• Journal of the Korean Home Economics Association
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• v.45 no.8
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• pp.25-38
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• 2007

The purpose of this study was to determine the level of reasonable consumer habits of adolescents based on their consumer socialization, consumer education, and purchasing skills, and to determine their brand orientation based on facts that adolescent years is the determining period for consumer socialization, that their role as consumers take up relative importance, and that consumer habits during this period is extremely important. The directions of consumer education for forming a reasonable consumer culture for adolescents based on the results of the study are presented as follows. First, by conducting a training program for consumer counselor that supports courses such as consumer aid that are held for adolescent consumers, adolescents must be led towards logical purchase habits and to practice reasonable purchase habits. Second, since consumer attitude that is learned and formed since youth is important, discussion sessions as well as consumer education programs that can foster proper consumer knowledge, attitude, and function needs to be developed by schools and the government. Third, This can form improper consumption values such as over consumptions, conspicuous consumption, and impulsive purchase that may appear in their adult years; therefore, a consumer education program must be continued in the homes, schools, and by the government so that adolescents can learn manage reasonable consumer values and consumer habits.

• Fashion & Textile Research Journal
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• v.13 no.5
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• pp.717-727
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• 2011

As new luxury brands are becoming more popular, recent new luxury consumers are showing different tendencies of consumption. The purpose of this study is to investigates the specific bond between the product benefits for new luxury fashion brand and the consumer-brand relationship. Specifically this study conceptualizes the dual path which leads to brand loyalty and brand commitment. 300 data from on-line survey were collected from middle class women who had trading up needs and respondents were asked to select their favorable new luxury fashion brand. As a result of an exploratory factor analysis to identify the structural dimensions of product benefit for new luxury brand groups, four factors were extracted; psychological/emotional benefits, social/symbolic benefits, self-expressive benefits, and product functional benefit. Additional results show that brand attitude had more positive effect on brand loyalty and brand attachment had more positive effect on brand commitment. The findings of this study contribute to provide practical implication on market segmentation for new luxury brands.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.1
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• pp.1-16
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• 2013

This study identified the effects of history length and brand legitimacy succession on Brand Historicity (BH) in Fashion Brand Stories and Brand Attitude (BA) with Consumer Orientation (CO). The study conducted an experiment where participants were surveyed after reading a manipulated brand story composed of 2 kinds of brand historicity, brand establishment year (150 years, 70 years, and 20 years) and legitimacy succession (legitimacy succession and legitimacy handover). The results are as follow. First, the sub-dimensions of Brand Historicity appeared to be brand uniqueness, traditionality, symbolism, and managerial traits. Second, brand legitimacy succession types influenced the perceptions of BH with CO. Third, brand legitimacy succession types influenced the perceptions of BA1 (rational brand attitude) and BH1 (brand uniqueness), BH2 (brand traditionality) with CO, which were BA's sub-dimension. Forth, the consumer orientations that influenced BH and BA appeared to be nostalgia orientation, conspicuous consumption orientation, and fashion orientation; however, uniqueness pursuit orientations influenced only BH.

• International Journal of Costume and Fashion
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• v.4 no.2
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• pp.10-17
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• 2004

This study aims to take s look at the role of brands in the life of consumers and particularly, in the life of adolescent consumers. What I have to command is representative of events in the lives of teenagers in the U.S. but it has application for college-aged individuals as well as young adults. I am particularly interested in understanding relationships between the concept of brand and the development and maintenance of self.

• Journal of the Korean Home Economics Association
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• v.48 no.1
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• pp.27-40
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• 2010

The objectives of this study were to investigate differences in shopping style and consumption value of apparel product type, and to establish the effects of consumption value on shopping style. A questionnaire was used to collect data from 263 women aged between 20 to 49 in Gwangju on their shopping style and consumption value according to formal and casual product type. Collected data were subjected to frequency analysis, factor analysis, ANOVA, t-test and multiple regression analysis using statistical program SPSS(version 17.0). Results showed that shopping style could be influenced by six factors: fashion-recreational, quality-brand, impulsive, confused, brand-loyal, and price conscious consumer. Clothing consumption value was influenced by five factors: emotional, functional, epistemic, social, and situational value. Shopping style and clothing consumption value were significantly different between a formal product purchaser and a casual product purchaser. Consumption value had a significant influence on shopping style of the formal product purchaser and also the casual product purchaser.

