• The Research Journal of the Costume Culture
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• v.27 no.3
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• pp.206-221
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• 2019

This study examined the causal relations among brand personality, brand identification, and brand equity of Korean SPA brands that target Chinese consumers. Data were collected from 600 Chinese consumers residing in Beijing and Shanghai from August 15th to August 30th of 2015 by using convenience sampling; 561 of the questionnaires were used in the statistical analyses. Structural equation models were employed using AMOS 22.0. The results were as follows. First, the factors of Korean SPA brand personality, such as sophistication, competence, tenacity, and interest, exerted significant influences on the brand identification, while honesty had no significant influence on brand identification. Second, brand identification had significant influence on brand awareness, brand image, and brand loyalty. Third, brand awareness showed significant influence on brand image and brand loyalty. Fourth, brand image had significant influence on brand loyalty. These results indicated that brand equity can be strengthened by enhancing brand identification with the proper brand personality. This demonstrates that if Chinese consumers can associate Korean SPA brands with a sophisticated, attractive image, brand identification may be improved and brand equity may be strengthened in the long run, providing basic data for establishing efficient marketing strategies for Korean SPA brands in the Chinese market.

• The Research Journal of the Costume Culture
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• v.16 no.5
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• pp.795-811
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• 2008

The purpose of this study is the structural relations will be examined among the VMD image of clothe stores, emotional reactions of brand awareness, brand image, brand attitude, and purchase intention. An empirical study in experimental design was conducted to female college students in their twenties, who made a huge influential group in the fashion industry, by considering the VMD characteristics of clothing shops. It measured the effects of VMD based on the changes to the consumer attitude before and after the VMD renewals, the correlations between brand recognition and VMD, and the influences of VMD on brand recognition and image, which were considered as important factors in creating brand assets. The research findings were as follows: 1. There were differences in emotional reactions according to the VMD image changes before and after renewal. Considering that the consumers recognized the VMD changes before and after renewal and showed different emotional reactions, the VMD image seems to be a major variable affecting their emotions. 2. As for the changes to the VMD image and brand image before and after renewal, the consumers recognized the VMD changes before and after renewal and consequently recognized the brad images differently, which implies that brand image can vary according to the effects of VMD renewal and changes to the VMD image.

• The Journal of Industrial Distribution & Business
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• v.10 no.8
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• pp.7-15
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• 2019

Purpose - This study aims to examine the influence of social network service (SNS) on the brand image of infant food products; highlight the effects of brand image on the purchasing and word-of-mouth intention; and explore the effects of the purchasing intention on the word-of-mouth intention. Research design, data, and methodology - Based on previous studies, it was found that the fundamental SNS characteristics for infant food products are reliability, interactivity, and informative. Using AMOS 22.0 and structural equation modeling (SEM), 288 questionnaires were surveyed as a statistical method for examining the proposed hypotheses. Results - The analysis shows that reliability and informative have significant impacts on brand image, whereas interactivity does not. Again, the effect of brand image of infant food products on the purchase and word-of-mouth intention is statistically significant. However, the results differ across the "working housewife" and the "full-time housewife" groups. The connection between reliability and brand image was found to be statistically significant in this study. Conclusions - This study analyzes the effects of SNS characteristics on the brand image of infant food products and the effect of the brand image on purchase and word-of-mouth intentions, and provides practical implications for the same.

• Journal of Fashion Business
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• v.15 no.5
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• pp.87-102
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• 2011

The research intends to exploit a strategy method of personal branding improving a personal value for construction of a personal image. As an assessment, the model of construction strategy of personal branding is developed in four steps of a model, construction of personal branding, by using elements of personal image and researching about personal branding strategy of scholars. In order to substantiate a validity of presented model, the case analyses of Martha Stewart. The strategy of four steps for construction of effective personal image is explained below. First step is an analysis of personal brand equity, deciding a direction of the concept of a personal branding through analyzing into a core value and core competence of one. Second step is a personal brand identity, constructing personal specification and identity with elements of personal image by using effective strategy, being able to be perceived to population. Third step is a personal brand positioning, constructing competitive brand image by using analysis of SWOT and strategy STP. Fourth step is a promotion of personal brand, advertising and extending a brand image of one by using a public activity and communication methods such as publication, mass media, and social network. By using the four kinds of processes, constructed strategy of a personal brand will be significant for construction of an effective personal image by having increment of a value and power of the brand.

