• The Research Journal of the Costume Culture
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• v.23 no.3
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• pp.454-467
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• 2015

Reflecting the consumer's desire to look young, the "down-aging" trend, which blurs the distinctions between age groups, is the latest craze in the fashion market. The popularity of this trend made brand identities similar, resulting in customers becoming more interested in segmented notions of fashion (in terms of the story, design, high-quality material, etc.) regarding the product, and in particular, focus has become oriented to the fitness to the human body. In this sense, the researcher aimed to develop the prototype of a slim-fit tailored jacket that fits the standard somatotypes of women in their 30s well. For the purpose of this research, slim-fit tailored jackets from existing brands were collected and analyzed, and a subsequent wearability test was conducted based on the standard somatotype of women in their 30s. The research patterns were prototype of the developed slim fit tailored jacket are bust size of 3.8 cm, waist of 7 cm, and hip size of 3.8 cm. Then the research patterns were selected to develop the prototype of a properly fitting slim-fit tailored jacket. As outlined above, the development of a slim-fit tailored jacket prototype for the standard somatotypes of women in their 30s was conducted by solving the fitness issues of existing brands in order to produce properly fitting jackets that satisfy consumers.

• The Research Journal of the Costume Culture
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• v.30 no.3
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• pp.381-402
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• 2022

This study aimed to identify sub-dimensions of the authenticity and fictionality of a brand story and analyze the effects of authenticity and fictionality on customer-based brand equity. Data were obtained from a group of 213 males and females in their 20s and 30s living in Korea using an online survey institute. Results showed that the authenticity and fictionality of a brand story are composed of reality, excitement, exaggeration, fictional symbolism, influence, sincerity, relativeness, mysteriousness, and unreality. Of these, sincerity, excitement, reality, influence, and mysteriousness had significant effects on brand imagery; sincerity particularly exerted a relatively more substantial influence on brand imagery. Also, influence, mysteriousness, excitement, and relativeness impacted performance positively, and exaggeration impacted performance negatively. This indicated that a well-constructed brand story with authenticity and fictionality had a positive impact on the brand image. Excitement, mysteriousness, reality, relativeness, sincerity, and influence of a brand story had significant effects on brand judgement. In contrast, only excitement and influence positively impacted brand feelings, and unreality had a negative impact on feelings. The exciting and influential brand story impacted brand attitude. Also, brand image and attitude positively impacted sharing and purchase intention, while brand performance did not affect recommendation intention. These findings contribute to identifying a brand story's attributes, authenticity, and fictionality and provide insights for marketers on creating brand stories to increase brand image and attitude and to build customer-based brand equity.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.2
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• pp.223-234
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• 2008

This Study is designed to identify the appropriate fields of culture and art supporting activities in fashion business and to propose an effective culture and art strategy on establishment of positive fashion brand attitude. Subjects of this study were 242 young male and female consumers interested in fashion and culture marketing activities. Data were analyzed by using SPSS 12.0 with Independent-Sample T-Test, ANOVA, Duncan test. Also, we suggested the FBFit(Fashion Brand-Mecenat Fit) model by using Prefmap3. The results are as follows: First, it was revealed that culture art marketing activities such as a film, a popular music, a musical of the art and culture fields were important for maintaining the positive fashion brand image. Second, the consumer with recognition of culture and art supporting activities had a positive attitude on culture and art marketing of fashion brand. Third, FBFit model was revealed that there was a significant difference an appropriate culture and art fields for each fashion brand image. Therefore, each fashion brand has to select appropriate fields of culture and art marketing activities by considering their fashion brand image with a long term perspective.

• The Research Journal of the Costume Culture
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• v.24 no.5
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• pp.697-708
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• 2016

