• 유통과학연구
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• 제16권1호
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• pp.29-36
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• 2018

Purpose - The purpose of the research is to further explore the understanding of the nature of the brand distribution service (i.e., service brand) by undertaking a quantitative investigation. We focus on the role of customer's perception of service brand on the customer value creation process. Research design, data, and methodology - This study used single cross-sectional design and 137 airline passengers as respondents using a convenience random sampling. We distributed the online questionnaires by email address. The empirical setting for this research is airline service in Indonesia with a consideration that airline service has the useful context for this research as the service delivery process involve extensive customer interactions with the airline and its employees. We then analyzed the data using multiple regression (step-wise) method to fulfill the research objectives. Results - Using the step-wise regression method, the result shows that the influential factors to create customer value are cost and company image. The result suggests a company to improve its costs components and its company image in order to increase the customer value. Conclusions - The research shows that costs play a critical role, and completed with the company image to form the customer value variable. This shows that mostly customer formed their value based on costs they sacrificed. Mainly, this evaluation is monetary cost based, while Indonesian customers tend to have a high value for money demands.

• 디지털융복합연구
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• 제14권6호
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• pp.85-91
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• 2016

최근의 여러 연구는 럭셔리 브랜드가 자선과 결부될 때 긍정적으로 나타나는 소비자 반응의 기저에 죄책감 감소가 있음을 밝혔다. 본 연구는 더 나아가 럭셔리 브랜드가 부정적인 경영활동을 통해 이윤을 취함을 소비자가 알때, 럭셔리 브랜드가 자선활동을 하거나 하지 않음에 따라 죄책감 감소의 영향이 달라지며, 이로 인해 소비자의 구매의도도 상이하게 나타남을 보이고자 하였다. 2(자선활동 연계 여부) x 2(생산방식 지각: 부정 vs. 통제) 피험자 간 설계로 진행된 실험 결과, 럭셔리 브랜드의 자선 연계는 제품 구매의도에 긍정적으로 영향을 미쳤으며, 제품 생산방식이 부정적이라고 지각한 경우 그렇지 않을 때보다 구매의도가 낮았다. 그런데 자선 연계가 구매의도에 미치는 영향은 제품 생산방식의 지각에 의해 조절되었는데, 자선 연계가 되어있을 때의 지각의 차이가 미치는 영향이 자선 연계가 없을 때의 지각의 차이가 미치는 영향보다 큰 것으로 나타났다. 한편 자선 연계 여부가 구매의도에 미치는 영향 및 자선 연계 여부와 생산방식 지각의 상호작용이 구매의도에 미치는 영향 모두 죄책감 감소에 의해 매개되는 것으로 나타났다. 본 연구는 럭셔리 브랜드 제품의 자선연계에 있어 소비자가 제품 생산 방식의 윤리성을 어떻게 지각하는 지가 중요한 요인이 될 수 있음을 밝혔다는 데 학문적 및 실무적으로 기여하고 있다.

• 한국의류산업학회지
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• 제7권6호
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• pp.594-600
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• 2005

This study investigated adolescents' shopping orientation and price perception according to socio statistics and their experience of internet shopping mall. We distributed the questionnaire to 411 high school students in near Seoul. In the order of high shopping orientation, they showed 'compare products', 'enjoy as leisure', 'shop loyalty', 'discount shopping', and 'brand shopping' orientation. In the order of high price perception, they showed 'economic', 'value', 'brand-quality', and 'price knowledge'. The higher in 'shop loyalty', 'enjoy as leisure' in the shopping orientation, the higher in the price concept of 'price knowledge'. Adolescents who have experience to shopping through internet shopping mall, have the higher enjoy as leisure, shop loyalty, compare products' in shopping orientation, and the higher 'economic, price knowledge' in price perception than those who have not. Socio-statistics parameters are found to affect adolescents' shopping orientation and price perception. Adolescents had average scores in 'shop loyalty', while they had high scores in 'compare products'. Thus, in order to have superior position in adolescent's market, detailed product specification and information are necessary to enhance their shop loyalty. Adolescents thought the price was economical, and they had less concept in 'price knowledge' due to their position. Unlike adults, adolescent's gender does not have effects on their 'economic concept. Male students also had high scores in 'economic concept' as much as female students did.

