• International Journal of Advanced Culture Technology
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• v.9 no.3
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• pp.373-378
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• 2021

Sponsorship is one of the communication tools that have been used for a long time to raise corporate awareness and establish favorable customer attitude. This study tried to examine the effect of corporate sponsorship, which has recently been attracting increasing attention. We empirically examined whether sponsorship and program fit, identification with a company or brand, and corporate credibility affect the reputation of the sponsoring company. For this, We conducted a survey using a structured questionnaire for 263 college students, and the collected data were analyzed through a structural equation model along with factor analysis. As a result of the study, it was found that sponsorship and program suitability had a positive effect on corporate reputation, and brand identification and reliability also had a positive effect on corporate reputation. Based on the results of the study, it was possible to obtain the implication that it is important to increase the fit of the sponsor and sponsorship program, to improve the corporate brand identification and corporate credibility in order to increase the corporate reputation through sponsorship.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.271-280
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• 2020

The use of multiple celebrity endorsement is a common practice in advertising campaigns. However, little research has been conducted on the effects of multiple celebrity endorsement. In particular, the current study is designed to delve into what factors influence the effects of multiple celebrity endorsement. Portfolio-brand fit, portfolio-celebrity fit, and portfolio celebrity-consumer fit are three factors that affect a consumer's attitude toward the ad, the endorsed brand, and the purchase intention in the context of multiple celebrity endorsement. Study findings suggest that portfolio-brand fit, portfolio-celebrity fit, and portfolio celebrity-consumer fit positively affect attitudes toward the ad. In addition, as shown in the modified model, covariance among these three variables was found. Practical and theoretical implications were also discussed.

• (The) Korean Journal of Advertising
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• v.27 no.8
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• pp.59-90
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• 2016

Consumers demand that corporates fulfill their social responsibility by exerting influence over not only economical values but also social values in markets. Given such a social mood, most corporates are actively engaging in Corporate Social Responsibility(CSR) activities, and marketing scholars continue to study the effects of such CSR activities. Numerous such studies examined the relationship between CSR activity and brand equity. Moreover, virtually, a majority of these studies focused on consumer responses to CSR activity from an individual brand perspective. In a situation in which brand management must consider the spillover effects of brands, firms holding various brands should consider these spillover effects when they establish CSR activity strategies. Therefore, we examine the effects of CSR activity using a comprehensive approach that considers the hierarchy of brands. Additionally, we develop a new perspective on fit that has been used as a major influence on the effects of CSR activity. We argue that the mixed results of the impact of fit regarding the effect of CSR activities is attributed to the influence of connections among brands based on the hierarchy of brands. We then examine the effect of two types of CSR activity strategies that reflect the relativity of fit. The results reveal that there was no difference in impact of the two strategies based on unique roles and traits of corporate brand and effects of low fit. Also, we found that the corporate brand focused strategy creates a greater change in consumers' attitudes than does an individual brand focused strategy in the case of a particular brand. This finding is meaningful because it indicates that a hierarchy of brands may relatively reduce the impact of the role of fit, unlike general arguments from previous related research. Second, the spillover effects from the CSR activities of individual sub-brands belonging to the same corporate brand were confirmed. Therefore, we clearly verified the role of the hierarchy of brands. Although both strategies cause changes in consumer attitude toward brands engaged in CSR activity, overall, a corporate brand focused strategy turned out to be more effective than an individual brand focused strategy because of the spillover effects of brands. Third, this study verified the effect of a corporate brand focused strategy through a moderating effect analysis of the degree of association between individual brands and corporate brand. Given these results, we identified a moderating role in the degree of association and the changes in consumer attitudes toward both main brands engaged in CSR activities and other different individual brands, which were caused by the spillover effects of brands. Finally, this study addresses implications and limitations.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.5
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• pp.1845-1855
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• 2010

The brand consulting for paving the way for overseas-based companies to develop local brands includes many processes such as the analysis of local markets and consumers, the analysis of in-and-out circumstances including the diagnosis of corporate competence and resource, the establishment of brand strategies, the development of brand concepts, and the development of design, which should be performed before the eventual launch of overseas markets. So, the success of overseas-based brand consulting just depends on coworking(i.e., consortium) by brand experts from international marketing, design to local-overseas brand rights which have been barely touched upon by the brand experts. This study aims to present brand consulting framework and to support the development of local-fit brands when the small and medium industries, esteemed relatively less compatible than conglomerates, expand their business in the non-English-speaking countries. This study also includes the results of a demand inquiry on the local fit brand targeted for SMEs. As a brand consulting framework which has been performed at work sites through the accumulated many year's trial and error, it could be a significantly meaningful guidance for the brand experts who perform local-fit brands consulting and the SMEs who look for overseas-based brand consulting.

