• 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.

• Asia Marketing Journal
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• v.15 no.4
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• pp.161-186
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• 2014

There are many cases of rebranding and its numbers are growing. However, rebranding is still under research in the academic field, and there is no guideline on the effective way to change brand name. The objective of this paper is to integrate two inconsistent predictions from categorization theory and schema incongruity theory: a negative linear relationship (categorization theory) versus an inverted-U-shape relationship (schema incongruity theory) between brand name incongruity and consumer evaluation into one framework. Specifically, this study examines how the effect of incongruity between an existing brand name and a new brand name (hereafter called "brand name incongruity") on the new brand name attitude differs depending on a consumer's individual characteristics (need for cognition). The experiment demonstrates that consumers with a high need for cognition show a better attitude towards a new brand name when the brand name was rebranded moderately incongruent compared to congruent or extremely incongruent. Thus, the experiment demonstrates that there is an inversed U-shape relationship between brand name incongruity and new brand name evaluation for consumers with a high need for cognition. On the contrary, consumers with a low need for cognition show a better attitude towards a new brand name when the brand name is rebranded congruently compared to incongruent conditions (moderate incongruity and extreme incongruity). This result indicates that there is a negative linear relationship between brand name incongruity and new brand name evaluation. Key theoretical and managerial implications of the present study are as follows. This study integrates two alternative views of research on incongruity evaluation into one framework by demonstrating that need for cognition moderates the relationship between brand name incongruity and consumer evaluation. This present study provides a conceptual basis for understanding consumer evaluation towards a new brand name. Next, though rebranding is a very important decision making of brand management, there is no guideline on how to change a brand name. The findings of this research can suggest which degree of change is optimal when rebranding in order to utilize and strengthen existing brand equity. More specifically, when our target customer has high need for cognition, moderately incongruent rebranding can be optimal, whereas for those with low need for cognition, rebranding in accordance with existing brand name will be optimal.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.3
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• pp.480-494
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• 2016

This study focuses on influential relationships for consumer's cognition about sponsorship, consumer-brand relationship, brand equity, customer satisfaction and customer loyalty. To accomplish it, a questionnaire survey (answered by 600 males and females over the age of 20) was conducted by an Internet Research Company from October $5^{th}$ to $20^{th}$ in 2011. The results of the analysis were: First, consumer's cognition about sponsorship consisted of sponsorship interest, sponsorship importance, sponsor-sponsorship suitability, and sponsorship expectation. Consumer-brand relation consisted of personal attachment, trustful relationships and commitment relationships. Brand equity for golf wear consisted of three factors (brand awareness, brand image, perceived quality). Customer satisfaction and customer loyalty consisted of one factor. Second, the commitment relationship was influenced by sponsor-sponsorship suitability, sponsorship interest, sponsorship importance and sponsorship expectation. However, personal attachment was influenced by only sponsorship interest and sponsorship expectations. The trustful relationship was influenced by all factors of consumer cognition, except sponsorship interest. Customer loyalty was influenced by consumer's cognition about sponsorship, consumer-brand relationship, brand equity and customer satisfaction. The leverage of consumer-brand relationship and consumer's cognition for sponsorship was notably larger than others.

• Journal of the Korean Society of Costume
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• v.66 no.8
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• pp.1-13
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• 2016

The purpose of this study was to analyze the effects of comparative advertisement brand typicality and need for recognition in outdoor apparel market. This study was created with a mixed factorial design of 2 (Advertisement types: Comparative advertisement vs. General advertisement) X 2(Brand Typicality: High Brand vs. Low Brand) X 2 (Need for Cognition: High vs. Low). The results of this study are as follows: First, it was shown that comparative advertisement had a greater positive influence on attitudes toward advertising intentions in comparison to general advertisements. Second, while comparative advertisement was more effective than general advertisement for outdoor apparel brands with low typicality. Third, consumers with higher need for cognition showed a preferred attitude toward advertising intention when met with comparative advertising in contrast to general advertisement. Fourth, when consumers with higher needs for cognition were exposed to advertisement for brands of lower typicality, there was higher positive influence on the attitudes toward advertisement intention with comparative advertisement in comparison to general advertisement. This means the comparative advertisement may be effective for the new garment brand or the garment brands having low typicality to secure the cognition quickly from the consumers having high need for cognition.

• 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.

• The Journal of the Korea Contents Association
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• v.9 no.8
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• pp.341-349
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• 2009

This study compares the relative effectiveness of affective factor(Ad attitude) and cognitive factor(Brand cognition) on brand attitude among three ad types - direct comparative, indirect comparative, and noncomparative ads. The results showed that in direct comparative advertising context the brand cognition is dominant in determining brand attitude. In indirect comparative advertising context brand cognition is also dominant in determining brand attitude, but the difference is less than direct comparative advertising. In noncomparative advertising context the ads attitude is dominant in determining brand attitude. According to research outcomes, it could be said that direct comparative advertising is more effective than indirect comparative advertising.

