• Journal of Industrial Convergence
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• v.1 no.1
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• pp.41-70
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• 2003

Many researches on brand equity have been focused in definition about it, factors of it, and the process of formation. Most of them have been used by voluntary production category, as is durable goods or nondurable goods. But this study, using the model is developed by Foote, Cone & Be1ding(FCB) Company, classified four fields, high-low involvement, rationality(rational or sensitive) involvement. The selected goods is a sensitive high involvement(casual wear). This study investigate the effects of brand equity and search the influences of brand equity formation according to factors of marketing mix. To this goals, this study kept a literature survey and a demonstrative research. In literature survey, there are several definitions of brand and brand equity. The research model is derived from selected factors of marketing mix and former study. This study used the regression analysis to verify effects from brand equity through the selected marketing mix. The research data is collected from the capital area. The focus of this study is effects of brand equity according to marketing mix. The followings are results and suggestions of this study. First, in the price factors, the affirmative effects are revealed the perceived quality and the brand awareness in a rational high involvement goods, the perceived quality and the brand associations in a sensitive high involvement goods, all factors of brand equity in a rational low involvement goods, and the perceived quality in a sensitive low involvement goods. As summary, the important characteristics is the price factors to consumers, and consumers recognize that a high price means a high quality. Second, in the store image factors, the affirmative effects are revealed all brand equity factors in a rational high involvement and a sensitive high-low involvement. A good store image incites more interest, contact, and visit from potential consumer. And such store offers more consumer satisfaction, simulates more active and positive conversation to consumers. Third, in advertising spending factors, the affirmative effects are revealed the brand awareness and associations in a rational high involvement and a sensitive high involvement, all brand equity factors in a rational low involvement and a sensitive low involvement. An advertisement increases not only a brand awareness but also strong brand associations. Forth, in price promotion factors, the affirmative effects are revealed the brand associations in a rational high involvement, the negative effects are revealed all brand equity in sensitive high involvement. According the result about the effects of brand royalty through the brand equity factors, a perceived quality and brand associations have positive effects to brand royalty in all factors. Consumers choice a deep perceived quality than other competitive brand. So, brand equity will increase according to a qualitative grade of a perceived brand by consumers. Brand associations represent a quality and a degree of involvement. In conclusion, brand associations and equity have a positive relation each other. According to the analysis results about a brand royalty of selected marketing mix factors, the affirmative effects are revealed the store image and price promotion factors in a rational high involvement, the price and store image in a sensitive high involvement, and the price and advertising spending in a rational low involvement. The results about the affect of selected marketing mix factors according to brand equity, are the perceived quality in a high involvement, and all brand equity factors in a low involvement. The affirmative effects about a store image are revealed all equity factors in high-low involvement. In advertising spending factors, the affirmative effects are revealed the brand awareness and associations in a high involvement goods, and the perceived quality and the brand awareness in a low involvement goods. In price promotion factors, the affirmative effects are revealed the brand awareness in a low involvement goods, and the negative effects are revealed the brand awareness in a high involvement goods. According to a degree of involvement, the results of a brand royalty through a brand equity factors are following. The affirmative effects are revealed the perceived quality and the brand royalty in a high involvement goods, and the brand awareness are revealed a negative effect. The affirmative effects are revealed the perceived Quality and the brand associations in a low involvement goods. So, in a high involvement goods, the brand royalty is built by strong brand associations, but, in a low involvement goods, the brand royalty is built also by a perceived Quality and a brand awareness. This study have some concept of limitation. So, this study presents a future direction of research. First, a future study has to have more deep analysis for this study analyzed through a limited marketing mix factors. Second, a future research has to get mutual effects about brand equity of marketing mix factors for this study has an individual marketing decision factors. Third, for the future, a brand equity needs a research about a several goods such as services, profit or nonprofit, industrial products, culture, and so on. Forth, the research have to diversify a various data for population.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.4
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• pp.699-709
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• 1997

The purpose of this study is to investigate consumer shopping orientation toward foreign brands in the context of clothing involvement, ethnocentrism, country-of-origin effects and demograpic variables. Prior to this paper, shopping orientation was studied in connection with ethnocentrism and country-of-origin effects. The questionnaire was distributed to 300 female consumers over twenty years old living in Pusan area and finally 213 data serfs were used for statistical analysis. By factor analysis, 6 clothing involvement factors were identified; fashion interest, symbolism, pleasure interest, inclination to harmony, aesthetic expression and perceived risk. A result of canonical correlation analysis about shopping orientation factors and clothing involvement factors is as follows. Two shopping orientation factors (follow to foreign brands and country-of-orion consciousness) positively correlate with three clothing involvement factors (fashion interest, symbolism and pleasure interest) , and two shopping orientation factors (preference to domestics and country-of-orion consciousness) positively correlate with author clohting involvement factor (percived risk). Anocova procedure revealed that five shopping orientation factors were related to clothing involvement factors, groups according to ethnocentric disposition, country-of-origin effects and demograpics respectively, even though there are some differences. Based on the conclusions, marketing strategies were developed.