• The Journal of Economics, Marketing and Management
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• v.9 no.1
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• pp.1-14
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• 2021

Purpose: The article deals with the proposition that consumers' fashion consumption behavior will still follow the consumption behavior of fast fashion, despite recognizing the importance of slow fashion. Research design, data and methodology: The research model to verify this proposition is topic modelling with big data including unstructured textual data. we combined 5,506 news articles posted on Naver news search platform during the 2003-2019 period about fast fashion and slow fashion, high-frequency words have been derived, and topics have been found using LDA model. Based on these, we examined consumers' perception and consumption behavior on slow fashion through the analysis of Topic Network. Results: (1) Looking at the status of annual article collection, consumers' interest in slow fashion mainly began in 2005 and showed a steady increase up to 2019. (2) Term Frequency analysis showed that the keywords for slow fashion are the lowest, with consumers' consumption patterns continuing around 'brand.' (3) Each topic's weight in articles showed that 'social value' - which includes slow fashion - ranked sixth among the 9 topics, low linkage with other topics. (4) Lastly, 'brand' and 'fashion trend' were key topics, and the topic 'social value' accounted for a low proportion. Conclusion: Slow fashion was not a considerable factor of consumption behavior. Consumption patterns in fashion sector are still dominated by general consumption patterns centered on brands and fast fashion.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.10 no.16
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• pp.159-171
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• 1987

Recently in three mass period-mass production. mass sales and mass consumption-the strategy of superior brand has been viewed as the expansion of the sales and market share which firm sets up a target. The strategy of superior brand has the advantage of buyers and sellers. The strategy of superior brand must be an essential strategy on the growth of modern firm.

• Korean Institute of Interior Design Journal
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• v.20 no.6
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• pp.62-70
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• 2011

Fashion flagship store is to maximize brand's image, not for sales. As a value for consumption is changing into expression of individual styles and egos through brands' images based on their personalities rather than products, today, people are laying stress on expression of brands' personalities with spatial design of fashion flagship store to create differentiated brand images. This study was designed to examine brand personalities expressed in fashion flagship store's spatial design, and spatial components and ways of expression to influence them, and analyze how brand personality has an impact on brand loyalty. According to the results of this study, brand personality in fashion flagship store's space design of Louis Vuitton has three characteristics such as sincerity, vitality and tenacity, and display, pattern, furniture, color and wall have high influences on expression of its brand personality. Also, the higher brand personality got, the higher brand loyalty went up. These results imply that fashion flagship store's space design expressing differentiated brand personalities influences customers' brand loyalty to constantly use the brands, and thus is highly important for brand marketing of this day.

• Proceedings of the Korean Society for Quality Management Conference
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• 2009.10a
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• pp.71-75
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• 2009

인류 사회가 Marketing Society로 발전 진화하면서 전통적인 공동체가 해체되었고 19세기 이후부터는 정치적 종교적 학문적 예술적 차원의 공동체가 등장하게 되었다. 그러더니 최근에는 자본주의나 상업주의가 과거에 파괴했던 공동체가 다시 부활하는 양상을 보이고 있다. 공동체에 기반을 둔 소비문화를 바탕으로 Neo Tribalism이나 Consumption Subculture가 등장하고 있다. 그 사이 Marketing Frame은 Product Marketing에서 Brand Marketing으로 발전해 왔는데 그 Brand Marketing을 다시 Relationship Marketing으로 세분화해 볼 수 있다. 본 연구에서는 Consumption Community를 중심으로 이러한 Marketing Frame의 변화에 대하여 고찰하고자 한다.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.11
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• pp.1137-1147
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• 2012

Self-congruency plays an important role in the context of mothers' shopping for children's clothing because purchasers are inconsistent with users. This study incorporates three dimensions of self-congruencies (congruency between children's image perceived by their mothers and brand image, congruency between mothers' actual self-image and brand image, and congruency between mothers' ideal self-image and brand image) due to purchaser-user inconsistency in children's clothing consumption. A total of 574 mothers with children aged 6 to 10 participated in a web-based survey. Descriptive statistical analysis, factor analysis, reliability analysis and multiple regression analysis were conducted. Self-brand image congruency variables have a different influence on brand attitudes when mothers purchase children's clothing. Brand attitude is influenced positively only when the perceived children's image coincides with brand image and when mothers' ideal self-image corresponds to brand image. In contrast, mothers' actual self-image and brand image congruence negatively influence brand attitude. Further investigation indicates that there are different effects of dimensions of self-congruency on brand attitude according to the characteristics of mothers and their children. This study suggests that when there is purchaser-user inconsistency, different types of image congruence has to be implemented to assess the impact on brand attitudes.