• 무역학회지
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• 제42권5호
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• pp.43-69
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• 2017

본 연구는 소비자의 브랜드 글로벌성 인식(Perceived brand globalness: PBG)과 브랜드 속성 평가 간의 관계를 확인하고, 이러한 관계에 대해 인과관계에 관한 사고방식의 차이가 미치는 조절역할을 살펴보았다. 인과관계에 대한 사고방식은 상호작용주의와 성향주의로 구분된다. 개인주의 문화는 인과관계에 대한 사고방식이 성향주의인 경향을 보이고, 집단주의 문화는 상호작용주의인 경향을 보인다. 인과관계에 대한사고방식의 차이에 따라 브랜드 글로벌성 효과가 달라진다는 것을 확인하기 위하여, 집단주의 문화를 대표하는 한국인 대학생 표본과 개인주의 문화권 학생 표본을 대상으로 설문조사를 시행하였고, 이를 통해 수집한 결과를 실증 분석하였다. 분석결과, 소비자가 브랜드의 글로벌성을 높게 인식할수록, 브랜드의 품질, 명성, 가격에 대하여 높게 인식함을 확인하였다. 또한 인과관계에 대한사고방식이 성향주의인 개인주의 문화권 학생들보다, 상호작용주의인 한국인 대학생에게서 브랜드 글로벌성 인식이 브랜드 품질 인식과 명성 인식에 미치는 긍정적 효과가 더 크게 나타났다. 반면 가격 인식에 대한 브랜드 글로벌성 효과는 한국인 대학생과 개인주의 문화권 출신 학생들 사이에 유의한 차이가 나타나지 않았다. 즉 인과관계에 대한 사고방식은 브랜드 글로벌성 인식과 브랜드품질, 명성 인식 간의 관계에 조절역할을 하지만, 브랜드 글로벌성 인식과 가격인식 간의 관계에 조절역할을 하지 않는 것으로 나타났다.

• 한국의류학회지
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• 제34권4호
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• pp.673-685
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• 2010

This study evaluates the fitness of brassieres through size measurement, comparative pattern analysis, cross section map analysis, 3-D shape analysis number, and fitness evaluation with a focus on domestic and overseas brands. Experimental brassieres were selected as mold brassieres of 3/4 cup in 75A size that is considered a popular design. Brands of selected brassiere were 2 domestic brands (A, B), 1 licensed brand (C), and 2 overseas brands (D, E). Subjects were 8 women in their early 20's. Data were analyzed by descriptive statistics, analysis of variance, reliability analysis, and factor analysis. The results were as follows; the size and pattern of brassieres showed a difference by each brand even though brassieres are the same design. In the wearing effect of brassieres, overseas brand brassieres played a major role in the breast-up effect, but they were not appropriate for the somatotype of Korean women. Domestic brand brassieres showed the volume-up effect, that was confirmed by the increasing bust circumference, bust depth when subjects wore it. In addition, the licensed brand brassieres showed the correction effect of body shape. Therefore, when purchasing a brassiere, the most important condition is to consider the individual characteristics of the somatotype. The results of factor analysis through a functional evaluation show that wearing satisfaction, size satisfaction, and the position of the bust point were important factors for fitness satisfaction and purchase.

• 패션비즈니스
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• 제14권6호
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• pp.11-22
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• 2010

The main purpose of this research was to examine the linguistic characteristics of domestic men's formal wear brand name. Four linguistic characteristics of language type, combined structure type of language, word class, length of brand name were investigated in this research and also examined the difference between brand type. For sample selection, the 209 men's fashion brands were selected from '2009 Korea Fashion Yearbook' and then, 25 brands which could not collect proper informations about the brand name or naming were excluded. Among total 184 men's brand names, 66 men's formal wear brands were selected and studied. For data analysis, quantitative evaluation of the frequency and qualitative evaluation have been used. The result as follows.; (1) Seven language types were found in domestic men's formal wear brand names. English has been used the most, then followed by Italian and French. (2) For combined structure type of brand name language, the single word used the most, followed by separately combined word type, artificially combined word, and unified word type. (3) The most frequently used the type of word class was noun, and followed by phrase, adjective, and verb. In the noun type, 6 different types which expressed a person, concrete & abstract entity, place, acronym, and neologic were found. For phrase, only noun type was appeared, however, 6 out of 20 phrases were abbreviated type. All eight adjective brand names implied an attributive character of the brand such as 'Dainty' or 'Solus(Solo)'. (4) The long name used most and then followed by normal and short length of brand name. Looking by the number of syllable, 4 syllables appeared the most and then followed by 3, 5, 6, 2 & 7 showed the same rate, and 8 syllables. (5) The result which compared the difference according to each brand type showed a difference in its language type, language combined style, word class, but length of brand name.