The term used to describe consumer's valuation of a brand is brand equity. One concept that can be managed and may impact valuation of a prestige brand is "luxuriousness." As the concept of "luxuriousness" appears to be a key factor contributing to the equity of a prestige brand, the purpose of this study was to examine how luxuriousness is related to the brand equity utilizing a model developed by Yoo, Donthu, and Lee (2000). Yoo et al. (2000) identified three dimensions [brand association with awareness (BA), perceived quality (PQ), brand loyalty (BL)] accounted for the equity (OBE) of a brand. We speculated that the five dimensions of luxuriousness (i.e., quality, extended self, hedonism, accessibility, and tradition) would selectively influence the two dimensions of brand equity (BA, PQ) and that loyalty would mediate the relationship between the two dimensions of brand equity (BA, PQ) and overall brand equity. A total of 502 participants aged from 18 to 74 were surveyed in USA. Using AMOS 18, the path analysis was conducted with the maximum-likelihood estimation procedure. The model exhibited a good fit with the data and all hypotheses were supported except one. Quality, accessibility, and hedonism dimensions of luxuriousness affected perceived quality of the equity of a brand. Hedonism and extended self dimensions affected brand association with awareness. However, tradition dimension did not significantly influence brand association with awareness. Overall, this research expands understanding of brand equity as it documents the contributions of luxuriousness, a component that can be controlled by brand managers.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.98-109
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• 2010

Research on the construction, measurement, and management of brand equity has been extensive since David A. Aaker(1991) and Kevin Lane Keller(1993) first advanced the concept. Recently, much attention has been devoted to the components of brand equity: brand awareness, perceived quality, brand image, and brand loyalty. This study explores the relationships among these components, focusing particularly on the moderating role of product type (utilitarian vs. hedonic) in their causal relationships. A model to study the relationship among components of brand equity, particularly the moderating role of product type, is featured in Figure 1. The hypotheses of the study are proposed as follows: that consumers' brand awareness has a positive influence on brand loyalty and brand image; that consumers' perceived quality has a positive influence on brand loyalty and brand image; that consumers' brand image influences brand loyalty positively; and that relationships among components of brand equity will be moderated by product type. That is, in the case of utilitarian products, the impact of perceived quality on brand loyalty will be relatively stronger, whereas with hedonic products the impact of brand image on brand loyalty will be relatively stronger. To determine the products for the study, a pre-test of 58 college students in the Seoul metropolitan area was conducted based on the product type scale. As a result, computers were selected as the utilitarian product and blue jeans became the hedonic product. For each product type, two brands were selected: Samsung and HP for computers, and Levis and Nix for blue jeans. In the main study, 237 college students in the metropolitan area were surveyed to measure their brand awareness, perceived quality, brand image, and brand loyalty toward the selected two brands of each product type. The subjects were divided into two groups: one group (121 subjects) for computers, the other (116 subjects) for blue jeans. The survey questionnaires for the study included four parts: five questions on brand awareness and four questions each on perceived quality, brand image, and brand loyalty. All questions were to be answered using 7-point Likert scales. The data collected by the survey were processed to assess reliability and validity, and the causal relationships were analyzed to verify the hypotheses using the AMOS 7 program, a tool for analyzing structural equation modeling. A confirmatory factor analysis assessed the appropriateness of the measurement model, and the fit indices denoted that the model was satisfactory. The relationships among the components of brand equity were also analyzed using AMOS 7. The fit indices of the structural model denoted that it was also satisfactory. The paths in the structural model as will be seen in Figure 2 show that perceived quality affects brand image positively, but that brand awareness does not affect brand image. Moreover, it shows that brand awareness, perceived quality, and brand image are positively related with brand loyalty, and that this relationship is moderated by product type. In the case of utilitarian products, perceived quality has relatively more influence on brand loyalty. Conversely, in the case of hedonic products, brand image has relatively more influence on brand loyalty. The results of this empirical study contribute toward the advancement of our understanding of the relationships among the components of brand equity and expand the theoretical underpinnings for brand equity measurement. It also helps further our understanding of the effect of product type on customer-based brand equity. In a marketing management practice perspective, these results may provide managerial implications for building and maintaining brand equity effectively.

• International Journal of Costume and Fashion
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• v.15 no.1
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• pp.19-37
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• 2015

Expanding upon Zhang and Kim's (2013) study involving Chinese consumers, this study investigated key factors that influence U.S. consumers' attitude towards purchasing luxury fashion goods and purchase intent and examined what similarities and differences exist between the two consumer groups in relation to the key factors. A total of 414 respondents completed the online survey questionnaire. Structural Equation Modeling was utilized to analyze data. Brand consciousness, materialism, fashion innovativeness, and fashion involvement were significant factors that affect U.S. consumers' attitude towards luxury fashion goods. Overall, the findings of the current study were greatly inconsistent with Zhang and Kim's Chinese study. The inconsistency provides vital implications to luxury fashion retailers by showing that one size does not fit all and one strategy does not fit all markets.

