• The Journal of Asian Finance, Economics and Business
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• 제9권6호
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• pp.81-93
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• 2022

This research aims to construct a model that combines brand love, brand loyalty, brand image, customer satisfaction, and service quality into a single model, with brand loyalty coming foremost, and test its predictive power in building brand love. Moreover, mediating effect of customer satisfaction and brand image on service quality and brand loyalty affecting brand love was checked. The study adopted an alliance context using an existing SERVQUAL model, a bi-dimensional aspect of brand loyalty and parasocial love relationship theory, to identify brand love as a construct or outcome in the consumer-brand relationship. Using a quantitative approach, survey questionnaires were distributed by unrestricted random sampling among 507 Saudia Airlines customers. Data were analyzed using structural equation modeling with SmartPLS 3.0. The results revealed significant relationships between four variables except for the brand image. It was found that brand image had no mediating effect on the relationship between service quality and customer loyalty. The outcome of this study highlights the importance of airline alliances for service quality, which leads to positive customer satisfaction, brand image, and customer loyalty. A unique contribution of the study is that it revealed that brand loyalty is also an antecedent of brand love.

• 한국의류학회지
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• 제22권7호
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• pp.851-861
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• 1998

The present study examined the consumer's evaluations of apparel quality and price, and the brand recognition according to the consumer's decision making styles(quality-conscious, brand-conscious, and price-conscious consumers). The two hundred and three subjects were asked to evaluate the quality and price of the two almost identical experimental blouses except for brand labels. One was the national brand, Keith and the other was the private brand, Ivy house. Also, the subjects were asked to answer if they recognize these two brands. The data were collected by self-administered questionnaire and were analyzed by frequency, percentage, one-way ANOVA, two-way ANOVA, and factor analysis. The results of the study were as floows: (1) Examining the perceptions of product qualities, generally speaking, all three types of the consumers evaluated the national brand's qualities more highly than those of the private brand. However, in-part, the price-conscious consumers evaluated some product charac-teristics more highly than those of national brand: touch of fabric, sewing, and the hemline finishing. (2) Investigating the perceptions of product prices, All three types of the consumers evaluated the price of the national brand more highly than that of the private brand. Among those, the price-conscious consumers recognized the price of the national brands most expensively. (3) Identifying the brand recognition of the two brands, the brand-conscious consumers showed the highest brand recognition and the price-conscious consumers showed the lowest brand recognition in both national and private brands, 51.9% of the total respondents identified the private brand showing comparatively high brand recognition. (4) Examining the relationship between the demographic factors and the consumer decision making styles, the monthly household income was statistically significant. Namely, 71.4% of the brand-conscious consumers have the monthly household income of 3,000,000 Won or higher which means that the higher monthly household income, the higher tendency to be brand-conscious consumers.

• 복식문화학회:학술대회논문집
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• 복식문화학회 2006년도 Seoul The Costume Culture Association & Ars Textrina Joint International Conference
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• pp.49-51
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• 2006

• 한국콘텐츠학회논문지
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• 제17권2호
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• pp.656-677
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• 2017

본 연구의 목적은 자동차 브랜드 잠재소비자의 소비자-브랜드 관계 품질 형성에 있어서 네이티브 광고가 미치는 영향을 평가하는 것이다. 구체적으로 본 연구는 (1) 네이티브 광고의 유형에 따라 광고인지 여부와 광고가치의 차이, (2) 네이티브 광고의 광고가치가 브랜드 태도를 매개로 하여 소비자-브랜드 태도에 미치는 영향을 평가하였다. 이를 위해 본 연구에서는 네이티브 광고를 목적에 따라 제품광고, 브랜드 광고, 비상업적 광고로 분류하고, 네이티브 광고의 형태로 제작한 후에 해당 자극물을 잠재소비자들에게 제시하여 자료를 수집하였다. 345부의 유효표본으로부터 도출된 연구결과는 다음과 같다. 첫째, 응답자들은 비상업적 광고에 대해 낮은 광고인지 반응을 보이지만, 제품광고와 브랜드 광고에 대해서는 대부분 광고인 것을 인지하였다. 둘째, 응답자들은 네이티브 광고에 대해 전반적으로 낮은 불편성을 느끼는 것으로 나타났으며, 특히 비상업적 광고에서 가장 낮게 평가되었다. 셋째, 네이티브 광고의 유희성, 정보성은 브랜드 태도를 매개하여 소비자-브랜드 관계 품질에 긍정적인 영향을 미치고, 불편성은 부정적인 영향을 미치는 것으로 확인되었다.

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

• 한국의류학회지
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• 제35권7호
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• pp.721-735
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• 2011

This study: 1) identifies differences in consumers' perceived similarity of extended products to their parent product in terms of brand attributes, 2) identifies the influence of the perceived similarity on consumer's attitude toward and purchase intention of extended products (i.e., brand extension effect), and 3) examines the moderating effect of Brand Relationship Quality (BRQ) on brand extension effects. A survey questionnaire was distributed to a convenience sample of individuals aged 20-39. A total of 576 valid responses were used for the final analysis. The results showed that: 1) the consumers perceived more similarity in the extended products when the extended products maintain more consistent attributes with their parent product, 2) the higher the perceived similarity was then the higher the brand extension effect, and 3) brand relationship quality moderated the influence of perceived similarity on attitude and purchase intention. When consumers build a high relationship quality with a brand, then the brand extension effect is likely to be high regardless of the perceived similarity of the extended products. This study consequently has its own contribution in that it empirically examined the brand extension effect in the fashion field and evidenced the role of BRQ in brand extension.

