• 한국의류학회지
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• 제43권2호
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• pp.167-183
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• 2019

This study examines the dimensions of brand experience and brand commitment within mass cosmetic brand stores that target female high school students and analyzes the effect of multi-dimension brand experience and brand commitment on brand loyalty. A model linking brand experience to brand commitment and loyalty was tested, using structural equation modeling analysis. A total of 175 female high school students completed the online questionnaire. The current study extended the understandings of the construct of brand commitment by adopting a broadened five-component consumer commitment. The results confirmed that developing brand experience in domestic mass cosmetics brand stores influences consumer loyalty through various types of brand commitment. This study can be beneficial for brand managers by providing guidelines on how to establish consumer loyalty affected by brand experience through brand commitment. Especially, brand managers should consider the negative impacts of forced commitment on consumer loyalty despite brand experience within the stores not influencing teenage consumers' forced commitment toward mass cosmetic brands. The importance of habitual commitment in the relationship between brand experience and loyalty was also revealed. The results can provide a realistic blueprint for consumer brand experience and commitment strategy.

• Fashion, Industry and Education
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• 제14권1호
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• pp.31-39
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• 2016

With the emergence of online communities, the role of online communities in establishing brand equity has been greatly emphasized. In order to enhance our understanding of commitment in online brand communities, the present study attempts to investigate how three dimensions of community commitment (continuance, affective, and normative commitment) influence each component of brand equity (brand awareness, brand association, perceived quality, and brand loyalty) in the context of company-initiated online brand community. An online survey was conducted with a sample of online brand community members. The results found differential impacts of three types of community commitment on brand equity components, emphasizing the role of continuance and affective commitment. Continuance community commitment positively influenced brand awareness and brand association. Affective community commitment positively affected perceived quality, while among the three, only continuance and affective community commitment influenced the enhancement of brand loyalty. The results suggest that brand marketers need to focus on continuance and affective commitment factors in their online communities to effectively enhance brand equity possessed by consumers. Theoretical and managerial implications are provided.

• 복식문화연구
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• 제23권4호
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• pp.673-685
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• 2015

The purpose of this study was to investigate the relationships between sports commitment, sportswear brand satisfaction, and brand loyalty of female university students in their 20s. Two hundred surveys were distributed to female university students, and 185 responses were used for the final analysis. The SPSS program was used with a reliability test and factor, frequency, path analysis. Based on the literature review, the following five hypotheses were suggested. H1: Cognitive commitment will have a positive effect on the behavioral commitment of sports commitment factors. H2: The behavioral commitment of female university students will have a positive effect on brand satisfaction. H3: Sportswear brand satisfaction will have a positive effect on continuous brand loyalty. H4: Cognitive commitment will have a positive effect on habitual brand loyalty. H5: Continuous brand loyalty will have a positive effect on habitual brand loyalty. The results of this study showed that first, after the factor analysis, there were two factors of sports commitment (behavioral commitment and cognitive commitment). Second, the path analysis results revealed that there were significant relationships between sports commitment factors (cognitive commitment and behavioral commitment), sportswear brand satisfaction, and brand loyalty factors (continuous brand loyalty and habitual brand loyalty). The results revealed that cognitive commitment had a positive relationship with behavioral commitment, which had a positive relationship with sportswear brand satisfaction. Sportswear brand satisfaction had a positive relationship with continuous brand loyalty, which had a positive relationship with habitual brand loyalty. Cognitive commitment also had a positive relationship with habitual brand loyalty.

