• Journal of Distribution Science
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• v.19 no.9
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• pp.101-111
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• 2021

Purpose: This study discusses and discovers the important role of fashion product coolness in affecting consumers' perceived value and consumers' value creation behavior. Accordingly, fashion product coolness exerts a direct effect on perceived value while perceived value has a direct impact on value creation. Besides, fashion product coolness has an indirect effect on value creation through perceived value. Research design, data, and methodology: This study adopts the quantitative research approach by cross-sectional technical on a sample of 319 respondents in Vietnam. PLS-SEM has been used to analyze the survey data. Results: The result indicates that the proposed direct and indirect effects are significant. Specifically, utilitarian "coolness" and hedonic "coolness" have positive impacts on perceived value. The perceived value poses an impact on consumers' value creation behavior, including customer lifetime value and influencer value. Finally, the perceived value links utilitarian "coolness", hedonic "coolness" with customer lifetime value and influencer value. Conclusions: Fashion distribution is playing an increasingly important role in the retail sector of the economy. Fashion distribution activities are greatly influenced by the perceived value of consumers. The findings are supposed to strengthen the beliefs of fashion brands and retailers in the promotion of value creation and consumers' perceived value in the field of fashion distribution.

• Textile Coloration and Finishing
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• v.26 no.2
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• pp.114-123
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• 2014

This research investigated the physical properties of PET coolness filaments and their knitted fabrics including dyeing characteristics of these knitted fabrics according to the different dyeing time and temperature. The coolness filament(S) with non-circular cross-section and hydrophilic property was spun and another commercialized coolness(A) and regular(R) PET filaments were prepared for comparing coolness and another physical properties. Qmax of coolness knitted fabric made with S filament was higher than that of R-PET filament, and the maximum value of Qmax of S knitted fabric was shown at the dyeing conditions of temperature, $110^{\circ}C$ with 30 min. or 40min. It was shown that hand of S knitted fabric was a little harsh comparing to A and regular knit specimens, but shape retention and wearing performance of garment made with S knit specimen were estimated as good owing to high bending and shear rigidity. K/S of S knitted fabric was higher than those of regular PET and A knit specimens. Dyeing fastness of coolness knitted fabric showed between 4th and 5th grade.

• Journal of Distribution Science
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• v.20 no.7
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• pp.87-95
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• 2022

Purpose: This study aims to analyze the effects of Brand Coolness, Brand Love, and Self-brand Connections on Word-of-mouth positively. The retail format of Starbuck in Vietnam is successful in distribution applied when it becomes the place for customers to express themselves. Consumers are now aware about Brand Coolness of the Starbucks developed in Vietnam then turn to love the brand of store and connect themselves to the brand. In this study, the closest relationship to form the basis for consumer Word-of-mouth about a brand is the relationship between Brand Coolness and Brand Love. Results: The findings show that Brand Coolness and Brand Love are important value factors in customers' minds toward their behavior, form there, it will contribute to the brand store in distribution. Research design, data and methodology: This article used the quantitative technique utilizing PLS-SEM software to test the hypothesis with 600 samples. The data obtained shows that people have Word-of-mouth about the retail format of Starbucks in Ho Chi Minh City. Conclusion: The study has demonstrated the conclusions and proposed solutions to help beverage brands build Brand Love, thereby achieving coolness, connecting brands with themselves, leading to customer Word-of-mouth in a positive way towards retail format.

• Journal of Korean Medical classics
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• v.33 no.1
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• pp.149-158
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• 2020

