• The Journal of Asian Finance, Economics and Business
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• 제6권2호
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• pp.147-160
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• 2019

Compared with the research on consumer engagement in brand community, the research on consumer engagement in brand public has been relatively less. This research aimed at exploring how brand public characteristics such as information variety, various communications and no limitation in expressing self affect the brand public engagement. 274 questionnaires answered by Chinese consumers are used to conduct analysis. Principal component analysis is used to test the reliability and validity of each construct, and structural equation model is used to test hypotheses. The study finds the positive effects of information variety on information benefits, those of various communications on social benefits, and also positive roles of no limitation in expressing self to brand-related self-expression motivation. And each of the information benefits, social benefits and brand-related self-expression motivation is proved to positively affect brand public engagement. The study implies that marketers should give attention to characteristics of brand public, and provide the ways by which members of brand public engage the brand. Additionally, marketers should pay more attention to both direct and indirect engagement activities of consumers toward brand public in social media to better understand their target consumers.

• 한국의상디자인학회지
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• 제17권3호
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• pp.225-240
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• 2015

This study aims to identify the factorial constructs of the relational benefits perceived by consumers of outdoor wear brands and their impacts on the consumers' trust in and satisfaction with outdoor wear brands. An online survey was conducted with females and males between the ages of 20 and 50 who have experienced buying outdoor wear brands. A total of 420 responses were analyzed by factor analysis, a reliability test, and multiple regression analysis. The results of this study were as follows: first, the results of factor analysis and the reliability test on the relational benefits perceived by outdoor wear brand purchasers clearly showed conceptual constructs that included informational benefits, social benefits, and psychological benefits. The sub-dimension of perceived relational benefits had significant effects on brand trust and satisfaction. Specifically, respondents revealed that they had higher brand trust if they felt psychologically comfortable, were offered useful information by outdoor wear brands, and had a favorable relationship with salespeople when they bought outdoor wear merchandise. Secondly, influences of perceived relational benefits on brand trust and satisfaction were not shown to differ depending on the congruity between outdoor wear brands and the purchaser's self-image. On the other hand, factors of perceived relational benefits revealed to differently have effects on brand trust and satisfaction depending on respondents' gender and age. Practical implications to understand outdoor wear target customers' relational benefits, self-image congruity and demographic characteristics and to enhance trust and satisfaction with outdoor wear brands are proposed.

• 한국의류학회지
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• 제40권2호
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• pp.315-329
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• 2016

The $21^{st}$ century is the age when the revolution of digital technology enables two-way communication and when emotional values are emphasized. Thus, it exerts influence on the fashion industry and fashion communication. Along with fashion shows, advertising and displays, many fashion brands have increased the use of fashion films. For that reason, this study examines the characteristics of fashion films made by fashion brands, based on the frame work of persuasion communication. For the research, literature reviews and internet website research were done and films of Chanel, Prada, Kenzo and Alexander Wang were analyzed. The definition and types of fashion films were redefined as terminology varied throughout previous studies prior to analyzing each case. As a result, a fashion film would be redefined as 'a digital image which a fashion brand publishes to consumers for the promotion of brand comprehension'. Also, five fashion film types, 'short film', 'campaign film', 'animation film', 'brand film' and 'show film' were redefined. The analysis provided three communication characteristics: reliability, engagement and intuition. First, reliability is attained when a fashion brand (sender) delivers brand message to consumers (receiver) consistently and unitedly. Second, engagement is attained when the type of fashion film (channel) delivers creative image features such as format, music, video technique to attract consumers' interest. Lastly, intuition is attained when a fashion brand (sender) delivers a message akin to brand identity and deepens consumers' understanding. In addition, this study tried to identify the unique usage tendency of brands that could serve as practice guidelines for other fashion brands.

