• International Journal of Costume and Fashion
• /
• 제16권1호
• /
• pp.17-35
• /
• 2016

The purpose of this study is to investigate the benefits sought by luxury good customers contingent on product category, and to understand the relationship between the benefits sought and brand loyalty. A qualitative approach was used; therefore in-depth interviews were conducted with seven panels of professionals in the luxury industry. The findings are as follows: 1) Handbag customers mainly seek the social benefits in order to express their social status by purchasing well-known, easily-recognizable brands. 2) Shoe customers primarily seek the practical-functional benefits, which are comfort and function. 3) Small Leather Goods customers seek the social benefits for themselves and as gifts for others. 4) Brand loyalty for handbag customers is reported to be low, as their primary goals are the social benefits. Rather than devoting themselves to one specific brand, handbag customers prefer to purchase from various brands. 5) Shoe customers have reportedly higher brand loyalty, as they tend to come back to brands when they are satisfied with the benefits they pursue. The findings of this study provide more information on the practical implications of luxury good customer purchasing habits. Firstly, customers pursue different benefits depending on product category, and secondly, brand loyalty differs by customers' benefits.

• 한국콘텐츠학회논문지
• /
• 제20권1호
• /
• pp.202-216
• /
• 2020

본 연구에서는 대리운전업종에서 고객과의 관계를 강화하기 위한 전략으로의 마일리지프로그램에 대한 고객들의 효용과 가치를 연구하였다. 이를 위해 대리운전업을 20여년 운영해온 D사를 중심으로 1회 이상 서비스를 이용한 고객 1000명을 대상으로 설문을 진행하였으며, 성실한 설문 응답자 309명을 대상으로 분석을 실시하였다. 연구를 위해 마일리지 이용특성을 다섯 가지(정서적 혜택, 이용편리성, 경제적 유용성, 취득노력, 혜택의 다양성). 매개변수 두 가지(브랜드태도, 브랜드충성도)로 설정하였으며, 종속변수는 재이용의도로 설정하였다. 가설 검정 결과 정서적 혜택과 이용편리성, 경제적 유용성은 매개변수인 브랜드태도와 브랜드 충성도에 유의미한 결과를 보였고, 취득노력과 혜택의 다양성은 유의미한 결과를 나타내지 못하였다. 본 연구의 결과는 대리운전업에서는 고객과의 관계강화 전략을 위하여 고객들에게 정서적 혜택, 이용 편리성, 경제적 유용성을 강화하기 위해 노력해야 함을 밝혔다.

• 유통과학연구
• /
• 제14권2호
• /
• pp.103-111
• /
• 2016

Purpose - Many variables are needed for brand loyalty such as brand attitude, brand attachment, brand love and brand commitment. Thus, we should manage these all variables successfully for strong and differentiated brand equity. This study aims to identify the process of how the brand value propositions affect the brand attitude and brand attachment. This study specially conceptualizes that not only utilitarian value and hedonic value influence the brand attitude but also hedonic value influences the brand attachment. This study focuses on the moderating role of consumer involvement such as cognitive involvement and affective involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research design, data, and methodology - The five hypotheses were proposed and tested in this study. Three hypotheses were about the relationship among the brand value propositions(utilitarian value and hedonic value), brand attitude, and brand attachment. The other two hypotheses were about the moderating effect on consumer involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research data were collected from the students of universities located in Daejeon-Si and Chungchungnam-Do. For the purpose of test the hypotheses empirically, the 208 responses were used. We utilized SPSS18.0 for statistical analysis such as reliability test, factor analysis, and regression analysis. Results - The results show that the utilitarian value and hedonic value have influence on the brand attitude positively. The results also show that the hedonic value has influence on the brand attachment positively. We found that there is a moderating effect on the cognitive involvement in the relationship between the utilitarian value and the brand attitude. However, there is no moderating effect on the affective involvement in the relationship between the hedonic value and brand attachment. In Summary, 4 of 5 hypotheses in this study were supported and 1 hypothesis was not supported. We should identify the reason why the hypothesis 5, the moderating effect of the affective involvement in the relationship between the hedonic value and brand attachment, was rejected in this empirical analysis. Conclusions - Both the utilitarian value and the hedonic value that propose a brand are important for brand attitude. Specially, the hedonic value is important for brand attachment. Companies should provide the consumers with both the utilitarian value and the hedonic value in a balanced way for their favorable brand attitude and strong brand attachment. In the retail industry, the balance between the utilitarian value and the hedonic value is important in that there are many product brands and store brands providing consumers with various benefit and values. Also, there are possibilities that the causal relationships among brand value propositions, brand attitude and brand attachment are moderated by consumer involvement such as cognitive involvement and affective involvement. Companies should understand and consider consumer involvement for their efficient and effective brand management decision making.

