• Journal of Distribution Science
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• v.20 no.6
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• pp.21-32
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• 2022

Purpose: This study aims to test the influence of brand relationship, price, content, brand awareness, and electronic Word-Of-Mouth (eWOM) on willingness to pay for the subscription fee of Disney+ Hotstar. As the latest streaming service provider in Indonesia, Disney + Hotstar under Disney Media and Entertainment Distribution has actively conducted strategies to strengthen the brand and attract consumers. Research design, data and methodology: Structural Equation Modelling with WarpPLS approach was used to assess the proposed model gathering data from 316 people who have ever known about Disney+ Hotstar through an online survey using measurement items from previous literature. Results: Most responses were obtained from millennial generations. Findings demonstrated that brand relationships, price, content, and brand awareness positively influenced willingness to pay for the subscription fee whereas eWOM showed a negative and insignificant influence on the willingness to pay for the subscription fee. Conclusions: The most significant factor towards willingness to pay a for subscription fee is price, followed by brand awareness, brand relationship, and content. The result of this study may be used as a guide for professionals in the streaming service industry to better implement their strategies in influencing people to have the willingness to subscribe.

• Journal of the Korean Society of Costume
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• v.63 no.4
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• pp.143-157
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• 2013

Fashion products are goods purchased based on cultural and psychological values derived from a brand image as well as on the physical value of the product itself. Management of brand image has been one of the most important marketing strategies in the fashion industry. In this research, three best-selling young casual brands were tested with 200 male and female subjects to compare brand image, logo image, and advertisement image. The objective of the research were as follows: 1) to explore the effect of advertisement on the purchase of young casual wear and brand image management status through advertisements of domestic brands, and 2) to investigate differences in consumer perception on brand logo image and advertisement image. The results showed that most of young casual brands are depending much on star marketing rather than developing differentiated brand image through advertisements as indicated in brand image management status. Failure in development of differentiated and consistent brand image is a barrier to the long-term and continuous advancement of young casual brands. Therefore, more efforts should be made for the reinforcement of brand image for the consistent growth of domestic young casual brands.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.10
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• pp.1058-1073
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• 2012

This study examines the effects of collaboration type and brand sensitivity on consumer responses toward fashion collaboration brands. For this study, six brands of fashion collaboration were selected by collaboration types: collaboration with same industry (Uniqlo-Jill Sander, H&M-Sonia Rykiel, and Levis-Jean Paul Gaultier) and collaboration with different industries (LG-Prada, Samsung-Armani, and LG-Levis). A selfadministered questionnaire was developed based on the literature that mainly included brand sensitivity, consumer response (brand association, brand values, and purchase intention), and marketing strategic elements in the context of fashion collaboration. For collecting the data, respondents were asked to choose and assess a previously purchased brand. A total of 299 usable data responses were obtained from Korean consumers aged from 15 to 40 years old. The consumer response toward the fashion collaboration brand consisted of four factors: Emotional value, perceived quality, symbolic value, and brand association. The results showed that the collaboration type had the main effect on emotional value, symbolic value, and purchase intention. Brand sensitivity had the main effect on brand association, emotional value, symbolic value, and purchase intention. There was also an interaction effect on emotional value. With respect to strategic marketing elements, product differentiation, premium pricing, and value pricing had partially positive effect on consumer responses; however, promotion had a negative effect on consumer responses (e.g., perceived quality, and emotional value). In addition, collaboration type or brand sensitivity moderated the effect of strategic marketing elements on consumer responses. This study discussed a managerial implication to develop a strategic brand alliance to manage brand equity in the fashion marketplace.

• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.520-530
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• 2015

This study aimed to research the mediating effects of customer satisfaction on the relationship between marketing mix activities and brand loyalty in chicken restaurant. This study intended (1) to analyze the factors of marketing mix activities in chicken restaurant, (2) to research the effect of marketing mix activities on brand loyalty, (3) to research the mediating effects of customer satisfaction on the relationship between marketing mix activities and brand loyalty. Data were collected from undergraduates who visited the nationwide chicken restaurants by face-to-face interview. The questionnaire was distributed of the 400 copies and used 331 in the analysis. The results of this study revealed that (1) the factors of the marketing mix activities were price, promotion, place and product, (2) product only had significant influence on brand loyalty, (3) the effect of product on brand loyalty was significant influence by mediating effect of customer satisfaction.

• Journal of Korean Society of Rural Planning
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• v.19 no.2
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• pp.11-20
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• 2013

Consumer preference, marketing environment and various agricultural policy were changed recently. So it is necessary to analyze the consumption behavior for selection the target market. In this paper, we analyzed the consumption behavior and the brand positioning using oriental melon. From the results of analysis, firstly, consumers' age, job, education and the number of member of household were effected to consumption behavior of oriental melon. Secondly, the marketing factor was the most important when purchasing oriental melon. Thirdly, the brand of Sung-Ju Oriental Melon was evaluated to the best brand on brand name, brand image and brand message.