• 유통과학연구
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• 제17권1호
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• pp.33-45
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• 2019

Purpose - The purpose of this study is to examine the extent to which internal brand communication (IBC) impacts on brand commitment (BC). Research design, data, and methodology - A structured questionnaire has been built and distributed on a total sample of 650 banking staff working in five public banks in Pakistan. Results - The findings of PLS-SEM revealed that besides the indirect effect of internal brand communication (IBC) on brand commitment via brand knowledge, the study also exposes a direct positive effect of IBC on brand commitment. This study also reveals that brand commitment is affected by brand knowledge and internal brand communication practices. The result of mediation reveals that brand knowledge partially mediated the relationship between independent and dependent variables. Practical implications- This study empirically validates that internal brand communication and brand knowledge are prerequisites for brand commitment. Therefore, managers, particularly in-service enterprises, should provide sufficient IBC practices and appropriate brand knowledge to enhance employees' brand commitment. Conclusions - The comprehensive analysis of the impact of brand knowledge on the proposed relationship. It further adds up to the branding literature, which is mostly qualitative and lacks empirical validation.

• 융합경영연구
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• 제9권1호
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• pp.41-50
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• 2021

Purpose: In general, when a company wants to build a brand, its brand managers research the market and industry trends and then make decisions regarding the brand architecture and brand positioning development. This study was conducted not only in the service industry but also in manufacturing, finance, public institutions, and a variety of other business institutions. This led to a statistically significant difference between the status of external mobile branding for each business sector, and brand commitment and performance. Research Design, Data and Methodology: External mobile brand communication activities influence on employees' brand commitment. External mobile brand communication has a greater impact on employee brand commitment than any other factors. Result: Among the three external mobile branding activity variables, the external mobile brand communication variables have the greatest impact on employee brand performance. This supports the arguments proposed by that external mobile brand communication has a greater impact on employee brand commitment than any other factors. Conclusion: As a result, public institutions, such as ordinary businesses, need to recognize that external branding activities that enhance employee brand performance should be a key management activity. In contrast, financial institutions have the highest leadership activities and employee brand commitment.

• 유통과학연구
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• 제15권2호
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• pp.121-132
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• 2017

Purpose - There are many variables related to consumer-brand relationship such as brand attitude, attachment, commitment and brand loyalty and we should manage these all variables successfully to achieve a strong brand loyalty. The objective of this research is to investigate the path from brand attitude and brand attachment to brand commitment and brand loyalty. Specially, this article focuses on the moderating effects of brand type and consumer innovativeness in the causal relationships between variables. Research design, data, and methodology - The seven hypotheses were proposed and tested empirically in this research. Three of seven hypotheses were the effects of brand attitude and brand attachment on the brand commitment and brand loyalty. Another two hypotheses presented the moderating effect of brand type and other two hypotheses expressed the moderating effect of consumer innovativeness in the causal relationships between variables. Research data were collected from the surveying of university students and the 282 samples were used to test the proposed hypotheses empirically. We utilized SPSS 20.0 and AMOS 20.0 for statistical analyses such as reliability test, validity test and path analysis. Results - The results show that brand attitude influences the brand loyalty and brand attachment influences the brand commitment positively. The brand attachment also influences the brand commitment positively. We found that there is a moderating effect of brand type in the causal relationship between brand attitude and loyalty though there is no significant moderating effect in the causality between brand attachment and commitment. We also fount that there is no significant moderating effect of consumer innovativeness in the causal relationships among brand attitude, brand attachment, brand commitment and brand loyalty. In Summary, 5 of 7 hypotheses in this study were supported and 2 hypotheses were not supported. Conclusions - There is a path model of consumer-brand relationship from brand attitude and brand attachment to brand commitment and brand loyalty. Companies should provide their consumers with effective marketing program in every phase of consumer-brand relationship to build brand loyalty. In addition, there are possibilities that the relationships among brand attitude, brand attachment, brand commitment and brand loyalty are moderated by brand type and consumer innovativeness. Companies should consider perceived brand type and innovativenss of their consumers in planning and executing their various marketing programs for their brand management.

