• East Asian Journal of Business Economics (EAJBE)
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• v.11 no.3
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• pp.47-58
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• 2023

Purpose - This study investigates which product characteristics influence customers' purchase intention for brand extension products of the fashion brands. Furthermore, this study suggests brand awareness as a moderator which strengthens the positive effects of the product characteristics on the consumers' purchase intention towards brand extension products of the fashion brands. Research design, data, and methodology - Two hundred and twenty-three Chinese consumers were randomly solicited to participate in this study. Email, website (www.wenjuanxing.com), social media (WeChat) were utilized to conduct the survey and collect data. Result - The findings obtained through hierarchical regression analysis indicate that product uniqueness, product scarcity and product popularity have significant effects on purchase intention for brand extension products of the fashion brands. In addition, brand awareness moderates the relationship between product characteristics (uniqueness and scarcity) and purchase intention positively. Conclusion -The results indicate that brand extension products of the fashion brands could attract more consumers by focusing on designing unique products and using limited release and celebrity publicity strategy. Additionally, the present research posits the crucial significance of brand awareness, thereby making a noteworthy contribution to the integrated marketing approach for fashion brand marketers.

• 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.

• Journal of the Korea Society of Computer and Information
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• v.21 no.3
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• pp.73-81
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• 2016

With the increasing popularity of social network services (SNSs), there have been many attempts to analyze the users of SNSs. By doing so, the characteristics and preferences of the users can be understood, which can help companies provide personalized information and services that they need or are relevant for them. This study aimed to analyze the usage behavior of Korean Twitter users from various perspectives to deepen the understanding of it. For this research goal, an online survey was conducted for the users of Twitter and the data about their actual usage were collected using the open API of Twitter. Factor analysis of the data revealed five factors that explain about 69.3% of the usage variables. It was also investigated how the factors are related to gender, age, and brand preferences. The results showed that the usage behavior of Twitter is largely affected by age (p<0.001), and also by gender through an interaction effect (p<0.05). Also, the factors showed significant statistical correlations with the brand preferences of the users.

• Fashion & Textile Research Journal
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• v.18 no.2
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• pp.167-175
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• 2016

Brand personality is the human-like traits of brands that consumers can use to identify brands. Despite the importance of brand personality, there has been limited research about it in Korea recently, especially for casual apparel brands. Considering the changes in lifestyle and the increasing popularity of leasure activities in Korea, it is important to analyze the brand personality of casual brands for understanding Korean consumers. This study aimed to analyze the brand personalities of eight well-known casual brands in Korea, and to investigate the relationship between the brand personalities and brand preference. Specifically, this study questioned whether the similarity in brand personalities leads to similar patterns of preference for the brands. The eight brands were carefully selected so that they can well represent the diversity in the dimensions of perceived brand personality, while also being well-known to the participants of the survey. Factor analysis of the data from the survey of Korean university students yielded five factors of brand personality: liveliness, high class, ordinariness, rationality, and reliability. The eight brands showed significant difference across the five factors. Multidimensional scaling analyses of the brands were conducted based on the similarity in brand personality and brand preference respectively. The result showed significant difference in the relative distribution of the eight brands in the two-dimensional space of the analyses.

• The Research Journal of the Costume Culture
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• v.25 no.1
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• pp.88-103
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• 2017

The rapid growth in the popularity of social media sites has meant that social media has become an important communication channel for brands. Brands create brand pages on social media to cultivate positive and strong relationships with consumers. This study seeks to enhance our understanding of how fashion brand pages in social media foster consumer-brand relationships by exploring the factors that affect the development of consumer-brand relationships. Drawing on the parasocial interaction theory, this study proposes parasocial interaction as a key factor of this process. Specifically, this study proposes four antecedents (vividness, interactivity, social presence, and focused attention) of consumers' parasocial interaction with brand pages, which further affects consumer responses in terms of affective engagement and brand loyalty. An online survey was administered with consumers who have followed and visited at least one fashion brand page via a social networking site (SNS). Structural equation modeling revealed that consumers' perceptions of vividness, interactivity, social presence, and focused attention on a fashion brand page positively affected their feelings towards parasocial interaction with the brand page, which in turn led to their affective engagement with the brand page and consequent brand loyalty. These findings suggest that consumers build relationships of varying degrees with brand pages in a similar manner to that with people, which leads to their development of a positive relationship with the brand. This study concludes with discussions and practical implications.

