• Journal of the Korean Society of Costume
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• v.59 no.6
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• pp.16-28
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• 2009

This study examined relationship among fashion product attributes of schoolbag, product satisfaction and repurchase intention. Total 315 questionnaires were distributed to the female/male students in Daegu and GyeongJu. Frequency analysis, factor analysis, reliability analysis, multiple regression were conducted using SPSS 13.0K statistics program as data analysis. The independent sample t-test was also conductd to examine the differences among sex, domicile, middle and highschool students. The findings hum the analysis are described in the following: First, female students is higher subjective fashion product attributes(fashion, individuality, refined) and objective fashion product attributes(design, color) importance than male students in purchasing schoolbag. High school students is higher subjective fashion product attributes(fashion, individuality) and objective fashion product attributes(brand, color) importance than middle school students in purchasing schoolbag. Second, product satisfaction are positive influenced by practicality and individuality of subjective fashion product attributes. Product satisfaction are not influenced by fashion and refined of subjective fashion product attributes. Third, product satisfaction are positive influenced by brand and design of objective fashion product attributes. Product satisfaction are not influenced by price and color of objective fashion product attributes. Forth, repurchase intention in schoolbag are strong positive influenced by product satisfaction.

• 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.

• Proceedings of the Korean Society for Quality Management Conference
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• 2004.04a
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• pp.25-30
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• 2004

This study analyzes a change and an effect that brand image gets in product choose. Purpose of this study present the suggestion under the influence of degree that brand image gets in product purchase to cosmetic customer. Consumers investigate the product or trademark when purchase goods. They purchase goods through the comparison and analysis and evaluate the satisfaction and dissatisfaction with the contentment. Consumers complicate while compare the products and the consumer's choose the products. The purpose of this study is find various requirement of consumers and present efficient marketing activity through theoretical verification and actual proof analysis.

• Journal of Fashion Business
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• v.8 no.1
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• pp.117-132
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• 2004

The purpose of this study is to analyze consumers attitude toward PPL (Product Placement) of fashion products on TV, with regarding PPL as a new-communication sphere of marketing. This study used a questionnaire method, and the results of the analysis are as follows. First, as for the information availability of PPL related to fashion products on TV, it was shown to be higher in order of trend, brand, color, practicability, price and material. Second, as a result of analyzing, through 11 items, the attitude on PPL experience of fashion products on TV, there were many positive responses as to 5 items (The commodity with PPL is the product of a renowned brand, The commodity with PPL is the expensive product, An image of the product with PPL becomes good, The product with PPL is suitable to the mood in a drama, I try to think whether the product with PPL matches with myself), and there were more negative responses as to 6 items (Because of desiring to know a brand of the product with PPL, I look for it, The product with PPL is practical, The product with PPL is same as the real situation, I will also buy the product with PPL, Because there are too many commodities with PPL, I become angry, In case of facing PPL, I change a channel). Third, it was shown that the purchase experience and purchase intention as to the product with PPL on TV, have a positive correlation with TV viewing time and with whether or not re-approval as to PPL of a specific company. Also, the purchase experience as to the product with PPL on TV was shown much in the group of viewing TV via internet and in the group of using the digital TV broadcasting. The purchase intention as to the product with PPL on TV was shown higher in the group of using much cable TV broadcasting and general TV broadcasting, while the group of viewing TV via internet had purchase experience, but the response of not having intention of repurchasing was the highest.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.5
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• pp.891-906
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• 2023

The essence of fashion brands' marketing with metaverse-based virtual spaces is to capture more potential consumers and boost the sales of companies' virtual and physical products. However, existing research has not fully addressed customer responses and behavioral outcomes regarding fashion virtual brand spaces. This study uses flow theory to address this gap and explores the factors that lead to the flow experience in virtual brand spaces. It also establishes the causal relationships between the flow experience, satisfaction with virtual spaces, the intention to purchase virtual products, and the intention to purchase actual products. We chose "Ralph Lauren World" of Ralph Lauren on Zepeto as the virtual brand space for this study and analyzed 239 valid data sets. We tested the hypotheses using structural equation modeling and bootstrapping for the mediation analyses. The findings indicate that the flow experience in virtual brand spaces positively and indirectly affects the purchase intention of virtual products via satisfaction with virtual brand spaces. In addition, virtual space satisfaction had an indirect, positive effect on actual product purchase intention through virtual product purchase intention. The research emphasizes that the purchase intention of virtual and actual products has a positive causal relationship.