• 마케팅과학연구
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• 제18권2호
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• pp.47-64
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• 2008

It is well known that consumer's quality perception is strongly affected by price. Higher priced products tend to be perceived to have better quality than lower priced products although the objective product quality is the same. However, it is less known the process through which quality perception is affected by price cues. The existing literature suggests three potential hypotheses (i.e., the selectiveprocessing hypothesis, the selective interpretation hypothesis, and the representativeness heuristic hypothesis) that explain the underlying processes of the price-induced quality perception. The current research tests among the three competing hypotheses and also examines the role of consumer knowledge as a moderating factor. An experiment was conducted to test the moderating role of the knowledge in the price-quality relationship and to investigate the underlying process. The results indicate that theinfluence of price on perceived quality differs between novices and experts. Expert consumers' quality perception is not significantly influenced by price and this finding is consistent with the extant literature. On the other hand, novice consumers' quality perception is affected by price and the tests on the underlying process support for the representativeness heuristic hypothesis. Novice consumers assess that a high-priced brand should have good product quality due to the belief that high (low) price brands represent better (worse) brand quality and such a representativeness heuristic occurs without involving selective attention or selective interpretation price-consistent information.

• 한국의류학회지
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• 제26권11호
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• pp.1660-1671
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• 2002

The purpose of this study is to develop and test the casual brand equity measurement, utilizing Heller 5(2001) ‘CBBE(Customer Based Brand Equity) Model' as a theoretical framework. The research was conducted in three steps from May to November in 2001. In the exploratory step, focus-group interview was conducted 5 times for gathering responses related to fashion equity. In Pilot study, 945 university students were surveyed and the data were analyzed to identify the components of fashion brand equity and to develop questionnaires. In the main research, 696 university students evaluated three brands in order to compare their equity that were formed in customers' perception. Statistical analyses were performed with SAS and LISREL 8.12 program using factor analysis and covariance structural equation model. The results were as follows: First, casual brand equity was defined in terms of six components; customer-brand resonance, customer feeling, customer judgment, brand imagery, brand performance and brand awareness. Second, casual brand equity was multi-dimensional brand attitude, which could be measured by 23 items that were different from previous measurement such as Aaker's ‘Brand Equity Ten' and K-BPI.

• The Journal of Asian Finance, Economics and Business
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• 제9권6호
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• pp.219-230
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• 2022

The goal of this research is to look into the relationship between social media marketing activities and brand attachment in the online marketing business, based on the indirect effect of perceived value and self-brand connections. For this reason, the study has used self-administered questionnaires to collect the data from 425 males from the major cities of Pakistan including Islamabad, Karachi, Lahore, and Sialkot. Furthermore, based on the PLS-SEM technique the empirical findings show that social media marketing activities positively affect perceived value, self-brand connections, and brand attachment. Perceived value has a significant positive impact on brand attachment and mediates the influence of social media marketing activities on brand attachment. In addition to this, self-brand connections have a positive effect on brand attachment, and self-brand connections mediate the relationship between them. Thus, firms employing social media marketing activities successfully in their branding build upon a positive perception of the brand in the customer's mind resulting in customer attachment with the brand. This study can assist the e-commerce managers and brand managers in building strong customer attachment via perceived value and self-brand connections.

• 산업융합연구
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• 제4권2호
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• pp.39-55
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• 2006

Pioneer brand and follower brand show differences in their perception of the environmental uncertainty. Market pioneer brand companies think that the environment is relatively simple and doesn't change much, whereas follower bland companies think that the environment is complicated and changes a lot. For market pioneer brand companies, among dynamism on the environment lever, there was less potential for the environment and parts, and government restrictions compared to follower brand companies. Also the complexity of the environment level complicated compared to the follower brand companies in areas such as competition for consumers with rival companies, materials, resources of equipment and parts, government restrictions, and the amount of change of the market's preference of the product.

