• 제목/요약/키워드: Brand Image-Preference

검색결과 166건 처리시간 0.018초

직장여성의 패션제품이미지 선호도가 브랜드이미지 중요도 및 광고요소 평가에 미치는 영향 (Effects of fashion product image preference on brand image importance and advertising factor evaluation of working women)

  • 이현정;이규혜
    • 복식문화연구
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    • 제24권3호
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    • pp.324-335
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    • 2016
  • The fashion product image preference changes depending on one's lifestyle and personal inclination. Women want to show the fashion product image preference, often through their clothing and makeup choices. Brand image includes those elements related to the brand. Advertising is the primary method for introducing brands. This study was conducted to investigate the effects of fashion product image preference on emphasis of brand image and advertising factor evaluation targeting working women in their 20s and 30s. The fashion product image preference was s sophisticated image. Preference for a sophisticated image has a significant effect on emphasis of brand image when selecting fashion products. Emphasis of brand image has a notable effect on the brand direct advertising factor evaluation. Fashion product image preference has a significant effect on both brand's direct and indirect advertising factor evaluation. When selecting a fashion product (clothing and cosmetics), brand image importance was found to have a positive effect on a brand's direct advertising factor evaluation. Therefore, fashion companies should take advantage of their brand logo. Companies should also pay attention to clothing and product containers used in advertising to show the brand. In addition, every company should create an advertising image that represents their overall brand, by using a combination of detailed advertising factor evaluation.

지역공동브랜드에 대한 이미지: 대구시 공동브랜드 '쉬메릭'을 중심으로 (Image of a Region's Co-brand: The Case of'CHIMERIC')

  • 박경애;허순임
    • 한국의류학회지
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    • 제28권2호
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    • pp.243-251
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    • 2004
  • This study was interested in examining the image of a co-brand with the case of'CHIMERIC', the co-brand of Daegu city in Korea. The purpose of the study was to investigate the difference in brand image by brand knowledge and the effects of brand image on brand preference, brand purchase, and brand satisfaction. A total of 354 questionnaires collected from the region(Daegu)'s residents, who were aware of CHIMERIC, were analyzed. Factor analysis extracted 6 factors of brand image including symbolic image, product, ad, price, distribution, and publicity. The results revealed that there were differences in product and publicity images by brand knowledge. Symbolic and publicity images and brand knowledge affected brand preference, which in turn had the strongest effect on brand purchase. Brand knowledge also affected brand purchase while no direct effect of brand image was observed. Brand satisfaction was affected by brand preference, publicity, and ad image.

위탁급식 전문업체의 브랜드 자산 구성 요인간 인과 관계 분석 - 인천지역 일부 대학생을 대상으로 - (Causal-effect Analysis of Brand Equity Factors in Contract Foodservice Management Company in College and University in Incheon Area)

  • 김현아;양일선;허은정
    • Journal of Nutrition and Health
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    • 제38권5호
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    • pp.395-403
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    • 2005
  • The purposes of this study were 1) to analyze the relationship between brand equity factors ie brand awareness, brand image, brand preference and brand loyalty and 2) to suggest the strategy for brand management of contract food service management company. The developed questionnaires were distributed to the college and university students in Incheon area from September 20 to September 24 in 2004. Total 198 questionnaires were used for the final data analysis with response rate of $82.5\%$. For the statistical analysis, the descriptive analysis, factor analysis, pearson correlation analysis, and regression analysis were conducted by using SPSS Win (10.0). The results of this study showed that the following 5 hypotheses were supported. Hypothesis 1: The brand awareness of the contract foodservice company affects positively the brand image of that. Hypothesis 2: The brand image of the contract foodservice company affects positively the brand preference of that. Hypothesis 3: The brand awareness of the contract foodservice company affects positively the brand preference of that. Hypothesis 4: The brand preference of the contract foodservice company affects positively the brand royalty of that. Hypothesis 5: The brand image of the contract foodservice company affects positively the brand loyalty of that. As a conclusion, the brand awareness has a positive effect on the brand image and brand preference significantly, so it is recommended that the contract foodservice company should focus on improving the brand awareness as a brand strategy. And the brand preference and brand image have the significant effect on the brand loyalty. Therefore the company should strive to strengthen the brand loyalty though building brand preference and brand image, because the brand loyalty brings about the customer's more visiting the foodservices, which is directly related to the profitabilities of the contract foodservice management company.

