• 한국조리학회지
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• 제23권8호
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• pp.128-136
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• 2017

This study was conducted to identify the relationship among various service quality clues, brand trust, brand distinctiveness and revisit intention focusing on fast-food restaurant consumers. Using online questionnaires tool in South Korea, a total of 450 questionnaires were distributed and 390 participants were used for further statistical analysis through SPSS 21.0 and AMOS 21.0 for Windows. Four service quality factors (menu, interior, exterior, staff) were extracted from twelve questions. According to the result of this study, several service quality factors of fast-food restaurants' have positive effects on brand trust and distinctiveness. Specifically, staff and menu and exterior were significant predictors of brand trust, and staff and menu of fast-food were critical antecedents of brand distinctiveness. In addition, the brand trust has positive influence on brand distinctiveness as well as revisit intention. Although there are many studies which proved the relationships among various selection attributes and other outcome variables such as brand loyalty or image, little research explained the relationships among service quality factors of fast-food restaurants, brand trust, brand distinctiveness, and revisit intention. Therefore, present study will contribute to provide significant results and some practical implications in both the fast-food restaurant industry and academic research.

• 한국조리학회지
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• 제23권3호
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• pp.216-226
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• 2017

This study was conducted to examine the relationships among various visible clues and non-visible clues as perceived by franchise family restaurant consumers. Using online survey tool in South Korea, total 450 survey was distributed and 400 participants were used for further statistical analysing with SPSS 23.0 and AMOS 20.0. Twelve items were categorized into four visible factors (food, interior, exterior, employee). The result shows that food and employee have positive effects on brand reputation and distinctiveness, and the interior and employee were critical antecedents for brand distinctiveness. In addition, the brand reputation and brand distinctiveness have positive influence on experiential value as well as revisit intention. Although there were many studies which demonstrated the relationships among various quality clues and other outcome variables, such as brand image, loyalty, little research explained the relationships among visible elements of franchise family restaurants, brand reputation, brand distinctiveness, and revisit intention. The present study will provide theoretical and practical implications for both academia and the franchise family restaurant industry. (what is the meaning of the red part?)

• 한국의류산업학회지
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• 제16권5호
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• pp.756-765
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• 2014

Customer-company (C-C) identification is the perceived fit between the identities of a consumer and an organization. If a consumer identifies with a company that places a high priority on being socially responsible, a consumer who also values social responsibility may support and patronize that business because of the link between something that is important to both them and the company. Because C-C identification may explain the success of cause-related marketing (CRM) in the fashion industry, we investigated the effect of an image resulting from CRM on ratings of brand attributes (e.g., distinctiveness, credibility, attractiveness), identification with the brand, attitude toward the brand, and customer loyalty. Participants also responded to open-ended questions reflecting their rationale for their ratings of brand attributes. Data were collected from a convenience sample of undergraduates (n = 228) enrolled at Midwestern University in the U.S. Structural equation modeling revealed that as ratings of the social responsibility of the cause-related marketing effort increased so did perceptions of the brand's distinctiveness, credibility, and attractiveness. Participants identified with a brand when they rated the brand as attractive. Participants' identification with a brand had a significant impact on attitudes toward the brand and customer loyalty (e.g., purchase intention, willingness to spread positive word-of-mouth). Content analyses of open-ended responses supported the idea that brand images stemming from CRM exert an important influence on consumer's ratings of brand attributes. Fashion marketers interested in cause-related marketing will find success with efforts that increase customer identification.

• 대한가정학회지
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• 제48권10호
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• pp.121-132
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• 2010

This study was intended to identify the persuasion effects of online cosmetic advertising according to scarcity message type and product type. For the experiment, 4 stimuli were developed as experimental stimuli for the 2(scarcity message type: quantity scarcity message vs distinctiveness scarcity message) X 2(product type: hedonic product vs utilitarian product) factorial design. Participants were 160 students, and they allocated 40 students in each group. They responded a questionnaire. The results were as follows. First, distinctiveness scarcity message showed more effective than quantity scarcity message in advertising attitude, product attitude, brand attitude, and purchase intention. Second, hedonic product showed more effective than utilitarian product in advertising attitude, product attitude, brand attitude, advertising attention, click-through intention, and purchase intention. Third, there was interaction effect according to scarcity message type and product type on the aspect of advertising attitude, advertisement attention, and click-through intention.