• Korean Journal of Human Ecology
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• v.15 no.1
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• pp.141-148
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• 2006

The purpose of this study is to analyze the dimensions of clothing involvement of female undergraduates in Busan and some influential factors of TV on the clothing involvement. This research also shows the correlations among variables and the differences in clothing involvement and TV media-related influential factors by the customer types. The results of this study are as follows: 1. The clothing involvement is categorized into five factors: pleasure, fashionableness, symbolism, danger awareness, and disinterest in clothing. Four TV media-related influential factors are identified: conformity to entertainers' clothing, interest in entertainers, interest in TV-watching, and imitation of entertainers. 2. An analysis of correlation between clothing involvement and TV media-related variables shows that there is a correlation between conformity to entertainers' clothing and various clothing involvement factors as fashionableness, symbolism and pleasure. A factor of interest in TV-watching is related to symbolism and interest in clothing. A factor of imitation of entertainers is related to fashionableness and disinterest in clothing. 3. An analysis of the differences by the customer types leads to four types of categorization. Type 1 shows low interests in clothing and TV media-related variables. Type 2 demonstrates high clothing involvement and interest in TV-watching. Type 3 is classified as a high involvement/ conformity group, which not only shows high involvement in pleasure and symbolism of clothing but also high conformity to entertainers' clothing. And lastly, type 4 is an disinterest group but it shows high interest in TV-watching, entertainers and imitation of entertainers.

• Journal of the Korean Society of Costume
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• v.67 no.1
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• pp.95-109
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• 2017

The objectives of this study are to develop a cosmetic involvement scale focusing on Korean men in their 20s and 30s, verify its validity and examine the characteristics of this group. The results of this study's analyses showed that cosmetic involvement scale could be classified into 5 factors: 'trend & interest involvement', 'prestige sensitivity involvement', 'price and value involvement', 'skin involvement,' and 'obligatory involvement'. Also the cosmetic involvement of the target group was classified into 'amusing high-involvement group', 'rational low-involvement group', and 'obligatory high-involvement group'. This study has significance in showing differences of cosmetic involvement factors by gender and proposing a cosmetic involvement scale of Korean men in their 20s and 30s, which has taken men's distinctiveness into consideration.

• Fashion & Textile Research Journal
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• v.3 no.4
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• pp.323-329
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• 2001

The purpose of this study was to identify the relationship between clothing involvement and fashion leadership of fashion models and college women. For this study, 113 fashion models and 265 female college students were analyzed. Factor analysis, Correlation, t-test and Regression analysis were used in data analyses. Clothing involvement was factor analyzed resulting five factors such as interest, pleasure, fashionability, risk perception and symbolism. Three clothing involvement factors had highly positive relations with total clothing involvement. Interest, pleasure and fashionability factors were related with each other: Fashionability and interest factors had an effect on fashion opinion-leadership and fashion innovation. Significant differences were found between fashion models and female college students in regard to clothing involvement and fashion leadership. Fashion models and female college students differed significantly in clothing interest and fashionability. Fashion models and female college students differed significantly in fashion opinion-leadership and fashion innovation. Fashion models were more fashion opinion leaders and fashion innovators than female college students.

• Management & Information Systems Review
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• v.13
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• pp.71-97
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• 2003

As an electronic commerce grows in a rapid speed today, it has a great effect on not only our consuming lives but also the marketing activities. The study on involvement levels and consumer satisfaction in physical market in the existing studying papers in home was made progress rapidly. But, the study on involvement levels and consumer satisfaction in virtual market leaves much to be desired. This paper aims at considering the relationship between the involvement levels and the consumer satisfaction factors in the electronic commerce through the internet shopping mall whose importance is emphasized day by day. In this paper, three following questions were studied: (1) what is the difference among the factors(product/service/image) of consumer's satisfaction in accordance with consumers' involvement levels, (2) what is the difference in an intention of repurchase in accordance with the consumers' satisfaction factors, and (3) what is the difference in an intention of repurchase in accordance with the involvement levels and the consumers' satisfaction factors. As a result of analysis, only the service one of the factors of consumer's satisfaction has a difference in accordance with high/low involvement, and also, the factors which have an effect on the intention of repurchase were product, service and image.

