• Fashion & Textile Research Journal
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• v.15 no.1
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• pp.12-21
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• 2013

This study examines the effectiveness of brand awareness, brand image and brand identification on brand loyalty for the Nike brand. The subjects of this study were 336 elementary school boys. The statistical methods used for this study were factor analysis, Cronbach's alpha analysis, confirmatory factor analysis and path analysis with SPSS 19.0 and AMOS 19.0. The results of this study were as follows. First, brand awareness had a direct effect on brand image and brand loyalty. Brand awareness also had an indirect effect on brand loyalty. Second, brand image directly or indirectly influenced brand loyalty as well as directly influenced brand identification. Third, brand identification directly influenced brand loyalty. The $5^{th}$ grade group and $6^{th}$ grade group had different paths; however, the most powerful path was the same as brand awareness to brand image. The results of this study will help fashion companies understand the importance of new consumer groups in their early teens or elementary school.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.7
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• pp.882-893
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• 2013

This study provides an efficient marketing strategy for the cosmetic market by analyzing the effect of consumer desire on buying motive, brand satisfaction, brand attachment, and brand loyalty. The research conducted a survey using convenience sampling for adult women (from 20 years to 60 years) who purchased cosmetic items within 6 months. A total of 463 samples were used for the final analysis. Data analysis consisted of descriptive statistics, Cronbach's alpha, a confirmatory factor analysis, and a structural equation modeling analysis. Customer cosmetic consumption need had six factors: exhibition need, safety need, need to look younger and to pursue beauty, need to go along with others, eco-friendly need, and pleasure need. The buying motive had four factors: others-oriented motive, motive to keep skin healthy, economic motive, and motive to change products. The causality model showed that customer consumption need influenced buying motive, brand satisfaction, brand attachment, and brand loyalty. There were also significant effects on buying motive for brand satisfaction, brand attachment, and brand loyalty. In addition, there were indirect effects on the relationship between customer consumption need and brand loyalty. The pursuit for pleasure had a significant indirect effect on brand loyalty.

• The Journal of Asian Finance, Economics and Business
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• v.5 no.4
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• pp.107-116
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• 2018

The aim of this study is to delve deeper into the online brand community study. This study tests (a) the effects of online brand community on its outcomes, (b) the impact of value creation practice construct as a whole, (c) the effects of value creating practice construct on the two types of loyalty, loyalty toward the brand and the community. Participants of this study (N=353) are members of four types of online brand communities (e.g., business-to-consumer virtual product support community, firm-hosted online community, user-generated online community, peer-to-peer problem-solving community, and social media based brand community). Data were collected online using Amazon Mechanical Turk from April 10, 2016 to May 10, 2016. The data were analyzed through structural equations modeling using AMOS 20. The three community markers (e.g., consciousness of kind, rituals and traditions, and moral responsibility) and the four value creation practices (e.g., social networking, impression management, community engagement, and brand use) are proved to be significant indicators of online brand community and value creation practice constructs, respectively. Test results showed that strong and effective online brand communities generate value creation practices, and value creation practices enhance brand loyalty. The mediating effects of community loyalty between value creation practices and brand loyalty were revealed.

• Journal of Distribution Science
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• v.16 no.8
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• pp.29-37
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• 2018

Purpose - This research aimed at exploring the mediation role of Muslim's identification with halal brand in the effects of the congruity between Islamic self and halal brand and Islamism commitment on the loyalty to the brand. Research design, data, and methodology - A single factor design was employed. A total of 199 undergraduate, graduate students or office workers in Bangladesh participated in main survey to finish the questionnaire. Structural equation model analysis was used to verify hypotheses. Results - The results of verifying hypotheses were as followings. First, the Muslim's identification with halal brand positively affected on the loyalty to the halal brand. Second, Both Muslim's commitment to Islamism and the congruity between Islamic self and halal brand positively affected on the identification with the halal brand. Third, mediation analysis showed the partial mediation role of Muslim's identification with halal brand in the effects of the Islamism commitment on the loyalty to the halal brand, and there was the full mediation role of the Muslim's identification in the effect of the congruity on the loyalty. Conclusions - Marketers should build the congruity between Islamic self and their halal brand and promote Islamism commitment to induce the loyalty to the halal brand from Muslim.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.9
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• pp.1450-1460
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• 2008

The goal of this study was to investigate the impacts of service quality, customer satisfaction, and switching burier on store loyalty of the clothes shops at large-scale discount stores. The subjects were 357 female adults living in Suncheon City, Jeollanam Province. The questionnaires were conveniently sampled from June 1 to 30, 2006. The collected data were factor and reliability analyzed using the SPSS program. And Regression was used to verify the relationships between the variables. Among the six hypotheses set in the research model, total three were accepted through empirical analysis and the rest three were accepted partially. The empirical results showed the following managerial implications. First, consumer' perceived service quality has relationship with customer satisfaction and store loyalty. Second, service quality has a positive relationship with switch barrier. Third, customer satisfaction has significantly related with switch barrier. Fourth, switch barrier has positively related with store loyalty. Finally, 'sales people', 'VMD/atmosphere', and 'assortment' of the service quality factors have positive relationships with store loyalty, but 'policy' has a negative relationship with store loyalty.

