• Korean Journal of Human Ecology
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• v.19 no.6
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• pp.1071-1082
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• 2010

This study examined the effects of underwear brand identity color on brand equity. A self-administered questionnaire mainly consisted of BI color, brand image, and brand equity for underwear. Five underwear brands (Calvin Klein, Yes, Solb, Venus, and Body Guard) were selected based on the frequency they were purchased in pilot study. To collect data, respondents were asked to choose a brand which they were most familiar with, and to assess BI color, brand image, and brand equity including cognitive value, emotional value and purchase intention. A total of 228 usable questionnaires were obtained from consumers aged 19 to 46. BI colors were classified into four color groups: Achromatic (white, black, gray), Vivid (red, blue, yellow), Pink, and Beige. Additionally, underwear brand images consisted of four factors: Sophisticated, Classic, Casual, and Elegant images. Findings showed significant differences in the four factors of brand image and cognitive brand value between the BI color groups. Also, the factor of cognitive value was higher for achromatic or beige brand color groups, than for vivid or pink color groups. Also, brand image factors had positive effects on cognitive or emotional brand value. Especially, the factor of emotional value was more likely to increase purchase intentions than cognitive value in the BI color groups. The implications for managerial decision marking in fashion marketing strategy were also discussed.

• Journal of Fashion Business
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• v.19 no.2
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• pp.103-117
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• 2015

The purpose of this study was to examine the uniform image of Korean herbal cosmetic brands amongst Korean and Chinese consumers. This study would enable us to explore a BI strategy to enhance international competitiveness of Korean herbal cosmetics brands. The results were as follows. The key words of BI pursued by Sulwhasoo were dignified, novel, graceful, soft, gaily, natural, Korean, modern, and international. Korean people felt that the uniform was graceful and soft, which accorded with Sulwhasoo BI, but also it was trite and dingy, indicating a negative and opposing image. On the other hand, Chinese people felt that the uniform was dignified, novel, graceful, natural, modern, and international, indicating that it matched with Sulwhasoo BI. In The History of Whoo, the key words of BI pursued by the brand were precious, soft, gorgeous, gaily, and natural. The Koreans felt that the uniform was intelligent, and decent, but conversely, it was also austere and dingy, indicating a negative image. The Chinese felt that the uniform was common, hard, austere, dingy, and unnatural, indicating an opposing image to BI. Finally, a uniform design was developed to improve on its problems, establish The History of Whoo's brand identity, and its brand image. First of all, 'The Quintessence : noble passion' was set up as a developmental concept. The textiles, clothing, and accessories were designed using the symbolic elements from The History of Whoo as a motif. Uniforms were developed for spring, fall, and summer.

• Archives of design research
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• v.13 no.2
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• pp.65-72
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• 2000

It is very important the design of Brand Image Identity and it's physical finish especially on the product like an automobile which has the priority in the total body styling. Recently the brand recognition of consumers changed into the variable one that for the various reasons from the rigid in the past and a smart impression of each BI become more important for this reason. The concept of individual brand identity started out from the concept of a simple ornament on the early vehicles. Therefore it is not necessary to advertise the brand itself for the brand that has the relatively long history, while the new brand or maker has to get the reputation on the brand from the consumers. For these reasons, recent automotive BI is on the way of diversifying both in the simple and abstractive design and the physical finish of materials that is used for and the production method and glamorous trend, which is more evident on the BI of the new brands.

• Journal of Digital Convergence
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• v.15 no.9
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• pp.427-434
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• 2017

The purpose of this study is to analyze the BI elements of expression for four brand's experience spaces in Korea and propose a direction for improvements for such spaces. I started with the theoretical background of nowadays brand marketing and experiential BI elements through literature researches, and then researched the property of spatial expressions to analyze BI elements. Based on this research, I analyzed four domestic brand experience spaces. As a result, brand experience spaces must clearly express the brand image of the company through various contents and situations to effectively communicate and improve BI expressions. Also, they need long-term experience contents for sustained relationships rather than short-term experiences. I expect this study will be a good resource for BI expression research in brand experience spaces. I also believe that this study can guide other studies about BI expression in other fields.

• Journal of Digital Convergence
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• v.7 no.3
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• pp.75-82
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• 2009

The purpose of this study is explore the effect of brand marketing on the circulation structure factors as corporation image, brand image, and purchase intention and to clarify the causal sequence model in mobile phone corporation The results confirmed the suggested hypotheses. In addition, the analyses showed that effects of both brand marketing-related variables and the circulation structure factors as CI (corporation image) and BI(brand image) and PI(purchase intention) are mediated by the other variables. Based on the findings, the study showed that the effect of brand marketing indirectly on the purchase intention is mediated by corporation image and brand image in mobile phone corporation.

