• 한국콘텐츠학회논문지
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• 제16권10호
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• pp.373-381
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• 2016

본 연구의 목적은 노스탤지어가 자아일치 소비에 미치는 영향에 대해 검토하는 것이다. 본 연구에서는 40-50대 성인 남녀 283명을 대상으로 2(노스탤지어 자극 vs. 비 노스탤지어 자극물) X 2(이상적 자아 일치정도 높음 vs. 이상적 자아 일치 정도 낮음) 피험자간 설계의 실험 연구를 실시하였다. 실험 결과, 노스탤지어 자극 조건에서 이상적 자아와 관련이 깊은 리츠칼튼 브랜드에 대해 자아일치 정도가 높을 경우 더 호의적인 브랜드 태도와 더 높은 구매의도를 보였으나 노스탤지어를 자극하지 않은 경우에는 브랜드 태도나 구매의도가 향상되지 않았다. 한편 실제적 자아와 연관된 이디야 커피 브랜드에서는 노스탤지어와 브랜드의 이상적 자아일치 사이에 이와 같은 상호작용 효과가 나타나지 않았다. 이 결과를 바탕으로 이론적, 실무적 함의점을 토론하였다.

• The Journal of Asian Finance, Economics and Business
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• 제9권4호
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• pp.153-162
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• 2022

Nostalgia advertising is one of the key and effective tools for marketers to capture the attention of consumers. Prior studies have identified two types of nostalgia, personal and historical. The aim of this research is to learn more about historical nostalgia and its influence on consumer brand purchase intentions. A convenience sampling technique was used to obtain a sample of 182 respondents via Google forms. The study then used partial least square structural equation modeling. In PLS-SEM, we applied a measurement model to obtain the results related to reliability, validity, and model fitness. Once the desired results are achieved, the study proceeded to the structural model where results related to hypotheses were obtained. The study's findings corroborated the literature, revealing that historical nostalgia advertisements have a significant impact on consumers' cognition and emotions, leading to an effect on attitudes. The serial process has the effect of influencing consumer buying intentions. Hence, the importance of nostalgia advertising proposed in the study was established through empirical evidence. Policymakers, organizations, and advertising agencies in Pakistan are recommended to implement nostalgia advertising techniques based on the findings and are encouraged to do so for immediate benefits.

• 한국콘텐츠학회논문지
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• 제21권6호
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• pp.572-587
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• 2021

최근 문화적 도시재생이 문화관광의 화두로 떠오르고 있다. 이에 본 연구에서는 문화적 도시재생 지역의 관광객이 느끼는 목적지 브랜드 경험이 진정성과 재방문의도에 미치는 영향을 실증적으로 분석하고자 하였다. 본 연구의 실증 분석 대상은 중국의 대표적인 문화관광 성공사례인 태아장 고성으로 선택하였으며, 방문 경험이 있는 중국인 관광객을 표본으로 삼았다. 연구 결과, 목적지 브랜드 경험의 하위 요인에서 감각 경험, 정서 경험, 지적 경험이 목적지 진정성의 객관적 진정성에 유의적 영향을 미쳤으며, 정서 경험, 지적 경험이 목적지 진정성인 실존적 진정성에 유의한 영향을 미치고 목적지 진정성이 재방문의도에 유의적인 영향을 미쳤다. 또한 노스탤지어가 목적지 브랜드 경험이 목적지 진정성과 재방문의도 사이에 조절효과가 있었다. 본 연구의 결과는 중국 고성 문화적 도시재생을 알아볼 수 있는 것뿐만 아니라 중국 관광객의 실증적 연구를 통하여 중국 관광객의 목적지 브랜드 경험과 진정성, 행동 간의 관계를 파악하였다는 점에서 학술적 시사점을 가진다.

