• Fashion & Textile Research Journal
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• v.14 no.3
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• pp.400-412
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• 2012

This study explores the characteristics and effects of a pop-up store based on how the store attributions of a pop-up store influence brand attitude and brand patronage intention. The questionnaire consisted of 3 instruments: store attributes, brand attitude, and brand revisiting intention. Data were analyzed by factor analysis, frequency analysis, reliability analysis, and multiple regressions, using SPSS 18.0. We surveyed 123 males and females, who had an experience of a pop-up store, and interviewed five experts who work in the fashion related area. The results of this study were as follows. First, it was shown that VMD has positive impacts on brand patronage intention, but with no significant relationship to brand attitude. Second, a brand culture's experience of a pop-up store has a strong influence on brand attitude and brand patronage intention. Third, products in the store are the most important factors that influence brand attitude. The findings indicate that the promotion of diverse attributes of apop-up store is critical to make customers perceive brand attitude and brand patronage intention that are expected to be used to establish advanced marketing strategies.

• Korean Journal of Human Ecology
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• v.24 no.4
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• pp.513-529
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• 2015

This study performed corroborative analysis by establishing hypothesis so as to corroboratively define the effect on brand attitude of psychological risk recognition in the case where consumers reading negative media news related to bakery recognize crisis communication on the basis of which point. According to corroborative analysis, the role of psychological crisis perception as parameter is confirmed in the causal relation between crisis communication recognition and brand attitude. Such result of study confirms that the positive change in crisis communication recognition reduces psychological risk perception to bakery products and such psychological risk perception eventually become factor which affects brand attitude over products. Such result of study suggests that when reading negative media news on bakery, the influence on consumer's evaluation of news on the basis of certain point and the influence on the formation of causal relation between psychological risk perception and brand attitude has scientific ground. In the aspect, the main result of this study is to find the clue that when comparing precedent study between crisis communication recognition and brand attitude, psychological risk perception is realized with brand attitude as media by verifying the parameter role of psychological risk perception.

• Korean Journal of Human Ecology
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• v.15 no.6
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• pp.1025-1035
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• 2006

Brand Relationship Quality(BRQ) reflects the intensity and viability of the enduring association between a consumer and a brand so it is assumed to be the indicator which can affect brand performance such as brand satisfaction, brand attitude, and brand loyalty. The purpose of this study is to analyze the structural equation model showing the path between BRQ and brand performance. The subjects were women in their 20s to 40s living in Seoul and other metropolitan areas. 482 copies of questionnaire were analyzed by reliability, Pearson's correlation analysis, confirmatory factor analysis using SPSS 11.0 Package and AMOS 5.0 Package. The results showed that BRQ had positive influence on the brand performance-brand satisfaction, brand attitude, brand loyalty. As for the total effect about brand loyalty, BRQ was the most influential variable compared with other variables- brand satisfaction, brand attitude. The indirect impact of BRQ on brand loyalty is bigger than the direct impact of BRQ and brand satisfaction emerged as the important intermediate variable between BRQ and brand loyalty. Therefore, effective marketing strategy can be accomplished according to differential impact of the BRQ facets to induce consumer's satisfaction, which can lead to brand loyalty.

• Journal of Fashion Business
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• v.27 no.1
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• pp.50-60
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• 2023

The purpose of this study was to understand the factors with consumers' fashion experiential store experiences and investigate the effect on flow and brand attitude. The study also aimed to investigate whether gender moderated the relationship between consumers' fashion experiential store experiences and flow. An online survey of consumers in their 20s and 40s was conducted. The SPSS 27.0 program was used to perform frequency, factor, and reliability analysis. The structural equation model was analyzed using the SMART-PLS program. The structural model analysis confirmed that consumers' rational, physical, and relational experiences in fashion brand experiential stores strongly influenced flow and found that relational experience had the strongest influence on flow. The influence of rational, physical, and relational experiences and flow on brand attitude was confirmed, where flow had the strongest effect on brand attitude. The examination of the moderating effect of gender on the relationship between consumers' fashion experiential store experiences and flow found that the effect in men was significant for flow and brand attitude through rational experience and that the effect in women was significant for flow and brand attitude through relational experience. These results provide academic implications, and by strengthening consumer flow, we intend to propose the establishment of a marketing strategy and opportunity plan that can elicit a positive brand attitude.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.7
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• pp.1030-1041
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• 2007

The purposes of this study were to identify the sub-dimensions of consumers' attitude and types of loyalty behavior toward fashion brands, and to analyze the influence of consumers' brand attitudes on brand loyalty. A survey was conducted with the questionnaire for consumer's buying experience of fashion brand. A total of 350 questionnaires were distributed, and 341 complete responses were analyzed. Exploratory factor analysis, confirmatory factor analysis, path analysis, and multi-group analysis were used for data analysis. The results of this study were as follows. First, the consumers' brand attitude consisted of four sub-dimensions of affective, familiar, value-expressive, and utilitarian attitude. Second, each brand attitude significantly influenced the brand loyalty behavior(single-brand loyalty, multi-brand loyalty, and brand switching). Finally, the causal relationship between brand attitude and brand loyalty differed by consumer's variety seeking tendency.