• The Research Journal of the Costume Culture
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• v.18 no.2
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• pp.348-370
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• 2010

The purpose of this study was to propose some plan which could satisfy consumer's expectation emotional needs by comparing emotional scale between fashion brand image and brand website coloration image. For this study, 12 brand websites within four fashion zone, men's clothing, women's clothing, casual wear, and sports wear were chosen. The questionnaires were comprised of 27 emotional adjectives which were selected from previous studies. The questionnaires were distributed to university students and office workers for 3 to 17 on September. Among them, 118 questionnaires were analyzed by SPSS tool. The qualitative analysis for emotional adjective sorting, content analysis for website color chip sorting, and quantitative analysis for consumers were used in this study. Some differences exist between brand image and website coloration band image as the result. As the numbers of internet user became larger, the costumer's emotional image which gives maximum satisfaction is getting more important in fashion brand website. Therefore, fashion website managers should satisfy consumers with functional and emotional needs.

• Culinary science and hospitality research
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• v.14 no.1
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• pp.123-133
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• 2008

Hangwha is a part of our traditional culture; however, it is now barely maintaining its name. This study intends to contribute to the development of the Hanghwa industry. In this respect, 'Brand Image' is adopted to suggest the ways to develop the Hangwha industry. Commercializing factors that consumers prefer were analyzed and their effects on brand image were investigated. In addition, the effects of brand image on consumers' awareness and preference were analyzed. This research conducted analysis on 294 people who have used Hangwha in Busan and Gyeongsangnamdo. The results of this empirical study are as follows: It turned out that Hangwha influences the society-oriented and consumer-oriented brand image. Its quality-oriented image has influence on awareness. Its society-oriented and quality-oriented brand image turned out to influence preference.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.8
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• pp.1119-1130
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• 1999

The purpose of this was to investigate the differences in recognition of brand and advertisement image according to the life style segments of adolescents. The subjects selected for the final analysis were 613 female high school students whoe were residents in Seoul Pusan and Taejeon. The statistics used for data analysis were factor analysis one-way ANOVA Duncan's multiple range test paired t-test frequency distribution and percentage by the SPSS program The results of this study were as follows : 1. The life style of adolescents wee classified into five groups : Sports Uninterest group Friend Preference/Fashion Uninterest group Sports Preference/Home Oriented group Fashion Interest group and Confidence group. 2, The brand image and advertisement image recognition didn's correspond in general 3. The brand image and advertisement image recognition were significantly different among five groups of life style. The Confidence group and Friend Preference/ Fashion Uninterest group recognized brand image and advertisement image lower than the other groups.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2008.11a
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• pp.357-362
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• 2008

The brand is getting more important purchase factor in apartment market, so domestic construction companies have tried to differentiate it from others using the unique brand image. The purpose of this study is to investigate consistency brand images as a process which includes publicity, design and customer service and to analyze how using intergrated brand image affects brand preference and purchasing intention. To examine hypotheses, empirical study survey questionnaire for consumers who reside in 4 different brand apartments in Dongtan, Hwasung city is conducted. The results of the study are expected to become the useful data in developing sustainable apartment brand and building the marketing strategy of construction companies.

• The Research Journal of the Costume Culture
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• v.22 no.4
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• pp.640-653
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• 2014

The purpose of this study was to investigate the effect of store attributes on brand equity of and brand attitude toward Korean SPA brands. Data were collected from women living in Seoul in ages from 18 to 39 with purchasing experience at Korean SPA brands. A total of 554 questionnaires were used in the statistical analysis including factor analysis and structure equation analysis. The results were as follows: For store attributes, 8 factors were extracted: product assortment, fashionability, price, quality, store environment, service, convenience in location and advertisement. Two factors, brand awareness, brand image were extracted for brand equity, and brand attitude was derived as a single dimension. Product-related store attributes such as product assortment, price, quality have positive effects on brand awareness, brand image and brand attitude. Other attribute such as store environment has positive effect on brand awareness and brand image, Attribute such as advertisement has positive effect on brand awareness and service, convenience in location have positive effect on brand attitude. Moreover, brand image and brand awareness have positive effect on brand attitude. These results indicate the product-related attributes are important factors to consider for improving brand equity and brand attitude for Korean SPA brands.

• Asian Journal of Business Environment
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• v.9 no.3
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• pp.21-26
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• 2019

Purpose - This study aims to investigate the effect of brand image and trust of a home meal replacement (HMR) industry on customer satisfaction and repurchase during online shopping. Research design, data, and methodology - With 217 questionnaires, this study was conducted by AMOS 20.0, and the Structural Equation Model (SEM) as statistical method was used for examining the hypotheses in this study. Factors such as brand image and brand trust in customer shopping for HMR products online were tested, and relationships between satisfaction and repurchase were studied. Results - Brand image and brand trust in terms of online shopping for HMR were found to affect satisfaction significantly; in addition, the path where satisfaction leads to repurchase was found to be significant. However, brand image and brand trust for HMR in online shopping differed depending on customer age groups. The path-coefficients from brand image of HMR in online shopping to satisfaction were more significant in the older age group; meanwhile, the path-coefficient from brand trust to satisfaction was significant in the younger age group. Conclusions - Results of the study suggested the importance of the attributes for buying HMR products online and provided meaningful implications of difference between age groups when they choose the products.