• 한국의류학회지
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• 제26권7호
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• pp.946-957
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• 2002

Amicable brand relationships between consumers and brands are connected with consumers' positive attitude and strong attachment to the brands; therefore, it is necessary to examine the factors which affect consumers in forming brand relationships. Through theoretical review, two variables, brand association and brand communication, were manifested as important factors in building brand relationships. The purposes of this study were to identify the different types of brand association, and to examine the influence of brand association and brand communication on brand relationships. The survey which focused on ten casual wear brands and 739 young female students was conducted from August 20 to September 12, 2000. Spss 8.0 was used for factor analysis and regression analysis. Brand association was further delineated into brand value association and brand personality association and each variable consisted of several factors. Both performance value and emotional value among brand value association factors and both pride and sincerity among brand personality association factors showed goons influence on building brand relationship. Brand communication showed significant influence on brand relationship directly and indirectly.

• 유통과학연구
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• 제21권2호
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• pp.7-20
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• 2023

Purpose: With the unique feature of O2O, consumers are now able to check the profile of the services and products online and then consume them in offline venues or vice versa. This study provides motivation and practical implications about online-to-offline (O2O) distribution channels and investigates the relationship between economic values, service consistency and brand identity attractiveness in the O2O distribution channel. Then identify the impact of brand identity attractiveness on the performance (reputation and reuse intention). Research design, data, and methodology: Structural equation modeling (SEM) has been used to investigate the relationship between economic value and brand identity attractiveness, which affects the reputation and reuse intention of services in O2O. Results: Empirical results show the positive and significant impact of economic value and service consistency on brand identity attractiveness which results the positive and significant impact on performance (reputation and reuse intention) in O2O. Conclusion: In the O2O distribution channel, economic value is an important aspect for the attractive image and brand identity. On the other side, brand identity attractiveness is important for the bright future of O2O services, continuous growth, achieving the distinct goal, keeping good promises with customers, and a better reputation of O2O services in distribution channels.

• 한국콘텐츠학회논문지
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• 제20권8호
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• pp.211-222
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• 2020

지식 경제 시대인 오늘날 같은 사회에서 현대 기업의 경쟁은 최종적으로 인재 확보의 경쟁이다. 이러한 사회에서 회사는 종업원을 유치 할 수 있는 방법을 강구해야 한다. 본 연구는 종업원의 직무성과를 향상 시키고 이직의도를 줄이기 위해 고용주브랜드의 중요성에 대해 연구하고자 한다. 또한 고용주브랜드와 직무성과 그리고 이직의도 사이에 조직몰입의 매개효과도 함께 검증하였다. 이를 검증하기 위해 중국에 소재한 전자, 통신 그리고 전자상거래 대기업을 대상으로 고용주브랜드, 조직몰입, 직무성과 그리고 이직의도에 대해 설문조사를 실시하였으며, 이 중 235개의 유효설문을 대상으로 SPSS 21.0을 사용하여 통계분석을 한 결과는 다음과 같다. (1) 기능적 고용주브랜드와 상징적 고용주브랜드는 모두 조직몰입에 긍정적인 영향을 미친다. (2) 기능적 고용주브랜드와 상징적 고용주브랜드 모두 종업원 업무성과에 긍정적 영향을 미친다. (3) 기능적 고용주브랜드와 상징적 고용주브랜드는 모두 이직의도와의 부(-)의 관계를 확인하지 못했다. (4) 조직몰입은 고용주 브랜드와 종업원의 업무성과 사이에서 매개효과가 나타났다.

• Journal of Information Technology Applications and Management
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• 제30권4호
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• pp.65-76
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• 2023

On social media, companies create brand experiences while customers actively seek, consume, and generate brand-related content. Customer engagement plays a vital role in the marketing performance of social media-driven brands. This study explores the positive relationship between brand authenticity, aligning brand identity with image, and self-brand connection, aligning brand identity with consumers' self-concepts, on customer engagement and its subsequent impact on brand loyalty. The study surveyed 243 consumers engaged with brand-related social media content, validating hypotheses using structural equation modeling. Results confirmed that brand authenticity and self-brand connection positively affect customer engagement, which, in turn, boosts brand loyalty. These findings highlight the importance of companies enhancing brand authenticity and self-brand connection to drive customer engagement, with theoretical and practical implications provided.

