• Fashion & Textile Research Journal
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• v.9 no.2
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• pp.221-228
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• 2007

The purpose of this study was to investigate PPL(product placement) effect of apparel sponsorship in TV drama to adolescent female students. PPL effect was investigated in terms of brand recall, brand attitude, and purchase intention. The data were collected using a self-administered and structured questionnaire. Respondents were consisted of 270 middle school girls and 260 high school girls in Pusan. Cronbach's alpha, T-Test, frequency, and ANOVA test were used to conduct the data analysis on 524 out of 530 questionnaires. The result showed no difference in PPL effect between middle school students and high school students. Students shopping with friends or relatives showed higher brand attitude or purchase intention than ones shopping alone. The students watching 1-2 hours showed significantly higher brand recall, cognitive brand attitude, emotional brand attitude and purchase intention than other students watching TV drama longer. Implications for results and marketing strategies for PPL targeting adolescent students were discussed.

• Textile Coloration and Finishing
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• v.25 no.4
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• pp.337-344
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• 2013

This study aims to understand the advertising recall effect in accordance with color scheme of advertising by subdividing it into brand, picture, color, and style. The results of this study are like following. In the results of the study on advertising recall, first, there were significant differences in picture and color recall. The picture recall was the highest in complementary color scheme while color scheme was shown the highest in single and complementary color schemes. Regarding the advertising recall in accordance with subscription time of fashion magazines, second, the advertising recall can be different in accordance with subscription time of magazine, major, purchase experience, and interest. In case of picture advertising recall depending on major, third, majors highly recognized complementary color scheme in picture recall and also similar color scheme in color recall. Regarding the advertising recall depending on experience in purchasing magazines, purchasers highly recognized complementary color scheme in picture recall and also tone-in-tone color scheme in color recall. In case of the advertising recall in accordance with interest in fashion advertising, the group with interest highly recognized complementary color scheme in picture recall and also similar color scheme in color recall.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.43 no.4
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• pp.93-106
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• 2020

This research explores how imported automobile companies can develop their strategies to improve the outcome of their recalls. For this, the researchers analyzed patterns of recall demand, classified recall types based on the demand patterns and examined response strategies, considering plans on how to procure parts and induce customers to visit workshops, recall execution capacity and costs. As a result, recalls are classified into four types: U-type, reverse U-type, L- type and reverse L-type. Also, as determinants of the types, the following factors are further categorized into four types and 12 sub-types of recalls: the height of maximum demand, which indicates the volatility of recall demand; the number of peaks, which are the patterns of demand variations; and the tail length of the demand curve, which indicates the speed of recalls. The classification resulted in the following: L-type, or customer-driven recall, is the most common type of recalls, taking up 25 out of the total 36 cases, followed by five U-type, four reverse L-type, and two reverse U-type cases. Prior studies show that the types of recalls are determined by factors influencing recall execution rates: severity, the number of cars to be recalled, recall execution rate, government policies, time since model launch, and recall costs, etc. As a component demand forecast model for automobile recalls, this study estimated the ARIMA model. ARIMA models were shown in three models: ARIMA (1,0,0), ARIMA (0,0,1) and ARIMA (0,0,0). These all three ARIMA models appear to be significant for all recall patterns, indicating that the ARIMA model is very valid as a predictive model for car recall patterns. Based on the classification of recall types, we drew some strategic implications for recall response according to types of recalls. The conclusion section of this research suggests the implications for several aspects: how to improve the recall outcome (execution rate), customer satisfaction, brand image, recall costs, and response to the regulatory authority.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.4
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• pp.2520-2526
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• 2015

This study investigated the effects of sports game outcomes on spectators' Ad recall, and the sports game induced suspense was also investigated for its moderating effects between the variables. On the day after the 2012 London Olympic soccer games, university students (N=257) from the Busan area completed questionnaires and MANOVA was utilized for data analysis. Results of this study revealed that outcome of sports game have significant effects on recall of both brand name and contents which aired during a halftime break. In addition, significant moderating effects of sports game induced suspense were found on brand name and contents recall. Based on the results, some suggestions for marketing practitioners are discussed and future research directions are outlined.

• The Research Journal of the Costume Culture
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• v.14 no.3 s.62
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• pp.418-433
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• 2006

The purpose of present study was to examine the differences in effectiveness of internet apparel advertising using avatars as determined by the avatar involvement. After conducting a pilot test for 35 high school students, final data were collected through a self-administered questionnaire survey from 324 high school students living in Seoul area from July 18 to July 19, 2003; 317 were used for data analysis. Data were analyzed by chi-square analysis, t-test, cluster analysis, descriptive statistics, ANOVA and Duncan's multiple range test. As a result, the subjects were divided into 3 groups based on the level of avatar involvement: high, middle and low involvement groups. There were significant differences in avatar advertising effects among the groups divided by avatar involvement. Those who indicated the higher levels of avatar involvement were more likely to be positive in the cognitive responses, emotional responses, advertising attitude, brand attitude, the stimulus degree of connection, and the recall rates of the brand name. Also, Vector imaging ads were found to be more effective in the brand name recall rates.

