• Journal of Digital Convergence
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• v.20 no.5
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• pp.401-410
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• 2022

This study deals with the relationship among trust, attachment and brand loyalty of agricultural products' rice co-brands, which are the staple food of the people. The research method established the hypothesis of the study under the foundation of prior research and developed the survey. The subjects of the study were distributed, retrieved, and analyzed the survey of 163 rice farmers in Buyeo-gun, Chungcheongnam-do. The empirical analysis results show that: First, hypothesis 1 of the brand awareness and image that "rice brand assets will be a positive relationship to trust" were statistically adopted. In particular, statistical t values showed a difference in consumer confidence over recognition>images. Second, hypothesis 2 of the trust of agricultural rice brands will be a positive influence on attachment and loyalty' statistically supported. In this regard, brand trust was higher in loyalty than attachment. Third, the attachment of agricultural products to rice brands will be a positive influence on loyalty,' was statistically supported. The strategic implications of this study are as follows. First, consumers should be given clues of trust(ex, GAP of Natioanl Approval Licesing, Fam Tour) as they distrust the perceived quality of the rice in the market. Second, the effect of the origin of rice is questionable, so the spread of the production power system should prevent the mixing of rice varieties, that is the spread of the production history systems.

• The Journal of Information Systems
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• v.23 no.4
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• pp.147-168
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• 2014

Consumer's switching behavior from incumbent smartphone to new one can be explained by not merely rational assessment but also affective aspects like aesthetic or pleasure and emotional points like attachment. but, in information system field, researches on affective.emotional factors relatively were insufficient and researches which focus on the perspective of the consumer were more scarcity. consumer's attachment to current smartphone brand and perceived aesthetic on new one would influence rational evaluation to switch or not. Therefore, this study investigates relationship between emotional factors on current smartphone and assessment of new one, in turn, we empirically analyzes purchase intention of the consumer. In order to prove the validity of the hypotheses, this study was applied longitudinal study and then conduct a survey of 212 smartphone users. The analysis results by Partial Least Square (PLS) approach showed that all hypotheses in this study were statistically supported.

• Journal of the Korean Society of Costume
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• v.63 no.2
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• pp.110-124
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• 2013

The spread of internet media is accelerating companies to create their own on-line brand community as one of their marketing communication tools because of the advantages in terms of cost-saving and raising their brand loyalty. The purpose of this study was to examine how the consumer's activities in the customer self-driven on line fashion brand community ultimately affect building a structural relationship between brand attitude and brand loyalty. In order to conduct this study, on-line field survey was conducted including a series of filtering questions measuring respondent's level of the community participation. SPSS 18.0 and AMOS 18.0 were used for the structure equation modeling. The result of empirical analysis showed that the attachment and the loyalty of online community have significant influences on brand attitude and brand loyalty. Also, brand attitude partly played a role as a mediating variable in the path to influence brand loyalty. Lastly, the mediating effects of brand attitude may depend on participation level of these online fashion brand community relationships.

• Journal of the Korean Home Economics Association
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• v.46 no.3
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• pp.57-71
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• 2008

The purpose of this study is 1) to develop and validate the BRQ construct perceived by brand loyal consumers, 2) to evaluate the predictive capacity of the individual BRQ dimension and brand relationship benefit on consumers' relationship intention, and 3) to identify the distinctive loyalty orientation based on the concept of BRQ. Questionnaire data from 379 brand loyal consumers on BRQ, brand relationship benefit, relationship intention, and their brand loyal behavior pattern were analyzed. The results showed that brand loyal consumers' BRQ composed of 3 dimensions including 'compensational bind', 'self attachment', and 'trust'. In addition, the mediating role of BRQ in predicting consumers' loyal relationship intention was validated using the structural equation model. Regarding the effect of each BRQ dimension on loyal relationship intention, consumers' intention to be loyal to an apparel brand was more explained by self attachment than the other dimensions. This study also intended to provide a useful direction to apparel brands in finding out which relationship quality type is more effective for differentiated marketing strategies by comparing the BRQ of single-brand loyal consumers and that of multi-brand loyal consumers.

• Journal of Information Technology Services
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• v.15 no.3
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• pp.127-145
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• 2016

This paper aims to investigate empirically how brand trust can be formed from the customer-brand relationship through a direct use of firm's SNS in B2B context. The brand trust is fundamental elements to understanding of long-term relationship in a B2B context. To achieve the objectives of this study, data collection is through a personally administered questionnaire, and a total of 180 questionnaires was collected from the buyer or supplier who frequently visited partner's firm SNS. Excluding missing data, 120 usable data were analyzed. From the results, first, three SNS motivations (i.e. Information, social and entertainment) has a positive impact on the perceived value of SNS (i.e. perceived usefulness and perceived enjoyment). Second, the perceived usefulness and perceived enjoyment positively affect customer-brand relationship (brand intimacy, brand attachment). Third, the customer-brand relationship is positively related to brand trust. Implications, limitations and future research directions of the study were also discussed. These findings help managers in developing and implementing the relation between SNS use and a customer-brand relationship for long-term relationship in B2B.

