Study on Brand Extension Evaluation of Consumer Preference and Brand Concept : Focused on Similarity (소비자 성향과 브랜드 컨셉에 따른 브랜드확장평가에 관한 연구)
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- Journal of the Korea Academia-Industrial cooperation Society
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- v.16 no.2
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- pp.1054-1063
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- 2015
This study is to verify the effect of similarity of expanded-product, brand concepts of parent-brands and implicit theory of customers on the brand-extension evaluation, in order to reduce the risk of brand extension. First, this research documents how the similarity between the parent-brands and expanded-products affect brand-extension evaluations as a main effect variable. Second, this study examines the moderating effect of the brand concepts of parent-brands on the brand-extension evaluation. Third, this research documents how implicit theories regarding personality affect consumer evaluations about the brand-extension. The study assumes and tests that consumers in the group of incremental theorists are more accepting of brand-extensions than consumers in the group of entity theorists. The result figures out the implicit theory customers has some moderating effect on the evaluations, yet the direction of the effects is contrary to expectations.
Nowadays, it is common that most consumers are purchasing goods in e-stores. The e-stores eager to attract, revisit, retain, and finally convert them into loyal customers. The e-store marketers have planned and executed numerous marketing efforts. As one of the marketing activities, e-store managers attempt to build web sites that meet customers' functional and psychological needs. A wide array of studies has been done to identify factors that could affect customers' response of web sites. Majority of studies were conducted to verify technology-related and functional variables of the website which facilitate transactions and enhance customer responses such as purchase intention and website loyalty. However, there has been little research on the external cues of website and psychological variables of consumer that could have positive influences on customer response. The purpose of this study is to investigate the influence of e-store personality on e-store loyalty through mediating variables such as e-store identification, e-store trust, and e-store engagement. The authors of this study develop the model and set up the six main hypotheses and a set of sub-hypotheses based on a literature review, shown in
This research attempted to present the efficiency of culture marketing to the organizations producing culture-art products and to the companies utilizing art and suggest the practical viewpoints to the culture and art policy agencies. The methodology used was to take an in-depth look at the consumer value cognition and benefits of culture-art products in contemporary consumption culture from a social context by conducting a total of 12 Focus Group Interviews, consisting of 58 males and females in their 10s~50s who can represent culture-art product consumers. The culture-art products refer to the artist's spiritual, actual act of creating or to the end products with economic exchange value. They are also sense goods and merit goods that affect the mental state of consumers. By looking at culture-art products as consumer merit goods, this research examined consumer value cognition of culture-art products based on the characteristics culture-art products. As a result, this research determined that consumers view culture-art products largely as 'aesthetic and sensuous merit goods', 'actual and individual merit goods', and 'social public property'. As 'aesthetic and sensuous merit goods', culture-art products are considered as the products of an artist's creative activities; as 'social public property', culture-art products have a public value in terms of ownership; and as 'actual and individual merit goods', culture-art products act on the spirit and reality of a consumer in terms of consumption. As a result of analyzing the benefits of culture-art products based on the above-mentioned consumer value cognition, it was observed that the benefits of culture-art-product consumption are chiefly divided into 'aesthetic character-oriented', 'social relationships-oriented', and 'individual benefits-oriented' depending on how consumers see culture-art products. A 3-conceptional structures model was constructed according to the relationship between consumer value cognition of culture-art products and the benefits. This research revealed that consumers who pursue the aesthetic value or sense of beauty as the central reason experience culture-art products themselves, enjoy intellectual quests, and pursue their satisfaction by expressing affection for and interests in culture-art products. On the other hand, consumers who pursue social value as the central reason as a means of communication by perceiving culture-art products as a public property of society, pursue sympathy with people close to them through the symbolic power of culture-art product consumption or the joy of self-display. Consumers who perceive art products as spiritual and actual merit goods and pursue consumer value as a central reason want to express their own personality, develop themselves, and differentiate themselves or identify themselves with others in the context of social relations for the ultimate goal of living a happy and satisfied life while pursuing to satisfy imminent and actual necessities as emotional stability and rest. The fact that culture-art product benefits could vary according to how a consumer perceives them implies that consumer value cognition of culture-art products and their benefits significant affect consumers' decision in choosing and consuming various culture-art products. It turned out that such benefits from the consumption of culture-art products reflect the complex contemporary consumption culture of rational consumption, symbolic consumption, experiential consumption, and social reflective consumption. This research identified conceptional structures of consumer value cognition on culture-art products and benefits that can be used for studying and understanding culture-art products consumers who pursue a variety of consumption values. They can also be used by private companies in utilizing art, as well as by national agencies in enhancing the population's quality of life. However, since this research could only conceptually grasp consumer perception of culture-art products and reveal the dimension of classification due to its own limitations arising from characteristic investigation, quantitative data on the benefits of culture-art product consumers should be measured in future studies through a quantitative investigation, while using the value cognition of culture-art products and the individual characteristics of consumers as variables based on this research.