• 복식문화연구
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• 제24권5호
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• pp.697-708
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• 2016

The term used to describe consumer's valuation of a brand is brand equity. One concept that can be managed and may impact valuation of a prestige brand is "luxuriousness." As the concept of "luxuriousness" appears to be a key factor contributing to the equity of a prestige brand, the purpose of this study was to examine how luxuriousness is related to the brand equity utilizing a model developed by Yoo, Donthu, and Lee (2000). Yoo et al. (2000) identified three dimensions [brand association with awareness (BA), perceived quality (PQ), brand loyalty (BL)] accounted for the equity (OBE) of a brand. We speculated that the five dimensions of luxuriousness (i.e., quality, extended self, hedonism, accessibility, and tradition) would selectively influence the two dimensions of brand equity (BA, PQ) and that loyalty would mediate the relationship between the two dimensions of brand equity (BA, PQ) and overall brand equity. A total of 502 participants aged from 18 to 74 were surveyed in USA. Using AMOS 18, the path analysis was conducted with the maximum-likelihood estimation procedure. The model exhibited a good fit with the data and all hypotheses were supported except one. Quality, accessibility, and hedonism dimensions of luxuriousness affected perceived quality of the equity of a brand. Hedonism and extended self dimensions affected brand association with awareness. However, tradition dimension did not significantly influence brand association with awareness. Overall, this research expands understanding of brand equity as it documents the contributions of luxuriousness, a component that can be controlled by brand managers.

• 한국콘텐츠학회논문지
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• 제20권3호
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• pp.379-389
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• 2020

본 연구의 목적은 중국 지역 대표 브랜드 칭다오 맥주의 브랜드 자산인 브랜드 인지, 브랜드 이미지, 지각된 품질이 매개변수인 소비자 만족도를 기반으로 브랜드 충성도에 미치는 영향을 밝히는데 있다. 이를 위해 2019년 10월 21일부터 11월 3일까지 14일 동안에 중국에 칭다오 맥주를 먹은 경험이 있는 중국 소비자 대상으로 설문조사를 진행되었다. 응답자 답을 SPSS 25번전으로 회귀분석을 진행하였다. 칭다오 맥주의 브랜드 자산, 소비자 만족도와 브랜드 충성도의 영향관계를 검증하기 위해 3가지 가설을 설정하였다. 분석결과는 첫째, 칭다오 맥주의 브랜드 자산은 소비자 만족도에 정(+)의 영향이 미친 것이다. 그리고 브랜드 자산은 브랜드 충성도에 도 정(+)의 영향을 미친다. 마지막으로 소비자 만족도는 칭다오 맥주의 브랜드 자산이 브랜드 충성도에 영향을 미치는데 매개효과를 있다고 나타났다.

• 복식문화연구
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• 제21권6호
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• pp.827-843
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• 2013

The purpose of this study is to identify the antecedents of the attitudes toward purchasing fast fashion brands and the frequency of purchasing fast fashion brands. As antecedents, a few brand-related variables and a consumer-related variable were considered. Perceived perishability, perceived scarcity, perceived quality, and perceived low price were included as brand-related variables and congruity between self image and fast fashion brand image was included as a consumer-related variable. It was hypothesized that both brand-related and consumer-related variables directly influence the attitudes toward purchasing fast fashion brands and then influence the frequency of purchasing fast fashion brands. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred twenty seven questionnaires were used in the statistical analysis, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. The results showed that all the fit indices for the variable measures were quite acceptable. In addition, the overall fits of the model suggest that the model fits the data well. The hypothesized relationship test proved that perceived perishability, perceived quality, and congruity between self image and fast fashion brand image influence the attitudes toward purchasing fast fashion brands and then influence the frequency of purchasing fast fashion brands. The results suggest some effective marketing strategies for marketers in the fast fashion industry.

• Management Science and Financial Engineering
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• 제13권1호
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• pp.73-91
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• 2007

We investigate factors that influence the choice of high-share brands(HSBs) vs. low-share brands(LSBs) among various product and consumer characteristics related to brand-share perceptions. Specifically, using 8 product categories varying in terms of purchase decision involvement, we show how the influencing factors vary across the categories. At the general level that cover all the 8 categories, our hierarchical Bayesian regressions analysis shows that factors that favor high-share brands are purchase decision involvement, search goods, experience goods, price-quality relationship, positive network externalities, and price-prestige beliefs. Conversely, consumers who value variety seeking and need for uniqueness favor low-share brands. The effects of these factors, however, vary across product categories. The identification of these characteristics can help brand managers establish a more effective brand-share strategy in such areas as setting an optimal market share goal, extending a brand, and developing ad copy. Furthermore, our consumer segmentation analysis demonstrates the general market has two distinct segments - (1) a segment composed of HSB buyers(86%) and (2) a segment composed of LSB buyers(14%). The two segments are also shown to have different significant factors that explain their brand choice. Our segmentation analysis can help marketers establish a marketing strategy that targets a specific segment of interest.