• The Journal of Industrial Distribution & Business
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• v.10 no.6
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• pp.29-37
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• 2019

Purpose - This study intends to analyze Chinese consumers' purchase intention of Korean automobile. The aims of this study investigated to find out how product attributes and brand image affect the consumer's purchase intention of Korean automobiles in China. We consider the product attributes, brand image as evaluation criteria, also recognized as objectives for purchase intention. This study aims to analyze the positive effects on Chinese consumers' purchase intention with the variables by using the research model. Research design, data, and methodology - Based on theory of Purchase Intention, the concept of purchase intention was assessed by two factors: a) product attributes, and b) brand image to test the proposed hypotheses. The survey was conducted for 30 days, from October 17 to November 16 in 2018. With IBM SPSS Statistics 23.0 and IBM SPSS AMOS 23.0, factor analysis and regression, Cronbach's alpha and correlation were tested. 300 samples were used for this analysis. Results - As a main result, product attributes and brand image exerted significant effects on consumer's purchase intention. Thus,

and

were supported. The results showed that the product attributes, brand image had positive effects on purchase intention. The findings of this thesis are as follows: Firstly, automobiles' quality factors were divided into two categories like product properties (price, performance, design, economy, and safety), and brand image (awareness, favorability, reliability, and familiarity). Second, it showed that product properties and brand image had positive impacts on purchase intention of consumer. Conclusions - The impact of product attributes and brand image on consumer perceived value of Korean automobiles in China can be seen as a universal psychology of consumers who trust automobile products such as high quality, technology, ets. The results offer some insights into the extended model and have important managerial implications for Korean automobile enterprise. As the findings of this thesis show, all strategic orientations have significant and positive effects on the ability of innovation. At the same time, automobile company must pay attention to quality. As the relationship between the automobiles' performance and brand image were positive and significant, automobile companies should have comprehensive strategic orientations focused on strengthening these factors.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.7 no.9
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• pp.141-149
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• 2017

Numerous products are on the market every day and consumption is becoming increasingly polarized. Some products have been introduced to the market for the first time and others are the existing products that have upgraded performance. For companies, new products must be released constantly to prevent losing existing customers and to increase loyalty. However, when companies released new product, they communicate consumer brand name and core benefits of the new product. Moreover, if a new product fails, the amount that the company has to pay is bound to grow. So companies often use brand extension strategies that use the names of famous brands that are already loved by their customers for new products. In this study, the effect of extension similarity, time of release, and message type on brand extension was investigated. Result shows that using abstract messages rather than specific messages is more effective when similarities with existing brands are poor. In particular, the closer the release period is, the more effective these effects are. However, in case of extending the brand with high similarity products, it is effective to focus on concrete messages when the release time is near, and to communicate abstract messages when the release time is long. This result suggests that companies should take into consideration not only the similarity of extension but also the timing and characteristics of messages when extending the brand.

• The Journal of the Korea Contents Association
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• v.9 no.10
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• pp.349-359
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• 2009

This study analyzed the structural correlation between parent brand attitude, including attitude toward the advertisement, attitude toward the store and brand attitude, and brand extension evaluation, relationships among which are conceived as a brand extension evaluation process. The result of analysis, revealed statistical significances of the differences in the effect levels between attitude toward store and brand attitude, between brand attitude and brand extension evaluation level, and between brand extension evaluation level and purchase intention of an extended product depending on the choice of distribution channel type. Therefore the evaluation level of brand extension should be analyzed by structural relationship model based on the consumer behavior's viewpoint with distribution channel type and it can provide the important information for restructuring distribution channel and increase the level of the successful brand extension.

• Fashion & Textile Research Journal
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• v.10 no.2
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• pp.191-197
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• 2008

Despite increasing consumption of luxury brands, research about consumption of luxury brands is limited.The purpose of this article is to gain a deeper understanding of important role of intrinsic consumption motivations in consumption of luxury brands. This article investigated the relationships among consumption motivations, conspicuous consumption belief, Product quality belief, and attitude toward consumption of luxury brands using structural equation modeling. The results reveal that, other-oriented consumers were likely to have strong conspicuous consumption belief,whereas consumers with strong self-oriented value tended to place more importance on product quality attribute of luxury brands. Moreover, Consumers who take into account extended-self tended to have strong conspicuous consumption belief while consumer who put more importance on experientialism were more likely to have greater importance on product quality atthbute. And both conspicuous consumption belief and product quality belief influenced positive attitude formation toward luxury brands.

