• Journal of Korea Multimedia Society
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• v.25 no.11
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• pp.1601-1612
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• 2022

As human brands, Idols, the central members of K-pop, are actively engaging in various industries based on the support of their fandoms, greatly impacting the national economy. In particular, due to the development of digital devices and technologies, they are active both online and offline, and idol avatars are a significant part of their activities across diverse contexts. Therefore, this study aims to categorize avatars used in various contexts and explore fandoms' perceptions according to each type. Based on case studies and literature review, idol avatar usage was categorized into products, supplier-led content, and interactive content, and accordingly, surveys and in-depth interviews were conducted. As a result, regardless of category, fandom showed a negative perception of idol avatar usage, as shown in the order of interactive content, supplier-led content, and products. Regarding human brand characteristics of idol avatars, attractiveness was evaluated higher than intimacy and likeability. However, the attachment to real-life idols showed a higher correlation with the characteristics of intimacy and likeability than attractiveness. This study is significant as it looked at the future directions of idol avatar usage by analyzing the fandoms' perception of avatar usage in the K-pop industry from a human brand perspective.

• Korean Journal of Human Ecology
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• v.13 no.6
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• pp.943-957
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• 2004

The purpose of this study is to 1) understand the importance of brands, which are known as one of the key purchasing points to consumers today; 2) 10 clearly clarify the various attributes of goods well-known to consumers; 3) to research the effect of the goods attributes on brand attitude. We examined 465 consumers to understand a purchase or a shopping habit with national and non-brand. The study used SPSS 11.0 package for a data analysis. Then using varimax rotation, we employed a factor analysis to analyze the data and obtain Cronbach ${\alpha}$ value. For more specific data analysis, we conducted t-test, regression analysis, and x2 analysis. The results are as followings: 1. The goods attribute is classified into product attribute, shop attribute, and price attribute. The product attribute is divided into wearability, labeling of size and quality, aesthetic expression, brand expression-harmony, textile-suitability, manageability and product assortment. The shop attribute is into shop environment, shopping convenience, promotion, salesperson service, convenience of location, shop's reputation. The price attribute is into price reasonability, price value, price economy, and price information. 2. The product attribute is different, by national and non-brands, in wearability, labeling of size and quality, brand expression-harmony, textile-suitability, manageability. The shop attribute had a significant difference in environment of shop and its reputation, and the price attribute had one only in price economy. 3. The brand attitude was affected by wearability, aesthetic expression, shop environment, price value, and price information. 4. Also, there exists a difference by demographic variables(age, job, academic background, marriage, income level) in brand attitude. For example, national brands have its consumers with the following variables: higher education, higher income, professional job, over 20s, and married.

• Korean Journal of Human Ecology
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• v.23 no.2
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• pp.329-341
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• 2014

This study examined the effects of cultural communication on the fashion distribution type and the shopping benefit in fashion cultural complex space. Surveys period was from Sep. 17th to Sep. 21st in 2012. The Subjects of this study were the young 207 people who had shopping experiences in fashion cultural complex space in their 20s~30s. The data were analyzed by a reliability analysis(Cronbach's ${\alpha}$), factor analysis and regression analysis. The main results of this study were summarized as follows. First, cultural communication in fashion cultural complex space were impacted by cultural brand, cultural display, cultural support and beneficial effect of culture. Second, customers pursued the shopping benefits to get social value, personal pleasure, individual style and economic value. Third, the preference of fashion outlet was effected by cultural brand and cultural display. The beneficial effect of culture and cultural brand influenced on department store preference. The preference of fashion multi-brand shop was impacted by cultural brand, cultural support and beneficial effect of culture. Fourth, cultural communication in fashion cultural complex space had an effect on pursuing shopping benefits. Fifth, customer's demographic characteristics impacted on cultural brand, cultural display and beneficial effect of culture. Especially, these 3 cultural communications were effected by monthly average fashion spending than age/total income.

