• 제목/요약/키워드: Brand awareness/association

검색결과 195건 처리시간 0.024초

중국진출 한국 SPA 브랜드 자산 영향요인 연구 (A study of influencing factors on Korean SPA brand assets for the Chinese market)

  • 가원보;이보미;김미숙
    • 복식문화연구
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    • 제27권3호
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    • pp.206-221
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    • 2019
  • This study examined the causal relations among brand personality, brand identification, and brand equity of Korean SPA brands that target Chinese consumers. Data were collected from 600 Chinese consumers residing in Beijing and Shanghai from August 15th to August 30th of 2015 by using convenience sampling; 561 of the questionnaires were used in the statistical analyses. Structural equation models were employed using AMOS 22.0. The results were as follows. First, the factors of Korean SPA brand personality, such as sophistication, competence, tenacity, and interest, exerted significant influences on the brand identification, while honesty had no significant influence on brand identification. Second, brand identification had significant influence on brand awareness, brand image, and brand loyalty. Third, brand awareness showed significant influence on brand image and brand loyalty. Fourth, brand image had significant influence on brand loyalty. These results indicated that brand equity can be strengthened by enhancing brand identification with the proper brand personality. This demonstrates that if Chinese consumers can associate Korean SPA brands with a sophisticated, attractive image, brand identification may be improved and brand equity may be strengthened in the long run, providing basic data for establishing efficient marketing strategies for Korean SPA brands in the Chinese market.

아웃도어 스포츠웨어 구매행동에 관한 질적 연구 -기능성 인지수준과 추구 혜택을 중심으로- (The Qualitative Study on Outdoor Sportswear Purchase Behavior -Focusing on Functional Fabric Awareness Level and Benefits Sought-)

  • 이영주;이은옥
    • 복식문화연구
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    • 제19권5호
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    • pp.1088-1101
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    • 2011
  • The purpose of this study was to examine the outdoor sportswear purchase behavior, outdoorwear sportswear brand preference, functional fabric awareness, and benefits sought. The research was performed through in-depth interview during February to March 2011. Data were collected from 10 consumers who had purchased outdoor sportswear and experienced camping in 6 months. First, the results from study showed that functionality/comfortability, design, color, and brand name were important factors in selecting outdoor sportswear. Offline stores were the main place to purchase, however, internet shopping mall and portal online community were another shopping channel as well. Second, respondents preferred imported outdoor sportswear brand to national brand. According to the study, the respondents trusted the imported outdoor sportswear quality based on the brand name, value, and brand history more than national brand. Third, consumers who had low functional fabric awareness were more likely to evaluate apparel products based on the brand name. Knowledge levels for textile functions were high in elastic, UV protection, air permeable, and antibacterial properties. The essential features for camping were water absorbing and quick dry, water resistance, wind proof, UV protection, and fire retardant properties. Finally the results showed that there were two sportswear benefit soughts: functionality and status ostentation.

What drives Indonesians Subscribe and Push the Distribution of Disney+ Hotstar?

  • ZAHARA, Nadia;WULANDARI, Naomi Crisant;KAIRUPAN, Joshua Hezekiah;HIDAYAT, Z.
    • 유통과학연구
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    • 제20권6호
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    • pp.21-32
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    • 2022
  • Purpose: This study aims to test the influence of brand relationship, price, content, brand awareness, and electronic Word-Of-Mouth (eWOM) on willingness to pay for the subscription fee of Disney+ Hotstar. As the latest streaming service provider in Indonesia, Disney + Hotstar under Disney Media and Entertainment Distribution has actively conducted strategies to strengthen the brand and attract consumers. Research design, data and methodology: Structural Equation Modelling with WarpPLS approach was used to assess the proposed model gathering data from 316 people who have ever known about Disney+ Hotstar through an online survey using measurement items from previous literature. Results: Most responses were obtained from millennial generations. Findings demonstrated that brand relationships, price, content, and brand awareness positively influenced willingness to pay for the subscription fee whereas eWOM showed a negative and insignificant influence on the willingness to pay for the subscription fee. Conclusions: The most significant factor towards willingness to pay a for subscription fee is price, followed by brand awareness, brand relationship, and content. The result of this study may be used as a guide for professionals in the streaming service industry to better implement their strategies in influencing people to have the willingness to subscribe.

