• 한국실내디자인학회논문집
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• 제22권5호
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• pp.96-105
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• 2013

Branding is a process of building the relationship between a brand and consumers. This process can also happen in a space that reflects brand characteristics, and this kind of branding is called space branding. This way can strengthen a brand image by delivering its profound impressions with synesthetic experiential services for consumers. In terms of brand extension, particularly, it is possible by space branding to apply the image and value of the parent brand to spatial design so as to expect the direct effect of experiential brand recognition. As a result of case analysis for space branding - the scope of which was limited to hotels - specific ways of embodying a brand into space were largely classified into three types: the first is the 'embodiment of visual elements' that directly embodies a brand's logos, colors, forms, and textures into space; the second is the 'experience of brand content' that mainly adopts the way of giving impressions with events or customer services, or of inducing direct experiences combined with exhibition function; and the third is the 'symbolic expression of brand characteristics' that indirectly expresses the strong concept or image of a brand - a type in contrast to the first direct type. These ways of space branding change the general abstract feeling of a brand's qualities into specific spatial experiences, thus now settling as one of the ways of marketing that are direct, strongly sustainable, and the most effective.

• 한국의류학회지
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• 제25권6호
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• pp.1025-1036
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• 2001

This paper explores the effects of price discount frequency on consumer evaluation of clothing brand equity as well as the impact on consumers who exhibit different consumer characteristics. Following a preliminary investigation, two clothing brand groups were identified according to the frequency of their price discounts, one with a high frequency of price discounts, the other with a low frequency. Each brand group consisted of three women's clothing brands. A questionnaire was developed and administered to 351 females between the ages of nineteen and thirty-four in October 2000. The questionnaire included questions on evaluations on clothing brand equity (i.e., perceived quality, brand image, perceived value, reliability and brand knowledge), on consumer characteristics (i.e., clothing knowledge, clothing evaluative criteria, price perception and demographic characteristics), as well as on price discount frequency. Statistical tests, such as factor analysis. t-test and pearson's correlation, were used to analyze the data. Results of this research showed that price discount frequency negatively impacted consumer perception of clothing brand equity. The negative influence was particularly strong on the perceived quality and brand image dimensions of brand equity. The findings also suggested the effect of price discount frequency on consumer assessment of clothing brand equity was related to consumer characteristics as well. The equity of the clothing brand group with a low frequency of price discounts was positively related to clothing knowledge, price-quality inference, price-prestige inference, sale prone-ness. price mavenism, valuing the fashionable and symbolic uses of clothing and family income. On the other hand, it was negatively related to low price consciousness. The equity of the clothing brand group with a high frequency of price discounts was positively related to utilitarian economic aspects of clothing values as well as to low price consciousness. To establish and maintain high brand equity, marketers must pay attention to the frequency of price discount as it may have a negative impact on clothing brand equity.

• 복식문화연구
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• 제8권5호
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• pp.707-716
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• 2000

The purpose of this study was to explane the Net generation's characters appearing in the apparel brand naming for them. For this study, first I was trying to explane the New generation characters, second 45 apparel brands were selected by market research and questionaire survey was conducted on 53 the Net generation collage women of age 20 thru 21. Third, the apparel brands were classified into four types according to the characters reflecting in the apparel brand naming : First, the apparel brand type using the figures such as STORM=292513, 1492Miles. Second, the apparel brand type that two or more words are abbreviated into one word. Third, the apparel brand type containing more than one meaning in a brand naming or spelling the words as it pronunciate. Fourth, the apparel brand type using of slang. In conclusion, These types of the apparel brands were related to characters of the New generation, i.e., they who have grown in the advance of digital civilization are skilled in the communication through computer, internet and mobile phone, so that they are familiar with the figures, combined words, or abbreviated words etc. Also, they have individual, sensitivity character and seek after individuality, current fashion. They have also a tendency to accept various the sense of value, while they have a refusing tendency a custom or convention which the older generation has conformited.