Objectives : This study aims to examine the exterior relief method through pungent-cool properties in comparison to pungent-warm properties historically, to understand the meaning of 'exterior relief through pungent-cool' more thoroughly. Methods : Contents mentioning the treatment method directly were examined historically, then analyzed. Results & Conclusions : The method to relieve the exterior through pungent-cool properties has developed by overcoming the limitations of the method to relieve the exterior through pungent-warm properties since it was first established in 『Shanghanzabinglun』(『傷寒雜病論』). The term 'relief of the exterior through pungent-coolness'(辛凉解表) was first mentioned in the Ming period, referring to weak level of perspiration. Yetianshi(葉天士) explained it as communicating Weiqi(衛氣) using pungent-cool medicinals for heat to discharge through the exterior, resulting in mild sweating. In 『Wenbingtiaobian』(『溫病條辨』) the term 'to relieve the flesh'(解肌) refers to both mild sweating through pungent-warm medicinals and the opening of the exterior through pungent-cool medicinals for pathogenic qi to exit, resulting in sweating. If the exterior relief of the pungent-warm medicinals happens through the warm Yang qi(陽氣) stimulated the inner Yin fluids(陰液) to discharge as sweat, that through pungent-cool medicinals relieves stagnation in the exterior, opening up a way for the pathogenic heat to exit. From the perspective of the main therapeutic mechanism for pungent-cool medicinals to be its coolness relieving heat, the term 'exterior relief through pungent-coolness' becomes erroneous. For the 'exterior relief through pungent-coolness' category to be valid, the meaning of 'exterior relief' needs to be expanded to include not only stimulated sweating but the treatment process that could result in sweating.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.5
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• pp.799-808
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• 2018

This study develops triacetate-containing functional fabrics with a cool-touch and cool-absorbent. For this purpose we used composite yarns made using triacetate filament and PET High absorbance quick dry filament as well as the composite fabric woven. The fineness of the yarn and structure of fabric varied the cover factor varied. The blend ratio of triacetate was differently set. When the triacetate content was the same, the cool touch of the fabric having a large cover factor and small SMD increased. The surface became smooth and the contact area became large; in addition, both the Qmax value and the cool-touch became large. In the case of similar density, the cool-touch of the fabric having a large content of triacetate increased. The cool-absorbent of the fabric containing triacetate showed a similar level of the PET High absorbance quick dry filament fabric treated with and endothermic cooling agent. It was possible to develop a functional coolness fabric with a cool-touch and a cool-absorbent when the content of triacetate and cover factor were well combined.

• Journal of the Korean Home Economics Association
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• v.51 no.2
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• pp.161-171
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• 2013

The purpose of this research was to examine the subjective evaluation of sensory images and preferences according to the mechanical properties of linen and ramie fabrics for summer shirts. 54 male and female teachers evaluated the sensory images and preferences of 6 specimens of linen and ramie fabrics sold on the market. For statistical analysis, factor analysis, Mann-Whitney and Kruskal-Wallis test, Pearson correlation, and regression were used. The results were as follows: The sensory images of shirt fabrics were classified into 5 factors: 'smoothness', 'stiffness', 'elasticity', 'dry/coolness', and 'wetness'. There were partially significant differences by the gender and age in the sensory images for the shirt fabrics. Females were more sensitive than males for the 'stiffness', 'elasticity', and 'wetness' factor and the evaluators in their 20's felt fabrics were stiffer. The sensory images showed many correlations with the mechanical properties of fabric mostly. The preferences of tactile and purchase were no different according to the gender and age. They preferred a thin and soft sensory image as like ramie/cotton blended fabric and bamboo fabric for summer shirts. The significant sensory image factors affecting tactile preference were 'smoothness', 'dry/coolness', and 'elasticity', and the ones affecting purchase preference were 'smoothness', 'stiffness', 'dry/coolness', and 'elasticity'. W, WT, MMD, and G properties of the mechanical properties of fabrics affected the tactile preference for summer shirt fabrics.

• Textile Coloration and Finishing
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• v.20 no.6
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• pp.69-74
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• 2008

In this paper, a comfort evaluation system based on a product-focused process design (PFPD) has been proposed for high comforts interior seat covers. Correlations between comforts properties and physical/thermal properties of interior seat covers were examined by combining traditional regression analysis and data mining techniques. A skin sensorial comfort of leather samples was evaluated by only human tactile sensation. The adjectives of leather car seat covers are 'Soft', 'Sticky' and 'Elastic'. Thermo-physiological comfort properties of leather samples were evaluated by only human tactile sensation. The adjectives of leather car seat covers are 'Coolness to the touch' and 'Thermal and humid'. Skin sensorial comforts of cloth samples were evaluated by only human tactile sensation. The adjectives of cloth car seat covers are 'Soft', 'Smooth', 'Voluminous' and 'Elastic'. Thermo-physiological comforts of cloth samples were evaluated by only human tactile sensation. The adjectives of cloth car seat covers are 'Coolness to the touch' and 'Thermal and humid'.