• Journal of the Korean Home Economics Association
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• v.47 no.8
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• pp.101-107
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• 2009

The purpose of this study was to investigate the effects of consumer-brand relationship on brand charisma and brand loyalty. Four hundred and ten consumers living in Seoul and its suburb participated in this study. For data analysis, descriptive statistics, reliability, and structure equation modeling were used. The results were as follows. First, three factors of an 'affection', 'commitment', and 'trust' of advertisement were produced for consumer-brand relationship. Second, all three factors of consumer-brand relationship affected positively on brand charisma. Second, except 'affection' factor, two factors affected significantly on brand loyalty. Third, brand charisma affected positively on brand loyalty. Based on these results, this study would provide fashion marketers more efficient brand marketing strategies.

• The Korean Journal of Franchise Management
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• v.10 no.1
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• pp.33-42
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• 2019

Purpose - Since the number of cafés operated by using cultural marketing in Jeju Special Self-Governing Province is increasing, this study emphasizes the necessity of cultural marketing, which is a different strategy of specialty coffee shops, focusing on Jeju Island. The purpose of this study is to investigate the effect of positive effects of service quality and brand image on customer satisfaction through cultural marketing. Research design, data, and methodology - It emphasizes the necessity of cultural marketing of specialty coffee shops, and how the positive effects of service quality and brand image brought through cultural promotion, culture support, cultural support, cultural enterprise influence customer satisfaction. The results of this study are as follows. In order to verify the research hypothesis of this study, Jeju residents who have experience using cultural marketing conducted in coffee shops in Jeju Island are targeted. The cafe in Jeju area, which runs from April 4 to April 14, 2018. A total of 110 copies of the questionnaire were distributed, and the final 100 copies were used as final empirical analysis data. Result - The results of the study are as follows. First, promotion and culture business activities have positive influence on brand image. Second, production and cultural business activities had positive effects. Third, brand image has a positive effect on customer satisfaction. Fourth, service quality has a positive effect on customer satisfaction. Conclusions - The implications of this study are following as: First, if you want to grow into a cultural enterprise in the province by enhancing your brand image, you need to prioritize cultural direction and business direction for cultural companies among sub-factors of cultural marketing. Second, it is necessary to improve the customer satisfaction through the improvement of the brand image considering the composition of the stores in the city, the facilities and the atmosphere, and the consumer tendency such as product and customer age.

• Journal of Industrial Convergence
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• v.20 no.11
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• pp.185-190
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• 2022

Since COVID-19, digital transformation has been taking place in the entire industry, and Metaverse is attracting attention as an untect service. Therefore, this study aims to find out about brand experience marketing cases using metaverse targeting beauty brands. This study reviewed previous studies related to metaverse marketing and beauty brand marketing. SK-II, Christian Dior used VR technology to provide users with contents and experience of brand products, and L'Oreal, Sephora, Laneige used AR technology to provide virtual makeup applications. It's believed that this experience marketing will have a positive effect on customers' purchase intention and its importance will increase further to target Z Generation. It's expected that this study can be used as related data in the metaverse and experience marketing of beauty brands, and research on metaverse marketing should be continued in the beauty field.

• International Journal of Quality Innovation
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• v.4 no.2
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• pp.73-100
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• 2003

The most successful companies today are said to have strong brands. But what is a strong brand\ulcorner What makes a brand strong\ulcorner How do we build a strong brand\ulcorner This paper develops a customer-based brand equity model to help address these important questions. The developed model is a cause-and-effect model linking customer-brand relationships to rational and emotional brand associations, as well as rational and emotional brand evaluations. The customer-brand relationships are characterized by loyalty, based on both behaviour and attitude. As branding is a very complex concept, it is important to determine which of the many branding elements should be included in the model. This paper discusses why a given aspect is important for a brand's equity and which relations exist between the included variables from a theoretical perspective. The model provides insight into the creation of a brand's equity and can thus be used in the brand management process to achieve brand excellence.

• Journal of the Korean Society for Aviation and Aeronautics
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• v.31 no.4
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• pp.56-71
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• 2023

This paper describes the significant effects of customer's PAD emotional response according to consumption value of airline goods on brand charisma, brand attitude, and brand loyalty. The result shows that among the consumption values, epistemic value, emotional value, and self-expressive value have a positive effect on PAD emotional response. In addition it was found that the PAD emotional response had positive influence on brand charisma but had no effect on brand attitude. Brand charisma was found to have significant positive influence on brand attitude and both brand charisma and brand attitude had positive effect on brand loyalty. Through the results of this study, airline goods products are an effective means to increase brand loyalty. Further more, this study provides academic and business implications for effective airline goods marketing.