The advancement of digital technology has made changes in the fashion system and trend development process inevitable. This article clarifies changes in the modern fashion industry system and the causes of comprehensive changes that result from the development of digital technology. The methodology of this study is based on literature and case studies based on the information magazine most used by fashion industry workers. This study classifies fashion systems into 5 types and 14 types in detail. The study results indicate the way to change the fashion style trend schedule per year, fast/ultrafast fashion system, fashion rental system, DTC system and change of fashion system by consumer participation. The causes of the changes in fashion system are indicated that an increase of trend sensitivity due to an increase in the diffusion rate of information, expansion of expression of personality through digital network, increase of possibility of grouping of small number of tastes and change of prosumer possible changes in the environment. This study provides basic data on fashion system research and the construction of an appropriate response strategy for a changing environment.
Purpose - This study aims to verify the effect of sports sponsorship recognition on corporate image and the relationship between image and identification, corporate image and purchasing intention, brand identification and purchasing intention Research design, data, and methodology - To carry out the purpose of this study, a set of data was collected from 320 surveys and 305 of them were used. Statistic programs, SPSS 18.0 and AMOS 20.0, were used to analyze the data. Results - It was found that emotional sports sponsorship recognition and social sponsorship sports sponsorship recognition had positive effects on corporate image and brand identification. Corporate image also had a positive effect on brand identification. Besides, it was analyzed that corporate image and brand identification had positive effects on purchasing intention. Conclusions - The results show that sports sponsorship recognition can influence brand identification and purchasing intention, and contribute to the enhancement of corporate image. Since brand personality that matches the self-image of the targeted customer will have a more positive effect on the relationship with the consumer, marketing activities should be carried out so that the brand image can be identified with the company image of sports sponsorship activities.
This study is a review on the relationship between furniture purchasers and producers in the Joseon period. Understanding the relationships in our traditional spirit and the Joseon furniture that reflects a aesthetic sense is a meaningful work. Joseon was to build an ideal country which put emphasis on the order and harmony through Theory of 'Yeak' as the confucianism nation. Human aesthetics, which emphasis on the spiritual value by confirmity to nature and forcus on the relaxed, deficient personality rather than completeness was established as the central formative consciousness of the Joseon Dynasty. The nature of things in the confucian scholar prior to the representations of things is expressed in the form of master craftsman's skill and soul. Formative consciousness of the confucian scholar is to realize ideals by communciation and interchange with master craftsman's soul in the form of the Joseon furniture. The beauty of restraint and brevity in the Joseon Dynasty furniture includes meanings and procedures of art work. It implies an orderer's purpose of production and a producer's products. Understanding the spirit of times in the production becomes the cornerstone capable of getting closer to the furniture ultimate proper function. These problems have a very close relationship with the problems of modern people's commnuication. We expect an even higher growth of the furniture by achieving more improved communication based on the consumer's great insight and the producer's passion.
The purposes of this study were to segment male and female college students on the basis of sneakers' benefits and purchasing behaviors of each market segment. The research method was conducting a survey of 408 male and female college students in Seoul, Gyeonggi-do, Gwangju and Jeollanam-do province. The data were analyzed by Cronbach's α, factor analysis, cluster analysis, χ2 test, ANOVA, and Duncan test. The results were as follows. First, they were segmented into 4 consumer types(positive benefits, economy/ personality, fashion/famous brand pursuit, and an unconcerned group) by the benefit of sneakers. Second, the evaluation criteria of the products were significantly different depending on each sub-group in terms of the type and quality of material, weight, colors, design, brand, elegance, fashion trend, and coordination. In the case of purchasing information, the sources of sneakers showed significant differences according to the sub-group in all factors except for the past shopping experience. All types of stores and styles were significantly different depending on the sub-group. Therefore, the results of this study supported that benefit segmentation in sneakers can be useful as an effective variable for evaluating market segmentation.
This study started with the need for transition to competency-based education as well as the witness of fast changes in fashion industry's job environment. The goals of this study were (1) to explore fashion designers' competencies that are necessary for a successful careers in global fashion industry, and (2) to establish fashion designer competency model. In-depth individual interviews were conducted with 15 participants who have charged for design department and moreover have shown high performance in national, licence or designer brands in Korea fashion industry. Grounded theory was adopted to analyze data. As a result of analysis, the 4 core competencies emerged: problem-solving, research, inter-personal, and self-development. Each core competency has sub-competencies. Creativity, commerciality, control, decision making were sub-competencies for the problem-solving competency. Information management, innovation understanding & application, trend analysis & forecasting were sub-competencies for the research competency. Consumer, inside company, and outside company relationships were sub-competencies for the inter-personal competency. Self-awareness, self-management, expertise were sub-competencies for the self-development competency. In order to acquire these competencies, knowledge (academic, practical, multi-discipline), skills (sense, analysis, synthesis, communication), and attitude (interest, enjoyment, perseverance, personality) were essential. Based on these findings, implications for university fashion design education and further research areas were suggested.
