• 한국생활과학회지
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• 제13권6호
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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.

• 한국생활과학회지
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• 제18권6호
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• pp.1277-1288
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• 2009

Building strong brand equity has been the most effective method to extend market share and ensure profits. Brand extension strategy by using well-established mother brand names also becomes the most efficient way to enter a new market. The first objective of this study is to conceptualize and evaluate fashion brand equity. The next purpose is to investigate the relationship between mother brand equity and extended brand attitude. The survey was conducted from the 15th to the 26th of June 2009. We conducted a survey with 200 university students and 182 samples were analyzed. The data was analyzed by SPSS 12.0 with reliability analysis, frequency analysis, factor analysis, regression analysis and One-way ANOVA analysis. The results of this study are as follows. Firstly, the factors of brand equity based on customers were "Brand Satisfaction", "Brand Reliability", "Brand Personality/Value", "Brand Characteristic", and "Brand Edge". Secondly, the order of brand equity based on customers in this study was Polo, Beanpole and Tommy Hilfiger. Lastly, results revealed that brand extension was positively influenced by all factors of mother brand equity.

• 한국프랜차이즈경영연구
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• 제9권1호
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• pp.17-25
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• 2018

Purpose - This study was to investigate the effect of advertising attributes on advertising attitude, brand equity, and advertising effect of TV commercials of chicken franchise brand, which is one of the most popular food service brand in recent years. Research design, data, and methodology - This study aims to see the effect of advertising attributes on advertising effectiveness and the mediating effects of advertising attitude and brand equity. A total of 200 questionaire was collected, 15 respondents were discarded due to missing information. Therefore, a total of 185 respondents were used for this study. The data were analyzed using frequency analysis, confirmatory factor analysis, correlation analysis, three-step mediation regression analysis, and path analysis with SPSS 24.0 and AMOS 24.0 statistical program. Result - The results of the study are as follows. First, the effect of brand attitude on brand attitude and brand equity, brand equity and advertising effect on brand attitude, and brand equity on advertising effect were statistically significant. As a result of the mediating effect test, it was confirmed that the attitude of the ad and the brand equity mediates partly between the ad property and the advertisement effect. Conclusions - As a result of the study, it is suggested that the informativeness and notableness affect the consumers among the advertisement attributes, so that it is necessary to be able to convey the accurate information more clearly to the consumers when composing the contents of the advertisement. In other words, in the case of the advertisement of the chicken franchise brand corporation, it will be an effective advertisement campaign if it continuously transmits the correct advertisement message to the consumers in association with the brand.

• 한국생활과학회지
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• 제16권1호
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• pp.159-171
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• 2007

The purpose of this research is to analyze the difference of Structural Equation Model which shows the path between BRQ and its performance variables according to purchase product types-fashion brand types, clothing item groups. The subjects were women in their 20s to 40s living in Seoul and Metropolitan areas, and 482 copies of questionnaire were analyzed. Multi-Group Analysis of AMOS 5.0 Package was used to investigate structural equation model according to fashion brand types and clothing item groups. The results of this study were as follows. As for fashion brand types, there appeared to be significant differences between high price brand type and medium-low price brand type for three paths, namely brand satisfaction to brand loyalty, BRQ to brand attitude, and brand attitude to brand loyalty. However the verification of structural equation model according to clothing item groups showed no significant differences between formal wear and informal wear. Consequently, BRQ was proved to affect brand satisfaction and brand loyalty, and brand satisfaction was the important intermediate variable between BRQ and brand loyalty. As consumers were likely to show the difference of structural equation model according to the price of purchase goods, differencial marketing strategy would be suggested.

• 한국콘텐츠학회논문지
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• 제22권10호
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• pp.291-308
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• 2022

본 연구는 광고 마케팅 영역에서 제품의 관여도에 따라 광고모델의 휴먼브랜드가 소비자의 구매의도에 미치는 영향을 분석하였다. 이를 위해 소비자를 대상으로 148부의 설문 데이터를 수집하였고, SPSS 25.0을 사용하여 연구가설을 검증하였다. 분석 결과 첫째, 휴먼브랜드 매력성은 저관여 제품에서 휴먼브랜드 애착에 정(+)의 영향을 미쳤다. 둘째, 휴먼브랜드 독특성과 친밀성은 고관여 제품에서 휴먼브랜드 애착에 정(+)의 영향을 미쳤다. 본 연구를 통해 휴먼브랜드 특성 중 신뢰성, 전문성, 매력성, 독특성, 친밀성이 휴먼브랜드 애착, 휴먼브랜드 태도 및 제품 구매의도에 미치는 영향을 확인하고 소비자에게 노출된 제품광고의 고관여, 저관여 제품특성에 따른 휴먼브랜드 영향 차이를 확인할 수 있었다. 지금까지 연예인과 기업인을 중심으로 연구되고 있던 휴먼브랜드의 연구 영역을 스포츠 스타를 대상으로 확대하였고 실증분석을 통해 광고제품의 고관여, 저관여 특성에 따른 구매의도를 향상하기 위한 영향요인을 확인하여 제품관여도 특성별 스포츠 스타 휴먼브랜드의 광고모델 선정 관점에 활용될 것으로 기대된다.

