• 한국의류학회지
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• 제41권2호
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• pp.362-377
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• 2017

This study examined the relationship between country-of-brand-origin perception and brand equity elements among Korean and Chinese male consumers. It also examined if there were differences between the two national consumers in the effect of country-of-brand-origin on brand evaluation. We analyzed survey responses from 414 Korean men and 393 Chinese men in their 20s-30s. Country-of-brand-origin perception was found positively related to brand awareness and brand image for both Korean and Chinese men in each group that selected domestic or foreign country-of-brand-origin. The results revealed a positive relationship between brand attitude and brand awareness as well as brand image for the two national consumers in each country-of-brand-origin selection group. The results indicated differences in the influence of brand image on brand attitude between these two male consumers in the group that selected the domestic country-of-brand-origin. The results also support the hypothesis on differences in the effect of country-of-brand-origin as well as brand evaluation between male consumers in the group that selected foreign country-of-brand-origin. This study has significant implications for fashion marketers, particularly when building brand equity by revealing country-of-brand-origin.

• 패션비즈니스
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• 제15권4호
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• pp.155-166
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• 2011

The purposes of this study was to examine Chinese consumers's perception toward Korean fashion brands. Especially, this study aimed to compare the Chinese consumers in three local groups (Beijing, Shanghai, & Yangji). The subjects used for this study were one hundred ninety-six participants(male; 110, female; 86) in 20s age who live in China. For data analysis, descriptive statistics, Cronbach's alpha, and t-test were used. Cronbach's alpha test revealed that all instruments which were used for this study had over 0.85. As the results, first, 67.9% of Chinese consumers perceived Korean brands correctly as Korean brands. Also, 42.5% of Chinese participants had purchased Korean fashion brand products such as Teenie Weenie or E-land. Second, there were not significant differences in brand attitudes among three group participants. However, there was a significant difference in 'brand preference' factor, one of three brand attitudes, between two ethnic groups. Finally, there were not signifiant differences in brand image, while there was a significant difference in intelligent brand image, one of 4 brand image factors, between two ethnic groups. These results of this study would be very useful for Korean fashion brand marketers in order to understand Chinese fashion consumers more details, and provide more efficient fashion marketing strategies.

• 한국의류학회지
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• 제23권8호
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• pp.1218-1227
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• 1999

Consumer evaluate the jeans product by price brand and store because these cues be surrogate indicator that could infer the product quality. But we need to confirm if depending on these cues were rational and this is the goal of this study. method of the study was based on theoretical and empirical study. For empirical study experiments by the subjects among students of Ewha Womans University were done by using jeans as stimulus,. Data was analized by ANOVA factor analysis grouping analysis F-test Pearson's correlation duncan Test and etc 571 data was analyzed of the 600 data. The results of this study are as follows : Evaluation on jeans product were different even though they were exactly the same jeans. Therefore we could confirm the bias by price brand store when consumer evaluate jeans product. Cues like price brand store effected significantly the evaluation of jeans. Quality perception of jeans was most favorable when evaluation cues were combined with high price famous brand and high prestige store. Value perception was favorable when combined with famous brand and high prestige store but value perception on high price became lowe. Purchase intention correlate with value perception and it shows same format with value preception. The most important cue of all three was store the next was price and then brand. These three cues effect the evaluation of jeans product seperately and together.

• 한국콘텐츠학회논문지
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• 제15권7호
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• pp.389-402
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• 2015

