• Journal of the Korean Society of Clothing and Textiles
• /
• v.30 no.8
• /
• pp.1312-1322
• /
• 2006

A recent accelerated globalization has changed every aspect of consumers' life on the globe, thus understanding the similarity and the difference among people in the world became the crucial element of business for many global companies. As one of the most globalized industries in Korea, fashion businesses also require urgent assistance of academics in understanding global consumers. This study aimed to analyze cross-cultural fashion marketing studies published in two respectful journals in fashion studies: Journal of Korean Society of Clothing and Textiles and Journal of the Korean Society of Costume. Four researchers independently searched the target journals to locate studies using cross-cultural approaches. A total of 45 cross-cultural studies published in two journals between 1977 and 2005 were found and analyzed. The major findings could be summarized as followed. First, the US was the most frequently studied country followed by China, Japan, Hong Kong and others. Second, popular subjects of cross cultural studies in fashion marketing were fashion marketing environment and management rather than consumer psychology. Third, about 78% of the sampled studies were using quantitative approach, and statistical methods such as factor analysis, t-test, ANOVA, and $X^2$ analysis were commonly used. Finally, problems in sampling methods, translation of scales, and equivalence of concept, measure and sample were analyzed. Suggestions for future cross-cultural studies were discussed.

• Korean Institute of Interior Design Journal
• /
• v.21 no.3
• /
• pp.31-39
• /
• 2012

This is the time we need differentiated strategy due to consumer's standard of purchasing is becoming more complicated and corporate marketing war is intensely competitive. For a long-term strategy, making competitive corporate image is important because companies have their own competitiveness. In addition, importance of having a relationship with customer is magnified through consumers'direct and indirect experience. "The corporate complex cultural space is designed place for experiential marketing to convey its meaning to consumers." Under above concept, this study analyzed the theory of experiential marketing and conducted a survey which is based on experiential marketing strategic module (SEMs) using the analyzed theory. This study drew expression characteristics of space through case analysis and conducted a survey to have more effective corporate complex cultural space. As a result, the experience in the space enables people to understand of the space through five senses, not consist of simply chucks of sense-date, and this result emphasizes the importance of 'Event' because people tend to escape from restriction for reality to relive stress and have emotional satisfaction. In addition, it shows expression characteristics which provide sympathy as a flexible interaction through symbolical image. The result of the expression characteristics' survey is showed up to improve effect of corporate complex cultural space. This study is analyzing the corporate complex cultural space through experience marketing for the company which wants provide differentiated experience of various space expression methods and catching current position. Also, this study places its significance to give a way to increase space preference and effect of corporate complex cultural space. Based on the result of this study, I hope the future corporate complex cultural space will develop refreshingly.

• The Journal of the Convergence on Culture Technology
• /
• v.6 no.1
• /
• pp.31-36
• /
• 2020

Corporate Culture Marketing is a marketing tool that enhances a company's cultural image or conveys its image through culture. Culture Consumer value analysis is important predictive data in identifying the value and pursuit of life in individual consumption behavior, explaining the choice behavior of culture consumers, and serves as the basis for decision making. The research method was linked to the text mining and opinion mining techniques of big data, and extracted positive, negative and neutral words. The analysis targets culture consumers participating in concerts at Hyundai Card's 'Super Concert', which is subject to domestic consumers, and CJ ENM's 'KCON', which is subject to foreign consumers. The culture consumer value elements of corporate culture marketing are the basic conditions, and they were derived as 'Consensus Communication (Expression of Sensibility)', 'Participation Sharing(VIP Belonging)', 'Social Change Issue', 'Differentiating Services', 'Price Discount Benefit' and 'Location Quality'. In the future, we will need to foster 'Culture Technology Marketers' and apply them in areas such as arts management planning, cultural investment, cultural distribution, cultural space, Corporate Culture, CSR and K-pop marketing to enhance corporate interests and brand value and enhance brand value.