• Asia Marketing Journal
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• v.18 no.2
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• pp.63-93
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• 2016

As one of the most popular forms of electronic commerce, cross-border e-commerce provides numerous consumer benefits, such as broad and deep product assortments at low prices. However, consumers tend to exhibit high involvement in cross-border e-commerce purchases due to high risks associated with such purchases. The paper focuses on identifying causal relationships between e-commerce website traits (i.e., website trustworthiness, interactivity and convenience) and consumer satisfaction and along with loyalty. We proposed a reflective-reflective hierarchical model (first-order reflective and second-order reflective model) and used the Partial Least Square Analysis Statistical method to test the hypotheses. The results demonstrated that website trustworthiness, convenience and interactivity were all positively related to consumer satisfaction. Also, higher satisfaction led to stronger customer loyalty, which may well increase revisit intentions. We also compared the strength of each path from a website trait to satisfaction. Results illustrated that the path from website convenience to satisfaction is the strongest among the three website traits. In addition, we separately examined differences within Korean group and Chinese group. No statistically significant difference among website traits was found within Korean group. However, within Chinese group, we found that website convenience is the most important predictor of satisfaction. This indicates that Chinese consumers are more concerned about the website convenience than interactivity and trustworthiness when they make cross-border e-commerce purchases. Moreover, this study investigated possible differences between Korean and Chinese group. We used multi-group analysis of Smart PLS 3.0 to test the results. It was shown that the two groups do not display statistically significant difference in trustworthiness, interactivity, or convenience in influencing customer satisfaction. Finally, we presented further implications which are useful for understanding of the proposed model. Limitations and improvements of this research were presented, too.

• The Journal of the Korea Contents Association
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• v.10 no.11
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• pp.363-370
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• 2010

This paper provides a review of the research on the relationship between consumer rumor and marketing management in general, and rumor's effects on brand in particular. Also corporations' efforts for managing negative rumor were discussed. In the subsequential article, this study analyzes the consumer's perception of the origin of rumors through contents analysis method, and performs ANOVA study in addition to identify if brand assets such as brand loyalty and brand involvement can affect rumor credibility perception significantly. Based on these results, this study considers some implications for brand crisis management and communications. According to the results, a brand rumor can affect both the corresponding brands and competitor's brands at a time and the relationships between existing favorable brand attitude of consumer and rumor credibility are not significant enough.

• Journal of Distribution Science
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• v.19 no.2
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• pp.45-52
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• 2021

Purpose: Contemporary consumers are increasingly adopting public displays of their loyalty towards brands: consumer dedication surpasses loyalty in that they find various ways to show their devotion to their favorite brands. The purpose of the current study is to utilize sports psychology to improve customer experience in the sports shops. Research design, data and methodology: To investigate the purpose of the study and suggest the solutions, Epistemology methods were used to analyze the nature of knowledge and various forms of attaining knowledge. As such, epistemology asks questions such as "what are constitutes of valid knowledge?". Results: This study figured out five theoretical results to suggest for practitioners in the sports retail shop based on prior research. According to the research, sports psychology can affect consumer buying behavior which builds upon specific demographics and their differentiating behavior. The results also show that males shop with specificity, while female consumers are likely to shop for pleasure. Men are also less frequent shoppers than women. Conclusions: Above all, this study concludes that a consumer decision-making study is vital in the sports retail business, and information about consumer decision-making can be an influential factor for sports retailers to increase their competitive advantage.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.851-860
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• 2024

This study analyzes the impact of online streaming services, particularly Over The Top (OTT) services, on consumer media consumption patterns in the digital age. It examines how consumer-centric service values affect OTT platform choice, consumer satisfaction, and brand loyalty, focusing on various factors such as content diversity, ease of use, affordability, brand awareness, and personalized services. The findings reveal that content diversity, ease of use, and affordability are significant factors positively influencing consumer satisfaction and brand loyalty, thereby motivating OTT platform selection. Contrary to expectations, personalized services did not have a significant impact. This research provides critical insights for OTT service providers to enhance consumer-centric values and develop competitive service strategies.

• The Korean Journal of Franchise Management
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• v.13 no.4
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• pp.13-22
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• 2022

Purpose: Brand hearsay refers to information that can be acquired from advertisement, media publicity, and word-of-mouth prior to experiencing products or services of brands. Previous information about brands obtained through brand hearsay affects consumer behavior in choosing brands. Moreover, brand hearsay is an effective communication method in promoting brands to consumers. Thus, bakery franchises need to improve strengths and differentiate characteristics of their brand, thereby attracting more consumers. Therefore, this study investigates relationships the effect of brand hearsay on consumers' brand attitude and brand loyalty in the context of franchised bakery brands. Research design, data, and methodology: A research model was proposed to examine structural relationships between brand hearsay (advertising, publicity, word-of-mouth), brand attitude, and brand loyalty. An online survey was conducted to consumers who had an experience of visiting a franchise bakery. A total of 513 responses were used for data analysis. SPSS 22.0 was used for analyzing general demographics, and SmartPLS 4.0 was used to test validity and reliability of the proposed model. Result: Among attributes of brand hearsay, advertisement and word-of-mouth had positively significant effects on brand attitude, but no significant effect was found between publicity and attitude. Advertisement had a positively significant impact on brand loyalty, while publicity had a negative effect on brand loyalty opposite to hypothesis. Moreover, brand attitude had a statistically significant effect on brand loyalty. Conclusions: In the context of franchise bakeries, brand hearsay contents may change consumers' attitude toward brands but does not increase brand loyalty. Though media publicity does not affect consumers' attitude toward brands, it may decrease brand loyalty when consumers are too exposed to it. In addition, it is necessary to enhance brand attitude to increase brand loyalty of customers. This study provides bakery franchisors and franchisees information about which type of brand hearsay (e.g., advertisement, word-of-mouth, media, publicity) is effective in enhancing brand attitudes and loyalty of consumers. Further studies may include other variables (e.g., trust) in addition to attitude and loyalty, or compare findings based on brand characteristics (e.g., low-to-medium/high prices, store size).