• Journal of Fashion Business
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• v.16 no.6
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• pp.160-173
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• 2012

This study is meaningful in that it builds the basic data necessary for developing skinny jeans for Korean women in their 20s based on the level of satisfaction with the apparel fit by body parts and brand choices gathered from studies on the skinny jeans consumption pattern among students in their 20s and on the results of the movement functionality and appearance sensory tests conducted on skinny jeans from six labels with the highest market share, popularity, and brand recognition, with the goal of developing skinny jeans for Korean women in their 20s.

• Asia Marketing Journal
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• v.17 no.1
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• pp.97-121
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• 2015

In this research, we examine whether and why temporal distance influences evaluations of two different types of brand extensions: concept-based extensions, defined as extensions primarily based on the importance or relevance of brand concepts to extension products; and similarity-based extensions, defined as extensions primarily based on the amount of feature similarity at the product-category level. In Study 1, we test the hypothesis that concept-based extensions are evaluated more favorably when they are framed to launch in the distant rather than in the near future, whereas similaritybased extensions are evaluated more favorably when they are framed to launch in the near rather than in the distant future. In Study 2, we confirm that this time-dependent differential evaluation is driven by the difference in construal level between the bases of the two types of extensions - i.e., brand-concept consistency and product-category feature similarity. As such, we find that conceptbased extensions are evaluated more favorably under the abstract than concrete mindset, whereas similarity-based extensions are evaluated more favorably under the concrete than abstract mindset. In Study 3, we extend to the case for a broad brand (i.e., brands that market products across multiple categories), finding that making accessible a specific product category of a broad parent brand influences evaluations of near-future, but not distant-future, brand extensions. Combined together, our findings suggest that temporal distance influences brand extension evaluation through its effect on the importance placed on brand concepts and feature similarity. That is, consumers rely on different bases to evaluate brand extensions, depending on their perception of when the extensions take place and on under what mindset they are placed. This research makes theoretical contributions to the brand extension research by identifying one important determinant to brand extension evaluation and also uncovering its underlying dynamics. It also contributes to expanding the scope of the construal level theory by putting forth a novel interpretation of two bases of perceived fit in terms of construal level. Marketers who are about to launch and advertise brand extensions may benefit by considering temporal-distance information in determining what content to deliver about extensions in their communication efforts. Conceptual relation of a parent brand to extensions needs to be emphasized in the distant future, whereas feature similarity should be highlighted in the near future.

• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.2
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• pp.15-29
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• 2014

Setting the ease amount takes the important part to the fit that consumers satisfies. Therefore, it is required to create a pattern for off-the-rack jackets that considers the proper amount of ease. However, few studies have been done previously regarding the ease amount of jacket pattern for the women in their 20s whose demand for jacket is high and who are sensitive to the fit. Therefore, this study selected top five brands in terms of sales and preference among the national female apparel brands. It obtained a tailored jacket pattern for basic size (55 size) and made the jacket. Then, an expert panel group put the pattern on Hani body, a torso dummy for education made by the anthropometric data of Size Korea for females in their 20s and conducted an evaluation on the ease amount and analyzed the results. As a result, the ease amount of the Pattern A was evaluated as proper and that of the Pattern B was found to be lease proper. From the fact, we can see that each of the top 5 off-the-rack brands has different ease amount, though they are of the same basic size (55 size).

• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.181-198
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• 2024

Fashion stress is a pertinent aspect of modern consumer culture that has been underexplored in academic research. This study developed a conceptual framework of fashion stress and a multidimensional scale to measure consumers' fashion stress. The qualitative study included literature reviews on consumption stress, shopping stress, and consumer behavior, as well as focus group interviews to gain insight into various dimensions of fashion stress. NVivo 12.0 was used to analyze the qualitative data and identify core categories following the grounded theory methodology. The quantitative study involved a preliminary and a primary surveys to verify the validity and reliability of the fashion stress scale. A total of 220 questionnaires were used for data analysis. The results show that fashion stress consists of eight factors: care, shopping, fit, brand, financial, closet, style, and disposal. Choice difficulty plays a significant role in all factors of fashion stress. Moreover, shopping stress had a negative impact on impulse buying, while other factors such as fit, brand, closet, and disposal stress had a positive impact on impulse buying. Thus, fashion stress is a potential antecedent of impulsive consumer behavior. The results also confirm the validity and reliability of the scale. The fashion stress scale developed in this study offers researchers a valuable tool for assessing and understanding consumer experiences.