• Journal of the Korea Fashion and Costume Design Association
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• v.5 no.3
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• pp.63-77
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• 2003

This study was to analyze the trademarks of The Polo Lauren Company in fashion products and its analogous trademarks that have been applied or registered in the Korean Patent Office. The data was collected from the Korean Patent Office and KIPRIS search system was used. Total 468 trademarks applied by the date of September 10, 2003 including 317 registered trademarks of the Polo Lauren Company and 151 its analogous trademarks applied for fashion products, were used for the analysis. The results were follows. (1) Total 73 different types of trademarks of the Polo Lauren Company were registered for 26 product classification. Trademarks were composed of all possible combination of letter, sign and sketch to prevent the registration of its analogous trademark. Also even the same trademarks were registered for each different product classification. Since the early 1990s the extended trademarks for each segments reflecting diverse lifestyles were frequently registered. (2) Total 134 trademarks that had applied for registration were rejected due to its analogousness to the Polo Lauren. Most of them were seem to purposely analogous to mislead and to confuse consumers. The major type was to add one or two words as brand extention to the genuine Polo brand. Next type was minor modification of genuine trademark. The last type was almost same brand names in different product categories. (3) Total 3 trademarks were not permit to register by the objection of the Polo Lauren Company. Total 19 trademarks were permit to register. Those showed low degree of analogousness. However most of these trademarks were cancelled by the lawsuit of the Polo Lauren company.

• Proceedings of the Korean Society for Noise and Vibration Engineering Conference
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• 2010.05a
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• pp.47-47
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• 2010

Over the past 20 years, constant progress in noise and vibration (NVH) engineering has enabled to constantly advance quality and comfort of operation and use of really any products - from automobiles to aircraft, to all kinds of industrial vehicles and machines - to the extend that for many products, supreme NVH performance has becomes part of its brand image in the market. At the same time, the product innovation agenda in the automotive, aircraft and really many other industries, has been extended very much in recent years by meeting ever more strict environmental regulations. Like in the automotive industry, the drive towards meeting emission and CO2 targets leads to very much accelerated adoption of new powertrain concepts (downsizing of ICE, hybrid-electrical...), and to new vehicle architectures and the application of new materials to reduce weight, which bring new challenges for not only maintaining but further improving NVH performance. This drives for innovation in NVH engineering, so as to succeed in meeting a product brand performance for NVH, while as the same time satisfying eco-constraints. Product innovation has also become increasingly dependent on the adoption of electronics and software, which drives for new solutions for NVH engineering that can be applied for NVH performance optimization of mechatronic products. Finally, relentless pressure to shorten time to market while maintaining overall product quality and reliability, mandates that the practice and solutions for NVH engineering can be optimally applied in all phases of product development. The presentation will first review the afore trends for product and process innovation, and discuss the challenges they represent for NVH engineering. Next, the presentation discusses new solutions for NVH engineering of products, so as to meet target brand values, while at the same time meeting ever more strict eco constraints, and this within a context of increasing adoption of electronics and controls to drive product innovation. NVH being very much defined by system level performance, these solutions implement the approach of "Model Based System Engineering" to increase the impact of system level analysis for NVH in all phases of product development: - At the Concept Phase, to be able to do business case analysis of new product concepts; to arrive at an optimized and robust product architecture (e.g. to hybrid powertrain lay-out, to optimize fuel economy); to enable target cascading, to subsystem and component level. - In Development Phase, to increase realism and productivity of simulation, so as to frontload virtual validation of components and subsystems and to further reduce reliance on physical testing. - During the final System Testing Phase, to enable subsystem testing by a combination of physical testing and simulation: using simulation models to simulate the final integration context when testing a subsystem, enabling to frontload subsystem testing before final system integration is possible. - To interconnect Mechanical, Electronical and Controls engineering, in all phases of development, by supporting model driven controls engineering (MIL, SIL, HIL). Finally, the presentation reviews examples of how LMS is implementing such new applications for NVH engineering with lead customers in Europe, Asia and US, with demonstrated benefits both in terms of shortening development cycles, and/or enabling a simulation based approach to reduce reliance on physical testing.

