• Asia Marketing Journal
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• 제17권1호
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• pp.97-121
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• 2015

In this research, we examine whether and why temporal distance influences evaluations of two different types of brand extensions: concept-based extensions, defined as extensions primarily based on the importance or relevance of brand concepts to extension products; and similarity-based extensions, defined as extensions primarily based on the amount of feature similarity at the product-category level. In Study 1, we test the hypothesis that concept-based extensions are evaluated more favorably when they are framed to launch in the distant rather than in the near future, whereas similaritybased extensions are evaluated more favorably when they are framed to launch in the near rather than in the distant future. In Study 2, we confirm that this time-dependent differential evaluation is driven by the difference in construal level between the bases of the two types of extensions - i.e., brand-concept consistency and product-category feature similarity. As such, we find that conceptbased extensions are evaluated more favorably under the abstract than concrete mindset, whereas similarity-based extensions are evaluated more favorably under the concrete than abstract mindset. In Study 3, we extend to the case for a broad brand (i.e., brands that market products across multiple categories), finding that making accessible a specific product category of a broad parent brand influences evaluations of near-future, but not distant-future, brand extensions. Combined together, our findings suggest that temporal distance influences brand extension evaluation through its effect on the importance placed on brand concepts and feature similarity. That is, consumers rely on different bases to evaluate brand extensions, depending on their perception of when the extensions take place and on under what mindset they are placed. This research makes theoretical contributions to the brand extension research by identifying one important determinant to brand extension evaluation and also uncovering its underlying dynamics. It also contributes to expanding the scope of the construal level theory by putting forth a novel interpretation of two bases of perceived fit in terms of construal level. Marketers who are about to launch and advertise brand extensions may benefit by considering temporal-distance information in determining what content to deliver about extensions in their communication efforts. Conceptual relation of a parent brand to extensions needs to be emphasized in the distant future, whereas feature similarity should be highlighted in the near future.

• 한국의류학회지
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• 제41권2호
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• pp.362-377
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• 2017

This study examined the relationship between country-of-brand-origin perception and brand equity elements among Korean and Chinese male consumers. It also examined if there were differences between the two national consumers in the effect of country-of-brand-origin on brand evaluation. We analyzed survey responses from 414 Korean men and 393 Chinese men in their 20s-30s. Country-of-brand-origin perception was found positively related to brand awareness and brand image for both Korean and Chinese men in each group that selected domestic or foreign country-of-brand-origin. The results revealed a positive relationship between brand attitude and brand awareness as well as brand image for the two national consumers in each country-of-brand-origin selection group. The results indicated differences in the influence of brand image on brand attitude between these two male consumers in the group that selected the domestic country-of-brand-origin. The results also support the hypothesis on differences in the effect of country-of-brand-origin as well as brand evaluation between male consumers in the group that selected foreign country-of-brand-origin. This study has significant implications for fashion marketers, particularly when building brand equity by revealing country-of-brand-origin.

• 농촌지도와개발
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• 제22권4호
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• pp.385-393
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• 2015

This study is to develop evaluation indicator for brand self-diagnosis of agricultural management organizations and analyze importance weight to be used in the field. Self-diagnosis evaluation indicator of brand equity of agricultural management organizations were selected by brainstorming of brand specialists. As a result, six evaluation indicator of communication, organization, responsiveness, clarity, customer relations and quality control were selected. Importance weight of self-diagnosis evaluation indicator of brand equity of agricultural management organizations was analyzed by AHP(Analytic Hierarchy Process) and Fuzzy AHP. The results of Fuzzy AHP were as follows. Communication for 13.9%, organization for 6.5%, responsiveness for 9.9%, clarity for 7.7%, customer relations for 26.5%, and quality control for 35.5% respectively. In order to enhance brand equity of agricultural management organizations, first, cultivation guidelines should be set up to produce equal quality products among members. Second, quality levels need to be subdivided, brands and packages should be different by level. Third, persistent efforts to find new clients and distributors. Fourth, various efforts to maintain the existing excellent clients and distributors.

