• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.5
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• pp.728-744
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• 2015

Brand love contributes to consumers' positive post-purchase behavior; therefore, fast fashion brand marketers should make more efforts to develop marketing strategies to promote brand love in the increasingly competitive fast fashion industry. This study identified the antecedents and consequences of fast fashion brand love to provide insights into brand love. Brand-related variables (affective brand experience, self-expressive brand, and hedonic brand attitude) were considered as antecedents, and post-purchase behavior variables (loyalty and positive word of mouth) were considered as consequences. It was hypothesized that affective brand experience, self-expressive brand, and hedonic brand attitude directly and indirectly influence brand loyalty and positive word of mouth through brand love. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred and eighty-six questionnaires were used in the statistical analysis. Factor analysis revealed that all variables were uni-dimensional. Tests of the hypothesized path showed that affective brand experience and self-expressive brand indirectly influenced brand loyalty and positive word of mouth through brand love versus the direct influence of hedonic brand attitude. The results suggest some implications for fast fashion brand marketers.

• Journal of Distribution Science
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• v.17 no.9
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• pp.15-23
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• 2019

Purpose - This study was aimed to investigate the moderating effects of cobranding promotions that are rare in brand experience and brand loyalty studies, and to find out cobranding promotions can play a moderating role to enhance positive effects on the relationship between brand experience and brand loyalty, and to figure out the cobranding types which can lead to positive brand loyalty. Research design, data, and methodology - The conceptual research model was developed to explain the effects, and 2018 Interbrand's global top 15 brands such as Apple, Google, Amazon, Samsung were suggested to be selected from 377 Amazon Mechanical Turk respondents to answer the 22 survey questions made by Qualtrics with 5-point Likert scale. Results - In this research, the moderating effects of cobranding have been confirmed on the relationships between brand experience and loyalty, and the positive cobranding promotions can have significant effects on the relationships, but only for the least experienced brand was significant. Regarding to cobranding types, there were no significant ones to enhance brand loyalty. Conclusions - The findings confirmed that cobranding promotion experience can play a positive moderating role to brand loyalty, and the loyalty can be maximized if companies can provide positive cobranding experiences to their own consumers.

• The Journal of the Korea Contents Association
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• v.15 no.5
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• pp.455-463
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• 2015

As recently increased penetration of smart phones, branded applications(the brand app) via mobile are growing rapidly. Since these brand apps are being used as means of corporate marketing and sales, many consumers have been using them. However, there are few studies about brand apps. And it is also necessary to study about continuous use of brand apps because they are easy and free to download and remove. In this study, we analyzed how a variety of brand experience have impact on the brand apps' continuous use. As a result of this study, sensory, affective, behavioral, and intellectual experience as a brand experience affected brand commitment positively, and then the brand commitment had a positive impact on the degree of brand loyalty and continuous use intention. Eventually the more brand loyalty, the more continuous use intention of brand apps. That is, consumers' experience about a variety of brand apps makes customers' brand commitment and loyalty increase and keep customers using the brand apps consistently. Therefore, if companies let the customers have various experience through brand apps, they will have good marketing performance.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.8
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• pp.837-848
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• 2012

This study examines how the overseas residence experience of Korean consumers influences the relationship of global fashion brand knowledge and brand choice confidence. We contrast two kinds of consumer brand knowledge, using the concepts of Alba and Hutchinson's expertise and familiarity. Considering the effect of positive affect on intuitive information processing, the present study investigated the role of positive affect in consumer brand knowledge and brand choice confidence link. The proposed model was tested with structural-equation analysis. The results show that expertise and familiarity effect the positive affect. Positive affect, in turn, influences brand choice confidence. The results indicate that the processes underlying global fashion brand knowledge and brand choice confidence link are different between the consumers with overseas residence experience for more than a year and the consumers without it. The route from expertise to positive affect has a significant impact on the consumers with overseas residence experience but not on the consumers without it; however, the route from familiarity to positive affect and the path from positive affect to brand choice confidence have a greater impact on the consumers without overseas residence experience than the consumers with it. We find that the consumers with overseas residence experience favor expertise in the process underlying global fashion brand knowledge and brand choice confidence link, whereas the consumers without it favor familiarity and affect based thought.

• Fashion & Textile Research Journal
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• v.21 no.3
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• pp.346-355
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• 2019

This study aimed to determine the factors of the make-up artist experience and establish their effects on brand loyalty through the mediation of trust and brand satisfaction. The step of first surveyed the make-up artist experience level through precedent research and made concept frame of study. The step of second checked up the effects of make-up artist experience through the desires for change. The step of third established to the effects of brand loyalty through make-up artist experience brand through mediation of make-up artist trust and brand satisfaction. The survey was carried out on 440 women aged 20 to 40 who experienced make-up services in Seoul, Gyeonggi-do, Sejong and Daejeon. The data were analyzed using SPSS 23.0, and AMOS 18.0 using frequency analysis, factor analysis, reliability analysis, structural model analysis and t-tests. 1)Make-up artist experiences were divided into informational/ relational experiences and emotional experiences. 2)Desires for change influenced positive effects about information/relational experience and emotional experience. 3)The information/relation experiences influenced positive effects about artist trust and brand satisfaction. 4)The emotional experiences influenced positive effects about make-up artist trust and brand satisfaction. 5) The make-up artist trust influenced positive effects about brand satisfaction. Trust in the make-up artist did not directly influence brand loyalty, but influenced it through satisfaction. 6)The brand satisfaction influenced positive effects about brand loyalty. This study identified the roles of make-up artist and the importance of the make-up experience.