• Fashion & Textile Research Journal
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• v.23 no.5
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• pp.559-575
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• 2021

The popularity of K-pop, the development of diverse media and communications, and rapid globalization are increasing consumers' attachment to celebrities. These celebrities, called "Human brand", have a growing impact on consumers. However, research on idol celebrities has been conducted mainly on teenagers. Furthermore, there are limits to the studies on consumers' attachment to idol celebrities who do not advertise specific products and intention to purchase products which are not advertised but related to the idol human brand. Therefore, this study has been conducted on 301 out of 400 adult women in their twenties to forties in Korea to examine the relationship between the characteristics of the idol human brand, attachment to the idol human brand, desire to imitate the idol human brand, desire to identify with the idol human brand and its fandom community, and the effect on purchase intention. For the statistical analysis, SPSS and AMOS were used. The study found that the characteristics of the idol human brand which are trust, professionality, social attractiveness, and physical attractiveness positively influenced attachment to the idol human brand. The attachment to the idol human brand positively affected the imitation desire toward the idol human brand, and the identification desire with the idol human brand, and to identify with its fandom community. Additionally, the desire to imitate and to identify with the idol human brand and its fandom community positively affected the intention. Furthermore, the relationships between all variables were found to have a significant mediating effect.

• The Journal of the Korea Contents Association
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• v.12 no.1
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• pp.197-210
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• 2012

In this research, we executed a questionnaire survey targeting men and women in 20' or more who reside in the metropolitan area and have experienced purchasing the vehicles in order to study how Promotion Mix Activity affects Brand assets, and ultimately what kind of relation it has with Purchase intention. In the statistical process of collected data, we analyzed the data by using SPSS 12.0 for Windows statistical package and AMOS 7.0 program. As the result of analysis, first, when we analyzed the relation of the Promotion Mix Activity and Brand Assets of the companies, the more affirmative the assessment on the advertising activities of the companies was, the higher the brand popularity, royalty and image increased, And it appeared that as the assessment on PR activities of the companies got more affirmative, the brand popularity, image and royalty increased. Second, as the result of the analysis of the relation between salespersons' Promotion Activities and Brand assets, it appeared that salespersons' social capacity improved Brand awareness and royalty and their strategic capacity improved Brand awareness, royalty and image. Third, seeing the result of the analysis on the relation between Brand assets and Purchase intention, it was shown that Brand popularity had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention, and Brand royalty had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention. In addition, it appeared that Brand image had a meaningful positive(+) effect upon satisfaction and repurchase(oral) intention, and finally it could be known that Brand assets had a close correlation with Purchase intention. Therefore, this research established the color marketing strategy as follows. First, we shall build up the functional role such as aesthetic favor, information communication, protection of ecosystem, publicity reinforcement etc. so as to emphasize the properties of the package design; second, we have to construct the color marketing strategy to convey the images of the commodity besides the psychological and physiological utility which colors grants, the utility used in visual conveyance as communication media; third, we should build the color marketing strategy for the integration of company image; finally we have to compose the colors fitted for the company and product style and introduce design marketing using company colors.