트랜스미디어 경험이 브랜드 이미지와 선호도, 구매의도에 미치는 영향 -박카스 셀프스캐너 사례를 중심으로- (The Influence of Trans Media Experience on Brand Image, Preference and Purchase Intention)

  • 김신엽;권승경;백지희
    • 한국콘텐츠학회논문지
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    • 제17권3호
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    • pp.643-653
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    • 2017
  • 본 연구는 트랜스미디어의 관점에서 브랜드 경험이 브랜드 이미지, 브랜드 선호도, 구매의도에 미치는 영향을 분석하는 것을 목적으로 한다. 트랜스미디어 경험이란 여러 매체를 넘나들며 자신이 필요한 콘텐츠를 향유하는 행동을 말하는데 현재 디지털 컨버전스 환경에 따라 다양한 브랜드 경험 커뮤니케이션 활동이 펼쳐지고 있다. 이에 본 연구는 대표적인 트랜스미디어 사례인 박카스 셀프 스캐너 체험자 119명을 대상으로 Smart PLS를 이용하여 구조방정식 모형으로 분석하였다. 분석결과, 첫째 브랜드 경험은 브랜드 선호도와 브랜드 이미지, 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 브랜드 이미지는 브랜드 선호도와 구매의도에 정(+)의 영향을 미치는 것으로 나타났으며, 셋째, 브랜드 선호도는 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 본 연구 결과는 브랜드 경험이 브랜드 이미지, 브랜드 선호도의 매개적 효과뿐만 아니라 직접 효과로서 구매의도에 영향을 미친다는 점과 브랜드 이미지가 브랜드 선호도와 구매의도에 영향을 미칠 수 있음을 실증적으로 증명했다는 점에서, 향후 브랜드 경험과 브랜드 이미지에 관한 전략적 시사점을 제공해줄 수 있을 것이다.

특급호텔의 브렌드 이미지가 조리전공 학생들의 산학실습기대도 및 만족도, 취업성향에 미치는 영향 (The Contribution of Hotel Brand Image on Expectation and Satisfaction for Internship and Job Preference of Students Majoring in Culinary Art)

  • 유승석;방형욱
    • 한국식품조리과학회지
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    • 제23권1호통권97호
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    • pp.9-18
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    • 2007
  • This study was designed to evaluate the effects of hotel brand image on the job preference of students majoring in culinary art through the relationship between hotel brand image and internship satisfaction and internship expectation. The effects were also examined on the personal job preference and job potential as career to the internship. To analyze the proposed hypotheses, a survey questionnaire comprising 61 statements was administered to students majoring in culinary art in colleges located in Seoul and Gyunggi-do. Out of 450 respondents, 420 questionnaires were collected (93.3%) and 411 (91.3%) were analyzed using the statistical package SPSS 12.0. The following results were obtained. First, the regression analysis results for the correlation between hotel brand image and internship confirmed a significant effect of hotel brand image on the satisfaction of internship for students majoring culinary art. Second, according to the correlation results for the internship and job preference, both satisfaction and expectation on internship greatly affected the student's job preference. On the relationship between hotel brand image and internship expectation, the social image of the hotels provided a major contribution to the internship expectation. As well as the internship expectations, the hotel brand image was strongly related with the job preference.

20대 여성정장의류의 편익과 상표이미지에 관한 연구(제2보) -편익 세분화에 따른 20대 여성정장의류의 상표이미지 포지셔닝 전략 연구를 중심으로- (The Brand Image and the Benefit of 20’s Female Apparel Market(PartII) -Positioning Strategy of Brand Image in 20’s Female Apparel Market according to Benefit Segmentation-)

  • 박혜원;임숙자
    • 한국의류학회지
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    • 제24권7호
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    • pp.953-963
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    • 2000
  • This study intended to analyse the factors of brand image and brand image positioning of domestic 20’s female apparel(formal wear) among the consumer groups segmented by benefits sought in apparel and to provide marketing strategy of brand image. The subject of this study were 605 working women in their 20’s living in seoul, and the model sampling was done by convenienced sampling method based on the subjects age and occupation. Survey based on references and former studies was used. and statistical methods such as frequency, percentage, mean, factor analysis, preference regression were applied. The results of this study were as follows. 1. The factor structures of brand image were classified into symbolism/aesthetics, and practicality. 2. Perception, ideal preference vector, and brand preference of brand image were proven to be significantly different among the four segmented consumer groups.