• Journal of Distribution Science
• /
• v.14 no.8
• /
• pp.129-138
• /
• 2016

Purpose - The present study theoretically reviews the use of power norm according to the cultural orientation of consumers to categorize the shopping value that corresponds to the use of the power norm when consumers use local food stores. Research Design, Data, and Methodology - Based on the data collected from the survey to 130 undergraduates, salaried men and people at large, the group with cultural value orientation was divided further into the group of horizontal individualism and that of vertical collectivism by using cluster analysis of SPSS 18.0 program. And regression analysis of SPSS 18.0 was employed to verify the hypotheses. Results - The following conclusions were shown in the empirical study. First, in the group of vertical collectivism, contribution to regional profits and competitiveness, economic value and service superiority can positively affect the attitude to the local food stores while the social responsibility activity in the community can't. In the group of horizontal individualism, however, contribution to regional profits and competitiveness, social responsibility activity, economic value and service superiority were all found to positively affect the attitude to the stores. Second, the distinctive shopping value of the stores such as escapism, entertainment value and prestige does not affect the attitude to the stores. Third, the positive effects that the stores' level of responsibility for the outgroup community can exercise on the attitude to the stores turned out to be bigger in the group of horizontal individualism than in the group of vertical collectivism. Fourth, the impact that the degree of the stores' contribution to regional profits and competitiveness has on the attitude to the stores was found to be positive in both groups. However, no difference existed in the degree of positive effects between them. Conclusions - Marketing managers of local food stores should pay more attention to managing their contribution to practical shopping value and to interests as well as competitiveness of regional society, and to persuading consumers of the horizontal individualistic group by performing responsible activities for the outgroup of local society regardless of the types of consumers' cultural orientation.

• Culinary science and hospitality research
• /
• v.15 no.4
• /
• pp.144-158
• /
• 2009

This study aims to provide the service quality which consumers want and basic data for improving their satisfaction by examining the difference among the quantity of cultural capital obtained from restaurant customers, the perception of service quality, and satisfaction. The results of the study are as follows. First, customer satisfaction is not much affected by how much cultural capital one has but by how much influence the cultural capital of parents or family has, or the institutionalized cultural capital. Second, the group that has more cultural capital objectives perceives tangibility, reliability and empathy lower than the one with less cultural capital in general while the group that has more cultural capital embodiments perceives tangibility and assurance higher than the one with less cultural capital; moreover, the group that has more cultural capital institutions perceives the service quality factor lower than the one with less cultural capital. Third, the higher the perception of the whole service quality is, the greater the satisfaction is. In this respect, it is required to offer the service to win customers' sympathy and trust as well as better external atmosphere. In addition, there should be continuous service training to foster employees' expertise and improve service quality, in order for restaurant customers to visit frequently with satisfaction and revisit intention.

• The International Journal of Costume Culture
• /
• v.8 no.1
• /
• pp.1-10
• /
• 2005

The Korean and the American consumers's attitude toward globalization were compared in the context of cultural values. This study exclusively investigated the effect of traditional versus non-traditional values and the mediating role of fashion involvement. The study sample consists of American and Korean female college students. It was affirmed that long supported categorization of individualism for Western culture and collectivism for Asian or Eastern culture does not seem to characterize the postmodern generation. No major differences between Korea and the U. S. were found in the empirical study except that Americans showed higher levels of cultural values and Koreans associate fashion involvement with global-mindedness more strongly. The impact of cultural values was similar across cultures but the mediating role of fashion involvement was dissimilar depending on the cultural backgrounds of respondents.

