• Journal of Digital Convergence
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• v.10 no.3
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• pp.71-78
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• 2012

In this study, we tried to find the moderating effect as an interaction between brand concept variables and thinking style variables as well as the main effect of each. To this end, the inner wear bradns, CalvinKlein(symbolic concepts) and bodyguard(functional concept), as two parent brands and wallets as an extension product were selected. The results of this study were as follows: (i) Extension evaluation as well as fit judgement based on brand concepts was higher in symbolic brand than functional brand. (ii) The holistic thinkers were higher in fit judgement and expansion evaluation than the analytic ones. (iii) In case of symbolic brand, there was little differences in fit judgement and expansion evaluation between holistic thinkers and analytic thinkers. But In functional brand, there was some differences relatively. So, we found the interaction effect between variables in fit judgement and expansion evaluation. We can expect this research result to be helpful in working out diverse and practical marketing strategies using existing brand concepts in the global market environments.

• The Research Journal of the Costume Culture
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• v.16 no.5
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• pp.910-923
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• 2008

This study investigated the difference in the influence of shopping orientations, attributes evaluation, and benefits sought on brand loyalty between Korean and American consumers within a clothing purchase context. Questionnaires were administered to 237 Korean consumers and 184 American college students who had purchase experience of casual wear in recent six months through off-line. The results were as follows. First, the hedonic shopping orientation had a positive impact on brand loyalty in both groups, whereas efficient shopping orientation had a positive impact on brand loyalty in American group. Second, the aesthetic attribute had a positive impact on brand loyalty in both groups, whereas utilitarian attribute had a positive impact on brand loyalty in Korean group. Third, brand value benefit sought had a positive impact on brand loyalty in Korean group and body expression/complement had a positive impact on brand loyalty and economic benefit sought had a negative impact on brand loyalty in American group.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.8
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• pp.1218-1227
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• 1999

Consumer evaluate the jeans product by price brand and store because these cues be surrogate indicator that could infer the product quality. But we need to confirm if depending on these cues were rational and this is the goal of this study. method of the study was based on theoretical and empirical study. For empirical study experiments by the subjects among students of Ewha Womans University were done by using jeans as stimulus,. Data was analized by ANOVA factor analysis grouping analysis F-test Pearson's correlation duncan Test and etc 571 data was analyzed of the 600 data. The results of this study are as follows : Evaluation on jeans product were different even though they were exactly the same jeans. Therefore we could confirm the bias by price brand store when consumer evaluate jeans product. Cues like price brand store effected significantly the evaluation of jeans. Quality perception of jeans was most favorable when evaluation cues were combined with high price famous brand and high prestige store. Value perception was favorable when combined with famous brand and high prestige store but value perception on high price became lowe. Purchase intention correlate with value perception and it shows same format with value preception. The most important cue of all three was store the next was price and then brand. These three cues effect the evaluation of jeans product seperately and together.

• Fashion & Textile Research Journal
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• v.13 no.3
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• pp.353-363
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• 2011

The purpose of this study was to deduce factors organization of brand equity for the exclusive imported brand by Department Store and to analyze it's influence on the performance. Subjects for the quantitative study, quota sampling was adopted in the areas where the subject brands were in place, and 452 questionnaires (141 of hands-on staff, 311 of consumers) were analyzed. The data were analyzed by using factors and reliability analysis, the independent sample t-test, and multiple regression analysis. The results were as follows; 1. The examining the effect of asset evaluation attributes of imported brands(GAP, ZARA) monopolized by certain department stores on business achievement and consumer attitude, it turned out that business achievement in hands-on staff's asset evaluation in view of business entity had meaningful difference according to the contract types of the brand, and that business achievement according to hands-on staff's evaluation and consumer attitude according to consumers' evaluation were different according to the brand asset value. 2. The examining the effect of consumer attitude according to consumers' evaluation, it turned out that preference had meaningful effect on both store preference and intention of re-purchase, while as to ZARA, image had meaningful effect on store preference and intention of re-purchase, and reliability on store preference.

• Knowledge Management Research
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• v.12 no.5
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• pp.89-100
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• 2011

Both industrial interest and academic research are increasingly focusing on the need to institute a business environment whereby Corporate Social Responsibility (CSR) assumes a major role. It is suggested that four kinds of responsibilities constitute total CSR: economic, legal, ethical, and philanthropic responsibilities. Consumers tend to obtain positive perceptions toward the companies which collectively or partially fulfill these responsibilities. Moreover, the company image transfer process is the influence of consumer attitudes toward certain brands on overall evaluation of the company. To understand the image transfer process, we examine the influence of CSR level evaluation on overall brand evaluation in China, where active competitions among global brands exist.

