between groups. These mean that though it looks there are no differences between groups at the level of each dimension, but there are differences in the view of specific relationships among dimensions. Therefore, store managers must consider the complex CSO structure for marketing strategy development.

• 한국조리학회지
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• 제13권3호
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• pp.137-147
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• 2007

This study aims to provide the preliminary information for developing a local marine product brand of Busan by investigating consumers' preference and behavior when they choose marine products. The results of the study confirm the importance of branding local marine products. Subjects think a brand of marine products plays an important role in their choice of marine products and has positive relationships with credibility, taste, price premium of products. The results also show that consumers' satisfaction with a marine product brand can be significantly influenced by its taste, package design, and price. When asked about developing a new Busan marine product brand, more than 80% of subjects answer that they are likely to purchase its products and even more respondents think developing a brand has a positive impact on the economy of Busan area.

• 농촌지도와개발
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• 제10권1호
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• pp.87-101
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• 2003

Recently, rice producers and related institutions have started to brand rice to increase sale. Despite such trend and the significance of rice branding to many parties including policy makers, no previous research has studied the relationship between consumers' psychological and socio-economic factors that underline consumer choice and judgment of branded rice. This paper discusses the variables related to branding through a survey based on 242 convenience consumer samples selected in Seoul metropolitan area in Korea, and presents the results and their implication for future research. The major findings are: 1) Consumers are reasonably well aware of rice-branding practices, and the main source of such information is in-store displays and packages, 2) It appears that consumers in general choose a rice brand based mainly on its taste and nutrition, and 3) the perceived difference among rice brands differs depending on some consumer characteristics. The perceived differences among rice brands in taste and in nutrition are relatively high for brand-loyal consumers and high-income consumers respectively. The perceived difference among rice brands in brand reputation is also relatively high for young, low-income, and brand-loyal consumers.

• The Journal of Asian Finance, Economics and Business
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• 제7권4호
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• pp.235-245
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• 2020

The study seeks to identify factors affecting the choice of a university by first-year Business Administration students in Vietnam. Probability sampling is using Stratified sampling of 500 students from five private universities in Ho Chi Minh City surveyed by convenience sampling. This paper employs mixed research methods - measuring Cronbach's Alpha, EFA, Regression and using PATH model - to test the hypotheses of the research model. The results of the study identify five factors: Prestige, Geographical location, Facilities, Attractiveness of the field and Media. All these factors have a positive influence on the standing of the university brand. It means that the higher the Prestige, Geographical location, Facilities, Attractiveness of the field and Media, the higher the university brand. The results indicate that Geographical location is the most influential factor to enhance the private university's brand. Bringing Geographical location is, thus, advisable to enhance a university standing. The brand plays a determining role in students' trust when selecting a university. Media is still the top concern of new students when they choose to study at a university. Media still remains an important consideration for new students when choosing a university. So, this factor should be utilized by universities to enhance their attractiveness.

• 한국경영과학회:학술대회논문집
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• 대한산업공학회/한국경영과학회 2004년도 춘계공동학술대회 논문집
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• pp.75-80
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• 2004

The study analyzes about brand image's effect and change when customers purchase product. Purpose of this study suggests how to influence that brand image come up to product purchase to cosmetic customer . Consumers compare with product and trademark when they select product. Consumers evaluate dissatisfaction and satisfaction about goods that they choose through comparison and analysis. Find the factor that decides consumer's choice. Give weight by the scores of each factor's relative importance. The purpose of this study is find various requirement of consumers and present efficient marketing activity through theoretical verification and actual proof analysis .

• 한국의류산업학회지
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• 제4권2호
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• pp.188-191
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• 2002

The hair designers are fashion leaders who affect hair color of people. Therefore, the purpose of this study is to give some tips to satisfy customers through surveying hair designers most like color and the criteria of products choice. To have practical result, I use survey method. I took 120 hair designers who work for Park Jun beauty salon for the survey data. Among these data, I used 103 for the final data of analysis. The results are following, male hair designers like natural brown and blue coral color for hair coating. In addition, they like black color for coloring. Female hair designers like much more various color, they like orange color for coating and natural brown for coloring. Hair designers much more satisfied for international brand goods in all criteria except price. All of hair designers have favorite goods for the quality and brand image. Therefore domestic brands need much more effort to improve quality and its brand image.