• 한국생활과학회지
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• 제8권3호
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• pp.535-550
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• 1999

The purpose of this study was to find the awareness and attitudes of adolescent consumers toward Korean-made products with brand names of a foreign language. The survey method was utilized, and 393 middle and high school students were selected. The major findings were as follows; 1) 61.2% of the respondents have not awared the trend of foreign language brand naming of Korean-made products at all. 2) The respondents have awared the trend of foreign language brand naming of Korean-made products could affact adolescents' consumption culture. 3) The attitudes toward Korean-made products with brand names of a foreign language were found to be rather negative, and the attitudes toward the trend of a foreign language brand naming of Korean-made products were found to be also rather negative.

• 한국웰니스학회지
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• 제6권1호
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• pp.51-61
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• 2011

The purpose of this study was to identify the component factors of professional sport team brand equity and to empirically examine factors composed of it's brand equity. The subjects of this study was the group that spectator professional sport game. For those sheet, judged to be insincere and to be unsuitable for the purpose of this study, and were missing questions excluded. SPSS 13.0 for window statistics package and AMOS 5.0 for window statistics package were used for data analysis. The goodness of the model was confirmed by data analysis and then the hypotheses testing were conducted. The findings are as follows: Firstly, brand associations(rivalry, commitment, play, socialization, success, history) have a significant effect on brand loyalty. But brand mark didn't have a significant effect on brand loyalty. Secondly, brand awareness(identification, internalization) have a significant effect on brand loyalty.

• 한국의류학회지
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• 제37권7호
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• pp.935-951
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• 2013

The recent entry and heated competition of numerous fashion brands in the luxury fashion market have all compelled luxury businesses to change. The issue of brand equity has emerged as one of the most critical areas for luxury marketing management. Despite strong interest in the subject, there is little evidence of how brand equity is created by marketing activities and what their effects are. This study identifies the effects of luxury marketing activities on the brand equity of luxury items, utilizing Keller's (2001) 'CBBE (Customer Based Brand Equity) Model' as a theoretical framework. Based on literature review, a conceptual model for brand signature, heritage, premium price, controlled distribution, and promotion on customers' view on brand equity was tested. To test the hypothesized building paths of luxury brand equity, statistical analysis were performed with an AMOS 7.0 program using a confirmatory factor analysis and structural equation model. The results were: First, luxury brand equity was defined in terms of four components (brand awareness/association, customer judgment, customer feeling, and customer-brand resonance). Second, the proposed conceptual framework of this study was partially significant. We can provide an effectiveness of Keller's CBBE model to conceptualize the building process of luxury brand equity; subsequently, marketers should develop core elements to position a brand strategy to create a competitive advantage.

• 복식문화연구
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• 제10권6호
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• pp.680-696
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• 2002

The aim of this study was to identify the components of customer-based fashion brand equity which was built from customers´perception to equity. As a method, both literature review and empirical research were made. This study performed in three stages from May to November in 2001. In the exploratory step. focus-group interview was conducted 5 times for gathering responses related to fashion brand equity, and free association test of 17 respondents was additionally conducted. In pilot study, 40 university students were surveyed and the data were analyzed in order to identify the components of fashion brand equity and to develop questionnaire. In the main research, 905 university students evaluated fashion brand equity in order to analyze the components of fashion brand equity in customers´perception. Statistical analyses were performed with SAS program using factor analysis, cronbach´α, frequency, and mean. The results of this study was as fellows. First, fashion brand equity was defined in terms of four components; customer-brand resonance, brand imagery/customer feeling, brand performance/customer judgment and brand awareness. Second, fashion brand equity was multi-dimensional brand attitude, which could be measured by 29 variables that were different from uni-dimensional evaluation of previous studies.

• 복식문화연구
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• 제21권4호
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• pp.478-493
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• 2013

The purpose of this study is to examine the online WOM effect of blog review depending on brand awareness and message direction. The theory of planned behavior was applied to understand online WOM acceptance. A survey was conducted targeting female in 20s and 30s and 312 questionnaires were used for analysis. Frequency analysis, reliability analysis, t-test, and regression analysis were conducted using SPSS ver. 18.0. The results are as follows. First, purchase intention and online re-WOM intention are higher when brand awareness is higher. Second, subjective norm, perceived behavioral control, WOM acceptance intention, purchase intention and off-line re-WOM intention show higher values when negative information is afforded. Third, in type 1 (high brand awareness/positive message) and type 3 (low brand awareness/positive message), attitude, subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. In type 2 (high brand awareness/negative message), subjective norm and attitude have a positive effect on WOM acceptance intention. In type 4 (low brand awareness/negative message), subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. Forth, in type 1 and type 3, WOM acceptance intention has a positive effect on purchase intention, offline re-WOM intention and online re-WOM intention. In type 2 and type 4, WOM acceptance intention has a negative effect on purchase intention, and a positive effect on offline re-WOM intention. The results show that blog review has ripple effect on consumer behavior by affecting purchase intention and offline re-WOM intention.