• Human Ecology Research
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• 제60권4호
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• pp.645-665
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• 2022

This study aimed to understand the effect of the characteristics of the influencer of public officials and the characteristics of internet live broadcasting in China on the brand image of local agricultural products, purchase intention, and word-of-mouth intention. A survey was administered to Chinese consumers who had purchased local agricultural products after watching live broadcasts on the internet by influencers of government officials. A total of 317 questionnaires were collected and the data were analyzed using SPSS 26.0 and AMOS 28.0. The key results were as follows. First, regarding the characteristics of the influencer of public officials, reliability, attractiveness, and expertise had a positive effect on the brand image of local agricultural products. Second, among the characteristics of internet live broadcasting, interaction and information had a positive effect on the brand image of local agricultural products, but entertainment did not. Third, the brand image of local agricultural products had a positive effect on purchase intention and word-of-mouth intention. Finally, the mediating effect of local agricultural brand image was evident in the reliability, attractiveness, and expertise characteristics of the influencer of public officials and purchase intention and word-of-mouth intention. Finally, the mediating effect of local agricultural brand image was evident in the interaction and information characteristics of internet live broadcasting and purchase intention and word-of-mouth intention.

• 한국콘텐츠학회논문지
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• 제17권10호
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• pp.548-558
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• 2017

본 연구는 기업 브랜드 자산을 형성하는 주요개념인 브랜드 이미지와 관련하여 지각된 브랜드 이미지의 유형에 따라 브랜드 효과로서의 브랜드 선호도와 행동의도에 미치는 영향에 대하여 연구하였다. 지각된 브랜드 이미지는 기업 브랜드가 추구하는 이미지에서 실제로 소비자가 지각하는 브랜드 이미지 유형으로 설정하고, 브랜드 선호도와 함께 행동의도로는 구매의도와 추천의도로 각각 결과변인을 설정하였다. 분석결과, 지각된 브랜드 이미지 유형은 크게 2가지로 '요인1(도전)'과 '요인2(신뢰)'로 추출되었으며, 군집분석을 통해 3개의 각 유형 별 집단을 확인하였다. 각 집단 별로 다르게 지각된 브랜드 이미지 유형은 브랜드 선호도와 구매의도, 추천의도에 유의미한 차이를 나타내었다. 또한 지각된 브랜드 이미지 유형 별 차이는 '도전 형', '신뢰 형', '통합 형'의 순으로 높게 나타나는 것을 확인할 수 있었다. 본 연구는 현재까지 다소 광범위한 이론으로 분류되는 브랜드 이미지에 대한 개념을 실제 소비자 지각 차원으로 접근하여 실무사례에 적용한 연구로서 실증적 가치를 지니며, 무엇보다 광고를 통한 브랜드 이미지 관리의 실무적 시사점을 줄 수 있다는 점에서 의의가 있다.

• 한국프랜차이즈경영연구
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• 제13권4호
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• pp.13-22
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• 2022

Purpose: Brand hearsay refers to information that can be acquired from advertisement, media publicity, and word-of-mouth prior to experiencing products or services of brands. Previous information about brands obtained through brand hearsay affects consumer behavior in choosing brands. Moreover, brand hearsay is an effective communication method in promoting brands to consumers. Thus, bakery franchises need to improve strengths and differentiate characteristics of their brand, thereby attracting more consumers. Therefore, this study investigates relationships the effect of brand hearsay on consumers' brand attitude and brand loyalty in the context of franchised bakery brands. Research design, data, and methodology: A research model was proposed to examine structural relationships between brand hearsay (advertising, publicity, word-of-mouth), brand attitude, and brand loyalty. An online survey was conducted to consumers who had an experience of visiting a franchise bakery. A total of 513 responses were used for data analysis. SPSS 22.0 was used for analyzing general demographics, and SmartPLS 4.0 was used to test validity and reliability of the proposed model. Result: Among attributes of brand hearsay, advertisement and word-of-mouth had positively significant effects on brand attitude, but no significant effect was found between publicity and attitude. Advertisement had a positively significant impact on brand loyalty, while publicity had a negative effect on brand loyalty opposite to hypothesis. Moreover, brand attitude had a statistically significant effect on brand loyalty. Conclusions: In the context of franchise bakeries, brand hearsay contents may change consumers' attitude toward brands but does not increase brand loyalty. Though media publicity does not affect consumers' attitude toward brands, it may decrease brand loyalty when consumers are too exposed to it. In addition, it is necessary to enhance brand attitude to increase brand loyalty of customers. This study provides bakery franchisors and franchisees information about which type of brand hearsay (e.g., advertisement, word-of-mouth, media, publicity) is effective in enhancing brand attitudes and loyalty of consumers. Further studies may include other variables (e.g., trust) in addition to attitude and loyalty, or compare findings based on brand characteristics (e.g., low-to-medium/high prices, store size).

