• 복식문화연구
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• 제15권3호
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• pp.525-540
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• 2007

This study intended to construct the brand switching matrix in the Korean casual wear market and to analyze it in various aspects. 1,014 sample data were collected in Seoul area, a center of fashion retailing. Since the respondents cited over 200 brand names as their last 2 purchased casual wear brands, 15 most frequently-purchased brands were selected for constructing the brand switching matrix. As a result of the examination, it was founded that the brand loyalty was dominant rather than brand switching in the casual wear market. Polo was identified as the leading brand in the market. Its brand equity, which was comprised of brand recognition, brand preference (loyalty), perceived quality, and brand association, was evaluated very high. Especially, the strength of Polo was the consumer's strong preference and the brand image of simplicity, naturalness, and neatness. After combining 15 brands into 6 groups based on the style and price, additional interpretation was performed on this 'trend switching matrix.' A transition of fashion trend in casual wear was observed. Applying the brand switching matrix on fashion products gave us much insight to the market.

• 동아시아식생활학회지
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• 제21권2호
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• pp.298-309
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• 2011

The purpose of this study was to test whether sales promotions of strategic alliances affected brand switching intention and brand loyalty in family restaurants. The types of sales promotions included monetary benefits/non-monetary benefits, and immediate benefit (benefits immediately after consumers agreed to accept promotion)/delayed benefits (benefits received at a later time). For this purpose, a questionnaire survey was completed by 355 customers of family restaurants in Daegu between December 15, of 2009 and January 31, 2010. The study-findings indicated that (1) monetary benefits (application opportunity for gift certificate benefits and price discount benefits) were found to affect brand switching intention and brand loyalty; (2) brand switching intention was partly affected by non-monetary benefits (mileages accumulations benefits, presents benefits, and samples benefits), and (3) brand loyalty was partly influenced by non-monetary benefits (mileages accumulations benefits, presents benefits and electronic newsletter benefits). This study also found that (1) brand switching intention and brand loyalty were partly affected by immediate benefits (sample benefits, presents benefits, and price discount benefits; (2) brand switching intention was partly influenced by delayed benefits (application opportunity for gift certificate benefits and mileages accumulations benefits), and (3) brand loyalty was affected by delayed benefits (application opportunity for gift certificate benefits, mileages accumulations benefits, and electronic newsletter benefits). Based on these findings, family restaurants should use sales promotions as a tool for decreasing brand switching intention and increasing brand loyalty.

• 한국의류학회지
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• 제31권3호
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• pp.440-450
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• 2007

The purpose of this study was intended to investigate influence of consumer's brand loyalty, competitor's brand price and brand switching intention in condition of discount sale of casual apparel products. The data for the study was obtained through the use of an experimental design which was $2{\times}[2{\times}2]$ mixed factorial design. The subjects were 730 college students. The data were analyzed by cluster analysis, ANOVA, simple interaction analysis and simple main-effect analysis. The following results were founded: First, The results indicated that the 3-way interaction effects among consumer's brand loyalty competitor's brand price and discount on brand switching of casual apparel products. Second, the results indicated that the 3-way interaction effects among consumer's brand loyalty competitor's brand price and discount on consumer preference of casual apparel products. These results indicated that low brand loyalty group on casual products showed high preference and high brand switching on competitors brand when competitor's brand price was lower than preferred brand price and discount type was absolute frame. High bran loyalty group on casual apparel products preferred and switched high competitor's brand when discount type was absolute frame.

• 복식
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• 제49권
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• pp.113-124
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• 1999

The purpose of this study was to categorize brand-switching behaviors into subdivided groups by variety seeking and perceived differences between brands and to compare and to analyze brand-switching motive perceived differences between brands clothing-involvement and buying price among the subdivided groups. The subjects were 343 female and male to have jean pants-buying experience in their age of 20-29 living in Seoul and Kyunggi province. For the analysis of the data mean frequency t-test $\chi^2$-Test Factor analysis MANOVA Duncan-test were conducted and the cronbach's $\alpha$ has been calculated to measure the reliability The results are as follows: 1. brand-switching behaviors are categorized into 4 groups by strength of variety-seeking and perceived differences between brands that are small or large which are habitual brand switchers internal derived brand-switchers external derived brand-switchers and combined derived brand-switchers. 2. Among the 4 sub-groups there were significant difference in brand-switching motive according to factors such as change-seeking needs and price & promotion. And there were significant differences in perceived differences between brands according to factors such as apparel design clothing -symbolism fitness except apparel shop. 3. According to strength of variety-seeking levels of clothing-involvement and buying price have increased Combined derived brand-switchers have totally the strongest variety-seeking and the highest clothin-involvement and they purchase the highest priced jean-pants of the other types of consumers.