• Journal of the Korean Dietetic Association
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• v.11 no.3
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• pp.299-308
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• 2005

The purpose of this study was to investigate the college and university student's perception on the brand awareness of contract foodservice management company in Incheon area. The developed questionnaires were distributed to the college and university students in Incheon area from September 20 to September 24 in 2004. Total 198 questionnaires were used for the final data analysis with response rate of 82.5%. The results showed that 85 % of the students has known that the foodservice operation was managed by contracted management company, only 56.5% of them have known the exact name of contract foodservice management company managing their cafeteria. It was recommended therefore that contract foodservice management company need more efforts for widening public activities for their company's name.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.9
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• pp.427-438
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• 2020

This study aims to analyze and confirm brand awareness' role in influencing the repurchase intention both directly and indirectly on customer satisfaction variables and repurchase intention variables. The contribution brought by this study is to reflect manifest variables such as recall, purchase, and consumption. The number of respondents in this study was 200 samples using the online survey data collection method (Google form), while the research approach is quantitative explanatory. The data analysis test tools include the Structural Equation Modeling (SEM) approach with AMOS as a statistical data analysis software and Sobel test to indirectly test the relationship. This study consists of four hypotheses, of which three hypotheses are positively and significantly related (brand awareness on repurchase intention, brand awareness on customer satisfaction, and customer satisfaction on repurchase intention). Through indirect relationship, namely, brand awareness on repurchase intention through customer satisfaction, the study showed no significant effect. In a comprehensive way, this study emphasizes the factor of customer satisfaction as a determinant of consumer loyalty and repurchase intention. Therefore, creating optimal customer satisfaction, service excellence, promotion and massive advertising, guaranteeing the safety and ease-of-use apps, and ease of shopping, especially for e-commerce industry, is a serious concern.

• Journal of Korea Multimedia Society
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• v.23 no.4
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• pp.581-587
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• 2020

In this study, we investigated the correlation between logotype elements and brand recognition among corporate logos using quantification methodology 2. In addition, this study wanted to find out if consumers could easily recognize the product according to the design elements of the logotype. Our study showed that feminine tendency in logotype design was associated with clothes and cosmetics and masculine design element that will make people recall the game and health products. There were clothes and cosmetics for men but feminine design factor was strongly associated with clothes and cosmetics. In other words, logotype for cosmetic and clothing needed to be feminine by using neutral and cold colors. The relationship between the logotype and related products affected the brand recognition and this result can be used as a key element of corporate marketing.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.8
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• pp.1222-1230
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• 2007

This study measured the PPL communication effect whether the respondents had purchased the PPL products in the movie or not. The experiment of this study was held to females in their twenties(mostly university or graduate school students), and they answered the questionaries after being exposed to the 15-minute-edited movie. The results were as follows. In cognitive dimension, there were no differences of the recognition and the recall between two groups. In emotional and behavioral dimensions, the group with the purchase experiences of the PPL brands in the movie showed the more positive brand attitude and the higher purchase intention. The implications based on this results are as follows. First, to strengthen the brand image, the brand identity has to be established systematically. Second, the fashion marketers should constantly implement CRM(Customers Relationship Management) to the customers who purchased the brand products to make them loyal customers.

• Journal of the Ergonomics Society of Korea
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• v.34 no.6
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• pp.563-581
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• 2015

Objective: This study was conducted to investigate the potential of sematic network analysis for design research. Background: As HCD (Human-Centered Design) was emphasized, lots of design research methodologies were developed and used in order to find user needs. However, it is still difficult to discover users' latent needs. This study suggests the semantic network analysis as a complementary means for design research, and proved its potential through the practical application, which compares multi-screen purchase and usage behaviors between America and China. Method: We conducted an in-depth interview with 32 consumers from USA and China, and analyzed interview texts through semantic network analysis. Cross cultural differences in purchase and usage behaviors were investigated, based on measuring centrality and community modularity of devices, functions, key buying factors and brands. Results: Americans use more services and functions in the multi-screen environment, compared to Chinese. As a device substitutes other devices, traditional boundaries of the devices are disappearing in the USA. Americans consider function to recall Apple, but Chinese consider function, design and brand to recall Apple, Sony and Samsung as an important brand at the time of their purchase. Conclusion: This study shows the potential of semantic network analysis for design research through the practical application. Semantic network analysis presents how the concepts regarding a theme are structured in the cognitive map of users with visual images and quantitative data. Therefore, it can complement the qualitative analysis of the existing design research. Application: As the design environment becomes more and more complicated like multi-screen environment, semantic network analysis, which is able to provide design insights in the intuitive and holistic perspective, will be acknowledged as an effective tool for further design research.