• Journal of Distribution Science
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• v.21 no.6
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• pp.69-81
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• 2023

Purpose: The study investigates the moderating impact of interpersonal mindfulness (IM) on the link between perceived similarity (OPS), physical appearance (OPA), and suitable behavior (OSB) - three key factors of other consumer perception (OCP) and brand experience (BE) in distribution of OCP and brand. Research design, data, and methodology: This study collected data from 612 consumers at shopping malls. SmartPLS 3.3.9 software were used to assess the measurement model and structural model. Results: According to the study's findings, IM has a negative modality in the impact between BE and OPS, OPA, and OSB. That also demonstrates how distribution of OCP and brand can affect a person's brand experience. Conclusions: The distribution of OCP and IM interactions have a significant influence on the brand experience in brand distribution. The study's results show that IM including mindfulness will function as a moderator between perceived similarity, physical appearance, suitable behavior regarded proper by other consumers, and brand experiences; therefore, they impact to brand distribution. The findings give a foundation for further IM research and add to the brand distribution theory that already exists. The findings also have some managerial implications in brand distribution.

• Journal of Fashion Business
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• v.13 no.4
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• pp.51-59
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• 2009

The purpose of this research is to investigate the influences of service experience and brand reputation on intention by word of mouth(WOM) when consumers get experiences at beauty salon. We made 2(valence of service experience: positive/negative) ${\times}$ 2(brand reputation level: high/low) subjects experimental design in order to find reason that there is a significant difference of intention by word of the mouth between positive experience condition and negative experience condition. Also we tried to find the interaction of two factors. To test our hypothesis, an experiment was performed on 68 university students in seoul area. Specifically, we used 2-way ANOVA and planned contrast method through SPSS 12.0 procedure. As a result, a two-way ANOVA demonstrated a significant main effect of service experience, which means that people more intend to make WOM when they experience a negative service than a positive service. Also the ANOVA showed a significant interaction effect between service experience and brand reputation, which represents that people more intend to make WOM for high-reputed(low-reputed) brand than low-reputed(high-reputed) brand when they encounter negative(positive) services.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.3
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• pp.499-515
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• 2020

This study develops and empirically tests a comprehensive model of consumers' brand page experiences that illuminates dynamics among perceived values (practical value, stimulation, enjoyment, and social identification), brand page engagement dimensions (cognitive engagement, affective engagement, and behavioral engagement) and brand loyalty. An online survey was employed for data collection. We collected 358 usable responses for data analysis. Structural equation modeling results show that three dimensions of perceived values (practical value, perceived enjoyment, and social identification) positively affect brand engagement dimensions, while perceived stimulation affects affective engagement only. As for the roles of brand page engagement, affective and behavioral engagement positively influence brand loyalty. This study demonstrates how consumers' perceived values of brand page experience influence each dimension of brand page engagement and how each dimension has a different impact on brand loyalty. The results of this study provide substantive contributions to the consumers' brand page experience and engagement literature and brand page management on social media for developing brand loyalty.

• The Korean Journal of Franchise Management
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• v.3 no.1
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• pp.26-45
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• 2012

Market players have realized the importance of brand power and tried to develop effective marketing programs which focus on consumer's brand experience. This study aims to investigate brand experience and brand personality effect on brand attitude which is overall consumer's faith toward brands and repurchase intention in food-franchised by Structural Equation Model. As results, both brand experience and brand personality affect brand attitude although brand experience has more influence than brand personality. As consumers show positive brand experience and attitude, repurchase intention is higher. Brand attitude plays a mediation role in the relation of brand experience and personality, and repurchase intention. Also brand experience shows more influence than others on repurchase intention.

• Management & Information Systems Review
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• v.38 no.3
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• pp.227-243
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• 2019

The purpose of this study was to examine the influence of experience characteristics of cosmetics brand stores on purchase intention through brand value and product in-store expectations. In addition, by identifying the effects of gender regulation, the study aimed to supplement theoretical studies and to provide practical implications on the experience of cosmetics brand stores. First, we presented educational experiences, aesthetic experiences, and playful experiences as experience characteristics in stores. And we assumed the effect of these experience characteristics on the brand value and the expectation of the product in the store, and the effect of the brand value and the expectation on the purchase intention of the product in the store. 279 data were collected from consumers who had visited cosmetics brand stores, and we analyzed them using structural equation analysis. As a result, both experience characteristics have positive effects on brand value and in-store product expectations, and brand value has positive effects on expectations. In addition, brand value and in-store product expectations have a positive effect on in-store product purchase intention. In moderating effects of gender, the effect of playful experience on brand value is greater in male group, and the impact of educational and aesthetic experience on product expectations is greater in female group. These results contribute to the theoretical expansion of experience research on cosmetic brand stores, and provide strategic implications for experience marketing of cosmetic stores.