• Asia Marketing Journal
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• 제12권4호
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• pp.1-25
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• 2011

중화권 시장의 지속적인 성장으로 글로벌 브랜드들은 중화권 시장에 성공적으로 진입하기 위해서 다양한 노력을 기울이고 있다. 중화권 시장에 속한 국가들은 중국어를 공통적으로 사용하기 때문에 이 시장에 진출하려는 기업들은 영문 브랜드네임을 중문 브랜드 네임으로 전환해야 한다. 중문 브랜드네임에 대한 기존 연구들을 살펴보면, 중화권 시장에 진출한 글로벌 브랜드네임에 대한 사례분석에 초점이 맞추어져 있을 뿐 브랜드가 제공하는 편익과 중문 브랜드네임 전환방식과의 관계를 실증적으로 검증한 연구는 부족한 실정이다. 따라서 본 연구는 영문 브랜드네임이 중문 브랜드네임으로 전환되는 방식에 대해 살펴보았으며, 브랜드컨셉에 따라 중문 브랜드네임 전환방식에 대해 중화권 소비자들은 다른 평가를 내릴 것이라 예측하고 이에 대해 실증적으로 검증하였다. 연구결과 중화권 소비자들은 기능적 브랜드 컨셉제품의 경우 음운과 의미가 반영된 음운어의론식 전환방식에 대해서 가장 호의적으로 평가하였으며, 다음으로 의미가 반영된 의차식 전환이 호의적인 평가를 받았다. 반면에 상징적 브랜드 컨셉제품의 경우는 음운어의론식 전환방식을 가장 호의적으로 평가하였으며, 다음으로 음운이 반영된 음차식 전환에 대해 호의적으로 평가하는 것으로 나타났다. 실증결과를 토대로 글로벌 브랜드를 담당하는 브랜드 매니저들에게 자사 브랜드가 중화권 소비자들에게 제공하는 목표 편익에 따라서 중문 브랜드네임 전환방식이 달라져야 함을 제안하였다.

• 한국의류학회지
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• 제22권8호
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• pp.1122-1131
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• 1998

The purpose of this study was to examine the effects of brand-related and corporate-realted knowledge on brand-name extension and corporate-name extension, respectively in fashion market. Here, it is designed into three types of brand and corporate awareness; 1) Higher brand awareness and corporate awareness, 2) higher brand awareness and lower corporate awareness, and 3) lower brand awareness and higher corporate awareness. For this study, questionnaires were administered to 700 single women in twenties. The questionnaires were designed to measure evaluations of brand-name extension and corporate-name extension and brand-related and corporate-related knowledge in terms of familiarity, use experience, self-assessed knowledge, evaluation of attributes and attitude. Employing a sample of 621 women, data were analyzed by Multi-Regression analysis. Major findings of this study are summarized as follows; 1) In level of higher brand and corporate awareness, the evaluations of brand-name extension were influenced by corporate-related knowledge such as brand use experience, evaluation of brand attributes and brand attitude. Also, the evaluations of corporate-name extension were influenced by both brand-related knowledge such as brand attitude and corporate-related knowledge such as use experience of product awareness and lower corporate awareness, brand-related knowledge such as evaluation of brand attributes and brand attitude was identified as the important factor in the evaluations of brand-name extension. 3) In level of lower brand awareness and higher corporate awareness, corporate-related knowledge such as attitude toward corporate was identified as the important factor in the evaluations of corporate-name extension.

• 한국조리학회지
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• 제13권3호
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• pp.187-198
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• 2007

Some problems are presented that Korean restaurants in jeonju area don't keep ancient fame, taste and tradition. Therefore, this thesis intends to positively analyse the evaluation of Korean restaurants' menu quality to activate Han brand, centering on Jeonju area. The findings of the study are as follows: First, this thesis named the items of analysis menu quality factor, menu quality evaluation factor, Han brand activating factor. Second, it analysed confirmative factor of menu quality evaluation and found that conformity was $x^2=67.143$, df=14, GFI=0.968, AGFI=0.917, RMR=0.056, NFI=0.902, CFI=0.962. It means that the measure of item variables was selected appropriately. Third, it constructed a menu quality evaluation model of Korean restaurants in Jeonju area and verified hypotheses, such as menu quality factors and their influences on menu quality evaluation, menu quality evaluation factors and their influences on activating of Han brand, and menu quality factors and their influences on activating Han brand. It verified the relations, and, as a result, found them to be positive(+) and selected all of the hypotheses.