• The Korean Journal of Franchise Management
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• v.12 no.3
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• pp.47-58
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• 2021

Purpose: In general, franchise business models can generate higher returns and profits than non-franchise businesses. Therefore, it is necessary to study customer-based foodservice franchise brand awareness and service quality. The purpose of this study is to investigate the effect of service quality and brand awareness of foodservice franchises on attitudes divided into cognitive and affective attitudes and revisit intentions. Through this study, we intend to establish a structure that leads to service quality and brand awareness-cognitive attitude and affective attitude-loyalty. Research design, data, and methodology: In order to verify the hypothesis of this study, the survey was conducted among general consumers over the age of 20 who had visited a foodservice franchise within the last 3 months. Among the collected questionnaires, one insincere questionnaire was excluded, and 299 copies were used for analysis. The data collected to verify the hypothesis of this study were analyzed using SPSS 24.0 and AMOS 24.0. Result: First, it was found that the service quality of the foodservice franchise had a positive (+) effect on the cognitive attitude, and the service quality of the foodservice franchise had a statistically significant positive effect on the affective attitude. Second, the brand awareness of the foodservice franchise was found to have a statistically significant positive (+) effect on the cognitive attitude. and the brand awareness of the foodservice franchise had a statistically significant positive (+) effect on the affective attitude as well. Third, cognitive attitude was found to have a statistically significant positive (+) effect on loyalty, and affective attitude was also found to have a statistically significant positive (+) effect on loyalty. Conclusions: First, this study applied the S-O-R theory to the effect of service quality and brand recognition on cognitive attitude, affective attitude, and loyalty. Second, the structure leading to service quality and brand awareness-cognitive attitude and affective attitude-revisit intention was established. Third, attitudes in this study were divided into cognitive attitudes and affective attitudes. In general, attitude is studied as a single dimension as a cognitive attitude, but in this study, attitude was studied by dividing it into a cognitive dimension and an affective dimension

• Fashion & Textile Research Journal
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• v.10 no.2
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• pp.181-190
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• 2008

Active exploitation of experiential marketing is now practiced in diverse range of apparel brands such as luxury, sports and casual brands. Under such a market environments, this study attempts to verify the effects of consumer's experiential marketing perception by analyzing the formation process of brand attitude. The path from experiential marketing strategic modules (sense, feel, think, act, and relate) to brand loyalty is mediated by brand affect and brand trust. Two sports brands were selected as stimuli brands, and a survey was conducted on 286 consumers in their 20s and 30s. The study validates the importance of sense/feel marketing for apparel brands as it had extensive effects on brand affect which is highly significant in the formation of brand loyalty. As a result of comparative analysis of brand attitude and the path model of its formation for two brands which were different in consumers' perception of experiential marketing brand activities, the study realized that the higher the level of perceived experiential marketing, the higher the levels of brand affect, brand trust and brand loyalty. In particular, for brands perceived as actively engaged in experiential marketing, the path from the perception of experiential marketing activity to brand loyalty was clearly segmented between sensibility and rationality as sense/feel marketing had significant effects only on brand affect, and act/relate marketing only on brand trust. This study verifies the positive effects of perceived experiential marketing activities of apparel brands on brand equity, and proposes the strategic appropriateness of experiential marketing that embeds sensibility and feeling appeals.

• Management & Information Systems Review
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• v.36 no.4
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• pp.187-209
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• 2017

Service industry performance and competitive advantage depend on the attitudes and behavior of customer service employees who produce and deliver services through contact with customers. Most studies on customer service employees so far have concentrated on kindness, attitudes, or benefits. This study focuses on the increasing importance of customer service employees and intends to study them from the viewpoint of human brands that recognize customer service employees as a brand. In addition to the role of the employee at the service contact point, the customer participation behavior affects the interaction process with the customer service employee. Ultimately, customers could no longer be excluded from control to improve service quality. This study based on theory that the human brand characteristics of the customer service employees lead the customer's participation, which has a positive effect on the relationship with the service brand and the service brand attitude surveyed and analyzed customers who use service brand. This study is summarized as follows. First, the relationship between the service brand and the customer is examined. Second, this study also expands prior studies by examining the human brand characteristics of customer service employees and customers' willingness to participate in providing information on the impact of the consumer-brand relationship. The results of the study indicate that among the customer service employees' human brand characteristics reliability, familiarity, and empathy were found to affect the relationship between customers, the service brand, and the attitude toward the service brand the most. This study provides important implications for theoretical and practical strategies by examining the qualities and characteristics of customer service employees, which are the most important agents of marketing.

• Journal of Distribution Science
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• v.15 no.4
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• pp.59-67
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• 2017

Purpose - This study's aims are to examine the effects of airline service quality on brand image, brand attitude and reuse intention and the mediating roles of brand image and brand attitude in the relationship between airline service quality and reuse intention. Research design, data and methodology - A total of 500 questionnaire copies were distributed and 474 were used for the empirical study after excluding some empirical inappropriate or unusable ones. To analyze the collected data, the SPSS/WIN 22.0 statistical package was used. Results - The result of analysis showed that all the intangible, tangible and human elements of the airline service quality positively influenced on brand image and brand attitude and did not directly influence on reuse intention. However, brand image and brand attitude played mediating roles in the relationship between all the service quality elements and reuse intention. Conclusions - This means that airlines need to develop service quality, which is differentiated and provides special feelings for customers and work out improvement strategies for positive brand images and attitudes, since customers choose and reuse airlines, based on brand images and attitudes, which are perceived and formed through the experience of airline service quality and word of mouth.

• Journal of the Korean Applied Science and Technology
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• v.38 no.2
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• pp.579-586
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• 2021

This study aimed to identify the influence of soccer star's human brand on attitude and attachment to the club, providing the importance and implications of brand management of star players in the club. Therefore, a non-face-to-face mobile survey was conducted from January 14 to March 5, 2021, and a total of 348 copies of data were used for the final analysis. Data processing used the SPSS (ver.21.0) program to conduct frequency analysis, internal consistency and exploratory factor analysis, correlation analysis, and multiple regression analysis. The main results of this study are as follows. First, the human brand of a soccer star has been shown to influence the attitude of the club in the order of ethicality, attractiveness, and differentiation. Second, the human brand of a soccer star has been shown to influence the attachment of the club in the order of ethicality, attractiveness, and differentiation.