• 한국컴퓨터정보학회:학술대회논문집
• /
• 한국컴퓨터정보학회 2013년도 제48차 하계학술발표논문집 21권2호
• /
• pp.321-323
• /
• 2013

Supporting communications among users, Social Network has encouraged various information flows through relationships among them. This paper studies on mentality or attitude of Social Network Services (SNS for short) users, on the basis of Technology Acceptance Model (TAM for short) and then proposes so-called TAMS, Technology Acceptance Model for Social Network Services. SNS users make full use of SNS as channels in order to create, expand, and obtain some information related to personal concerns. We will research on how the benefits that users get by using SNS exert influence on user-perceived usability. The SNS-using benefits focus on relationship benefits that are formed by interactions among users. Provided that perceived usability affects mental or informational benefits according to involvement of SNS users, we will check how perceived usability or ease of use is connected to brand attitude.

• 산경연구논집
• /
• 제12권2호
• /
• pp.19-27
• /
• 2021

Purpose: This study investigated the impact of key factors such as service quality, perceived benefit and brand familiarity on a consumer's intention to order online food delivery (OFD). In addition, mediating effect of electronic word of mouth (e-WOM) between relationships among selected key variables and OFD purchase intention is also assessed. Research design, data and methodology: This explanatory, quantitative study employed convenience sampling and collected data through online structured questionnaire from 304 respondents who are users of OFD apps based in greater Klang valley region of Malaysia. The data was then subjected to normality and reliability assessment followed by confirmatory factor analysis, validity assessment and structural equation modelling using IBM SPSS AMOS 24.0. Results: Findings revealed that service quality, perceived benefits and brand familiarity affects purchase intention positively and significantly. Perceived benefits demonstrated highest impact on purchase intention followed by brand familiarity and service quality. Findings also suggest that e-WOM fully mediates relationship between brand familiarity and purchase intention, however, the same was not observed for remaining two variables. Conclusions: The study has enriched OFD literature by investigating impact of selected key factors on purchase intention in the context of OFD. Implications, limitations and future research avenues are then discussed.

• Asia Marketing Journal
• /
• 제14권3호
• /
• pp.153-167
• /
• 2012

KB Kookmin Card has separated as an independent corporation from KB Kookmin Bank Credit Card Business Group on March, 2011. Ever since, KB Kookmin Card worked to build its own brand identity. The strategic preparation and conscientious implementations made KB Kookmin Card position in consumer's mind with a strong and unique brand image. Its new brand image was rooted in the inherited strengths of reliable and sincere image. However, it faced the challenge to compete in credit card industry in which most competitors had an advanced and sophisticated image. The strengths of KB Kookmin Card were also at the same time their limitations. KB Kookmin Card took a strategy that strengthened the strengths and improved the weaknesses. It focused on the core competence of being a people's sincere life supporter that helps people make savings from everyday events to make a good sum rather than being a lump sum benefit. The brand introduction strategy was implemented in 2011. The implementation focused on the activities that made internal as well as external customers be aware of the brand. Communication programs using a variety of media were executed to attain this goal. In 2012, second phase communication programs were introduced to elaborate the newly established brand image. It introduced many extended products as well as accessory programs which targeted the segments. Also, various CSR activities in many social domains helped consumers and the public to consider KB Kookmin Card an authentic, caring, trustworthy, and consistently-developing supporter in their everyday lives.

• 대한안전경영과학회:학술대회논문집
• /
• 대한안전경영과학회 2008년도 추계학술대회
• /
• pp.101-114
• /
• 2008

Today, consumer needs are diversified, continually changing and differentiated. Under the market conditions of unlimited competition to satisfy those needs, businesses focus on relationship-building with customers, as well as on quality of Services. As a result, in this era of consumer-centered brand marketing, brand identity is surfacing as a competitive edge that a company can benefit from for a long time : this is related to the fact that people want to know why a consumer selects and purchases a certain brand out of so many others.