• 한국의류학회지
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• 제25권4호
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• pp.685-696
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• 2001

The purpose of this study was to establish the marketing strategy, that strengthens the brand royalty of their own in apparel industry and that can induce consumers brand switching against competitive brand. This study was classified into theoretical and experimental study. Experimental study was done, using the survey, to prove the models for consumers responses to brand switching by the theoretical study. It analyzed at last five hundred ninety-two women in the age of twenty to thirty years old who live in Seoul. Followings are the summary of the results revealed through the experimental study. First, brand switching behavior of consumers for formal dress was attributed to two extremes the inner motivation of variety seeking tendency and communication contact, complex variety seeking group, true variety seeking group, derived variety seeking group, and variety avoiding group. Second, the cognition response to marketing communication the types of brand switching shows difference in all communication variables except the service promotion of sales promotion communication. As to attitude response, it was found meaning difference in all communication variables except the sales promotion through price adjustment.

• 패션비즈니스
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• 제18권3호
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• pp.1-13
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• 2014

This study investigated the store switching behavior of fashion stores targeting college students. A random sample of college students completed a questionnaire that contained measurements of store property, relationship quality, switching intent of store, preference of on/offline store, purchase of brand/non-brand product and monthly clothing expenses. The factors extracted as switching behavior of on/offline fashion store are store property, relationship quality and switching intent of store. Dimensions of store switching behavior in online shopping mall is revealed to be composed of diversity/ easy to search, store reliability, home page layout, sales promotion, reliability, commitment and switching intent of store. Also those of offline store is revealed to be composed of store comfort/salespeople service, product diversity, store location, product price, reliability, commitment and switching intent of store. The significant differences were found between store switching behavior of college students by preference of on/offline store and purchase of national brand/non brand. It is expected that this results can be used as a basic material for further study and setting up the fashion retailing strategies in fashion store for selling non brand products.

• 한국식생활문화학회지
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• 제29권5호
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• pp.406-414
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• 2014

The purpose of this study was to determine the relationships among brand awareness, switching intentions, purchasing behavior, and revisiting intentions. Brand awareness consisted of three factors: brand image, physical environment, and affiliation of coffee brand. Good brand image was associated with reduced switching intentions, whereas negative images were associated with higher switching intentions. Consumer purchasing behavior was most affected by interior decoration, including furniture, decorations, etc. Switching intentions had a negative relationship with revisiting intentions. Finally, purchasing behavior and revisiting intentions showed a positive correlation. As limitations, the only participants were university students, who are not representative of all consumers at coffee shops. Moreover, this study did not divide coffee shops into franchises and individually owned.

• 한국융합학회논문지
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• 제11권6호
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• pp.153-161
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• 2020

본 연구는 소비자의 성격특질과 브랜드 트라이벌리즘의 기본적 관계를 탐색하고, 브랜드 트라이벌리즘과 브랜드 몰입의 관계에 작용하는 브랜드 신뢰성과 지각된 전환비용의 매개효과를 알아보고자 하였다. 이를 위해 본 연구는 젊은 소비자가 선호하는 중저가 의류 브랜드를 대상으로 대학생 표본에게 설문조사를 실시하고 총 394명의 데이터(여자 213명, 남자 181명)를 타당한 자료로 분석하였다. 연구결과, 소비자의 성격특질 가운데 외향성, 성실성, 정서안정성은 브랜드 트라이벌리즘의 형성과 유의미하게 관련된 것으로 나타났다. 또한, 브랜드 트라이벌리즘은 브랜드 몰입에 직접적으로 영향을 주었고, 브랜드 신뢰와 전환비용도 브랜드 몰입에 직접 영향을 주는 것으로 나타났다. 한편, 브랜드 신뢰성은 브랜드 트라이벌리즘과 브랜드 몰입의 관계를 매개하는 것으로 나타난 반면, 지각된 전환비용은 유의미한 매개효과를 보이지 않았다. 본 연구의 결과는 브랜드 트라이브의 강한 정서적 유대감이 전환장벽과 비용을 높여 브랜드 이탈을 막고 브랜드 관계에 대한 몰입을 향상시키는 역할을 할 수 있음을 시사한다.