• Journal of Distribution Science
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• v.16 no.11
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• pp.57-64
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• 2018

Purpose - As the importance of salesperson attitudes and behaviors enhancing customer perception and loyalty have increased, many retail companies put emphasis on internal marketing activities. The issue also has captured the interest of academics, but most of the previous research tends to be limited to investigating antecedents of salesperson job satisfaction and commitment. Based on the consumer-brand relationship concepts, this study aims to examine the effects of the salesperson-brand relationships on customers' service evaluation and store loyalty. Research design, data, and methodology - In a structural equation model, it is hypothesized that salesperson brand identification influences salespersons' brand trust and affect, which are the two dimensions of consumer-brand relationships. Salespersons' brand trust and affect are expected to increase salespersons' customer orientation, which in turn influences customers' service evaluations and store loyalty. To test this hypotheses a set of data collected from department stores in Seoul is utilized. Results - First, it was found that salesperson brand identification is a significant antecedent to salespersons' brand trust and affects, the two dimensions of salesperson brand relationships. Second, salespersons' brand trust and affect were found to enhance salespersons' customer-oriented behaviors. Third, salespersons' customer orientation showed a significant effect on customers' service evaluation. When a salesperson makes more effort to provide useful information for fulfilling customer needs, customers evaluate the salesperson's service more positively. Finally, customers' service evaluation had a positive impact on customers' store loyalty. Conclusions - This study provides significant academic and practical implications. First, based on the theory of consumer-brand relationships, the concept of salesperson-brand relationships was introduced and found to be an effective motivator of salespersons' customer oriented attitudes and behaviors. Therefore, the two dimensions of brand relationships, brand trust and affect, should be considered as the critical factors both in developing theoretical research and improving long-term company performance. Also, internal marketing activities should focus on maximizing employees' brand identification. That is, retail companies need to put emphasis on sharing their brand values and personality with internal customers to strengthen the brand relationships with salespersons and to enhance customer responses.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.7
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• pp.953-964
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• 1999

The purpose of this study was to analyze the effectiveness of negative appeal ads taking social problems as their themes. Two social problem ad themes concerning abortion and drug addiction were selected as stimulus. Questionnaires consisted of questions about affective response cognitive evaluation consumer's characteristics(sex, clothing involvement social problem involvement) and the ad and brand attitudes They were distributed to 200 high school students in Seoul. Results were : 1 The affective response consisted of 4 dimensions(negative inactivating activating positive) and the cognitive evaluation had 3 dimensions(utility·persuasive power creativity awareness) 2. Creativity and awareness dimensions and the ad attitude had positive influence on the brand attitude for the abortion theme ad,. Creativity dimension and consumer's clothing involvement had positive influence on the brand attitude for the drug addiction theme ad . Especially the affective response had no significant influence on the brand attitude. This result suggests that in case of negative appeal ads the affective response does not necessarily degrade the brand attitude while positive cognitive evaluation on creativity and awareness of the could influence the brand attitude favorably through raising attention to the brand resulting in high effectiveness of the ad.

• Journal of Information Technology Services
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• v.19 no.4
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• pp.1-11
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• 2020

Through text mining, sentiment analysis, and semiotics analysis, this study aims to reinterpret the meaning of user emotional words and related words to derive strategic elements of brand and design. After selecting a local car manufacturer whose user opinion on the brand is a clear topic, web-crawl the car comments of the manufacturer directly created by the users online. Then, analyze the extracted morphology and its associated words and convert them to fit the marketing mix theory. Through this process, propose a methodology that allows consumers to supplement and improve brand elements with negative sensibilities, and to inherit elements with positive sensibilities and manage brands reasonably. In particular, the Map presented in this study are considered to be fully utilized as information for overall brand management.

• The Research Journal of the Costume Culture
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• v.12 no.5
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• pp.805-818
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• 2004

The recent interests of the 'brand equity' concept as the essential subject in the brand management and control sector has induced the fashion marketers to evaluate the fashion brand equity. Thus this study conducted a survey on the consumers that were aware of three national shoes brands(Kumkang, Esquire, and Elcanto) and analyzed the results using SPSS 11.0. The research results were as follows. First of all, factor analysis was carried out to find out the elements of brand equity that customers put emphasis on three national shoes brands(Kumkang, Esquire, and Elcanto). Four important brand equity elements were found such as individuality, brand/corporate awareness, satisfaction, and price benefits. Secondly, regression was executed to find out more important brand equity elements that influence the customers. Among them individuality was considered as the most important element, followed by brand/corporate awareness, satisfaction, and price benefits. Finally Kumkang was found out to have the highest brand equity, followed by Esquire, and Elcanto based on the customer's evaluation.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.7
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• pp.1203-1214
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• 2001

This study is to analyze the competition structure and the brand image in underwear market, and to examine the relationships between brand preference and evaluation criteria on purchase among the age of 20's females. The samples are composed of 591 females aged 20's in cheong-ju city. For data analysis, MDS, AVOVA, t-test were used. The results of this study are followed as; Brand group I [BYC·Try·Vicman] was positioned on the dimensions of casual/classic image, brand group II [BodyGuard·DonandDons·schaolphio·x-zon] was positioned on the dimension of casual/fashionable image, and brand group III [Wacor·Venus·Ravora] was posiotioned on the dimension of elegant image. Brand preference in group III was the highest, and brand preference had significant difference by age, occupation, and education level. Customers who prefer the group I evaluated useful and management attributes the most and customers who prefer the group II, considered economical and esthetic arributes for purchasing underwaer. Also, customers who prefer the group III, evaluated the esthetic appreciational quality, the functional quality, and the brand-symbolic quality. Also, the influence of advertisement is most effective to purchase underwears. A main source of information is the broadcast medium such as TV or radio. The main store types on purchase were types like a department store and underwear special store.