• Journal of the Korean Society of Clothing and Textiles
• /
• v.41 no.2
• /
• pp.362-377
• /
• 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.

• Journal of Fashion Business
• /
• v.15 no.4
• /
• pp.155-166
• /
• 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.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.23 no.8
• /
• pp.1218-1227
• /
• 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.

• The Journal of the Korea Contents Association
• /
• v.15 no.7
• /
• pp.389-402
• /
• 2015

Due to tough competition among social network services, technological specification alone could not be an adoption factor by the users. Instead, emotional factors such as a brand image and feeling towards an SNS brand became important factors in service differentiation. This study examined Korean young users perception of brand personalities of three social network services, Facebook, Kakao Story, and Band. It also analyzed the influence of the perception of brand personality, brand-self-image congruence, and brand affect on brand recommendation to others. The authors conducted a survey of Korean college students. The results indicate that SNS users perceived three SNS's brand personalities differently, and the positive perception of an SNS service has a positive effect on brand recommendation. Brand personality, brand-self-image congruence, and brand affect combined determine brand recommendation. When the brand personality variable is statistically controlled, brand affect has strong effect on brand recommendation.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.40 no.5
• /
• pp.815-829
• /
• 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.

• The Journal of the Korea Contents Association
• /
• v.10 no.11
• /
• pp.363-370
• /
• 2010

This paper provides a review of the research on the relationship between consumer rumor and marketing management in general, and rumor's effects on brand in particular. Also corporations' efforts for managing negative rumor were discussed. In the subsequential article, this study analyzes the consumer's perception of the origin of rumors through contents analysis method, and performs ANOVA study in addition to identify if brand assets such as brand loyalty and brand involvement can affect rumor credibility perception significantly. Based on these results, this study considers some implications for brand crisis management and communications. According to the results, a brand rumor can affect both the corresponding brands and competitor's brands at a time and the relationships between existing favorable brand attitude of consumer and rumor credibility are not significant enough.

• Journal of Digital Convergence
• /
• v.11 no.2
• /
• pp.79-89
• /
• 2013

The purpose of this study is to examine the moderating effects of social contribution activities perception between brand loyalty and marketing strategies. First, this thesis has reviewed that marketing mix 4P's(product, price, promotion, place) still influence on the brand royalty on smart-phone market. Second, this research examined that perception on social contribution activities is an important moderate variable between marketing activities and brand royalty. Also, this research found that moderating effect of social contribution activities perception is more significant at the high-perception group on social contribution activities than low-perception group. Finally, this study verified that product/price/promotion strategy and social contribution activities have effect on brand royalty depend on social contribution activities perception. Recently many businesses are using Corporate Social Responsibility(CSR) as a strategic tool and also social interests on the effect of CSR are increasing. Therefore, this study reaffirmed by the CSR that affect customer brand loyalty, are expected to contribute to improve awareness of CSR activities.

• Journal of Fashion Business
• /
• v.20 no.4
• /
• pp.207-225
• /
• 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.

• Fashion & Textile Research Journal
• /
• v.10 no.2
• /
• pp.181-190
• /
• 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.

• Journal of Distribution Science
• /
• v.20 no.5
• /
• pp.35-47
• /
• 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.