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브랜드 선호도 영향 요인 (Brand Preference Influence Factors)

  • 김세환
    • 산업융합연구
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    • 제11권1호
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    • pp.1-13
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    • 2013
  • In this study, I tried to study whether the congruence between consumer's brand image and self image influences consumer's brand preference. the outcomes of the study suggest that the consumers purchase the image of the brands, rather than the products themselves. Thus, the firm must develop the brand image focused on consumer's preference.

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국내 및 해외 유명 잡화 브랜드의 선호도와 성과에 대한 연구 (Brand Preference and Performance of Domestic and Imported Fashion Accessary Brands)

  • 박혜선
    • 한국의류학회지
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    • 제32권2호
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    • pp.190-200
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    • 2008
  • The purposes of this study were to identify brand equity factors influencing brand preference and to investigate the effects of preference and other factors on brand performance of domestic and imported fashion accessary(handbag, shoes, purse, etc.) brands. A total of 300 women aged between 20 and 49 years were surveyed during the month of September, 2006, on 2 domestic brands and 2 imported brands that were well-known to consumers. The data were analyzed with factorial analysis, multiple regression analysis, ANOVA, Cronbach's ${\alpha}$, etc., using the SPSS 10.0. The result of research showed: 1) Four factors of brand equity were identified: quality, awareness, image, and trust. 2) Quality, awareness, price acceptability, distribution proximity, and brand performance of the domestic brands were higher than those of the imported brands. But brand preference of the imported brands was higher than that of the domestic brands. 3) Brand preference of the domestic brands was affected by quality, awareness, image, and trust. And brand performance of the domestic brands was affected by appropriateness, brand preference, and distribution proximity. 4) Brand preference of the imported brands was affected by image, quality, awareness, and trust. And brand performance of the imported brands was affected by price acceptability, appropriateness, and distribution proximity.

한과류의 상품화 요인이 브랜드 이미지와 인지도 및 선호도에 미치는 영향 (Effects of Hanghwa(Korean Snack)'s Commercializing Factors onBrand Image, Awareness and Preference)

  • 최순희;조용범
    • 한국조리학회지
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    • 제14권1호
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    • pp.123-133
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    • 2008
  • Hangwha is a part of our traditional culture; however, it is now barely maintaining its name. This study intends to contribute to the development of the Hanghwa industry. In this respect, 'Brand Image' is adopted to suggest the ways to develop the Hangwha industry. Commercializing factors that consumers prefer were analyzed and their effects on brand image were investigated. In addition, the effects of brand image on consumers' awareness and preference were analyzed. This research conducted analysis on 294 people who have used Hangwha in Busan and Gyeongsangnamdo. The results of this empirical study are as follows: It turned out that Hangwha influences the society-oriented and consumer-oriented brand image. Its quality-oriented image has influence on awareness. Its society-oriented and quality-oriented brand image turned out to influence preference.

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국내 및 해외 유명 화장품 브랜드의 선호도와 성과에 미치는 영향요인 (Affecting variables on brand preference and performance of domestic and imported cosmetics brands)

  • 박혜선
    • 한국생활과학회지
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    • 제18권2호
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    • pp.523-534
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    • 2009
  • The purposes of this study were to identify brand equity factors influencing on brand preference and to investigate the effects of preference, price acceptability, distribution proximity, and appropriateness on brand performance of domestic and imported cosmetics brands. A total of 300 women aged between 20 and 49 years were surveyed on two domestic brands and two imported brands that were well-known to consumers during the month of September, 2006, in Seoul, Daejeon, Gyeonggi-do, and Chungcheong-do. The data were analyzed with factorial analysis, multiple regression analysis, ANOVA, Cronbach's ${\alpha}$, etc., using the SPSS 12.0. The result of the study included: 1) Four factors of brand equity were identified: brand image, social reputation, quality, and brand awareness. 2) Brand image, quality, appropriateness, and brand performance of the domestic brands were higher than those of the imported brands. But brand awareness of the imported brands was higher than that of the domestic brands. 3) Brand preference of the domestic brands was affected by social reputation, quality, brand image, and brand awareness in order of significance. And brand performance of the domestic brands was affected by brand preference, appropriateness, price acceptability and distribution proximity in order of significance. 4) Brand preference of the imported brands was affected by brand image, social reputation, brand awareness, and quality in order of significance. And brand performance of the imported brands was affected by appropriateness, price acceptability, brand preference, and distribution proximity in order of significance.