• Journal of the Korean Society of Costume
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• v.59 no.5
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• pp.167-179
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• 2009

The purposes of this study were to explore the influence on fashion brand image and brand loyalty according to fit of the fashion brand with cultural art field, motivation in culture marketing of the apparel company, and involvement of the consumers in art activities. The subjects ware 274 male and female in 20s and 30s living in Seoul and Gyeonggi area. The study was obtained through the use of an experimental design which was $2{\times}[2{\times}2]$ mixed factorial design. The summary main results were as follows. First, as far as the effect of the three variables on the social contribution image of the fashion brand, the results of the 3-way interaction are positive. Second, as far as the effect of the three variables on the product image of the fashion brand, the data suggests that only the main-effect of motivation in culture marketing of the apparel company is meaningfully positive. Third, as far as the effect of the three variables on fashion brand loyalty, both fit of the fashion brand with cultural art field and involvement of the consumers in art activities variables show positive results.

• The Research Journal of the Costume Culture
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• v.21 no.5
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• pp.708-725
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• 2013

In the 2010s, skinny jeans were trendy, and they became a must-have for young women. The styles, clothing pressure and buying behavior of skinny jeans have been studied, but the patternmaking of skinny jeans has not been researched yet. To analyze skinny jeans patterns, we grouped skinny jeans into nine brands. They were sorted into three groups: special jeans brand, trendy jeans brand, and SPA brand. This study compared skinny jeans' sizing systems, product dimensions and pattern measurements in three brand groups. The appearance and fit of skinny jeans were evaluated by random groups of people in their 20s and 30s. The sizing systems for skinny jeans were different with KS K0051, and they were shown waist girth in inches. The waist and hip circumferences were different among brand groups. In product dimensions, trendy jeans brands had a shorter crotch length, a lower crotch depth, a narrower back crotch width, and a longer inseam than the others. The measurements of skinny jeans flat patterns were significantly different in as below; front crotch depth, front crotch height, front crotch length, back crotch extension, gap between back and front crotch depth, back crotch height, back crotch length, and center back angle. In the sensory survey results, trendy jeans brands were evaluated well in the fit of the waist line, hip line, crotch line, midthigh line, outseam, inseam, side waist line, crotch length and overall fit.

• The Research Journal of the Costume Culture
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• v.20 no.3
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• pp.319-329
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• 2012

The market share of conglomerates is increasing in the Korean school uniform market these days. Functional fit problems occurred. Girls choose slim silhouette often experienced fit problems. The purpose of this study is to probe for functional design elements of high school girls' uniforms. A questionnaire survey was carried out. 202 high school girls took part in the survey. The questionnaire measured school uniform brand preference and size of school uniform jackets. The results of the survey show that over half of participants(56.6%) wore their jackets over nine hours per day. They considered the aesthetics of the design as the most important factor when purchasing school uniforms. That element affected their brand preference. In analyses of the fit suitability, there were no significant differences between brands. The jacket lengths were significantly different among brands, but all were evaluated as being short. About 60% of students had difficulty raising their arms while wearing their school uniform jackets. The results of this study revealed that high school girls' uniform jackets are too short and tight. Ergonomic design elements should be applied to high school girls' uniform jackets.

• Asia Marketing Journal
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• v.12 no.2
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• pp.155-175
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• 2010