• Korean Journal of Human Ecology
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• v.13 no.4
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• pp.609-616
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• 2004

The purpose of this study is to examine the difference of judge's gender and age groups in preference of S/S men's suit fabrics, and to analyze the relationship between the preference and the texture by gender and age group. For this study, 60 types of S/S men's suit fabrics were used with variously-composed fibers, such as wool, wool-blended, and PET, thickness, and weight. To evaluate the texture and the preference subjectively, nine ranks' semantic differential scale questions of 22 texture adjectives and preference of 4 apparel items were developed, Through the factor analysis, texture adjectives were classified into 7 categories: "stiffness," "elasticity," "bulkiness," "coolness," "smoothness," and "drapability." Depending on gender and age groups of judges, statistically significant differences on texture factors and the preference were observed. Especially, men under 30 years of age showed a higher grade of stiffness and a lower preference on pants than other groups. The relationship between the texture and the preference was different by gender and age group: Women evaluated a preference of men's suit fabrics in relation to stiffness and smoothness, whereas men did so in relation to stiffness, smoothness, coolness, and drapability. A young age group put more importance on drapability for preference of men's suit fabric.

• Science of Emotion and Sensibility
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• v.8 no.4
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• pp.393-402
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• 2005

Subjective touch sensation for Korean traditional silk fabrics was evaluated, in order to compare tactile sensory aspects of Korean and American subjects and to determine mechanical properties of the fabrics affecting the sensation psychophysically. Eight aspects of touch sensation including hardness, smoothness, coarseness, coolness, pliability, crispness, heaviness, and thickness were rated by semantic deferential scale. The mechanical properties of fabrics were measured by Kawabata Evaluation System (KES). Both of Koreans and Americans showed fairly similarities to each other in subjective smoothness, coarseness, and crispness. On the contrary, as for coolness and pliability, Koreans were found as feeling the silk fabrics more sensitively than Americans were in that they rated some of modified leno fabrics as very cool and stiff in touch. Coolness and pliability by Koreans were affected mainly by surface and bending properties while those by Americans were determined mostly by compressional and tensile characteristics as well as sulfate properties

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.7
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• pp.984-999
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• 2013

This research examines the interrelation of clothes, colors and sentiments based on clothes and colors that stimulate sentiment. This study provides data that is useful to color therapy by means of clothes as medium. The survey for this study targeted 200 Pusan National University students who analyzed the colors of association and clothes colors for nine positive vocabularies (passion, love, warmth, happiness, interest, softness, comfortable, freshness, and coolness) and six negative vocabularies (anger, fear, despair, nervous, gloomy, and loneliness). The data collection process used 120 standard colors as represented by Munsell's basic 10 colors (R, YR, Y, GY, G, BG, B, PB, P, RP) as chromatic colors classified into eleven tones of colors (V, S, B, P, VP, LGR, GR, L, DL, DP, DK) and achromatic colors divided into ten steps of brightness N1-N10. The results of the research are as follows. First, the warm class of colors were significant in the colors of association with positive sentiment and the cold class of colors were significant in the sentiment of refreshment and coolness. In addition, bright and clear colors (like V, S, VP, P) were associated with color tones. Second, the low bright achromatic colors were generally high for the colors of association with negative sentiment; in addition, the color of R, PB, P (as achromatic colors) were also significant. In addition, sober and dark tones (like GR, DL, DK, DP) were significant in color tones. Third, the interrelation between positive sentiment and clothes colors shows that colors of association were mainly used for upper garment colors. Similar colors against upper garments were used together for bottom garment achromatic colors and complementary colors; therefore, bottom garments play a subsidiary role in the concept of coordination with upper garments.