• Journal of Wellbeing Management and Applied Psychology
• /
• v.2 no.1
• /
• pp.35-39
• /
• 2019

This paper presents two social and academic studies on the boundary between cultural production and consumption. The first line of the study on cultural omnivore analyzes the choice of heterogeneous audiences in the face of various cultural offerings. The second line is a study of market categories, which analyzes the responses of peer audiences to objects with different levels of category code compliance. As such, this paper developed a heterogeneous audience model to evaluate objects of different types. This allows us to consider two dimensions of cultural preference: diversity and orientation of selection. To this end, this paper proposes a new analytical frame work to map consumption behavior on these two dimensions. The results suggest that one type of target that values diversity and transformation is particularly resistant to those that span boundaries. We test this argument in the analysis of two large data sets on film and restaurant reviews. Overall, our findings can extend beyond cultural consumption. Outline variability of contextual individuals or individuals in the same situation can cross cultural boundaries even if they are not intentionally pursuing such hybridism.

• Journal of the Korean Society of Costume
• /
• v.56 no.2 s.101
• /
• pp.134-146
• /
• 2006

Modern society is a multi-cultural consumer society, and there are multiple trends to cater to the tastes of diverse consumers with different sociocultural background. To grasp fashion trends in fast-changing society, how consumer life is changing and what sort of trend is prevailing should be understood above all. A major fashion trend keeps on changing in every season, and that is an extensive and compound measure of what affects the lives and values of cultural receivers who take the lead in it. The purpose of this study was to delve into what sorts of trends were presented in the 21st century's different cultures, how those cultures were reflected in fashion trends, and how design elements predicted by fashion trends could serve as the sources of design that could create a new fashion. The findings of the study were as follows: First of all, the theories of popular culture and trends were reviewed to describe how general receivers found meaning and delight in the products of cultural industry in their own way and how the products were converted into diverse cultural media. Secondly, consumer styles were discussed by classifying consumers into six groups, twixter, duppie, Ubi-Nomad, NONOS, LOHAS and chav, who were generated by changing cultural codes. Thirdly, sociocultural trends and consumer changes brought a lot of diverse changes to fashion trends. The visual materials about the 2005 S/S, F/W Collection were examined to track how changing trends affected fashion style.

• The Journal of the Korea Contents Association
• /
• v.21 no.9
• /
• pp.333-346
• /
• 2021

The purpose of this study is to examine the effects of digital cultural contents characteristics, perceived values and perceived risks on customer satisfaction and purchase intentions for Chinese consumers, and contribute to the development of digital cultural contents. In addition, a total of 328 valid samples were obtained through an online survey and empirical analysis was conducted. The analysis results of the study are as follows. First, except for creativity, which are characteristics of digital cultural contexts, entertainment and interactivity also have a significantly positive effect on both customer satisfaction and purchase intention. Second, perceived value has a significant positive effect on customer satisfaction and purchase intention, whereas perceived risk does not have this significant effect. Third, customer satisfaction has a partial mediating effect between the three factors(entertainment, interactivity, perceived value) and purchase intention. Therefore, to promote the development of digital cultural contents, we could promote consumers' purchase behavior by improving satisfaction through content entertainment, communication between content producers and service providers, and unity and value that customers actually feel during the consumption process.

• Journal of the Korean Society of Costume
• /
• v.59 no.5
• /
• pp.167-179
• /
• 2009

The purposes of this study were to explore the influence on fashion brand image and brand loyalty according to fit of the fashion brand with cultural art field, motivation in culture marketing of the apparel company, and involvement of the consumers in art activities. The subjects ware 274 male and female in 20s and 30s living in Seoul and Gyeonggi area. The study was obtained through the use of an experimental design which was $2{\times}[2{\times}2]$ mixed factorial design. The summary main results were as follows. First, as far as the effect of the three variables on the social contribution image of the fashion brand, the results of the 3-way interaction are positive. Second, as far as the effect of the three variables on the product image of the fashion brand, the data suggests that only the main-effect of motivation in culture marketing of the apparel company is meaningfully positive. Third, as far as the effect of the three variables on fashion brand loyalty, both fit of the fashion brand with cultural art field and involvement of the consumers in art activities variables show positive results.