• 한국의류학회지
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• 제31권8호
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• pp.1168-1179
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• 2007

The objective of this research is to validate the BRQ(Brand Relationship Quality) Construct perceived by fashion product consumers. In order to establish and verify the BRQ scale, qualitative survey and quantitative survey were conducted together. 1592 copies of questionnaire were distributed to women in their 20s to 40s living in Seoul and other metropolitan areas from Dec. 26, 2005 to Jan. 8, 2006, and 723 copies of them were used for statistical data. Samplel(n=482)was used for empirical analysis, and sample2(n=241) was used for cross validity test. The data was analyzed using Exploratory Factor Analysis, Confirmatory Factor Analysis, and Pearson's Correlation Analysis. BRQ emerged from exploratory factor analysis as the hierarchical construct composed of six facets including 'self-connective attachment', 'symbol/mystery', 'trust', 'nostalgia', 'intimacy', and 'knowledge'. As the fit of this structural model was not good as a result of Confirmatory Factor Analysis, it was revised to have better fitting. Finally, empirical survey results indicate the hierarchical construct consisting of eight distinct BRQ facets including 'love/commitment', 'self-connection', 'symbol', 'mystery', 'trust', 'nostalgia', 'intimacy', and 'knowledge' as best representing the final 39item BRQ Scale. Reliability, construct validity, and cross validity of the construct were verified.

• 경영과정보연구
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• 제34권4호
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• pp.121-139
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• 2015

본 연구는 연구문제 1로 소비자-브랜드 상호의존성, 소비자-브랜드 동일시, 브랜드향수, 브랜드 사랑의 4개 항목으로 크게 나누어 브랜드 신뢰 및 충성도와 항목의 중복성을 검토하였다. 고유값(eigen-value) 1이상을 기준으로 요인분석을 실시한 결과 예상했던 것과 달리 요인은 6개가 아니라 4개로 분류되었다. 이는 이전 연구에서 제시되었던 브랜드 체험, 소비자-브랜드 관계, 브랜드 사랑 등 매우 정교화된 항목으로 나누어진 변수들이 여러 논문에서 검증되는 과정을 거치다보니 타당성 평가결과 상당히 중복되거나 기존 논문의 결과와 다른 항목들이 수렴되는 경우가 많이 존재했듯이 본 연구에서도 비슷한 결과를 보였다. 연구문제 2에서는 브랜드 사랑은 브랜드 충성도 보다 더 달성하기 힘든 개념이라는 것을 결론적으로 제시하였다. 단순한 관계, 즉 브랜드 신뢰${\rightarrow}$소비자-브랜드 관계를 검증하였던 모형 1은 적합도가 매우 낮게 나타나 새로운 모형을 만들어 검증하였는데 대체로 본 연구는 브랜드 동일시${\rightarrow}$브랜드 신뢰${\rightarrow}$브랜드 충성도${\rightarrow}$브랜드 사랑의 과정으로 구성된 모형이 가장 적합한 모형임을 밝혔다. 무생물인 브랜드를 인간과 같이 사랑한다는 것은 반복적 구매의지를 나타내는 기존의 행동적 충성도 보다 더욱 달성하기 어려운 개념이 될 수도 있다는 것이다.

• 한국의류학회지
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• 제37권1호
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• pp.1-16
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• 2013

This study identified the effects of history length and brand legitimacy succession on Brand Historicity (BH) in Fashion Brand Stories and Brand Attitude (BA) with Consumer Orientation (CO). The study conducted an experiment where participants were surveyed after reading a manipulated brand story composed of 2 kinds of brand historicity, brand establishment year (150 years, 70 years, and 20 years) and legitimacy succession (legitimacy succession and legitimacy handover). The results are as follow. First, the sub-dimensions of Brand Historicity appeared to be brand uniqueness, traditionality, symbolism, and managerial traits. Second, brand legitimacy succession types influenced the perceptions of BH with CO. Third, brand legitimacy succession types influenced the perceptions of BA1 (rational brand attitude) and BH1 (brand uniqueness), BH2 (brand traditionality) with CO, which were BA's sub-dimension. Forth, the consumer orientations that influenced BH and BA appeared to be nostalgia orientation, conspicuous consumption orientation, and fashion orientation; however, uniqueness pursuit orientations influenced only BH.