The purpose of this study were 1) to subdivide sportswear consumers according to consuming desire of sports 2) to identify the differences in lifestyle and sportswear benefits sought. The data were collected via a questionnaire from 312 consumer who have been purchased sportswear and living in Seoul. The results of this study were as follows: 1) Sportswear consumers were divided into four segments: sports mania, attractive body pursuers, passive followers, mind purifiers. 2) Six realms of lifestyle such as clothing, food, home & interior, leisure life, consumption and sense of values were factor-analysed separately, and lifestyle factors which showed significant differences among segments are I) fashion ostentation in the realm of clothing ii) western style, health-oriented in the realm of food, iii) sports life enjoyment, sociable life, hoped-for foreign travel in the realm of leisure life, iv) brand oriented, price comparison, sale goods preference in the realm of consumption, and v) realist, interpersonal skills, strong personality, individualism in the realm of values 3) Five factors of sportswear benefits sought which showed significant differences among segments are comfortability/practicality, ideal body/good-looking, individual character, fashion! ostentation, and brand oriented.
The convergence of e-commerce and social media have given rise to a social commerce of online group-buying. Social commerce of online group-buying is a subset of B2C (Business to Consumer) and uses social media for marketing to facilitate online buying of products and services. The social commerce of online group-buying offers new and popular products or services every day, and uses social media to bring together separated consumers. In these backgrounds, we think that personality trait associated with seeking new and popular products or services, and social influence from social media are likely to be related to intention to use in social commerce of online group-buying. This study aims to examine and analyze novelty seeking and social influence that influence intention to use in social commerce of online group-buying in China. Our research model, which included novelty seeking and social influence, was developed based on the technology acceptance model. A questionnaire survey was carried out for empirical analysis. The results of empirical analysis based on a sample of 218 users showed that novelty seeking has a significant positive impact on intention to use, and social influence has a significant positive impact on perceived usefulness. We suggested academic implications and practical implications based on our empirical research.
. This model is composed of four paths such as dimensions of e-store personality. First of all, hypothesis 1 is partially supported because sub-hypothesis 1-1 and 1-2 are supported, whereas sub-hypothesis 1-3, 1-4, and 1-5 are rejected. Specifically, it reveals that warmth and sophistication dimensions in e-store personality have positive influence on e-store identification, however, activity, progressiveness, and strictness does not have any significant relationship on e-store identification. Secondly, hypothesis 2 was supported. Therefore, it can be said that e-store identification has a positive impact on e-store trust. Thirdly, hypothesis 3 is also supported. Hence, there is a positive relationship between e-store identification and e-store engagement. Fourthly, hypothesis 4 is supported too. e-store identification has a positive influence on e-store loyalty. Fifthly, hypothesis 5 is also accepted. This indicates that e-store trust is a precedent variable which positively affects e-store loyalty. Lastly, it reveals that e-store engagement has a positive impact on e-store loyalty. Therefore, hypothesis 6 is supported. The findings of the study imply that some dimensions of e-store personality have a positive influence on e-store identification, and that e-store identification has direct and indirect influence on e-store loyalty through e-store trust and e-store engagement positively. These results also suggest that the e-store identification in e-store personality is a precedent variable which positively affects e-store loyalty directly and indirectly through e-store trust and engagement as a mediating variable. Therefore, e-store marketers need to implement website strategy based on e-store personality, e-store identification, e-store trust, and e-store engagement to meet customers' psychological needs and enhance e-store loyalty. Finally, the limitations and future study directions based on this study are discussed.
Qualitative Study about Value Cognition and Benefits of Consumer on Culture-Art products
(문화예술상품에 대한 소비자의 가치인식과 추구혜택에 관한 질적 연구)
A Case Study on the Changing Aspects of Modern Fashion Trend System
(현대 패션 트렌드 시스템의 변화 양상에 대한 사례연구)
The Effects of Sports Sponsorship Recognition on Corporate Image, Purchasing Intention and Brand Identification
The Relationship beetween Furniture Purchasers and Producers in the Joseon Period
(조선시대 가구 주문자와 생산자의 상호관계성)
Study on purchasing behavior of college students based on benefit segmentation of sneakers
(대학생의 운동화 추구혜택 세분화에 따른 구매행동)
Fashion Designer Competency Modeling
(패션디자이너 역량모델링 구축)
A Study on Lifestyle and Sportswear Benefits Sought according to Consuming Desire of Sports
(스포츠 소비 욕구에 따른 라이프스타일 특성과 스포츠 의류 추구혜택 특성)
The Study on Intention to Use for Social Commerce of Online Group-Buying : Focused on Chinese Users
(온라인 공동구매형 소셜커머스의 이용의도에 관한 연구 : 중국 이용자를 중심으로)
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