유사한 속성을 가진 SNS들이 경쟁하는 상황에서 개별 SNS의 기능적인 특성뿐만 아니라 정서적인 속성인 브랜드 측면에서의 서비스 차별화가 필요하다. 본 연구는 이용자들이 세가지 SNS브랜드(페이스북, 카카오스토리, 밴드)들에 대하여 어떠한 이미지로 평가하는지, 그리고 브랜드개성과 더불어 브랜드-자아 동일시, 브랜드감정 등의 요인이 추천의향에 어떤 영향을 미치는지를 살펴보았다. 분석결과, 20대 대학생 이용자들의 각 SNS서비스에 대한 브랜드개성 평가에 차이가 났으며, 각기 다른 개성 요인이 각 서비스의 추천의향에 영향을 미치고 있음을 알 수 있었다. 또한 브랜드개성과 브랜드-자아 동일시의 효과가 동일하다고 가정했을 때 브랜드감정이 SNS추천의향에 중요한 영향을 미친다는 것을 발견하였다. 세가지 SNS 모두에서 브랜드감정이 추천의향에 통계적으로 유의미한 설명력을 가지며 그 영향력은 브랜드개성이나 브랜드-자아일치도보다 두 배 이상 큰 것으로 나타났다.

• 한국의류학회지
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• 제40권5호
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• pp.815-829
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• 2016

This study investigates Korean consumers' general perception on brand authenticity, tests the influences of authenticity determinants on the evaluation of fashion brand authenticity and compares the influences in terms of brand category (luxury/non-luxury). A three-stage methodological approach was adopted: (1) A literature review identifies authenticity determinants and generates measurement items. (2) A preliminary study uses a quantitative survey (n=50) to purify the determinants. (3) A quantitative consumer survey (n=150) identifies general perceptions on brand authenticity by measuring the perceived relevance of brand authenticity on determinants and explores the influence of determinants on authenticity evaluations using purified measurements of authenticity determinants. The results of general perception on brand authenticity show that Korean consumers deem authentic brands as honest, sincere and socially responsible. The results indicate obvious differences between luxury and non-luxury brands towards the influence of perceived authenticity determinants (genuine, consistent, original, traditional and authoritative) on authenticity evaluation of luxury/non-luxury brands. In non-luxury brands, only 'genuine' and 'consistent' have significant effects that are similar to the results of the general perception on brand authenticity. However, only 'consistent' and 'authoritative' have significant effects for luxury brands and are different from the general perception.

• 한국콘텐츠학회논문지
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• 제10권11호
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• pp.363-370
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• 2010

본 연구에서는 소비자 루머가 기업의 마케팅 관리에 미치는 영향에 관한 기존 연구들을 개괄적으로 살펴보고, 특히 브랜드에 미치는 영향을 중심으로 고찰하였다. 또한 부정적인 브랜드 루머에 대한 기업의 대응 노력들을 토의하였다. 이와 더불어 내용분석 방법론을 이용하여 브랜드 루머의 발생 원인에 대한 소비자의 인식을 조사하고, 추가적으로 분산분석을 통하여 브랜드 관여도나 로열티와 같은 기존의 브랜드 자산들이 루머에 대한 소비자의 신뢰성 지각에 영향을 미치는지를 조사하였다. 연구 결과에 기반하여 본 연구는 기업의 브랜드 위기관리와 커뮤니케이션을 위한 시사점을 제공하고자 하였다. 주요한 결론에 의하면, 브랜드 루머는 해당 브랜드뿐만 아니라 경쟁적 관계인 브랜드의 이미지에도 영향을 미치게 되며, 기존의 호의적인 브랜드 태도는 루머에 대한 신뢰도에 유의한 영향을 주지 못하는 것으로 나타났다.

• 디지털융복합연구
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• 제11권2호
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• pp.79-89
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• 2013

본 연구에서는 사회공헌활동이 브랜드충성도에 미치는 영향을 살펴보고자 하였다. 기업의 사회공헌활동은 최근 기업들의 이미지 및 브랜드 가치를 향상시키고자 하는 전략적 수단으로 많은 기업들이 사회공헌활동을 실행하고 있다. 본 연구에서는 이러한 사회공헌활동의 효과를 살펴보고자 전통적 마케팅 활동요소인 마케팅믹스 4P전략을 중심으로 마케팅믹스가 브랜드충성도에 미치는 영향에 있어 기업의 사회공헌활동의 조절효과를 살펴보고자 하였다. 분석결과 제품/가격/촉진 전략과 사회 공헌 활동은 브랜드 충성도에 유의미한 영향을 미치고 있으며, 사회공헌활동 수준에 따라 조절되고 있음을 확인하였다. 최근 많은 기업이 전략적 도구로 CSR을 사용하고 또한 사회적으로도 CSR의 효과에 대한 관심이 증가하고 있다. 따라서, 본 연구는 CSR이 고객 브랜드 충성도 향상에 영향을 미치는 것을 재확인함으로서, 기업의 사회공헌활동의 향상과 인식확산에 기여할 것으로 기대된다.