• International Journal of Human Ecology
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• 제12권2호
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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.

• 한국의류학회지
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• 제48권4호
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• pp.793-807
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• 2024

In response to the growing focus on products utilizing character IP in retail, this study investigated the impact of consumers' recollection of character IP fashion products on brand relationship formation. Furthermore, it explores the moderating effect of consumer preferences for collaboration series on this relationship. Participants were consumers who recalled character IP fashion products, and the analysis was conducted using PLS-SEM. The findings show that consumer recollection associated with character IP in fashion products positively affects brand attachment, leading to a positive impact on brand attitude and brand loyalty. The study also highlights the effectiveness of repeated exposure to similar products as an effective marketing strategy. Furthermore, a positive synergy between brand attachment and preferences for collaboration series enhances brand loyalty by influencing consumer attitudes. The study suggests that collaboration series marketing strategies affect consumers' perceptions of novelty and alter their expectations. This research has significant academic and practical implications, demonstrating the effectiveness of marketing through collaboration series and revealing how character IP in fashion products, commonly used by fashion brands, shapes brand-consumer relationships. The findings provide a robust theoretical foundation for marketing strategies leveraging character IP.

• 한국의류학회지
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• 제43권6호
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• pp.779-794
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• 2019

This study examines the effects of brand belief of a mass offline retailer on the perceived value, attitude, and purchase intention toward the products of emerging fashion designer brands in the context of marketing collaborations between emerging fashion designer brands and a mass offline retailer. We invited 198 adults aged 20 to 59 to an online survey who were asked to read a news article and respond to a questionnaire. The results of structural equation modeling show that brand belief of a mass offline retailer positively influences the perceived value of the products of emerging fashion designer brands. The perceived value also positively influences the attitude toward the products that subsequently enhances purchase intention. The findings suggest that emerging fashion designer brands should strategically select a mass offline retailer as their collaboration partner by considering consumer perceptions of the retailer brand because the brand belief of the retailer may have a halo effect on a consumer evaluation of the products of emerging fashion designer brands.

• 복식문화연구
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• 제25권5호
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• pp.543-560
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• 2017

The aim of this paper is to find which types of pop-up store positively influence consumers and to analyze the factors that affect brand attitude and behavioral intention across different fashion pop-up store formats. The data was collected from 217 respondents in their 20s and 30s and then subjected to descriptive statistical analysis, oneway ANOVA and regression analysis using SPSS Statistics. The results of the oneway ANOVA test indicated that the 'Pop-up store of alliance with different kinds of industries' is the most effective type for increasing brand preference and brand recognition amongst consumers. Some further insights can be made from the regression analysis results. There are differences between pop-up store formats in terms of the cognitive factors influencing brand attitude and behavioral intention. Moreover, there are differences between pop-up store formats in terms of brand attitude factors influencing behavioral intention. Through the results of this study, fashion companies can determine the best type of pop-up store to open depending on their aims. In conclusion, this study provides valuable insights to fashion marketers, helping them to determine the appropriate factors to consider when planning fashion pop-up stores. Academically, this paper contributes to expanding the range of research on fashion pop-up retail by studying consumer experiences of different pop-up store types.

• 한국의류학회지
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• 제31권9_10
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• pp.1333-1341
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• 2007

The purposes of the present study were to investigate the impact of a apparel brand and an ingredient brand on evaluation(perceived quality, favorable attitude, purchase intention) of apparel products, and to examine the differences in evaluations toward apparel products allied with ingredient brands between groups divided by product knowledge and leisure involvement. The subjects were 235 men and women aged 20 to 40. Two-by-two factorial design were employed. A series of ANOVA were used to determine if significant differences existed in evaluations of apparel products. There was a significant interaction effect of an apparel brand and an ingredient brand on evaluations of apparel products. Empirical results showed that ingredient brands would improve the consumers' perceived quality, favorable attitude and purchase intention toward apparel products. In addition, the results indicated that the respondents that had high leisure involvement and high product knowledge were more likely to evaluate apparel products based on the ingredient brand of the products. However, the respondents that had low leisure involvement and product knowledge were more likely to evaluate apparel products based on the host brand of the products.