• 복식문화연구
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• 제32권2호
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• pp.247-259
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• 2024

This study assessed the effectiveness of brand image communication on consumer perceptions of cruelty-free fashion brands. Brand messaging data were gathered from postings on the official Instagram accounts of three cruelty-free fashion brands and consumer perception data were gathered from Tweets containing keywords related to each brand. Web crawling and natural language processing were performed using Python and sentiment analysis was conducted using the BERT model. By analyzing Instagram content from Stella McCartney, Patagonia, and Freitag from their inception until 2021, this study found these brands all emphasize environmental aspects but with differing focuses: Stella McCartney on ecological conservation, Patagonia on an active outdoor image, and Freitag on upcycled products. Keyword analysis further indicated consumers perceive these brands in line with their brand messaging: Stella McCartney as high-end and eco-friendly, Patagonia as active and environmentally conscious, and Freitag as centered on recycling. Results based on the assessment of the alignment between brand-driven images and consumer-perceived images and the sentiment evaluation of the brand confirmed the outcomes of brand communication performance. The study revealed a correlation between brand image and positive consumer evaluations, indicating that higher alignment of ethical values leads to more positive consumer assessments. Given that consumers tend to prioritize search keywords over brand concepts, it's important for brands to focus on using visual imagery and promotions to effectively convey brand communication information. These findings highlight the importance of brand communication by emphasizing the connection between ethical brand images and consumer perceptions.

• 한국의류산업학회지
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• 제13권2호
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• pp.173-185
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• 2011

This study aimed to clarify the difference between consumers and hands-on staff in evaluation of the attributes importance of asset evaluation attributes and the relationship between difference from consumers and hands-on staff in evaluation of the attributes and the performance. Subjects for the quantitative research, 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 results were as follows; 1. The factors that hands-on staff and consumers regarded as most important as to asset evaluation attributes of department store-exclusive importation brands included preference and product quality in the order, and then image, recognition, reliability, and country of origin in the case of hands-on staff, and reliability, image, recognition, and country of origin in the case of consumers in the order. 2. As a result of examining the effect of the difference between hands-on staff and consumers regarding exclusive importation brands(GAP, ZARA) of certain department stores on business achievement and consumer attitude, it turned out that the smaller the difference between the two groups with regard to evaluation, the higher the business achievement and consumer attitude.

• 복식문화연구
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• 제22권2호
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• pp.209-224
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• 2014

This study aims to compare the ease of shirt patterns in the men's wear market that have been constantly developing, and to analyze the fitness and appearance through the 3D virtual try-on system. The study selected three industrial patterns and two educational materials of classic-fit and slim-fit shirts for a total of ten items. The experiments involved virtual wearing, a stress contact point perspective map, and appearance evaluations. First, the ease differed significantly in the chest, waist, and sleeve cap height according to the patterns. Second, based on the stress, contact point, and transparency, there was ease in the order of Nam, D-brand, J-brand, Park, and S-brand in the classic-fit shirts while the order of D-brand, Nam, J-brand, Park, and S-brand resulted in the slim-fit shirts. Third, in the appearance evaluation, higher points resulted in the order of J-brand, Park, S-brand, D-brand, and Nam in both classic-fit and slim-fit. The results showed that proper ease differs greatly by shirt-fit and target age. Also, the shirts with more ease tended to be evaluated less favorably in the appearance evaluation. Based on the results, the study suggests that the proper ease in chest circumference is 18cm for the classic-fit shirts and 6 cm for the slim-fit shirts.