A study on the perception of the metaverse and luxury fashion brands

  • Hosun Lim
    • 복식문화연구
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    • 제32권2호
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    • pp.125-147
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    • 2024
  • This study aims to analyze consumer perceptions of the metaverse platform and luxury fashion brands in relation to consumer lifestyles, thereby providing foundational data for future marketing strategies of fashion brands using the metaverse. A survey on the lifestyle and perceptions of the metaverse, as well as on luxury fashion brands, was conducted among 300 men and women between their 20s and 40s. Statistical analyses included frequency analysis, cross-tabulation, chi-square (χ2) analysis, factor analysis, cluster analysis, one-way ANOVA, and Duncan's post-hoc test. Factor analysis of the participants' lifestyles revealed five distinct types: "Indifferent," "Social, individual, and leisure-oriented," "Trend-leading and brand-oriented," "Appearance and fashion-oriented," and "Self-improvement-focused and individualistic" types. The analysis of luxury fashion brand perceptions based on lifestyle types showed that the "Trend-leading and brand-oriented" type had higher awareness and preference for brands such as Gucci, Burberry, and Balenciaga, while the "Indifferent" type showed lower levels of awareness and preference. Regarding brand perception related to luxury fashion brand content experiences within the metaverse, Gucci, Burberry, and Balenciaga showed consistent results across all types. Specifically individuals classified under the "Trend-leading and brand-oriented" category exhibited higher awareness and preference for these brands within metaverse experiences, while those categorized as "Indifferent" displayed comparatively lower levels. Therefore, digital marketing strategies targeting consumers under the "Trend-leading and brand-oriented" category are expected to be highly effective for luxury fashion brands. This study is poised to contribute to the expansion of the marketing landscape within the metaverse virtual world for fashion.

커피전문점의 VMD 구성요인이 브랜드자산과 재구매의도에 미치는 영향 (An Influence of VMD configuration factors of Coffee shops on Brand equity and Repurchase intention)

  • 김상수;송인암;황희중
    • 유통과학연구
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    • 제10권11호
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    • pp.39-53
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    • 2012
  • Purpose - This study identifies relationships amongst repurchase intentions, brand equity, and preference by applying VMD of fashion retail stores. The results would help coffee shop owners and coffee makers in devising an appropriate strategy for successfully managing coffee shops. Research design, data, methodology - The VMD model of a coffee shop includes harmony, trend, and attractiveness, while brand equity encompasses brand awareness, perceived quality, and brand image. In this study, the VMD factors of coffee shops, brand equity, and brand preference, are shown as independent variables, while repurchase intention is shown as the dependent variable. The study aims to ascertain the extent of the influence configuration factors of a coffee shop have on brand equity, brand preference, and repurchase intention. Regression analysis was used to verify the mediating effects of brand preference on brand equity and repurchase intention. The measurement items were already deemed as reliable and valid in the previous study, but some modifications were made for the purposes of this study. Questionnaires were distributed to 550 consumers on a national scale, and 517 consumers amongst these were finally used as a sample for analysis using the SPSS 17.0 statistical program. Results - First, amongst the VMD configuration factors of a coffee shop, trend, and attractiveness have a positive impact on brand equity (brand awareness, perceived quality, and brand image). Second, brand equity has a positive effect on brand preference. Third, brand preference has a positive effect on repurchase intention. Fourth, brand preference plays the role of a mediator in measuring the impact of brand awareness and brand image on customers' repurchase intentions. Conclusions - The theoretical implications can be summarized as follows. First, this study proposes a theoretical basis that can be adapted to the VMD configuration factors of a coffee shop by identifying the relationship between brand equity and coffee shops. This study applies the VMD factors to the coffee shops and presents a new research model by examining the relationships amongst VMD components of coffee shops: brand equity, brand preference, and repurchase intention. Second, it clearly establishes the relationship between brand equity and brand preference by identifying the mediating effects of brand preference, given that brand equity has a positive impact on repurchase intention. The practical implications are as follows. First, development of brand equity and management can be important components for coffee shops in determining that the VMD configuration factors of coffee shops have an impact on brand equity. Second, amongst the VMD configuration factors, attractiveness and trend have a positive influence on choosing coffee shops, therefore store atmosphere should be attractively designed, while the menu and interiors should complement each other and be reviewed periodically to conform to the latest trend. Third, VMD configuration factors that are confirmed are not easily changed. Fourth, large franchises and foreign companies have strengths in scale, locations, and brand. Fifth, the different ways of campaigning should be compared to those of large franchises and foreign companies in order to increase brand equity using VMD configuration factors.

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위탁급식 전문업체의 브랜드 운영 전략을 위한 브랜드 인지도 분석 - 인천 지역 일부 대학생을 대상으로 - (A Study on Brand Awareness of Contract Foodservice Management Company in Incheon Area)

  • 김현아;양일선;허은정
    • 대한영양사협회학술지
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    • 제11권3호
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    • pp.299-308
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    • 2005
  • The purpose of this study was to investigate the college and university student's perception on the brand awareness of contract foodservice management company in Incheon area. The developed questionnaires were distributed to the college and university students in Incheon area from September 20 to September 24 in 2004. Total 198 questionnaires were used for the final data analysis with response rate of 82.5%. The results showed that 85 % of the students has known that the foodservice operation was managed by contracted management company, only 56.5% of them have known the exact name of contract foodservice management company managing their cafeteria. It was recommended therefore that contract foodservice management company need more efforts for widening public activities for their company's name.