• The Research Journal of the Costume Culture
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• v.28 no.5
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• pp.621-638
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• 2020

Luxury companies are striving to improve their communication with customers while paying attention to online promotion and marketing activities. As companies interact with customers in luxury brand communities via various channels, they yield consumers higher value throughout the effective consumption process. In addition, this connection enhances customers' understanding of the company, making it easier for companies to acquire empathy from customers. This study aims to analyze the value factors that affect luxury brand community members' purchase intention and brand attitude. This study utilizes online survey results of four hundred prestige brand community users in China. The results reveal the positive effects of customer engagement on customer psychological empowerment and flow, the positive impacts of customer psychological empowerment and flow on community identity and brand attachment, the positive effects of community identity on purchase intentions, and the positive effects of brand attachment on purchase intentions and brand attitude. Furthermore, the results show that community types and fashion involvement partially moderate customer engagement. This study provides theoretical suggestions for relationship marketing in the luxury brand community environment. Last, this study presents practical implications that companies could utilize to create an emotional connection with their community members, resulting in an increase of customer support.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.3
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• pp.480-494
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• 2016

This study focuses on influential relationships for consumer's cognition about sponsorship, consumer-brand relationship, brand equity, customer satisfaction and customer loyalty. To accomplish it, a questionnaire survey (answered by 600 males and females over the age of 20) was conducted by an Internet Research Company from October $5^{th}$ to $20^{th}$ in 2011. The results of the analysis were: First, consumer's cognition about sponsorship consisted of sponsorship interest, sponsorship importance, sponsor-sponsorship suitability, and sponsorship expectation. Consumer-brand relation consisted of personal attachment, trustful relationships and commitment relationships. Brand equity for golf wear consisted of three factors (brand awareness, brand image, perceived quality). Customer satisfaction and customer loyalty consisted of one factor. Second, the commitment relationship was influenced by sponsor-sponsorship suitability, sponsorship interest, sponsorship importance and sponsorship expectation. However, personal attachment was influenced by only sponsorship interest and sponsorship expectations. The trustful relationship was influenced by all factors of consumer cognition, except sponsorship interest. Customer loyalty was influenced by consumer's cognition about sponsorship, consumer-brand relationship, brand equity and customer satisfaction. The leverage of consumer-brand relationship and consumer's cognition for sponsorship was notably larger than others.

• The Journal of the Korea Contents Association
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• v.22 no.10
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• pp.291-308
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• 2022

The purpose of this study is to suggest an effective marketing method for product advertising. With regards to this, 148 copies of survey data were collected from consumers, and the hypothesis of this study was verified using SPSS 25.0. The results revealed that (1) Human Brand attractiveness had a positive effect on Human Brand attachment among the products of low involvement. (2) The uniqueness and the intimacy of Human Brand had a positive effect on Human Brand attachment among the products of high involvement. Through this study, the effect of reliability, expertise, attractiveness, uniqueness, and intimacy among human brand characteristics on human brand attachment, human brand attitude, and product purchase intention was confirmed, and it was also possible to confirm the difference in influence on human brand characteristics and purchase intention according to the product characteristics involved. This study has expanded the research scope of Human Brand, which has been studied mainly by entertainers and entrepreneurs, to sports stars and through empirical analysis, it has tried to identify influencing factors to improve purchasing intent based on high and low-contention characteristics of advertising products.

• Proceedings of the Costume Culture Conference
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• 2005.10a
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• pp.46-47
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• 2005

• Journal of the Korean Applied Science and Technology
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• v.38 no.2
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• pp.579-586
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• 2021

This study aimed to identify the influence of soccer star's human brand on attitude and attachment to the club, providing the importance and implications of brand management of star players in the club. Therefore, a non-face-to-face mobile survey was conducted from January 14 to March 5, 2021, and a total of 348 copies of data were used for the final analysis. Data processing used the SPSS (ver.21.0) program to conduct frequency analysis, internal consistency and exploratory factor analysis, correlation analysis, and multiple regression analysis. The main results of this study are as follows. First, the human brand of a soccer star has been shown to influence the attitude of the club in the order of ethicality, attractiveness, and differentiation. Second, the human brand of a soccer star has been shown to influence the attachment of the club in the order of ethicality, attractiveness, and differentiation.