• 한국의상디자인학회지
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• 제21권4호
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• pp.139-152
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• 2019

This study aims to find out the influence of brand awareness and preference of collaboration products created by SPA and luxury brands using specific examples of collaborations, which are now becoming prevelent in the fashion industry. For this study, data collection was carried out through a distribution of 350 copies of the questionnaire, 333 responses were used for data analysis. Using a statistical package program with SPSS, a frequency analysis, a factor analysis, and a multiple regression analysis were conducted. The results of this study are summarized as follows. Awareness and preferences of the SPA and luxury brands lead collaboration products to be preferred. In addition, consumers happen to have more favorable attitudes regarding the purchase of collaboration products. This means that matching brands with high preference is a very important factor to create profits from the collaboration products as awareness and the preference are important factors for the success of projects. In particular, the recognition and preference of luxury brands was found to have greater impact on the preference and recognition of collaboration the SPA brands. Accordingly, brands should expand and actively collaborate through a variety of methods and support proper collaborations that fit their image.

• 한국콘텐츠학회논문지
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• 제16권2호
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• pp.537-545
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• 2016

본 연구는 프랜차이즈 햄버거전문점의 브랜드자산과 행동의도와의 관계에서 국내외 브랜드의 조절효과를 연구하고자 한다. 따라서 다음과 같은 연구 과제를 두었다. 첫째, 햄버거전문점에서의 브랜드자산 요인을 분석한다. 둘째, 브랜드자산이 행동의도에 미치는 영향을 연구한다. 셋째, 국내외 브랜드가 브랜드자산과 행동의도와의 관계에서 조절역할을 확인한다. 본 연구를 위한 모집단은 '80년대부터 지속적으로 브랜드자산을 형성해온 롯데리아, 버거킹, KFC, 맥도널드를 이용해 본 충청지역 대학생을 대상으로, 300부를 배포하여 최종적으로 253부를 분석 자료로 사용하였다. 연구결과는 첫째, 햄버거전문점의 브랜드자산 요인은 브랜드 인지, 브랜드 이미지, 브랜드 충성도의 3요인으로 분석되었다. 둘째, 브랜드 충성도, 브랜드 이미지, 브랜드 인지의 순으로 행동의도에 유의한 정(+)의 영향을 미쳤다. 셋째, 브랜드자산이 행동의도에 미치는 영향관계에서 국내외 브랜드는 조절작용을 수행하였다. 본 논문은 대형 업체 4곳으로 국한된 표본의 한계점을 지녔기에, 다양한 업체를 연구 대상으로 확대할 경우 의미 있는 결과를 기대할 수 있다.

• 복식문화연구
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• 제12권5호
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• pp.805-818
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• 2004

The recent interests of the 'brand equity' concept as the essential subject in the brand management and control sector has induced the fashion marketers to evaluate the fashion brand equity. Thus this study conducted a survey on the consumers that were aware of three national shoes brands(Kumkang, Esquire, and Elcanto) and analyzed the results using SPSS 11.0. The research results were as follows. First of all, factor analysis was carried out to find out the elements of brand equity that customers put emphasis on three national shoes brands(Kumkang, Esquire, and Elcanto). Four important brand equity elements were found such as individuality, brand/corporate awareness, satisfaction, and price benefits. Secondly, regression was executed to find out more important brand equity elements that influence the customers. Among them individuality was considered as the most important element, followed by brand/corporate awareness, satisfaction, and price benefits. Finally Kumkang was found out to have the highest brand equity, followed by Esquire, and Elcanto based on the customer's evaluation.

• 유통과학연구
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• 제20권2호
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• pp.11-18
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• 2022

Purpose: The purpose of this paper is to investigate the influence of brand equity on customer purchase decision (CPD) of products for retailers distribution (RB) in Ho Chi Minh city, Vietnam. There are five elements in the brand equity model such as brand awareness, brand association, brand loyalty, perceived quality, and pricing policy. Research design, data and methodology: Qualitative methodology was used for exploring the research model and variables. The survey was conducted to collect data from 251 respondents who bought products at RB in Ho Chi Minh city, which is based on a Likert scale. The collected data were analyzed with the reliability of the scale, exploratory factor analysis, and research hypothesis testing by SPSS 22. Results: The results obtained revealed that brand awareness, brand association, perceived quality, and pricing policy have a significant impact on CPD for RB. Furthermore, the results showed that perceived quality is the most significant component in influencing CPD at retailers. Conclusions: From the research results, some management implications that RB should focus on are perceived quality, choice of pricing policies and strategies, brand building and development to attract more customers as well as enhance its image to improve customers' purchasing decisions of products at retail distributors chain.

• 유통과학연구
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• 제11권9호
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• pp.51-57
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• 2013

Purpose - This study investigates the effect of visual merchandising display (VMD) of local specialty retailer of private label apparel (SPA) brands, such as space, display, and presentation on brand awareness, brand image, and purchase intention. It investigates consumers' VMD awareness and purchase intention of SPA brands to help business activities of local SPA enterprises. Research designs, data, methodology - This study uses SPSS 18.0 to study eight local SPA brands and has 193 effective usable copies from a sample of 200. Results - The display and presentation of VMDs of SPA brands had a positive influence on brand awareness and brand image, which in turn had a positive influence on purchase intention. Conclusions - As SPA brands are increasingly located in supercenters, they face space constraints and find it difficult to display their facade and signs effectively. Therefore, decisions pertaining to display, presentation, and space should consider whether these SPA brands are launched as independent specialty shops or in supercenters. The space for VMD is considered important in independent shops. However, shops that open in supercenters should pay more attention to presentation rather than space.