• 패션비즈니스
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• 제20권4호
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• pp.207-225
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• 2016

This study aims to analyze the impact of negative review type, brand reputation and opportunity scarcity perception, on preferences of fashion products in social commerce. For the above evaluation, we used the 2 (negative review type: objective/subjective) ${\times}2$ (brand reputation: high/low) ${\times}2$ (opportunity scarcity perception: high/low) model, designed with three mixed elements. We enrolled 260 women in their 20s and 30s, who live in Seoul and have used social commerce; a final total of 207 subjects were considered for analysis. The data were analyzed using the SPSS 18 program and reliability test, t-test and three-way ANOVA were performed. Following observations were made: First, preferences were higher when the subjects read objective negative reviews than subjective negative reviews, and when a fashion product was from a brand of high reputation than a brand of low reputation. Second, the interaction effect between negative review type and brand reputation was greater among the subjects whose opportunity scarcity perception is high, than those having low opportunity scarcity perception. Thus, we conclude that the social commerce should encourage consumers to write more objective reviews, and fashion brands should manage their reputations well. Also, social commerce can use scarcity messages aggressively to increase preferences of global fashion luxury goods, which is actively marketed in social commerce since 2015.

• 한국의류산업학회지
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• 제10권2호
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• pp.181-190
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• 2008

Active exploitation of experiential marketing is now practiced in diverse range of apparel brands such as luxury, sports and casual brands. Under such a market environments, this study attempts to verify the effects of consumer's experiential marketing perception by analyzing the formation process of brand attitude. The path from experiential marketing strategic modules (sense, feel, think, act, and relate) to brand loyalty is mediated by brand affect and brand trust. Two sports brands were selected as stimuli brands, and a survey was conducted on 286 consumers in their 20s and 30s. The study validates the importance of sense/feel marketing for apparel brands as it had extensive effects on brand affect which is highly significant in the formation of brand loyalty. As a result of comparative analysis of brand attitude and the path model of its formation for two brands which were different in consumers' perception of experiential marketing brand activities, the study realized that the higher the level of perceived experiential marketing, the higher the levels of brand affect, brand trust and brand loyalty. In particular, for brands perceived as actively engaged in experiential marketing, the path from the perception of experiential marketing activity to brand loyalty was clearly segmented between sensibility and rationality as sense/feel marketing had significant effects only on brand affect, and act/relate marketing only on brand trust. This study verifies the positive effects of perceived experiential marketing activities of apparel brands on brand equity, and proposes the strategic appropriateness of experiential marketing that embeds sensibility and feeling appeals.

• 유통과학연구
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• 제20권5호
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• pp.35-47
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• 2022

Purpose: To explain the effect of product quality, price perception, online distribution, and social media promotion on attitudes, customer satisfaction, and local brand love. Research design, data and methodology: The population of this study are Indonesians who have purchased local Indonesian brand products. The size of the sample used was 240 people with purposive sampling method. The analytical technique used is Path Analysis using SEM-PLS. Results: product quality, price perception, online distribution have a positive effect on attitudes, but social media promotion has a positive and insignificant effect on consumer attitudes; product quality, price perception, online distribution, and social media promotion have a positive and significant effect on customer satisfaction, and attitudes have a positive and significant effect on local brand love; and customer satisfaction has a positive effect on brand love for local brands. Conclusion: Therefore, it is important for local brand product businesses to pay attention to product quality, price perception, online distribution, and social media promotion in order to be able to build positive attitudes, customer satisfaction and ultimately have an impact on local brand love. In online distribution, with online distribution, it is easy for marketers to deliver multimedia content through online methods.