• 복식
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• 제50권7호
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• pp.181-193
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• 2000

The purpose of this study was to establish the marketing strategy, that strengthens the brand royalty of their own in apparel industry and that can induce consumer's brand switching against competitive brand. This might be done by suggesting influencing factors on the brand switching for fashion goods. This study was classified into theoretical and experimental study Experimental study was done, using the survey to prove the models for consumers' responses to brand switching by the theoretical study. The survey was conducted through two preliminary questionnaires. It was used as a criterion to prove the validity of the main survey and analyse the reliability. It analyzed at last five hundred ninety-two women in the age of twenty to thirty years odd who live in Seoul and the suburban of Seoul. Followings are the summary of the results revealed through the experimental study. First, brand switching behavior of consumers far formal dress was attributed to two extremes the inner motivation of variety seeking tendency and communication contact, complex variety seeking group, true variety seeking group, derived variety seeking group, and variety avoiding group. Second, the structure of low dimension related fashion according to factor analysis, which affects brand switching, was composed to involvement in 5-dimension, information search in 3-dimension. Based on the results of this study the types of brand switching in fashion goods can be classified by the variety seeking tendency. as inner motivation, and level of contact communication as a outside stimuli. In addition this study showed a correlation among the factors for brand switching related to variables of fashion.

• 한국유통학회지:유통연구
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• 제17권1호
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• pp.87-115
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• 2012

제휴 로열티 프로그램(coalition loyalty program; 이하 CLP라고 한다)이란 하나의 로열티 프로그램 안에 다수의 제휴 기업들이 참여하며, 이들과 독립된 (로열티 프로그램 운영)기업이 관리하는 로열티 프로그램으로 정의된다(Blattberg 등 2008). 본 연구의 목적은 고객의 브랜드에 대한 사전 선호 수준에 따라, CLP가 고객 충성도를 증가시키는 원인과 제휴 네트워크 안의 주체 간 인식의 전이에 차이가 있을 것임을 밝히는 데에 있다. 고객 충성도의 동기는 전환장벽(switching barrier) 관점(Balabanis 등 2006; Colgate와 Lang 2001; Jones 등 2000)에 따라 자발적인 이유(브랜드 매력도)와 비자발적 이유 (브랜드 전환비용)로 설명하였다. CLP안에서 브랜드(비선호)-CLP-브랜드(선호)간 전이효과(spillover effect)는 인지적 일관성(Aaker과 Keller 1990; Hamilton 등 1989)과 정보 통합 이론(Anderson 1981; Simon과 Ruth 1998)을 적용하였다. 연구 결과는 다음 세 가지로 학문적 실무적 의의를 갖는다. 첫째, 브랜드에 대한 사전 태도에 따라 정보처리 경향이 달라진다는 소비자 행동 연구의 견해를 CLP 제휴 상황에서 검증하였다. 고객은 브랜드 선호가 높을수록 자발적 동기를 강화하고, 반대의 경우 비자발적 동기를 강화한다. 둘째, 브랜드에 대한 사전 태도가 해당 브랜드와 연관된 주체 간 인식 전이에 긍정적 조절효과를 함을 검증하였다. 즉 선호 브랜드와 어떤 주체가 연관될 때(비선호 브랜드와 연관된 경우에 비해) 인식의 전이가 더 많이 발생한다. 셋째, 기업이 CLP가입에 대한 전략적 선택을 할 때 마케팅 목적에 따라 고려해야할 사항이 달라진다. 기업의 목적이 충성고객의 유지라면, 로열티 프로그램 자체의 보상 방식과 활용 방식 등이 고려되어야한다. 하지만 목적이 비충성고객의 확보라면, 유명 브랜드의 제휴 여부를 따져야 한다. 또한 기업은 CLP의 효과(브랜드 충성도)에 안주할 것이 아니라 그 원인을 알아야 하는데, 비선호 브랜드처럼 비자발적 동기 강화에 따른 충성도 증가는 장기적으로 바람직하지 못하다는 견해가 있다(Egans 2001).