• The Research Journal of the Costume Culture
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• v.24 no.3
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• pp.324-335
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• 2016

The fashion product image preference changes depending on one's lifestyle and personal inclination. Women want to show the fashion product image preference, often through their clothing and makeup choices. Brand image includes those elements related to the brand. Advertising is the primary method for introducing brands. This study was conducted to investigate the effects of fashion product image preference on emphasis of brand image and advertising factor evaluation targeting working women in their 20s and 30s. The fashion product image preference was s sophisticated image. Preference for a sophisticated image has a significant effect on emphasis of brand image when selecting fashion products. Emphasis of brand image has a notable effect on the brand direct advertising factor evaluation. Fashion product image preference has a significant effect on both brand's direct and indirect advertising factor evaluation. When selecting a fashion product (clothing and cosmetics), brand image importance was found to have a positive effect on a brand's direct advertising factor evaluation. Therefore, fashion companies should take advantage of their brand logo. Companies should also pay attention to clothing and product containers used in advertising to show the brand. In addition, every company should create an advertising image that represents their overall brand, by using a combination of detailed advertising factor evaluation.

• International journal of advanced smart convergence
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• v.10 no.4
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• pp.38-44
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• 2021

The purpose of this study is to investigate the structural relationship among brand dependence, brand attitude, brand satisfaction and repurchase intention of online golf goods consumers. To achieve the purpose of this study, a survey was conducted on consumers who had experience in purchasing golf goods online by visiting golf driving ranges in Seoul and Kyeonggi area. A total of 200 people were surveyed and 197 data were used for the final data processing. SPSS 23 and AMOS 23 were used for data processing. We obtained the following results. First, brand dependence had a positive effect on brand attitude, but it did not have a significant effect on repurchase intention.Second, brand attitude had a positive effect on brand satisfaction and repurchase intention; third, brand satisfaction had a positive effect on repurchase intentionFirst, face has been shown to have a significant impact on symbolic consumption propensity. Second, symbolic consumption tendencies have a significant impact on product satisfaction and intention to purchase new products. Third, product satisfaction has been shown to have a negative impact on the intention of purchasing new products.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.7 s.155
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• pp.1126-1134
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• 2006

The purpose of this study was to examine the effect of brand identification of fashion luxury product on brand loyalty and the mediating effect of brand affect. The questionnaire developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally 227 data from women who had a buying experience of fashion luxury products were analyzed using frequency, factor analysis, ANOVA, t-test, regression analysis by SPSS for WIN program. The results were as follows. First, the consumers' brand identification was composed of three factors; actual, ideal, social. Second, the brand identification significantly influenced on the brand loyalty. Third, the brand identification significantly influenced on the brand affect. Fourth, the brand affect significantly influenced on the brand loyalty. Fifth, the brand identification had both direct and indirect effects on brand loyalty mediated by brand affect. The results indicated that causal relationship was existed among these three variables.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.8
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• pp.1293-1305
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• 2009

Despite the attention regarding the effects of brand extension, there is limited research focused on brand extension in the beauty industry. This study discusses whether the similarity of extensional types and brand fit has any effect on the brand attitude toward beauty brand extension. This study examines the changes in the brand attitude and finds the effect of the similarity of extensional types and brand fits on brand attitude toward beauty brand extension. In the experiment, 4 description type factorial designs were performed. A total of 114 females participated in the experiment that had an experience of visiting a beauty salon. The results are as follows. First, the similarity of an extensional product-type has a positive effect on attitude toward parent beauty brand, while the similarity of extensional service-type does not. Second, there are significant independent and interaction effects between similarity and brand fit, which reveal differential influences on attitudes toward an extended beauty brand. Attitudes toward parent and extended beauty brands were affected by the similarity of extensional types and brand fit.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.10
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• pp.1058-1073
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• 2012

This study examines the effects of collaboration type and brand sensitivity on consumer responses toward fashion collaboration brands. For this study, six brands of fashion collaboration were selected by collaboration types: collaboration with same industry (Uniqlo-Jill Sander, H&M-Sonia Rykiel, and Levis-Jean Paul Gaultier) and collaboration with different industries (LG-Prada, Samsung-Armani, and LG-Levis). A selfadministered questionnaire was developed based on the literature that mainly included brand sensitivity, consumer response (brand association, brand values, and purchase intention), and marketing strategic elements in the context of fashion collaboration. For collecting the data, respondents were asked to choose and assess a previously purchased brand. A total of 299 usable data responses were obtained from Korean consumers aged from 15 to 40 years old. The consumer response toward the fashion collaboration brand consisted of four factors: Emotional value, perceived quality, symbolic value, and brand association. The results showed that the collaboration type had the main effect on emotional value, symbolic value, and purchase intention. Brand sensitivity had the main effect on brand association, emotional value, symbolic value, and purchase intention. There was also an interaction effect on emotional value. With respect to strategic marketing elements, product differentiation, premium pricing, and value pricing had partially positive effect on consumer responses; however, promotion had a negative effect on consumer responses (e.g., perceived quality, and emotional value). In addition, collaboration type or brand sensitivity moderated the effect of strategic marketing elements on consumer responses. This study discussed a managerial implication to develop a strategic brand alliance to manage brand equity in the fashion marketplace.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.19 no.12
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• pp.3003-3010
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• 2015

