• Asia Marketing Journal
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• 제25권2호
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• pp.84-98
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• 2023

A salient identity influences individuals' judgment on products. The current research investigates why identity salience sometimes produces asymmetric effects on an individual's judgment such that a salient identity often influences judgment on identity-congruent products only or identity-incongruent products only. Across two experiments, this research proposes and shows that the valence of identity-incongruent and identity-congruent attributes determines the direction of the asymmetric identity salience effects. Specifically, when an attribute of an identity-incongruent product is positively- (negatively-) valenced, identity salience influences judgment through a decreased (increased) preference for the identity-incongruent (identity-congruent) product.

• 유통과학연구
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• 제11권6호
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• pp.41-50
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• 2013

Purpose - Inducing consumers' behavioral intent to use an outlet shopping center is a critical issue for managers since it can be used as a guide for developing marketing strategies. Low prices could lead to a growth in retail purchases, but there might also be a positive relationship between prices and customer perceptions of product quality. The extent to which consumers use price as a predictor of quality may differ according to the availability of important alternative cues such as brand, store name, and identity salience triggered by the store. Consumers can obtain non-economic benefits from marketing exchanges that go beyond basic economic achievement. We argue that identity salience can play a crucial mediating role when consumers, acting as exchange partners, seek to obtain social benefits. This study shows that identity salience could mediate the relationship between identity salience-inducing factors such as multi-finality, prestige and role performance, and consumers' behavioral intent to use an outlet shopping center. Research design, data and methodology - The survey was conducted on college students enrolled in marketing classes. A total of 200 questionnaires were distributed, of which only 194 were returned. After five incomplete questionnaires were excluded, a final sample of 189 was used for empirical analysis. Using a covariance structural analysis in Amos17, we confirmed the fit of the research model and estimated its parameters by using the maximum likelihood method. Results - The results of the hypotheses testing are as follows. First, both identity salience and economic benefits have positive effects on the behavioral intent to use an outlet shopping center. Second, role performance, prestige, and multi-finality have positive effects on identity salience. Finally, the additive analysis of the direct effects of identity salience-inducing factors shows that the role performance, prestige, and multi-finality factors have no direct effects on the behavioral intent to use an outlet shopping center, suggesting that identity salience plays a positive mediating role. Conclusions - This study informs marketers that not only price but shoppers' identity salience directly affects their intent to visit an outlet shopping center. To strengthen shoppers' identity salience, marketers should find ways to help shoppers fulfill their multiple social roles, realize their multiple goals, and achieve prestige. In other words, outlet shopping centers must improve their personal service environment in order to enhance their employees' service quality and assist the execution of multi-finality by minimizing the perceived costs (e.g., travel time, effort) associated with shopping trips, thus making it easier for consumers to combine visits to multiple stores in outlet shopping centers and buy the items required for their consumption goals. Outlet shopping centers must also offer assortments with both breadth and depth in order to help consumers play the social roles their social networks have given them.

• 한국의류학회지
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• 제40권3호
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• pp.539-553
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• 2016

This study investigated the influence of consumers' self-construal and self-monitoring on brand product preference by moderating brand visibility. Brand visibility consisted of product typicality and brand salience. The study results showed that respondents preferred products with high product typicality and low brand salience. Respondents with interdependent self-construal and high self-monitoring also showed a higher preference for high product typicality and low brand salience versus respondents with independent self-construal and low self-monitoring. Respondents preferred a product when they recognized a brand name, but brand visibility should be exposed naturally. Based on these results, this study has practical implications for the importance of maintaining brand identity and the appropriacy of brand logo size.

• 한국체육학회지인문사회과학편
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• 제51권2호
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• pp.305-314
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• 2012

본 연구의 여가제약 수준에 따른 여가정체성 현출성, 여가제약 협상전략 및 여가활동 참가의도간의 인과관계를 검증하는데 있다. 이를 위하여 서울, 경기지역에 소재한 4년제 대학재학생 296명을 대상으로 SPSS 18.0과 AMOS 18.0을 이용하여 구조방정식 모형분석을 실시하여 다음과 같은 결론을 얻었다. 여가제약의 수준에 따라 여가정체성 현출성, 여가제약 협상전략, 여가활동 참가의도의 인과관계를 검증한 결과 첫째, 여가제약 수준이 높은 집단과 낮은 집단 모두에서 여가정체성 현출성은 협상전략에 정적인 영향을 미치고 있었다. 다만, 여가제약 수준이 높은 집단의 경우, 정체성 현출성의 발현 정도가 더 높게 나타났다. 둘째, 여가제약 수준이 낮은 집단의 경우에는 여가정체성 현출성이 높아지면 여가활동 참가의도에 긍정적(+) 관계가 직접적으로 나타났다. 셋째, 여가제약 수준이 높은 집단에서는 여가정체성 현출성이 여가활동 참가의도에 직접적인 영향관계를 주지 못하고, 여가제약 협상전략을 적극적으로 수용함으로써 궁극적으로 여가활동 참가의도에 영향을 미치는 것으로 드러났다. 이러한 결과를 통해 제약이 높게 인지되는 경우일수록, 여가참가 의도에 대한 제약협상전략의 매개적 역할이 중요해 짐을 유추할 수 있다. 또한 본 연구를 통해 여가제약 협상전략의 과정에서 여가정체성 현출성의 중요성에 대해서도 검증할 수 있었다.

• 디지털융복합연구
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• 제6권4호
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• pp.25-34
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• 2008

This study explores the component factors of innovation brand to build organizational culture of government ministries. A perception of organizational officers on innovation brand is ranked orderly by brand awareness(recognition, discrimination), brand loyalty (identification, ease of memory, meaning diffusion, reaction of customer needs), brand salience, brand knowledge and brand innovation. The results of factor analysis classify the component factors with factor1(brand awareness, brand loyalty) and factor2(brand innovation). This results indicate that the officers definitely recognize the value of innovation brand and brand identity. The brand discrimination and brand loyalty can also positively affect perception on brand innovation.

• 수산해양교육연구
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• 제29권1호
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• pp.158-168
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• 2017

The aim of this study is to propose the plausibility of Ship-repair industry brand in the global market. It has been argued that it is necessary to secure the identity of company because of the expansion of international market in the age of globalization. Authors of this paper have considered that the brand is a solution for global ship-repair industry's development in Busan region with focusing on the 5 elements (Salience, Imagery, Performance, Feeling, and Judgments) of Keller's brand equity block except Resonance. As a result, we presented the roles of company for securing the brand equity in ship-repair industry comparing with the elements of Keller's brand equity block. and implied the plausibility of global ship-repair industry's development. Especially, Securing the licences and certifications related to ship-repair industry is very important thing about the brand equity.

• 대한가정학회지
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• 제46권10호
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• pp.59-69
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• 2008

The purpose of this study was to analyze the changes and intended meanings of decorations in women pants. Cross correlation was used to analyze 1829 pictures which appeared in national fashion magazines from 1969 to 2005. Three analysis categories were used: 1. type of decoration, 2. style, 3. fabric. The results of this investigation were as follows: (a) the decoration gave salience to the expressive function on the pants by merging different things, (b) the decoration acted on expressive media of new feminine beauty, and (c) the decoration reflected cultural identity through the addition of elements that represents different cultures or subcultures.