• 농촌지도와개발
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• 제21권1호
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• pp.83-115
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• 2014

본 연구는 대형유통업체의 PB사과 상품에 대한 소비자들의 지각수준에서 브랜드신뢰와 구매의도에 영향을 미치는 요인을 밝혀서 대형유통업체의 PB사과 상품 확대에 대응하는 농업 경영체 및 산지 생산농가의 마케팅 전략의 시사점을 제시 하고자 하였다. 분석결과, PB사과 상품의 품질수준은 브랜드신뢰에 영향을 미치고, 품질수준과 지각가치, 브랜드신뢰가 구매의도에 영향을 주었다. 그러나 브랜드이미지는 브랜드신뢰와 구매의도에 영향을 미치지 않았다. 이에 따른 전략적 시사점은 첫째, NB 사과의 전통성을 강조하여 품질수준에 대한 인식형성이 이루어질 수 있도록 해야 한다. 둘째, 소비자들의 구매의욕을 일으킬 수 있는 감성적 포장디자인과 다양한 구성의 상품개발이 필요하다. 셋째, NB사과에 대한 소비자들의 지각가치 향상을 위해서 NB사과 상품구매의 편리성제공으로 지각가치를 향상 시켜야 한다. 넷째, 생산자 단체와 소비자단체의 지속적인 연계활동을 통하여 NB사과 상품에 대한 브랜드 신뢰도를 향상 시켜야 한다.

• 한국의상디자인학회지
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• 제24권3호
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• pp.1-15
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• 2022

The purpose of this study is to compare and analyze the perception of men's fashion before and after the COVID-19 pandemic. TEXTOM allowed the collection of Big Data based on the term 'men's fashion'. As for the data collection periods, Jan. 1, 2018 to Dec. 31, 2019 was set as the pre-COVID-19 era, while Jan. 1, 2020 to Dec. 31, 2021 was set as the post-COVID-19 era. The top 50 words in terms of appearance frequency were extracted from the data. The extracted words were processed using network centrality analysis and CONCOR analysis using Ucinet 6. Research findings were as follows. 1) In the pre-COVID-19 era, the appearance frequency of 'men' was the highest, followed by 'fashion', 'men's fashion', 'brand', 'daily look', 'suit', and 'department store'. These words came up with a high TF-IDF values. Network centrality analysis discovered that 'men', 'fashion', 'men's fashion', 'brand', and 'suit' had a high level of connectivity with other words. CONCOR analysis showed four significant groups: 'fashion item and styles', 'fashion show', 'purchase', and 'collection'. 2) In the post-COVID-19 era, the appearance frequency of 'men' was the highest, followed by 'fashion', 'brand', 'men's fashion', 'discount', 'women', and 'luxury'. These words also displayed high TF-IDF values. Network centrality analysis found that 'fashion', 'men', 'brand', 'men's fashion', and 'discount' had a high level of connectivity with other words. CONCOR analysis showed four significant groups: 'fashion item and style', 'fashion show', 'purchase', and 'situation'. 3) Before the outbreak of the pandemic, men were interested in suits to wear to the office, daily look, and fashion shows in Milan and Paris. They often purchased menswear in multi-brand and open stores. However, they were more interested in sneakers, casual styles, and online fashion shows as social distancing and working from home became common. Most purchased menswear through online platforms.

• 복식문화연구
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• 제14권4호
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• pp.684-697
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• 2006

The purpose of this study was to exam the effect of fashion social responsibility of fashion corporate brand on brand attachment and equity. A total of 217 female college students in Seoul and its suburb responded for this study. For data analysis, descriptive statistics, factor analysis, and multiple regression were used for this study. As the result, first, corporate social responsibility was classified into five factors such as social service, public local facility, economic responsibility, consumer protection and environmental protection factors. Second, brand attachment was classified into four factors such as love, interest, perception and trust factors. Third, brand equity was classified into four factors such as loyalty, quality-image, marketing and recognition factors. Generally, fashion social responsibility factors was correlated with higher scores on brand attachment and brand equity. Finally, the results revealed that corporate social responsibility accounted for 12% of the explained variance brand attachment, also brand attachment accounted for 32% of the explained variance brand equity, while Corporate social responsibility accounted for 14% of the explained variance brand equity. Based on these results, fashion brand marketing strategies would be suggested.