• The Journal of Asian Finance, Economics and Business
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• 제7권10호
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• pp.149-159
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• 2020

Selecting an investment location is one of the most crucial decisions of investors as it has a great influence on the operation and development of the business in the future. At the same time, the attraction of localities will bring advantages for socio-economic development for the localities invested. Investors are interested in localities that have the potential to invest. The study focused on analyzing and testing the influence of place brand equity on the choice of investment locations of domestic investors through a regression analysis using 425 survey samples of investors in Phu Tho province, one of the northern industrial zones in Vietnam. Research results showed that 56.5% of investment decisions depended on factors from place brands. In addition, in the decision-making process for choosing investment locations, brand awareness factor had the greatest impact on investor's decisions, followed by brand image and brand personality, and finally brand confidence had the smallest impact. Therefore, in the coming time, in order to retain and attract domestic investors to choose Phu Tho as an investment and business destination, it is necessary to increase the value of place brand equity and implement solutions to promote place brands to investors.

• The Journal of Asian Finance, Economics and Business
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• 제6권2호
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• pp.135-145
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• 2019

The paper aims to investigate the factors of brand equity affecting the purchase intention of car buyers in Ho Chi Minh City. The authors use qualitative method and quantitative research to study the matters, specifically using scales and data collected for Cronbach alpha reliability testing, analysizing the discovery factor of EFA, CFA and verifying the regression models through AMOS software with SEM linear modeling. The study proposes four factors: (1) brand awareness, (2) self-expression value, (3) perceived quality, (4) brand psychology impacting on the brand loyalty and intention to buy cars of customers. The results show that all four factors are statistically significant for positive brand loyalty and purchase willing. The results showed that brand loyalty positively affects consumers' intention to buy cars. Among the factors included in the study, the brand psychology is a new factor which developed by experts in the context of Vietnam. This is the first study in Vietnam to quantify clearly the element of "crowd psychology" affecting the interests and habits of Vietnamese consumers. This explains why Vietnamese consumers prefer brands that are familiar in the market and some new cars with nice models and colors suitable for Vietnamese psychology.

• 유통과학연구
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• 제19권7호
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• pp.75-85
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• 2021

Purpose: This study is focused on analyzing the key reasons why One-brand Shop has been shrinking and Multi-brand shop is rising from the perspective of the trend changes of customer behavior and distribution channel in the Korean cosmetic market. The purpose of this study is to examine the factors influencing the attractiveness of cosmetics distribution channels from a store perspective and a consumer perspective. Research methodology: This study conducted a survey to define the factors that influence the attractiveness of cosmetics distribution channels. A total of 300 samples were investigated. Results: The store factors that influence the attractiveness of the cosmetics distribution channel were product quality, shopping convenience, and store accessibility in the group of single-brand store preferences, and product diversity and store experience in the group of multi-brand store preferences. Conclusions: Core competing factors of One-brand shop include product value, shopping convenience and accessibility. In contrast, Multi-Brand shops offer core competing factors of diversified product portfolio and shop function experience. A new trend has been found that the customer segments of the price-oriented group and the pleasure-oriented group have become the mainstream segments in the Korean cosmetic market. In conclusion, Multi-brand Shops are suggesting better overall customer experiences in terms of distribution channel attractiveness and customer values.

• 동아시아경상학회지
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• 제10권3호
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• pp.93-104
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• 2022

Purpose - The green marketing practice improves consumers' environmental knowledge, consequently bolstering their environmental purchase intention. It also improves consumers' green brand knowledge, positively influences their attitude toward green brands. This research examines the role of green brand image between green marketing practice and consumers' green purchasing intention Research design, Data, and methodology - This research has conducted the 'Qualitative Content Analysis' in the current literature dataset. It is crucial to create the procedures and processes that is used to acquire the data needed to structure or solve problems. Finally, total 35 prior studies included for the analysis. Result - Based on prior studies, the current authors figured out that the green brand image plays an essential role in promoting companies' efforts in green marketing practices and green purchase intentions through its mediating ability by fostering trust, green perceived value, green brand loyalty, and social responsibility as a significant determiner of green practices Conclusion - This research concludes that green brand positioning helps companies secure a special place in a consumers' mind by facilitating the design of the desired green brand awareness image and strengthening consumers' desire to purchase a specific green product/service. Green brand positioning centers on the way marketing communications of green brand features green brand knowledge.