• 한국실내디자인학회논문집
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• 제23권1호
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• pp.143-151
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• 2014

Nowadays, space branding becomes more important since it reflects and synthesizes the diverse experiences of the consumer. The objective of the research is to present the new possibilities that space branding offers by analyzing the brand strategy and the design characteristics of branded hotels, which are being projected as constructed branded environments. By integrating the brand with visible or invisible elements of the hotel, such as unique space planning, service, and consumer experience, a branded hotel can be a good vehicle to reflect fast changing consumer lifestyles and trends; it enables the consumer to experience brands in his or her everyday life, and it conveys the overall image of the brand by considering the consumer's multi-sensual experiences. The study processed with theoretical research which is related to the hotel space and branded environment. Four brands were selected with distinct business area and brand strategy, and studied to analyze the strategy and the characteristics of the branded environment in a branded hotel. In particular, the case study attempted to evaluate the distinctiveness of the branded hotel's spatial design by comparing each brand's representative flagship store with the hotel. As a result, four characteristics of branded environments in branded hotels were identified, namely, strengthen brand image, consistent brand strategy, extend brand perception, spatialize brand experience. Armani emphasizes their consistent brand image by applying similar design methods in both retail stores and hotel spaces. IKEA, in contrast, applies not their design identity but their brand concepts like practicality, efficiency, and low prices. Pantone gives an expanded brand experience by using synesthetic sensual stimulation using their color system. Missoni mixes and composes their patterns and materials in a three-dimensional manner and strengthens design possibilities and spatiality. This study suggests specific design methods to construct a branded environment in a branded hotel and offers new strategic directions for space branding.

• 패션비즈니스
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• 제12권1호
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• pp.1-15
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• 2008

This study aims to consolidate the qualitative growth of knit design thru the creation of high value-added brand and design, in the state of active trend for competitive promotion of professional knit brand, by collapsing the border line between the knitwear market and the woven one. In accordance with the market situation of increasing a demand of knitwear products, I wish to awaken the importance of knit design thru this study, to survey domestic knit brand products and their planning directions and to plan for the high value-added knitwear products, thru presenting the problems of knit industry and developing knitwear design. This study is focused on showing process of planning and items developed personally by me in charge of developing products practically at the job site of knit industry. From the stage of planning for goods, I suggested the 2007 s/s goods of M company as a strategy of distinctiveness caused by the problems with rival companies, and also proposed a method conducted by the actual business. Setting up M company's s/s concept of the year 2007, I suggested a plan of quantity, time of forwarding, color, fabrics, etc. as well as the process and schedule thru order, and based on the above result, I made a planning for 2007 s/s knitwear for middle-aged women.

• 디자인학연구
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• 제20권1호
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• pp.243-252
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• 2007

오늘날 기술적인 차이는 적어지고 기업들이 출시하는 제품이 유사해져감에 따라 경쟁적 우위를 위한 대안으로 기업은 브랜드를 제시한다. 제품의 질적인 우위는 쉽게 다른 경쟁 기업들에게 모방되어질 수 있지만 무형적인 가치를 포괄하는 브랜드는 쉽게 모방되기가 어렵기 때문에 기업의 차별화를 만들어 주고 고객과의 관계를 결정한다는 점에서 글로벌 경쟁 시대에서 더욱 중요해 지고 있다. 또한 디자인이미지는 기업 경쟁력에 있어서 중요한 부분을 차지하는 요소이다. 기업이 내세우는 디자인이미지는 브랜드를 반영하며, 브랜드는 기업이미지와 기업이 갖는 철학을 대변한다. 이에 다양한 제품들이 갖는 디자인이미지는 브랜드가치 향상을 위해 중요한 역할을 한다. 기업은 이러한 디자인이미지의 정체성을 구축함으로써 브랜드를 향상시킬 수 있다. 따라서 디자인이미지의 정체성이 없거나 디자인이미지들이 정체성을 갖지 못하고 일탈된 부분에 대한 연구는 중요하다. 본 연구는 기존의 기업경쟁력을 위해서 브랜드를 강화시켜야하며 이를 위해서는 디자인이미지가 브랜드의 정체성에 가깝게 이루어져야 한다는 부분에 초점을 두었다. 선행연구와 이론적 배경을 바탕으로 소비자가 구매하는 제품이 가지고 있는 디자인 이미지를 중심으로 디자인아이덴티티 영역을 찾는 것이다. 먼저 소비자들이 생각하는 디자인이미지의 동질성을 규명하고, 이를 바탕으로 이미지들이 나타내는 방향성을 분석하여, 기업의 브랜드 전략에 개선이 될 수 있는 디자인아이덴티티 영역과 브랜드와의 관계를 모색할 것이다.