• Korean Journal of Human Ecology
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• v.18 no.6
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• pp.1247-1256
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• 2009

The purpose of this study was to make a close inquiry into the types and characteristics of social responsibility of fashion brands, perceived by consumers in the condition that a systematic frame of social responsibility of fashion brand didn't exist. To achieve the purpose, the study carried out literary survey and FGI (Focus Group Interview) which were qualitative research methods. The study carried out interviews with 9 experts majoring in fashion and 4 staff members in charge of fashion companies. The results of the study were as follows: (1). There were five types of social responsibility activities of fashion brands: fund raising activities, scholarship/cultural volunteer activities, consumer protection activities, recycling/environment-friendly activities, and ethical responsibility activities. (2). Out of the social responsibility of fashion brand, recycling/environment-friendly activities was valued above everything else. It implicates that we should pursue economic profits and sustainability at once by recognizing the importance of environmental management and improving enterprise management. As stated above, it is thought that fashion brand companies should fulfill their social responsibility strategically for long-term profits of fashion brand by grasping and improving the present conditions of social responsibility of fashion brand.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.4
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• pp.423-431
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• 2021

This paper examines the impact of university social responsibility on brand image and student satisfaction. Social responsibility impact on consumer behavior has been studied extensively. But the same impact has not been rigorously tested to the same extend in the education sector. Firstly, we analyze the perception of university social responsibility (USR) and its components, including (1) the quality of teaching programs, facilities, and academic staff; (2) supporting learning activities; and (3) human resource policies. Secondly, we investigate the relationship between university social responsibility, brand image, and student satisfaction. The study examined these relationships through a proposed economic model based on answers from a survey of 298 students at the University of Food Industry Ho Chi Minh City. From the above survey data, the author proceeds to quantify variables and, based on Cronbach's Alpha reliability coefficient, EFA factor analysis, and linear regression, to measure the impact of each social responsibility factor on business of the university and student satisfaction. The results show that university social responsibility actually affects the university's brand image and student satisfaction. Our findings suggest that universities should develop an appropriate marketing strategy to reinforce brand image and student satisfaction through the university social responsibility model.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.5
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• pp.772-788
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• 2022

This study investigates whether the image of the casual Hanbok brand is being communicated to consumers successfully. We conducted a semantic network analysis to identify ways of revitalizing communication between casual Hanbok brands and consumers; in addition, we quantitatively evaluated the effectiveness of communication marketing through Quadratic Assignment Procedure (QAP) analysis. Unstructured data from 2014-2021 were collected through portal sites and then refined and networked. Our analysis showed that casual Hanbok brands generally target younger people and that different brands employ similar methods to promote and popularize the casual Hanbok style. Consumers tended to recognize and show interest in casual Hanbok, suggesting the potential to expand the market to Blue Ocean. However, some of our findings revealed the potential factors of style coordination risk and prejudice against existing Hanbok, which could potentially hinder casual Hanbok's uptake and adoption. We conclude that increasing the demand for casual Hanbok depends not only on delivering an accurate brand image to consumers but also on balancing fashion with traditional images when planning products and providing styling information.

• Korean Journal of Human Ecology
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• v.23 no.1
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• pp.101-122
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• 2014

In this study, the Pine & Gilmore(1998) and Schmitt(1999, 2003), based on previous studies. Recent trends in large department stores and distribution outlets, discount stores and large retail centers, such as the consumer's experience is divided into internal and external fashion brand stores navigation study. Fashion Brand Stores are defined as the inside of the fashion brand store of the form that sells only the products of a fashion company's brand. Meanwhile, shopping center is defined as all the places at the inside and out of the shopping center excluding the inside of the fashion brand store. Likewise, definitions are clarified as such for use. As for the research method for this study, semi-structured focus group interviews were used since they could provide many more data compared to in-depth interviews. Accordingly, data was collected while carrying out free discussions while two to three subjects listened to each other's opinion regarding the key words raised by the interviewer and while thinking about their experience at the inside and outside of the fashion brand stores. As for the subjects, female consumers between the ages of 20 and 50 were targeted, and the interviews conducted with four, seven, four and three women in their 20s, 30s, 40s and 50s, were used, respectively. Likewise, there were a total of 18 subjects. Exploratory Study of Customer Experience area was classified into integration of significance and categorization. In particular, the contents were classified into elements of experience inside the fashion brand stores and fashion brand stores outsider experience in the shopping center elements and the elements of the common experience of fashion stores and shopping centers based on the results concerning the key contents identified in-depth from the customer aspect. The key experience elements at the inside of fashion brand stores were identified as VMD experience, emotional experience, and experience of the service provided by sales representatives. As for the key experience elements at the shopping center which is at the outside of the fashion brand store, they included service scape experience, cultural event experience, playful behavior experience. Meanwhile, elements of common experience included educational experience and exclusivity experience and human respect experience, which demonstrated some difference in terms of the contents.