• Korean Institute of Interior Design Journal
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• v.17 no.6
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• pp.128-136
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• 2008

It wouldn't be exaggerating to say that we're living in a "Brand age" these days. Brand is easily spotted anywhere around our surroundings, influencing us in a material and a moral way. BI(Brand Identity) which brings increase on sales by constructing and improving the brand image, are infect visually compressed Identity designs that will give the interior space that have applied it, superiority in building a unified image. Then, graphic plays an important role in expressing Identity designs visually. These days, interior space graphic is an emotional field that can materialize images, which became an important expressing medium that offers various images and creativity and show interior space's brand identity. In this manner, space graphic that applies identity designs, clearly states brand's intentions on space communication and users by designing company images or brand's emotional factors visually and dimensionally. Also, it escapes plane level, and gives space, dimensional and kinetic elements, which can give differentiation with other brand's space. These kinds of flexibility let space graphic be used efficiently in extending space identity.

• Journal of Korea Trade
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• v.23 no.5
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• pp.102-117
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• 2019

Purpose - This paper tried to identify the impact of electronic word of mouth (eWOM) on purchase intention (PI) of Korean-brand cars in the context of Russian consumers, taking into consideration the credibility, quality, and quantity of eWOM while also considering the mediation effects of brand image (BI) and perceived quality (PQ). Although there is a considerable number of studies discussing the impact of eWOM determinants on PI, not many studies were conducted focusing on the Russian market. Design/methodology - This paper is considered to fill this gap between eWOM and (PI) and, in order to do so, 211 Russian respondents were randomly selected. Descriptive analysis, factor, and reliability analysis were conducted using SPSS version 22.0. While structural equation modeling was conducted using AMOS version 24.0. Findings - The results display that, in terms of Russian consumers' perception, eWOM credibility, quality, and quantity for Korean-brand cars show a substantial impact on PI. The mediation effects of brand image, as well as perceived quality, were also supported by analysis. In the final part of the paper, theoretical and managerial implications alongside limitations with further research suggestions are presented. Originality/value - This study endeavored to explore the degree of impact of eWOM and mediating roles of BI and PQ on Russian customer intentions to buy Korean-brand cars.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.6
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• pp.81-93
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• 2022

This research aims to construct a model that combines brand love, brand loyalty, brand image, customer satisfaction, and service quality into a single model, with brand loyalty coming foremost, and test its predictive power in building brand love. Moreover, mediating effect of customer satisfaction and brand image on service quality and brand loyalty affecting brand love was checked. The study adopted an alliance context using an existing SERVQUAL model, a bi-dimensional aspect of brand loyalty and parasocial love relationship theory, to identify brand love as a construct or outcome in the consumer-brand relationship. Using a quantitative approach, survey questionnaires were distributed by unrestricted random sampling among 507 Saudia Airlines customers. Data were analyzed using structural equation modeling with SmartPLS 3.0. The results revealed significant relationships between four variables except for the brand image. It was found that brand image had no mediating effect on the relationship between service quality and customer loyalty. The outcome of this study highlights the importance of airline alliances for service quality, which leads to positive customer satisfaction, brand image, and customer loyalty. A unique contribution of the study is that it revealed that brand loyalty is also an antecedent of brand love.

• Proceedings of the Korea Society for Industrial Systems Conference
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• 2008.10b
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• pp.207-217
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• 2008

The purpose of this study is explore the effect of brand marketing to corporatei mage, brand image, and purchase intention and so clarify the causal sequence model in mobile phone corporation The results confirmed the suggested hypotheses. In addition, the analyses showed that effects of both brand marketing-related variables and CI on BI or PI are mediated by the other variables. Based on the findings, the study showed that the effect of brand marketing indirectly on the purchase intention is mediated by corporate image and brand image in mobile phone corporation.

• Asia Marketing Journal
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• v.12 no.3
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• pp.99-116
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• 2010

There is now intense competition among many outdoor brands in the domestic market. Establishing differentiated brand image and enhancing brand identity are very important in this situation. This case is to investigate Black Yak's strategy for enhancing their brand identity. The Black Yak builds up their popularity by implementing social responsibility activities along with sustaining their extreme traditional outdoor image. It is effective to step up their brand identity. Future challenges and suggestions are discussed at the end.