• 한국의상디자인학회지
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• 제15권4호
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• pp.63-81
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• 2013

This study examines the impacts of antecedents on the outdoor sportswear brand personality dimensions and identifies the effects of brand personality dimensions on brand attachment and brand commitment. An online survey was conducted on women in their 20s to 50s, who have experienced to purchase the outdoor sportswear before and 420 responses were analyzed. The results of this study were as follows: 1) The results of factor analysis and the reliability test on the outdoor sportswear brand personality clearly showed factorial structures that include sincerity, excitement, vitality, and prestige. 2) The antecedents of brand personality including quality, price, advertising, and store environment had different influences on the outdoor sportswear brand personality. 3) The dimensions of outdoor sportswear brand personality had a different influence on the brand attachment and commitment. 4) The brand attachment showed a significantly positive influence on the brand commitment. This study indicates that the brand personality could be a useful tool for enhancing the brand attachment and commitment and marketers should develop and utilize the marketing mix according to the brand personality which they want to convey.

• 복식문화연구
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• 제20권4호
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• pp.604-615
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• 2012

Despite the increasing recognition of the value of emotions and younger consumers in luxury market segments, little research has focused on the role consumer characteristics and emotions play in younger consumers' commitment to luxury brands. Drawing on the identity-motivation model and the idea of self-construal, this study identifies the contributing factors of younger consumers' commitment to luxury fashion brands. Specifically, this study examines the role of consumer characteristics (i.e., self-construal), the self-expressiveness of brands, and emotional factors (i.e., brand love and brand attachment) in developing consumer-brand relationships. The proposed model was tested with college students in the U.S., which supplied a representative group of younger consumers of luxury fashion brands. The data were collected using web-based surveys and analyzed using structural equation modeling method. The results showed that consumers who were characterized with interdependent self-construal had positive perceptions of self-expressive luxury fashion brands. Furthermore, the perception of self-expressive brands promotes the consumers' brand love of and brand attachmentto luxury fashion brands. Also, while both improved brand commitment, brand attachment had a greater impact on brand commitment than brand love. This study contributes to the literature by identifying driving forces of younger consumers' brand commitment. It also provides managerial implications for luxury fashion brands.

• 한국의류학회지
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• 제35권7호
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• pp.856-866
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• 2011

This study examines how brands can be managed to influence the degree of their resistance to negative information and the extent to which this immunity to negative information predicts the purchase intention of consumers. In particular, the study investigated the difference between brand commitment and brand immunity on negative information in terms of the concept and the power of influence. A total of 410 usable questionnaires were obtained through an internet survey. A structural equation model using a correlation matrix with maximum likelihood was estimated using AMOS 18.0 to examine the relationship among a brand's social responsibility, quality orientation, brand innovativeness, easy purchase intention, and difficult purchase intention. The results showed that brand's social responsibility had significant effects on brand immunity to negative information while quality orientation and brand innovativeness had significant effects on brand commitment. In addition, brand immunity had significant effects on brand commitment and then brand commitment had a significant effect on easy and difficult purchase intentions. The key implications for research and management are discussed.

• The Journal of Asian Finance, Economics and Business
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• 제7권11호
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• pp.449-457
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• 2020

This study's purpose was to empirically research the effect of brand image and brand love on brand commitment, and positive word of mouth. We analyzed research data from 267 customers at electronics stores in Ho Chi Minh City, Vietnam. The convenient sampling method was used to collect the research sample. The measurement applied a 5-point Likert scale classifying from 1= completely disagree and 5=completely agree. Based on previous studies, the research model was recommended. The Partial Least Squares method was done to examine the measurement model and the structural model. We had estimated the reliability of the scales through Cronbach's alpha and composite reliability. Besides, we had assessed discriminant validity through the Fornell-Larcker standard. The outcome of the study illustrated that brand image had a significantly positive influence on brand love. Besides, the results of the research declared that brand image was positively related to brand commitment. The results also revealed that brand image was positively linked to positive word of mouth. Likewise, the findings of the study disclosed that brand love had a positive impact on brand commitment and positive word of mouth. Additionally, the results of the research confirmed that brand commitment was positively linked to word of mouth.