In this study, consumer to use digital media is investigated on media engagement, Brand Attachment, Brand Relations Affect and Brand Loyalty of relation. also analyzing the mediating effect of brand relations affect and brand influence in the relationship between media engagement and brand attachment step has its purpose. Data analysis result showed that media engagement is significant effect on Brand Relations Affect and Brand Attachment, Brand relations Affect and Brand Attachment is significantly effected on the brand loyalty. And mediating Effect of brand Relation Affect was investigated by adjusting role between media engagement and brand attachment. Media engagement and brand relations, the influence of the brand attachment, brand relations affect has a greater effect.

• Journal of Fashion Business
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• v.6 no.4
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• pp.17-31
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• 2002

This study is, to the special company with corporate brand, to investigate the effect of its reputation, credibility and the similarity of business area on consumer's attitude toward its clothing products. It is another topic of the study to reveal statistical significance in comsumer's attitude when naming new product with two different brand strategy. The major findings of this study can be summarized as follows. First, there was positive relationship between corporate reputation and consumer's attitude toward new brand and also between corporate credibility and consumer's that. Second, corporate credibility is proven to be grown in proportion to company's reputation. In other words, a corporate credibility is grown with a corporate reputation. Third, the influence of similarity or fitness of business area has a positive effect on a attitude toward new brand. The case of use the new brand name, the variable had low effect on attitude toward new brand, comparing to the case of use the existing brand name but seems to be statistically significant. Fourth, comparing to the inclination toward company's product based on brand name, strategy of supporting brand extension is more effective than that of new brand name on evaluating company's reputation, credibility and the similarity of business area. Fifth, the similarity of business area and the interaction of brand name on the basis of the strategy of use the existing brand name(;brand extension strategy) and new one have significant effect on the inclination to a brand. When participating a new business, it is more effective that a company is extending its business where the similarity of business area is growing. For the case of low similarity, the brand-new strategy is proven to be effective.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.1
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• pp.63-76
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• 2011

The potential for brand dilution occurs when new brands merge with an identical image of a parent brand. Despite the significant attention regarding the effects of dilution on brand extension, there is limited research on brand dilution in the beauty industry. This study analyzes the effect of the typicality of extensional type on brand attitude or purchase intention for potential dilution toward beauty brand extension. In addition, we examine the moderating effect of knowledge transfer when customers evaluate the typicality of the extensional type for potential dilution toward beauty brand extensions. For the experiment, 4 description type factorial designs were performed. A total of 219 students participated in the experiment who had experience of visiting a beauty salon. The results are as follows. First, there are significant independent and interaction effects between the typicality and extensional type that reveals differential influences on the attitude or purchase intentions toward extended beauty brands. Second, the knowledge of the parent brand is transferred to extended brands. Third, there is a significant moderating effect of knowledge transfer, as customers evaluate the typicality of the extensional type for the potential dilution toward beauty brand extension. This study provides some theoretical and practical perspectives with some limitations.

• Journal of Digital Contents Society
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• v.19 no.2
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• pp.277-284
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• 2018

This study suggested a brand alliance strategy of follow brand to overcome the leading brands. At the same time, we also examined the effect of Moderating the brand awareness of ingredient brands(high / low) and origin(favorable / unfriendly). First, purchase intention of alliance product showed significant interaction effect according to market entry order of parent brand and brand awareness of ingredient brand. Second, purchase intention of alliance product showed significant interaction effect according to market entry order of parent brand and country of origin. Based on the results, we discussed about theoretical and practical implications of this study, limitations of this study, and future research.

• Journal of the Korea Fashion and Costume Design Association
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• v.25 no.3
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• pp.69-80
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• 2023

The purpose of this study was to analyze the effects of consumers' fashion design evaluation factors on design value and brand loyalty. After confirming a research hypothesis, 247 people were selected as subjects for empirical analysis, and the results of the study are as follows. As a result of the analysis of 'the influence of consumer's fashion design evaluation factors on design value', the fashion design evaluation factors of 'convenience', 'social activity usefulness' and 'fashion ability' had an effect on the emotional design value. 'Convenience', 'functional usefulness', 'social activity usefulness', 'fashionableness' and 'aesthetic' factors affected the rational design value. 'Convenience', 'fashionableness', 'aesthetic' and 'psychological self-conformity' had a positive (+) effect on kinesthetic design values. As a result of the analysis of 'Influence of consumer's fashion design value on brand loyalty', 'emotional design value', 'rational design value' and 'kinesthetic design value' affect attitude brand loyalty, and 'emotional design value' and 'kinesthetic design value' affect brand loyalty. It was found that 'kinesthetic design value' has an effect on behavioral brand loyalty. As a result of the analysis of 'the effect of consumer attitude brand loyalty on behavioral brand loyalty', it was analyzed that attitude brand loyalty had a statistically significant positive (+) effect on behavioral brand loyalty.