Most of the service industries including finance and telecommunications have become matured and saturated. The competitions have become severe while the differences among brands become smaller. Therefore maintaining good relationships with customers has been critical for the service providers. In case of credit card and debit card, the similar patterns are shown. It is important for them to maintain good relationships with customers, and therefore, they have used marketing program which provides customized services to customers and utilizes the membership programs. Not only do they build and maintain good relationships, but also highlight their brands from the emotional aspects. For example, KB Card or Hyundai Card uses well-known designers' works for their credit card design. As well, they differentiate the designs of credit cards to stress on their brand personalities. BC Card introduced the credit card with perfume that a customer would like. Even though the credit card is small and not shown to public easily, it becomes more important for those companies to touch the customers' feelings with the brand personalities and their images. This is partly because of changes in consumers' lifestyles. Y-generations becomes highly likely to express themselves in many different ways and more emotional than X-generations. For the Y-generations, therefore, even credit cards in the wallet should be personalized and well-designed. In line with it, credit cards with good design can be seen as an example of brand identity, where different design for each customer can be used to recognize the membership groups that customers want to belong. On the other hand, these credit card companies offer the special treatment benefits for those customers who are heavy users for the cards. For example, those customers who love sports will receive some special discounts when they use their credit cards for sports related products. Therefore this study attempted to explore the relationships between relational benefits, brand identification and loyalty. It has been well known that relational benefits and brand identification lead to loyalty independently from many other studies, but there has been few study to review all the three variables all together in a research model. Furthermore, as reviewed above, in the card industry, many companies attempt to associate the brand image with their products to fit their customers' lifestyles while relational benefits are still playing an important role for their business. Therefore in our research model, relational benefits, brand identification, and loyalty are all included. We focus on the mediating effect of brand identification. From the relational benefits perspective, only special treatment benefit and confidence benefit are included. Social benefit is not applicable for this credit card industry because not many cases of face-to-face interaction can be found. From the brand identification perspective, personal brand identity and social brand identity are reviewed and included in the model. Overall, the research model emphasizes that the relationships between relational benefits and loyalty will be mediated by the effect of brand identification. The effects of relational benefits which are confidence benefit and special treatment benefits on loyalty will be realized when they fit to the personal brand identity and social brand identity. In the research model, therefore, the relationships between confidence benefit and social brand identity, and between confidence benefit and personal identity are hypothesized while the effects of special treatment benefit on social brand identity and personal brand identity are hypothesized. Loyalty, then, is hypothesized to have positive relationships with personal brand identity and social brand identity. In addition, confidence benefit among the relational benefits is expected to have a direct, positive relationship with loyalty because confidence benefit has been recognized as a critical factor for good relationships and satisfaction. Data were collected from college students who have been using either credit cards or debit cards. College students were regarded good subjects because they are in Y-generation cohorts and have tendency to express themselves more. Total sample size was two hundred three at the beginning, but after deleting those data with many missing values, one hundred ninety-seven data points were remained and used for the model testing. Measurement items were brought from the previous literatures and modified for this research. To test the reliability, using SPSS 14, chronbach's α was examined and all the values were from .874 to .928 exceeding over .7. Using AMOS 7.0, confirmatory factor analysis was conducted to investigate the measurement model. The measurement model was found good fit with χ²(67)=188.388 (p= .000), GFI=.886, AGFI=.821, CFI=.941, RMSEA=.096. Using AMOS 7.0, structural equation modeling has been used to analyze the research model. Overall, the research model fit were χ²(68)=188.670 (p= .000), GFI=.886, AGFI=,824 CFI=.942, RMSEA=.095 indicating good fit. In details, all the paths hypothesized in the research model were found significant except for the path from social brand identity to loyalty. Personal brand identity leads to loyalty while both confidence benefit and special treatment benefit have a positive relationships with personal and social identities. As well, confidence benefit has a direct positive effect on loyalty. The results indicates the followings. First, personal brand identity plays an important role for credit/debit card usage. Therefore even for the products which are not shown to public easy, design and emotional aspect can be important to fit the customers' lifestyles. Second, confidence benefit and special treatment benefit have a positive effects on personal brand identity. Therefore it will be needed for marketers to associate the special treatment and trust and confidence benefits with personal image, personality and personal identity. Third, this study found again the importance of confidence and trust. However interestingly enough, social brand identity was not found to be significantly related to loyalty. It can be explained that the main sample of this study consists of college students. Those strategies to facilitate social brand identity are focused on high social status groups while college students have not been established their status yet.

• The Research Journal of the Costume Culture
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• v.23 no.2
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• pp.161-175
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• 2015

The purpose of this study is to examine the impact of perceived sustainability management fit of SPA brands on consumer purchase intention. A survey was conducted targeting women in their 20s and 30s from April 27th to May 6th 2013, and a total of 350 questionnaires were used in the final analysis. Frequency analysis, reliability analysis, factor analysis, ANOVA, simple regression analysis and multiple regression analysis were carried out using SPSS ver 21.0. The results of this study are as follows. First, fit of all three areas- economic, ecological and social-of sustainability management activities have a significant impact on consumer perception on sustainability activities. Second, perceived sustainability activities by SPA brands are found to have a positive effect on brand attitude, brand trust and consumer satisfaction. Third, brand attitude and consumer satisfaction forged by perceived sustainability activities by SPA brands have a positive impact on consumers' purchase intention. Based on the result of this study, the following marketing implications can be suggested. First, SPA brands need to be more active in all three area of sustainability activities while coming up with measures for differentiated social sustainability activities. Second, SPA brands need to meet their primary obligation by providing consumers with quality products at a reasonable price. Third, SPA brands need to recognize the potential value of sustainability activities as a driver of a longstanding relationship with consumers as well as long-term profit and value creation, leading to a great financial performance.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.2
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• pp.224-234
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• 2004

This paper is an exploratory research to identify the structural model suitable for the fashion brand attitude effect process of VMD structural elements. Under the circumstances of severe competitiveness in price-conscious casual brand, we intended to find measurement model of VMD effect to establish plausible brand specific VMD strategy. Since VMD is regarded as one of marketing stimuli like advertising, we introduced Mackenzie, Lutz, and Belch(1986)＇s advertising effect measurement model for the analysis. For the study, VMD structural elements were composed of controllable visual factors from store environment at the aspect of marketing strategy. As a result, the reciprocal mediation hypothesis model shows the best fit for the VMD stimuli. That is, under the cognition of interaction between VMD attitude and brand attitude, strategy must be considered to strengthen the attitude relation between VMD and brand. The second fit model was the dual mediation model which was adopted from Petty and Cacioppo＇s ELM. According to this, when you make use of VMD strategy, it is needed to consider both of affective and cognitive factors of VMD.