• 한국의류학회지
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• 제28권5호
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• pp.615-625
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• 2004

This study was attempted to segment the male consumers' market for men's suit based on brand preferences and to identify the group differences in apparel purchasing behaviors and demographic features and to suggest basic information applicable to marketing strategy. 705 men were selected for the study; they were in their twenties through forties, and they lived in Seoul and its suburbs. 655 survey questionnaires were collected and used for analysis. Using the SAS package, frequency, factors, reliability, correlation, genealogical group analysis, distribution analysis, the ($\chi$$^2$-test and the Duncan test for verification were actualized for analysis. The findings of this study were as follows: First, male-suit consumers tend to prefer the national brand(61.07%), licensed brand(19.39%), volume character brand(7.63%), prestige character brand(6.56%), and directly imported brand(5.34%) in order. Second, there were significant differences in apparel shopping orientations, purchasing behavior variables and demographic variables among the 5 classified groups.

• 한국의류학회지
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• 제36권7호
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• pp.677-689
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• 2012

This research examines the impact of brand personality dimensions on store attitude and store loyalty for department stores. A total of 431 customers participated in the online survey. The participants were women in their 20's to 50's with experience of purchasing apparel from four major department stores. The data were analyzed using factor analysis, reliability test, and structural equation modeling with PASW 18.0 and AMOS 18.0. Analyses revealed three dimensions of the brand personality of department stores: prestige, passion, and sincerity. Among the three dimensions of brand personality, 'passion' and 'sincerity' were shown to be the most influential factors affecting department store attitude. The results suggest that passionate and sincere customers tend to exhibit favorable store attitudes. Customers with more favorable store attitudes then are more likely to express great store loyalty than those with less favorable attitudes. An analysis of the effect of brand personality on attitudes toward department stores provides implications for department store brand management strategies.

• Journal of Sport and Applied Science
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• 제4권2호
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• pp.31-43
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• 2020

Purpose: The purpose of this study is to provide fundamental information for professional sports and economy activation of cities, to explore mutual cooperative constructive relationship, and to investigate the Impact of Korean professional volleyball teams brand personality on city brand equity. Research design, data, and methodology: The study collected 500 survey responses and analyzed 478 surveys except for 22 which did not complete all items. For analyzing data, frequency, reliability, exploratory factor analysis, t-test, One-Way ANOVA, correlation, Multiple Regression were computed. Results: First, in difference in brand personality and city brand equity, due to gender, age, region of fan, significant difference were shown statistically in team image by gender, in honesty, interest and obdurability of brand personality by age, and in local community contribution, development possibility and sports facility of team image. Also, all factors show significant difference in region of fan. Second, regarding the impact of brand personality on city brand equity, honesty and capacity were shown to affect every factor of city brand equity, interest affected city image, and obdurability affected city perception. Conclusion: Professional teams need to develop win-win relationship with local community and seek to build positve image towards community fans via distinctive strategies for positioning.

• 한국의류산업학회지
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• 제11권1호
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• pp.33-40
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• 2009

The purpose of this study was to examine the relationship of masstige clothing benefit seeking and brand loyalty. The data were collected from university students, 248 males and 262 females, living in Gyeong-ju, via a self-administered questionnaire. The data were analyzed by reliability analysis, factor analysis, Pearson's correlation, regression analysis, and t-test. The results of this study were as follows: 1) Four factors of the masstige clothing benefit seeking were identified; the rise of the social position and self-improvement, the popularity and durability, the desire for individuality and favorable impression, and the rare and precious value. Three factors of the brand loyalty were identified; the committed brand loyalty, the continued brand loyalty, and the symbolic brand loyalty. 2) The committed brand loyalty had a positive relation with two factors of masstige clothing benefit seeking, that is, the popularity and durability, the desire for individuality and favorable impression. The symbolic brand loyalty had a positive relation with the rise of the social position and self-improvement of masstige clothing benefit seeking. 3) There was sex difference on the desire for individuality and favorable impression, the popularity and durability of the masstige clothing benefit seeking. Also, there was sex difference on the committed brand loyalty.