• Korean journal of food and cookery science
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• v.25 no.6
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• pp.655-662
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• 2009

This study investigated foreign consumers' perceived brand image of Korean food by applying the factor analysis research method. Questionnaires were distributed to 600 foreigners visiting Korea, from September 1 to 21, 2008. A total of 416 questionnaires were returned, of which 70 unusable questionnaires were excluded and 346 were used in the final analysis. SPSS 12.0 was employed for the statistical analysis. According to the factor analysis results, the brand image of Korean food were classified into four factors, 'premium concerns', 'novelty concerns', 'health concerns', and 'popularity concerns', where 'health concerns' had the highest mean score among the factors. The results also showed that the respondents perceived Korean food as 'healthy' and 'organic', but not as 'feminine' or 'high-grade', particularly respondents who were Japanese and Chinese. Additionally, the respondents were divided into two groups by degree of preference for Korean food. No significant differences existed between the two groups except for the attribute 'family-oriented'. Overall, the results suggested that the representative brand image of Korean food is 'healthy', which also corresponds with recent food consumption trends and Korean food characteristics.

• Fashion & Textile Research Journal
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• v.18 no.1
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• pp.15-26
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• 2016

Many brands are attempting to use consumers as a part of their marketing strategies, due to the fashion industry's sensitive response to consumers' reaction. In addition, due to the popularity of e-WOM(electronic Word-Of-Mouth), fashion brands are highly sensitive to their supporters' online reviews. Amid this background, the main objectives of this study are as follows: 1) to analyze the effect of online reviews' attributes and valences on forming an impression about a fashion brand; 2) to examine the online re-WOM(word-of-mouth) effect of online reviews by fashion brand supporters on brand attitude; and 3) to measure the moderating effect of fashion involvement in online re-WOM intention. In order to verify the research model and to test the proposed hypotheses, a 2 (utilitarian vs. hedonic review attributes) by 2 (positive vs. negative review valences) model is constructed and gathers 215 respondents. The results demonstrate that consumers form the highest reliable impression based on utilitarian and negative online reviews. However, there is no relationship between the types of online reviews and the formation of a favorable impression. Findings also reveal that the impression formed by online reviews has a positive effect on re-WOM intention, contributing to brand attitude. In addition, the hypothesis about the moderating effect produced by fashion involvement on re-WOM is supported. In conclusion, these results suggest that online reviews by fashion brand supporters have a powerful effect on forming a consumer's impression towards a fashion brand, affecting re-WOM intention and brand attitude.

• Knowledge Management Research
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• v.17 no.3
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• pp.181-206
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• 2016

Under the influence of growing popularity of "hallyu" (Korean wave), corporates that have copyrights such as music, movie, drama as their core competitiveness are showing continuing growth. In Addition, they built on contents are rapidly growing, interests in protection and management of intellectual property rights linked to contents are growing. Global contents development corporates are making great efforts to create profits out of copyrights. They could utilize original contents to strengthen brand value use it to produce additional contents in current market. Also they take advantage of existing storyline of the contents and strong brand to explore new markets. This paper looks into Value articulation model by Professor James Conley and analyzed the firms that utilized intellectual property rights to extend the period of protection, strengthen their competitiveness and succeeded in breaking into new market by using the rights they possess. Also, this paper examines the usage of intellectual property rights and business expansion strategy of of Iconix, the Korean entertainment company, which gained tremendous popularity in last ten years using this model. In Value articulation model, Conley classifies the process of exploiting the portfolio of the single product's(or service's) intellectual property right for a period of time into three stages ; value transference, value translation, value transportation. Pororo's strategy of utilizing intellectual property right is suggestive to domestic entertainment companies. Under the influence of hallyu" (Korean wave), domestic contents such as movies, dramas and music are enjoying the high level of popularity recently not to mention animations. In reality, Korean entertainment companies who have no background or experience of Intellectual property rights are not creating enough added values compared to fast growing market. It is believed Iconix's intellectual property rights management strategy will suggest positive aspects to domestic companies. Moreover, I hope various intellectual property rights management strategies including Conley's value articulation are studied and they can make contributions to managing domestic entertainment companies.