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Destination Brand Equity: A Perspective of Generation Z on A World Heritage Site in Indonesia

  • KUSUMANINGRUM, Sita Dewi
    • The Journal of Asian Finance, Economics and Business
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    • 제8권2호
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    • pp.1071-1078
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    • 2021
  • The purpose of this study is to investigate the relationship among the components of brand equity and to examine the effects of these components on the overall customer-based brand equity from the perspective of the Generation Z. This study is applied in the case of Borobudur World Heritage Destination, which is in Indonesia. A survey questionnaire has been collected through purposive sampling from 167 Generation Z who have visited Borobudur World Heritage Destination. The research hypotheses were supported by the empirical test using a Structural Equation Model with AMOS. The result concludes that destination brand awareness has significant, positive effects on destination brand image and perception of destination quality; destination brand image has positive influences on perception of destination quality and destination brand loyalty; perception of destination quality has significant, positive impacts on destination brand loyalty. Except for destination brand image and destination brand awareness, the perception of destination quality and destination brand loyalty have positive and direct impacts on overall destination brand equity. In sum, overall customer-based brand equity of a world heritage destination in the context of a developing economy is directly influenced by only two components of brand equity, namely, the perception of destination quality and destination brand loyalty.

인터넷 상거래를 위한 캐주얼웨어 브랜드인지도 및 이미지 분석 (A Study on Casual Wear Brand Awareness and Brand Image for Internet Business)

  • 김칠순;이은아;남영미
    • 마케팅과학연구
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    • 제8권
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    • pp.165-181
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    • 2001
  • 인터넷 시대를 맞이하여 섬유/패션산업에서도 이를 시급히 적용하게 되었다. 패션상품은 인터넷의 적용에 있어서도 여러 취약점을 강고 있으나 인터넷이라는 새로운 채널을 통한 섬유/패션산업에서도 성공하는 기업이 늘고 있으며 그 잠재 가능성은 매우 크다 하겠다. 본 연구에서는 인터넷 상거래 시 온라인 응답자와 오프라인 응답자간에 브랜드 인지도에 관해서 차이가 있는지를 확인하고 오프라인 상에서 기업이 갖고 있는 캐주얼 브랜드 인지도의 잠재력과 시장현황을 분석하여 기업에게 제시함으로 인터넷 패션 비즈니스에서 마케팅 전략에 필요한 정보를 제공하고자 하였다. 또한 브랜드 이미지를 조사하여 캐주얼 브랜드 컨셉을 설정하기 위한 자료로 쓰이고자 하였다.

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헤어숍 브랜드신뢰가 충성행동에 미치는 영향과 브랜드 인지정도의 조절효과 (The Effect of Hair Shop Brand Trust on Loyalty Behavior and the Moderating Effect of Brand Awareness)

  • 김영희;양종훈
    • 한국콘텐츠학회논문지
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    • 제20권12호
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    • pp.519-528
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    • 2020
  • 본 연구는 미용업체에 대한 브랜드 신뢰가 소비자 충성행동으로 이어지는 관계에 관한 연구로 브랜드신뢰의 중요성을 알아보고 브랜드 인지정도의 조절효과를 검증하였다. 설문대상은 헤어미용서비스 이용경험이 있는 소비자이며, 2019년 12월 15일부터 2019년 12월 30일까지 자기기입식 설문을 진행하였다. 총 288부의 응답데이터가 분석에 사용되었으며, SPSS 21.0 통계패키지프로그램을 활용하였다. 헤어숍 브랜드 신뢰는 전문성, 호의성, 정직성으로 구분하였으며, 분석결과 전문성은 경제적 충성행동에 유의한 영향을 미치고, 정직성은 경제적 충성행동과 사회적 충성행동에 유의한 영향관계를 보였다. 호의성은 영향관계가 나타나지 않았다. 브랜드 인지정도의 조절효과를 검증해 본 결과 전문성과 정직성은 사회적 충성행동 간의 영향관계에서 조절작용을 하는 것으로 나타났다. 본 연구는 빠르게 변화하는 경쟁 환경 속에서 헤어숍의 브랜드 신뢰와 고객의 관계를 안정적으로 구축하기 위한 효과적인 방향을 제시하고자 한다.

The Antecedents Of Brand Love Toward Natural Products: An Approach of S.O.R Theory

  • NGUYEN, Le Thai Hoa;NGUYEN, Hoang Anh
    • Asian Journal of Business Environment
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    • 제12권2호
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    • pp.13-28
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    • 2022
  • Purpose: Natural products are becoming gradually popular because of their health - related benefits and consumers' environmental awareness. However, research in this field remains limited, the present study attempts to address this research gap by measuring the influencing levels of the antecedents on natural product brand love. Research design, data and methodology: The study employs S-O-R (Stimulus - Organism - Response) framework together with Innovation Resistance Theory and Dual-Factor Theory to propose the research model, in which health and environmental stimuli influence both of facilitators and inhibitors of internal states or organism, and then shape purchase intention and brand love as consumers' responses. The mixed research method is designed with the application of structural equation model (SEM) to analyze 530 consumers collected by convenience sampling. Results: The results revealed that two chosen stimuli, including health awareness and environmental concern were positively related to both facilitators (natural content and regional products) and inhibitors (image barrier and usage barrier) and these four factors were significantly associated to purchase intention and brand love. Furthermore, purchase intention played the mediating role on the relationship between the four organisms and brand love. Conclusions: The originality of this paper is extend S-O-R theory into natural product context with mediating effects in an emerging economy. The findings make theoretical contribution on consumer behavior and managerial implication.