• Journal of Wellbeing Management and Applied Psychology
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• v.4 no.4
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• pp.26-30
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• 2021

Purpose: The study tried to make a comparison between local and global brand hotels with respect to the relationships among customer experiences, service quality, customer satisfaction and consumer-brand relationship. This study provided strategic implications according to its results. Research design, data and methodology: To this end, this study collected data from 300 participants who have stayed at local and global brand hotels in Seoul. SAS 9.4 was used for data analysis. Results: The results showed that experiential modules ('sense' module and 'feel-think-act') affected service quality (human service, physical service) in local brand hotels. But 'feel-think-act', one of experiential modules, only affected service quality in global brand hotels. Also, physical service only had strong effects on customer satisfaction with both local and global brand hotels. Finally, customer satisfaction was influenced by consumer-brand relationships for two hotel groups. But there were no statistically significant differences in all estimations between local and global brand hotels. Conclusions: In conclusion, the study provided some strategic implications that experiential marketing in hotel industry needs be practiced maintain the competitive advantage and sustain branding power and will result in stronger consumer-brand relationships in local and global brand hotels.

• International Journal of Human Ecology
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• v.12 no.2
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• pp.25-37
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• 2011

Website design (due to increased online retailing) has received more attention as a way to influence consumer responses (Eroglu et al., 2001, 2003; Kim et al., 2009; Kim & Lennon, 2008; Yoo et al., 2010); however, the website design of multichannel retailers has not been examined from the perspective of the consistency of online store image with the brand image. This study examines the effect of brand image consistency (especially through the website) on consumer attitude and patronage intentions. The findings of this research will add to the growing body of literature on multichannel retailing and provide practical information for online retailers in the development of a website for their online business.

• Journal of Nutrition and Health
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• v.38 no.5
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• pp.395-403
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• 2005

The purposes of this study were 1) to analyze the relationship between brand equity factors ie brand awareness, brand image, brand preference and brand loyalty and 2) to suggest the strategy for brand management of contract food service management company. The developed questionnaires were distributed to the college and university students in Incheon area from September 20 to September 24 in 2004. Total 198 questionnaires were used for the final data analysis with response rate of $82.5\%$. For the statistical analysis, the descriptive analysis, factor analysis, pearson correlation analysis, and regression analysis were conducted by using SPSS Win (10.0). The results of this study showed that the following 5 hypotheses were supported. Hypothesis 1: The brand awareness of the contract foodservice company affects positively the brand image of that. Hypothesis 2: The brand image of the contract foodservice company affects positively the brand preference of that. Hypothesis 3: The brand awareness of the contract foodservice company affects positively the brand preference of that. Hypothesis 4: The brand preference of the contract foodservice company affects positively the brand royalty of that. Hypothesis 5: The brand image of the contract foodservice company affects positively the brand loyalty of that. As a conclusion, the brand awareness has a positive effect on the brand image and brand preference significantly, so it is recommended that the contract foodservice company should focus on improving the brand awareness as a brand strategy. And the brand preference and brand image have the significant effect on the brand loyalty. Therefore the company should strive to strengthen the brand loyalty though building brand preference and brand image, because the brand loyalty brings about the customer's more visiting the foodservices, which is directly related to the profitabilities of the contract foodservice management company.