• Asia Marketing Journal
• /
• 제13권2호
• /
• pp.1-26
• /
• 2011

본 연구는 고객이 화장품을 구매할 때 지각하는 구매체험의 요인들을 Schmitt(1999)가 주창한 전략적 체험 모듈(SEM)을 이용하여 다섯 개 요인(감각, 감성, 인지, 행동, 관계)으로 분류하고, 이들 요인과 고객의 화장품 추구혜택, 소비자와 브랜드간의 관계형성에 관한 일련의 관계를 조명하여 화장품 기업에 전략적 시사점을 제시해보고자 하였다. 연구결과를 살펴보면, 화장품 추구혜택 중 기능성은 구매체험에 모두 유의한 영향을 미치는 것으로 나타났으며, 브랜드는 감각과 인지-행동-관계에 유의한 영향을 미치며, 감성에는 유행성만이 유의한 영향을 미치는 것으로 나타났다. 또한 소비자의 화장품 구매체험 중 인지-행동-관계가 소비자-브랜드 관계에 모두 유의한 영향을 미치는 것으로 나타났으며, 사랑과 열정에는 감각이 유의한 영향을 미치고, 상호몰입과 친밀감에는 감성이 유의한 영향을 미치는 것으로 나타났다. 남녀 간에는 화장품 추구혜택 요인 중 유행성, 경제성, 기능성에서 유의한 차이를 나타냈으며, 유행성과 기능성은 여자가 남자에 비해 높게 나타났고, 경제성은 남자가 여자보다 좀 더 높게 나타났다. 또한 화장품 구매체험 요인 중 감성과 인지-행동-관계에 유의한 차이를 보이고 있으며, 여자들이 남자들에 비해 높게 나타났다. 마지막으로 화장품 추구혜택 중 기능성은 여자, 남자 모두 감각, 감성, 인지-행동-관계에 유의한 영향을 미치는 것으로 나타났으며, 여자는 브랜드가 감각에 유의한 영향을 미치는 반면, 남자는 브랜드가 인지-행동-관계에 유의한 영향을 미치는 것으로 나타났다. 결론적으로, 화장품기업들은 다양한 국내외 브랜드들이 치열한 경쟁을 하고 있기 때문에 차별화된 경쟁우위를 갖기 위해서는 소비자의 피부에 적합하며 기능적인 화장품을 제공해야 하며, 소비자들이 이를 다양한 구매체험을 통해 구매할 수 있도록 하여 브랜드와의 강한 관계구축에 힘써야 할 것이다.

• 복식
• /
• 제56권3호
• /
• pp.91-106
• /
• 2006

The purpose of this study is to examine the differences of long-term relationship intention process according to consumer characteristics. Data for this research was collected from 540 women older than 20 years old in Seoul, Gwangju, and Gyeonggi-do. The results are as follows. First, relationship consumers having relationship with stores were different from customers having relationship with a brand in specific store in the long-term relationship intention process. Second, consumers having relationship for a long period and consumers having relationship for a short period showed differences in long-term relationship intention process. Third, strong relationship consumers and weak relationship consumers showed differences in long-term relationship intention process. Forth, involvement groups showed differences in long-term relationship intention process. These results imply that fashion retailers need set up the relationship strategy for subdivision groups along consumer characteristics.

• 한국실내디자인학회논문집
• /
• 제21권2호
• /
• pp.123-132
• /
• 2012

In the trend of concentrating on the consumer driven experience market as a new marketing concept according to the improvement of life standard and the change of consummation pattern, SPA brand has applied experience marketing strategies to the market successfully to be grown constantly with consumer secure and production of business benefit through brand image and positive consumer attraction. Therefore, this study aims to research the experiential representation element and attribute in the competitive Global SPA brand space due to the sustainable growth from the recent domestic fashion market based on the strategy type of the experiential marketing. Thus, the experiential marketing strategy type was drawn based on the experiential marketing and the theoretical reflections of Global SPA brand, and the SPA brand space was classified depending on the attribute of the commercial space for making the framework of case analysis, so it was progressed as the method of analysis through the experiential representation attribute in the SPA brand space. The marketing strategy and representation for advertising the image of company and product message by the SPA brand should be planned, so successful application of the experiential marketing to the shop is connected to the corporate interests, and forming the meaning more than space by impressing on the consumers the brand and arousing the emotional experience of the consumers and meeting the consumers' a variety of needs had effects on forming a lasting relationship between the brand and consumers. Therefore, this study is expected to be an opportunity to vitalize the domestic SPA brand behind the competition with the Global SPA brand.