• 유통과학연구
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• 제21권1호
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• pp.65-72
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• 2023

Purpose: The purpose of this study was to determine the effect of Service Quality on Brand Performance through Satisfaction at an aviation campus in the Special Region of Yogyakarta, Indonesia. Research design, data, and methodology: This research design was hypothesis testing using primary data obtained by distributing questionnaires directly to 200 respondents who were active students at an aviation campus in the Special Region of Yogyakarta, Indonesia. The analytical method used was the Structure Equation Model (SEM). Results: The results of this study show that: (1) there was a significant and positive relationship between Service Quality and Satisfaction, (2) there was a significant and positive relationship between Satisfaction with Brand Performance, and (3) there was a significant and positive relationship between Service Quality and Brand Performance. Conclusion: This study concludes that for the dimension of Academic service quality distribution from the service quality variable, it is suggested to improve detailed recording by academic teaching staff. For the dimensions of Administrative Service Quality distribution from the Service Quality variable, it is recommended to increase the hospitality in the campus environment. For the dimensions of Facility Service Quality distribution from the Service Quality variable, it is recommended to increase satisfaction in terms of facilities on campus. For the Satisfaction variable, it is suggested to improve the performance of the staff and the academic community.

• 대한가정학회지
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• 제46권10호
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• pp.71-81
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• 2008

This study aimed to identify the effects of adolescents' perceived risk on fashion brand conformity behavior. To analyze conformable fashion brand behavior with consideration to their reference group, 6 dimensions of perceived risk were adopted as explanatory variables. Reference group means people that a person refers to when evaluating his values & behaviors. Data were collected from 672 male and female students aged between 14 and 18. Factor analysis on perceived risk resulted in 6 dimensional structures: socio-psychological, time loss, functional, fashionability loss, performance and opportunity loss risk. Fashionability loss risk positively affected adolescent fashion brand conformity behavior according to their favorite celebrities. Performance risk positively affected in consideration to their parents, while opportunity loss risk had a negative effect on the same reference group. However, socio-psychological and fashionability loss risk positively affected adolescent fashion brand conformity behavior in consideration to their friends, while performance loss risk had negative effect on the same reference group. Adolescent groups divided by the 6 dimensions of perceived risk showed meaningful differences in their fashion brand conformable behavior in consideration to their reference groups.

• 경영과정보연구
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• 제39권2호
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• pp.113-126
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• 2020

본 연구는 브랜드원산지의 개념을 국가이미지, 제조능력이미지로 구분하여 이들 변수들의 브랜드신뢰 및 브랜드충성도에 대한 직접적인 영향을 검증하였으며 이에서 검증된 결과인 브랜드 원산지의 브랜드신뢰에 미치는 영향을 가지고 제품별 차이점을 검증하는 것으로 논문을 마무리 하였다. 본 논문에서 나타난 구체적 시사점은 다음과 같다. 첫째, 본 연구는 브랜드원산지는 브랜드충성도에 직접적인 영향을 미치지 못하지만 브랜드충성도의 선행변수들에는 충분히 직접적 영향을 미칠 수 있다는 것을 제시하고 있다. 소비자의 제품구매나 선택에 직접적 영향을 미치기 보다는 제품 속성에 대한 평가나 브랜드 이미지에 대한 긍정적 영향을 통해 선택에는 간접적 영향을 미치는 요소로 정의하는 것이 바람직하다고 결론내릴 수 있다. 둘째, 제품특성별 브랜드 원산지 영향력의 차이는 매우 뚜렷하게 나타났다. 과거 연구들은 몇 가지 제품에 국한되어 범 제품적 테스트가 이루어지지 못하였고 그 실증력의 한계가 있다고 판단되어 본 연구에서는 다양한 제품별을 포함시키고 실제 실증적 연구를 통하여 제품별 차이를 발견하려고 했다. 관여도와 자아일치성은 브랜드원산지가 브랜드성과 변수에 영향을 미치는데 있어 매우 중요한 조절변수로 판단할 수 있는 결과가 제시되었다. 또한, 품질, 역사, 진정성 등에 관련된 인식 고저나 유무로 제품을 구분하여 제품특성을 구분하여 각 제품특성별 브랜드원산지의 역할을 본 결과 품질이 높다고 인식된 제품이 그리고 진실성이 높다고 인식된 제품이 브랜드원산지의 효과가 더 높은 것으로 나타났으나 역사는 브랜드원산지의 효과를 보여주지 못한 제품특성이었다.