• Journal of Global Scholars of Marketing Science
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• v.9
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• pp.77-99
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• 2002

As current business environment is experiencing radical changes, interest in brands has increased theoretically and practically. The growing interest in brands creates the need for brand equity measurement and management models that help companies manage and fortify brands continuously. Given the situation, this study analyzes effects of brand equity on purchasing behavior of consumers. Outcomes of this study can be employed as integrated brand management system in order to satisfy corporate needs for systematic brand management. This model has been developed in an effort to transcend varied limitations of other previous studies and existing models. Consequently, the practical value of this model is highly expected. Beyond the mere concept of brand for establishing differentiated position against competitors, contents of the study cover extended forms of brand equity and brand performance. This model has been tested through practical applications of fifteen brands from three product categories. Despite several disparities among the categories, the study has revealed that the overall market performance of the brands is correlated with the brand power and other factors in the model. As the importance of brands is growing, brand management is an essential step for power branding. And brand management requires extensive brand diagnosis. The practical results of this study indicate that companies should put an emphasis on brand-oriented management as core strategy of their business.

• Journal of Fashion Business
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• v.22 no.5
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• pp.64-82
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• 2018

As sustainability of fashion brands is becoming more important in the prolonged depression, the fashion market is also seeking ways to create new value through convergence with various fields. In the fashion market, convergence marketing is engaged with diverse technologies combined with advanced technologies and strategies. This study established the conceptual characteristics of convergence and divergence from a market perspective. Convergence can be summarized as Borderless, Compounding, Diversification, Recombination and Affiliation. The conceptual characteristics of the divergence can be summarized as de-fusion, individualization, differentiation, specialization, and segmentation. The characteristics of convergence revealed through the case of fashion market include the expandability of the new category, the expandability of the consumer, the brand experience, and the expandability of time and space. Divergence is the differentiation of brand value, target customer, and product nature. Through this study, we could understand the differentiation of the fashion market and the direction of the marketing strategy by looking at the characteristic of the convergence marketing - oriented research that has the contrary conceptual characteristics from the extended viewpoint. Based on this, it is possible to see the changes and patterns of brand marketing strategies and techniques in recent fashion market. In the future, it is expected that the systematic study of the marketing strategy of the domestic fashion brand based on the convergence and change characteristics of the fashion market proposed in this study will continue.

• The Journal of the Korea Contents Association
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• v.17 no.5
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• pp.262-272
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• 2017

This study will analyze a case that utilizes not just the characters, which are a primary licensing component in traditional animation licensing, however secondary images such as animation backgrounds, and one that has visually extended their brand. Secondary image plays an important role in developing the narration of the animation, and provides the space where the narrative takes place. It also gives important clues for the characters to be able to develop a narrative, through its chronological and geographical dimensions. This study distinguishes the components that can be used in the licensing process of an original animation into primary usage and secondary usage, and defines the scope of each. Focused on two collaboration cases, Disney's The Jungle Book & KENZO, and Disney's Alice in Wonderland & Marc by Marc Jacobs, It investigates the relationship of visual utilization between the expressive components related to secondary usage in the collaborative case of licensing, and the actual product. This study found the possibility of secondary images as a vehicle to deliver brand identity. As the spectrum of licensing elements is extended, it is necessary to develop an alternative licensing system for the new process of collaboration.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.5
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• pp.117-128
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• 2016

In order to extend FOO, this research has the object to demonstrate existing the difference of transferred essence and value between the types of factories(Original factory vs Extended factory). A safety product should save consumers from possible harm or risk, but it sometimes gives directly some damage to consumers. For example, like the issue of a germicide problem in 2016, a germicide killed consumers because of harmful chemistry even it should kept their health. This situation refer to 'Safety product betrayal', we expected that safety product betrayal presence/absence conditions moderate the relationship between types of factories, transferred essence and value. We selected a car air-bag as a safety product for study and implemented one study with total 213 participants. As a result, the participants evaluated the value of an air-bag manufactured throughout an original factory higher than the value of an air-bag manufactured throughout an extended factory. Futhermore, they evaluated the transferred brand essence of an original factory's air-bag higher than an extended factory's. However, in the safety product betrayal presence condition, the difference of value and transferred essence between an original factory and an extend factory was disappeared. Indeed, once consumers experienced or saw safety product betrayal, they avoided to buy or use safety products. Therefore, consumers evaluated the value and transferred essence of betrayed safety products is low without the types of manufacturing factories. From the past to now, there was no paper about the relationship between the types of manufacturing factories(Orignal factory vs Extended factory) and safety product betrayal in Korea. Therefore, this research on FOO and safety product betrayal can give new theoretical and operational contribution. In the conclusion, we discussed the contribution of the study results and proposed the limitation and future study.