• 패션비즈니스
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• 제7권2호
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• pp.37-54
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• 2003

This study is about the effect of original brand on the evaluation of extended brand in the policy of an enterprise's extending its brand. More specifically, this study investigated to see whether the customers' attitude toward original brand has effect on an extended brand and the width and similarity extent of the brand extension affect a brand which is not similar when another brand is extended. The summary of the demonstrative analysis results are as follows: 1. If the attitude toward original brand becomes more positive, the evaluation of the extended brand will become more positive as well. 2. If the attitude toward original brand becomes more positive, the width of a brand extension will become wider. 3. If customers' attitude toward a original brand is positive, their attitude toward an extended brand will be positive as well although the extended brand is not similar to the original brand. This study proved it is possible for brands to be extended from a original brand under the influence of the original brand even though they are weak in their similarity to their original brand unlike the existing theory which was skeptical about the extension of a brand which is low in its similarity to its original brand and that the success of the extension of a brand does not depend upon its similarity to its original brand.

• 한국의류학회지
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• 제38권6호
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• pp.873-886
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• 2014

This study conducted a survey on jean pants that targeted males in the 20s in order to select preferred brands for skinny jean pants. Preliminary data for the pattern development of skinny jean pants was presented through functionality evaluation, appearance evaluation and pattern analysis. The results were as follows. 1. The result of survey targeting males in the 20s to select the design and brand name of jean pants showed that skinny jean pants were selected as the most favorite type of jean pants to wear; in addition, non-brand products and brand names such as Uniqlo and Levi's were also preferred. 2. The result of functionality evaluation showed that L brand received a high score in all items except for items regarding the knee circumference and mid-thigh circumference, S brand received a high score as well as a low score, and N brand received a low score in general. The result of appearance evaluation showed that L brand for the waist height and waist circumference, N brand for the brand crotch circumference, posterior crotch length and knee circumference, and S brand and N brand for the length of pants were preferred. 3. The result of pattern measurements analysis from the result of functionality evaluation showed that L brand provided a large pattern measurement for the waist height, L brand provided less ease due to small pattern measurements for waist circumference; in addition, N brand for the knee circumference and mid-thigh circumference were preferred. 4. The analysis result shows that a ease of 5cm based on the belly band which is 3.5cm below the belt width is proper for the waist circumference when designing a skinny jean pant pattern and 4cm for the hip circumference and 32.5cm for the ease of crotch circumference are proper, -0.4-0cm for the ease of mid-thigh circumference and knee circumference in consideration of human body measurements; therefore, 80.1-80.5cm for inseam as the length from the crotch height to the leg length, 25.7cm for vertical hip length and 53.0cm for crotch length are proper.

• 한국의류학회지
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• 제30권8호
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• pp.1210-1221
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• 2006

The strength of the PB(Private Brand) is that it can eliminate intermediary in the distribution channel and thoroughly control the quality under its own name. This study has developed traditional studies on private brand proneness in approaching data processing and empirical point of view of a consumer's attitude buildup process on PB through 'recognition-attitude-action(behavioral attitude)'. The subjects of this study are consumers in their $20s{\sim}40s$ who are main customer groups of PBs. A screening process has taken place to select consumers with purchasing experiences of retailor PBs. The data is analyzed by 'Structural Equation Modeling' of Amos 5.0 to verify consumer attitude formation model on private apparel brand. The results generated from this study are as follows: First, the proposed consumer attitude model on private apparel brand consists of store evaluation, experiential product evaluation, cognitive product evaluation, hedonic attitude, utilitarian attitude and purchase intention. Second, not only positively influence on utilitarian attitude but hedonic attitude can arouse positive emotional reaction of a consumer. Third, the store evaluation is ahead of the product evaluation because PB is more related to the image of a store. The influence of the store on PB is relatively stronger when compared with NB.

• 한국의류산업학회지
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• 제11권2호
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• pp.252-261
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• 2009

The purpose of this study was to investigate the influence of female university students' cosmetic purchase motivation on cosmetic attribute evaluation and brand repurchase intention. Questionnaires data of 202 female university students who had purchase experience of cosmetic product in recent 6 months through off-line were analyzed. The results are as follows. First, situational purchase motivation had a positive impact on extrinsic and economic attributes. Second, intrinsic purchase motivation had a positive impact on extrinsic, utilitarian, aesthetic, and economic attributes. Third, hedonic purchase motivation had a positive impact on extrinsic attribute. Fourth, aesthetic attribute had a positive influence on brand repurchase intention and extrinsic attribute had a negative effect on brand repurchase intention. Therefore, when cosmetic companies dealing with female university students' cosmetic product establish marketing strategies, they need to pay attention to aesthetic attribute evaluation and intrinsic purchase motivation to highten their brand loyalty.