• 식품보건융합연구
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• 제10권2호
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• pp.1-5
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• 2024

This study aims to investigate the impact of character collaboration product characteristics on brand awareness and purchase intention within the food and beverage (F&B) industry, with a special focus on Generation MZ's growing interest in such products. The methodology involves a comprehensive review of existing literature on character marketing, brand awareness, and consumer purchase intention, supplemented by case studies of successful character collaborations in the F&B sector. The findings reveal that character collaborations significantly impact brand awareness and purchase intentions, particularly among younger consumers like Generation MZ. These collaborations not only rekindle nostalgia but also introduce new and exciting consumer experiences, effectively attracting a wide demographic. The success of character-themed products, from Pokémon bread to Coca-Cola's League of Legends collaboration, underscores the strategy's effectiveness in boosting brand recognition and consumer engagement. The implications of this research are manifold for the F&B industry. Firstly, it highlights the importance of leveraging popular characters to forge emotional connections with consumers. Secondly, it suggests that product development should closely align with consumer preferences and market trends to maximize appeal. Lastly, it positions character collaboration as a strategic marketing tool that not only enhances product sales but also strengthens brand loyalty and facilitates sustained brand growth.

• 한국의류학회지
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• 제31권7호
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• pp.1020-1029
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• 2007

The objective of this research is to find out the BRQ(Brand Relationship Quality) construct perceived by fashion product consumers. BRQ, Fournier suggested in 1994, examines the depth and intensity of the enduring association formed by the pattern of interactions enjoining consumers and brands. As BRQ was supposed to reflect consumers' psychological process, qualitative research and literature review were conducted together. For qualitative research, two kinds of interviews were carried out in October and November 2005 to investigate consumers' cognitive, affective, and behavioral insight towards brands. One of them was in-depth interview with six people in different life situation. The other was focus group interview. Interviewees were asked to explain about two types of questions: (1) the brand name which interviewees had bought and (2) the description of interviewees' feeling and thought for the brand which the interviewees had bought assuming the brand was the person. All interviews were recorded and analyzed. Finally, it was proved that fashion product consumers had various kinds of relationship with brands, and BRQ facets including 'love', 'self-connection', 'nostalgia', 'intimacy', 'trust', 'commitment', 'symbol', and 'mystery' were identified.

• 패션비즈니스
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• 제26권1호
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• pp.140-157
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• 2022

This study examined the types of retro marketing of fashion brands and explored the difference in retro characteristics and nostalgic emotions. Additionally, the effects of retro characteristics on nostalgic emotions and the influence of nostalgic emotions on brand attitude were examined. A total of 33 fashion brands, including eight designer brands, 10 sports and outdoor brands, 11 casual brands, and four SPA brands were investigated to categorize the retro marketing types. An online survey was also conducted of respondents in their 20s to 50s, and a total of 363 responses were analyzed using SPSS 26.0. The results were as follows. First, the retro marketing of fashion brands was categorized into four types including brand heritage marketing, retro design marketing, retro emotional experience-oriented marketing, and brand collaboration marketing. The four retro marketing types showed differences in retro characteristics and nostalgic emotions. Second, the retro characteristics consisted of four dimensions including familiarity, attractiveness, uniqueness, and historicity. Nostalgic emotions consisted of four dimensions including sadness, longingness, comfort, and pleasure. Third, the results showed that familiarity and attractiveness had significant effects on comfort and pleasure, while uniqueness and historicity had significant effects on longingness. Fourth, the results showed that longingness, comfort, and pleasure had positive effects on brand attitude, whereas sadness had a negative effect on brand attitude.

• 한국실내디자인학회논문집
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• 제22권3호
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• pp.81-90
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• 2013

There has been current trend running through each generation. All the leading areas in the fashion, art, architect industries etc. are absorbing the needs of the mass users and getting popular and high attentions from the society. One of recent trends are the interior design utilizing the aged style of materials such as bricks, antique and vintage objets. It is applied not only for the cafeteria, movie theater, museum but the cultural space. It reflects the brand-new and Utopian interpretation of design longings for the nostalgia and the old ages. This goes back to the picturesque aesthetics in the 1980s. The term "picturesque" means "picture-like". And it originated from the Utopian vision taken from the landscape paintings of English aristocrat's trip to Europe. it mainly reflects people's longing for the nostalgia and their the happy days in the past. In recent days of bad economies, it has been found in various areas from people's desire for the prosperity in the last days. The objective of this study is to examine the up-current trend of picturesque aesthetics and see its characteristics and how it can be applied to the interior design. And the feasibility study for the necessity of the picturesque aesthetics, any spatioperceptual elements and capable space for human beings to be made for an eclectic space in the desolate modern day life.