• 디지털융복합연구
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• 제20권4호
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• pp.269-278
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• 2022

코로나 펜데믹 확산으로 여행 산업이 침체를 겪고 있으나, Airbnb의 경우 차별화된 전략으로 시장 변화에 대응하고 있다. 본 연구에서는 Airbnb의 특성이 고객 재방문에 미치는 영향을 살펴보았다. 본 연구에서는 지각된 가치, Airbnb에 대한 신뢰, 주관적 규범을 재방문 의도 형성의 핵심 요인으로 고려하였다. 또한 상대적 매력, 브랜드 동일화, 즐거움이 지각된 가치와 Airbnb에 대한 신뢰에 미치는 영향을 살펴보았다. 그리고 지갑 점유율의 조절 효과도 살펴보았다. 제안한 연구 모형은 Airbnb를 2번 이상 사용한 경험이 있는 고객들을 대상으로 분석하였다. 연구 분석 결과, 상대적 매력, 브랜드 동일화, 즐거움이 지각된 가치와 Airbnb에 신뢰에 유의한 영향을 미쳤다. 또한 지각된 가치는 재방문 의도에 유의한 영향을 미쳤다. 그러나 Airbnb에 대한 신뢰와 주관적 규범은 재방문 의도에 유의한 영향을 미치지 않았다. 또한 지갑 점유율의 조절 효과는 나타나지 않았다. 본 연구 결과를 바탕으로 Airbnb는 고객들의 재방문 의도 형성 메커니즘을 이해하여, 마케팅 및 운영 전략을 수립할 수 있을 것으로 기대된다.

• 한국응용과학기술학회지
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• 제39권1호
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• pp.84-95
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• 2022

본 연구는 스포츠 휴먼브랜드의 굿즈상품(Goods) 가치, 감정반응(PAD), 소비 행동 간 일어나는 현상을 분석하기 위해 2021년 10월 18일~2022년 1월 12일까지 온라인 서베이(URL), DM, E-mail 등을 활용하여 371명을 편의 표준추출법으로 표집하였으며, 불성실한 응답자 51명을 제외한 유효 표본 320명을 인과 관계(SEM)를 적용하여 분석하였다. 첫째, 휴먼 브랜드의 굿즈 가치는 감정반응에 정(+)의 영향으로 가설이 채택되었다. 둘째, 감정반응은 소비 행동에 정(+)의 영향을 미치는 것으로 가설이 채택되었다. 셋째, 휴먼 브랜드의 굿즈 가치는 소비 행동에 정(+)의 영향을 미치며 부분적으로 가설이 채택되었다. 마지막으로 굿즈상품(goods) 가치와 소비 행동의 관계에서 감정반응의 간접효과는 통계적으로 유의 의미한 것으로 나타났다.

• 복식문화연구
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• 제23권3호
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• pp.468-483
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• 2015

Fast fashion brand marketers should develop marketing strategies that effectively satisfy the values consumers seek when purchasing fast fashion brands. This study aimed to identify the consumption value factors of fast fashion brands and to reveal the value factors that influence attitudes toward purchasing fast fashion brands. Data were gathered by surveying university students in the Seoul metropolitan area using convenience sampling. Three hundred and five questionnaires were used in the statistical analysis, which consisted of exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. The factor analysis revealed the following six value factors: Emotional value, social value, price/value for money, durability value, eco-value, and consistency value. The fit statistic for the six-factor model was quite acceptable. Two of the six value factors, emotional value and price/value for money, positively influenced attitudes toward purchasing fast fashion brands. The overall fits of the revealed model suggested that the model fit the data well. The results suggested that fast fashion marketers need to understand the value factors that motivate consumers to purchase fast fashion brands. In addition, marketers should focus their efforts on satisfying emotional value and price/value for money in order to establish their brands in the increasingly competitive fast fashion industry.