• Fashion & Textile Research Journal
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• v.17 no.1
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• pp.74-81
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• 2015

This study explored the degree of cognition, purchasing experience and attitudes towards SPA brand attributes. This study examined the differences in variables and demographic characteristics against appearance interest groups. A questionnaire survey collected data from November $1^{st}$ and $15^{th}$ 2012. The convenience sample was drawn from females between the ages of 20 and 39 who lived in the Daegu and Gyeongbuk regions of South Korea. A total of 255 responses were complete and usable questionnaires. Data were tested through factor analysis, t-test, and ${\chi}^2$ test using SPSS 21.0. The results show that there were significant group differences in the cognition and purchasing experience of SPA brands and the attitudes towards SPA brand attributes. The high appearance interest group was more aware of SPA brands and evaluated SPA brand attributes more positively and bought more SPA brand products than the low appearance interest group. The high appearance interest group showed that domestic brands were excellent in low price among brand attributes but foreign brands were relatively excellent in various design and store display. There was a significant difference in educational level between appearance interest groups; however, there were no significant differences in age, marital status, and income level group. This study contributes to basic information for the SPA brand buying behavior research field and apparel industry marketing strategy by analyzing the relationship among appearance interest, cognition, SPA brand purchasing experience and SPA brand attribute attitudes.

• Journal of Digital Convergence
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• v.11 no.5
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• pp.385-394
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• 2013

Recently, as the healthcare market is globalized, the importance of the information on the Internet has been recognized. In this study, the analysis by research model with hypothesis that benefit sought factors of health tourism have a positive effect on behavioral intention of destination selection through tourism brand equity by internet information was carried out. As a result of analysis, benefit sought factors like as health and beauty did not have a positive effect on brand cognition and perceived quality but benefit sought factors like as service and nature had a positive effect on brand cognition and perceived quality. However, benefit sought like as experience did not have a positive effect on brand cognition and perceived quality. And brand equity like as brand cognition and perceived quality had a positive effect on behavioral intention. Thus, according to the results of these hypotheses, policies that foster health tourism in Jeju region will be followed based on product development that considering the importance of the existing service and cognition.

• Fashion & Textile Research Journal
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• v.19 no.2
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• pp.166-179
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• 2017

Fashion industry have been emphasizing on eco-friendly business to enhance their public image. Due to the lack of consumers' awareness and experience of eco fashion advertising, this have resulted in adverse outcomes. Therefore, it is required to develop eco fashion advertisement that meets the public interest of Koreans. This study aims to obtain practical implications which can be applied to further eco fashion advertising. The study examines the public opinion towards eco fashion using Twitter as big data analysis and the protracted implication was provided to consumers as consumer vocabulary to see the advertising effect of consumer vocabulary. In addition, this study focuses on the environmental claim types to identify the most effective advertisement in eco fashion. The results are as follow. Associative claim types had a more positive influence on advertising attitude than substantive claim types. Substantive claim types had a more positive influence on brand cognition than associative claim types. In addition, the moderating effects of consumer vocabulary on advertising attitude and brand cognition were supported in substantive claim types. Advertisement attitude shows positive effects to both brand cognition and brand attitude. It has been proved that brand cognition leads to positive influence towards brand attitude and brand attitude eventually increases consumers' urge to buy products. This study has implication when providing a guideline for eco fashion advertisements.

• Journal of the Korea Fashion and Costume Design Association
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• v.4 no.3
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• pp.33-42
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• 2002

The purpose of this study was to find out criteria for classifying fashion brand from consumer point of view in order to develop strategy of fashion brands and to manage brand effectively and systematically, and to suggest theoretical frame for application of these criteria. Survey was used as a research method. Subject were 422 age of 20-30 women living in and near Seoul. Questionnaires was developed to based on 37 classification criteria, and SPSS package program were used to analyze data. The results of this study were as follows: First, factor analysis considering 37 classification criteria identified 8 factors as classification criteria. They were the level of brand form, the level of product concept, the level of management item, the level of brand sales ability, the level of customer management, the level of brand advertizing and awareness, the level of brand value, the level of product lead ability. Second, the most important factor was the level of customer management, but comparatively factor of the level of brand sales ability the level of brand value was less important. Third, consumer cognized difference of criteria for classifying fashion brands. And the level of product lead ability was the most important factor in women's wear category and the level of brand form was in general casual wear category.