• Journal of the Korea Fashion and Costume Design Association
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• v.21 no.1
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• pp.73-85
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• 2019

The purpose of this study was to discover the effects of clothing involvement and risk perception, which can influence risk reduction behavior. The subjects of this study were young male consumers living in Seoul and Kyunggi-do who had purchased fashion products from an Internet shopping mall. Questionnaires were collected from July 1, 2018 to July 8, 2018 and 300 questionnaires were used in the data analysis. The data was analyzed utilizing a factor analysis, a regression, ANOVA and a Duncan-test. The results of this study were as follows. Clothing involvement factors influenced various risk perceptions and risk perception influenced risk reduction behaviors. Among the various risk perception factors, psychological risk was the most important factor, which was influenced by clothing involvement factors. The usage of media was the most important factor, which was influenced by various risk perception factors. Finally clothing involvement and risk perception influenced risk reduction behaviors. Among the various risk reduction factors, the usage of media was the most important factor, which was influenced by clothing involvement and risk perception factors.

• Journal of Fisheries and Marine Sciences Education
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• v.21 no.4
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• pp.607-621
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• 2009

In order to deal with consumer's demand changes in market condition, it is necessary to have a study on the consumer behavior to promote seafood consumption. The objective of this study is to examine the factors that have influences on consumer involvement of seafood. It is also aim to examine how the situation of seafood factors influences the consumer's behavior in purchasing and consuming the seafood. In this study, I have conducted a survey by using Busan housewives as random sampling. To examine this variable, situation factors that I used if the factor analysis. I also performed a multiple regression analysis to understand how the situation factors influenced the consumer's emotion and their satisfaction within the level of involvement. The result showed that consumer involvement seafood is created by not only interests and preferences, but also knowledge, perceived risk and profits. The seafood situation factors are divided into purchase situation, consumption situation and communication situation: purchase situation includes store factor, while consumption situation includes health factor and cooking-motive factor and communication situation includes information factor. Results of examining whether there are differences in the involvement explains that the involvement is different according to the level and it is divided into 2 groups. The first groups is the high-involvement group that shows preferences and interests, perceived risk and profits. Another group is the low-involvement group that shows preferences and interests, knowledge and profits. The result on examining whether situation sectors have influences on the involvement shows that high-involvement group is only affected by store factor in purchase situation and low-involvement group is only affected by information factor in communication situation.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2006.11a
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• pp.244-258
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• 2006

Previous studies from marketing domain suggest that the concept of involvement plays an important role in explaining consumers' purchase behavior. Despite its critical role and the explosive growth of e-commerce, there has been little research examining the role of involvement in Internet shopping mall context. With this motivation, this study has two research objectives. First, it introduces and tests a theoretical model in order to better explain consumers' intention to purchase in Internet shopping malt context. The proposed model extends and integrates existing models on purchase intention by incorporating purchase experience, innovativeness, and perceived self-control as consumer factors and perceived risk, information provision, and perceived price as Internet shopping mall factors. Second, this study attempts to shed some lights on how involvement differences may affect consumers' intention to purchase. For this purpose, two factors from involvement theory, involvement type and involvement level, are introduced as moderating factors into the research model. The empirical results partly support the proposed model and identify the moderating effect of involvement differences. Theoretical and practical implications of the study are discussed along with its limitations.

• International conference on construction engineering and project management
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• 2015.10a
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• pp.578-582
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• 2015

Lack of client involvement in construction of public projects has been identified as the main cause of many operational problems. Clients need to perform their roles and responsibilities effectively and efficiently at the right time and through the use of correct methods in order to have the optimum involvement required during all the construction project phases, namely, the planning, design, construction, handover, and operation and maintenance phase. This paper investigates the influence of clients' individual factors on their involvement in construction project delivery. A questionnaire survey was distributed to various government agencies of the Kingdom of Saudi Arabia (KSA). Explanatory Factory Analysis was performed to group nineteen individual factors. The factor analysis result suggests that the individual factors that can involve clients' involvement in construction projects can be grouped into five, which are: adequacy of knowledge and experience for decision making in the early stage of design; ability to communicate clearly; job satisfaction; personal skills; and expertise in design and construction.