• 산경연구논집
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• 제9권9호
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• pp.53-62
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• 2018

Purpose - The focus of this study is to investigate the structural influences such as brand value, relationship value, market orientation, long-term orientation, and performance. The effects of brand value and relationship value on the differences on transaction performance in b2b was investigated. Research design, data, and methodology - The subject of this study was a liquor and beverage distribution company that deals in b2b. The research hypothesis is based on literature of the preceding research analysis of brand value, relationship value, market orientation and long-term orientation. This study has constructs that was defined operationally by referencing previous studies. Operational questionnaire was used to investigate the target key staff who work in the liquor and beverage distribution company. 178 survey data were used for empirical analysis to prove the hypothesis. This study used structural equation techniques(AMOS) to prove the research hypothesis. Results - The main results of this empirical study were as follows. First, supplier's brand awareness has a positive effect on market orientation, but did not affect long-term orientation. Brand awareness of suppliers indicates that they are not directly related to long-term orientation. Second, supplier's brand image has a positive effect on market orientation and long-term orientation in b2b transaction. So, the brand image and reputation of the supplier suggest that it is important for the b2b transaction to have a market orientation tendency or a long-term orientation. Third, supplier's relationship value has a positive effect on long-term orientation, but does not affect market orientation. Relationship value indicates that they are not directly related to market orientations of the buyer. Fourth, Market orientation has a positive effect on long-term orientation and marketing performance and long-term orientation has a positive effect on marketing performance in b2b. Additionally, the buyers market and long term orientation are important factors in marketing performance in b2b. ' Conclusions - Based on empirical results, this study confirmed that brand image rather than brand awareness positively influenced long-term orientation as well as market orientation in b2b. Relationship value can be found in transactions, which is important for long-term orientation. Especially, these findings are suggestive in the consumer goods distribution market.

• 유통과학연구
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• 제14권11호
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• pp.129-138
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• 2016

Purpose - The ICT(information and communications technologies) development is affecting consumer behaviors on selecting channel or distribution system. This study aims to advance our knowledge about the factors influencing omni-channel behaviors. This study considers the positive brand experience as the moderating variable into the relationship between omini-channel use intention and consumer brand relation. Also, the effect of positive brand experience on consumer-brand relation is researched. Research design, data, and methodology - This study conducted an empirical test with the subject as customers who purchase goods or service through on-off cross channel simultaneously. The research model is developed from prior literatures about influencing variables on channel selection. The structure of this study is designed to identify causal relationships between the variables. 268 survey data from the questionnaire survey which is conducted to target customers who use online and offline channels, is used for empirical analysis. This study validates generality with descriptive statistics and data reliability with Cronbach's alpha value. The exploratory factor analysis is used for value purification. Then, the confirmatory factor analysis is conducted for structural equation modeling. Finally, the execute structural equation modeling is analyzed to confirm the hypotheses Results - First, the two causal influences between perceived performance risk and the propensity of omni-channel and between price consciousness and the propensity of omni-channel are verified through the empirical test. Second, the result identifies that the propensity of omni-channel is influenced on consumer-brand relationship. Third, the AMOS analysis proves that the moderating variable, positive brand experience, has significant positive impact on consumer-brand relationship. This significant relationship is highly supported by the regression analysis between brand experience and propensity of omni-channel because it results that positive brand experience has positive impact on the propensity of omni-channel. All hypotheses are verified to be true. Conclusions - Based on the empirical result, this study confirms that perceived performance risk and price consciousness are the important factors influencing propensity of omni-channel. According to the additional analysis, the moderating variable and positive brand experience plays important role between the propensity of omni-channel and consumer-brand relationship. Furthermore, positive brand experience influences more on consumer-brand relationship than non-positive brand experience.

• 한국의류학회지
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• 제34권4호
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• pp.575-587
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• 2010

This study identifies the effects of the perceived risk by adolescents on fashion brand conformity for peer groups. Perceived risk, self-esteem, and gender were adopted as variables in order to analyze conformable fashion brand behavior with peer group consideration. A quantitative survey used 672 questionnaires from male and female students between the ages of 14 and 18. The data were analyzed using factor analysis and regression analysis. The results are as follows. First, the dimensions of the brand conformity and perceived risk were revealed. The brand conformity dimensions were normative, informational, and identificational conformity. The perceived risk dimensions were socio-psychological, economic, exchange-refund, performance, management, and fashion risks. Second, fashion (+) and performance (-) risk significantly affected three types of brand conformity. In addition, socio-psychological and economic risk positively affected informational brand conformity. Third, there were more factors of perceived risk that affected brand conformity in the highly self-esteemed group and in the female adolescent group.