• 마케팅과학연구
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• 제13권
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• pp.49-70
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• 2004

소비자들은 상표에 대하여 과거에 자신이 경험한 주관적인 감정반응을 기억하여 상표를 평가한다는 연구가 최근 제시되고 있는데, 기억감정이 상표평가에 사용되기 위한 조건에 관한 연구는 미흡하다. 따라서, 본 연구에서는 소비자가 상표를 평가하는 데에 기억감정이 작용하기 위한 조건으로 접근속도, 상표에 대한 기억감정의 표상성, 소비목적관련성을 탐색해 보았다. 또한 상표평가에서 기억감정의 반응수준(접근속도, 표상성)에 영향을 미치는 요인들로 부호화 유사성과 조직화 수준을 탐색하였다. 실증연구 결과 기억 속에 감정의 조직화 수준은 기억감정의 접근속도, 표상성에 긍정적인 영향을 미치게 되며, 기억감정의 접근속도, 상표에 대한 기억강정의 표상성이 상표평가에서 기억감정의 이용 정도에 영향을 미치는 것으로 나타났다.

• 웰빙융합연구
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• 제3권3호
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• pp.15-19
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• 2020

Consumers exposed to aesthetic brands can not only experience sensory pleasure but also lead to strong customer loyalty. Furthermore, aesthetic brands can expect to lead to the overall experience of the brand. They include the brand's sensory, emotional, behavioral and intellectual experience. Since aesthetic brands related to the sensory representation of customers, consumers exposed to aesthetic brands can expect to have a meaningful impact on the overall experience of the brand. The study will select aesthetic brands that distributed in Korea and then compare the aesthetic characteristics of each brand. It also seeks to verify the brand attractiveness, consistency, prominence and influence of brand motifs on the brand's sensual, emotional, behavioral and intellectual experience. To verify the influence between variables proposed in this study, we would like to conduct a multiple regression analysis. SAS 9.4 used to verify the hypotheses proposed in this study. Cronbach's α measure to verify reliability of each measurement item. In particular, brand attractiveness and brand motif can verify empirically to confirm that they play an important role in inducing brand experience.

• 복식문화연구
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• 제6권1호
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• pp.110-120
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• 1998

The purpose of this study was to compare consumers' evaluation, evaluation criteria and complaint factors on the department stores' private brand apparel with consumers' responses on the department stores' manufacturer brand apparel. 564 subjects were gathered in Seoul and Kyunggi province and, for data analysis, mean, t-test, ANOVA, Duncan test, Factor Analysis were conducted. The results are as follows; 1. Among the purchasing groups, there weer significant differences in apparel evaluation according to fabric, style, sewing, suitability, versatility, washability, price and color. 2. Among the purchasing group, there were significant differences in apparel evaluation criteria according to fabric, fashionability, sewing, brand name, department store' credibility. 3. The differences in complaint factors of apparel among the purchasing groups were due to factors such s high quality, variety, price and size. there were significant differences in complaint factors of apparel according to the subjects' age.

• 무역학회지
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• 제47권4호
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• pp.161-176
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• 2022

Most companies are achieving economic benefits by producing products in the form of bi-national products, but there are also negative consequences such as reduced brand power, so strategic bi-national product planning and branding is essential. In order to actively reflect these practical needs, this study conducted a comprehensive and easy-to-generalize evaluation of Bi-national products that has been somewhat underdeveloped in previous studies. To this end, the selection and evaluation criteria of the products to be investigated were differentiated. This is to classify the products by place of use and the purpose of use so that the majority of bi-national products can be included, and then use the combination to derive the specific products to be evaluated for bi-national products. The evaluation of the product identified the phenomenon of psychological conflict among consumers due to the country of origin discrepancy at the level of decreasing brand authenticity. The above research design is an evaluation method that can encompass bi-national products as a whole, rather than an evaluation of a specific product or product line that is mainly reported in previous studies, and it is also very easy to apply to practice because it allows us to more carefully identify changes in psychological attitudes.