• International Journal of Human Ecology
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• v.4 no.1
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• pp.45-54
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• 2003

The purpose of this study was primarily to examine various variables influencing consumer purchasing behavior on perceived product quality, value toward product including brand loyalty, price, consumer's willingness to pay for the product, and their expenditure patterns in Korean apparel market. Factor analysis was used to evaluate the credibility of dependent variables, and T-test was used to compare the effect of brand label, country of origin, brand effect between Korean and U.S, and jacket price and quality on consumer characteristics. Discriminated analysis was used to find the effective variables influencing the two reference group differences when they evaluated Korean and U.S. labeled and non-labeled apparel products. Multiple Regression analysis was used to examine the effects of consumer characteristics on perceived quality, perceived value, perceived price, and their willingness to buy. The results of this study also provides useful information of consumer purchasing behavior on U.S. branded apparel which may or already launched the Korean fashion merchandizing market.

• Journal of Fashion Business
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• v.7 no.2
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• pp.37-54
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• 2003

This study is about the effect of original brand on the evaluation of extended brand in the policy of an enterprise's extending its brand. More specifically, this study investigated to see whether the customers' attitude toward original brand has effect on an extended brand and the width and similarity extent of the brand extension affect a brand which is not similar when another brand is extended. The summary of the demonstrative analysis results are as follows: 1. If the attitude toward original brand becomes more positive, the evaluation of the extended brand will become more positive as well. 2. If the attitude toward original brand becomes more positive, the width of a brand extension will become wider. 3. If customers' attitude toward a original brand is positive, their attitude toward an extended brand will be positive as well although the extended brand is not similar to the original brand. This study proved it is possible for brands to be extended from a original brand under the influence of the original brand even though they are weak in their similarity to their original brand unlike the existing theory which was skeptical about the extension of a brand which is low in its similarity to its original brand and that the success of the extension of a brand does not depend upon its similarity to its original brand.

• Journal of the Korean Society of Costume
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• v.53 no.2
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• pp.1-16
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• 2003

The purpose of this was to identify the shopping orientation and store selection criteria of credit card apparel shoppers. The subjects were credit card holding women who had experienced credit card apparel shopping at least one time during last 6 months. The results were as follows : 1. Women of 20's were segmented into multi-cards holding light users, multi-cards holding heavy users, and mono-card holding light users according their credit card numbers and the monthly credit card apparel expenditure. 2. The factors of apparel shopping orientation were pleasure, economy, brand loyalty. self-confidence. shopping plan, and fashion. And the factors of store selection criteria were additive service, store atmosphere, Product assortment, sales promotion. and product diversity. 3. Multi-card holding light users showed higher tendency in self-confidence and economy of shopping orientation, and considered additive service more. Multi-card holding heavy users showed higher tendency in pleasure. brand loyalty, self-confidence, shopping plan, and fashion of shopping orientation, and considered sales promotion and product diversity. Mono-card holding light users showed lower tendency in pleasure. brand loyalty, self-confidency, shopping plan, and fashion, and considered additive service, store atmosphere. product assortment, sales promotion, and product diversity less.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.2
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• pp.230-241
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• 1999

The purpose of this study was to investigate the purchasing behavior of adolescent consumer groups divided by their brand orientation. Questionnaires were administered to 507 middle and high school students who resided in Kwang-ju between September 22-27 1997. Data were analyzed by factor analysis cluster analysis ANOVA Duncan-test frequency and {{{{ chi ^2 }}-test. The results were as follows : 1. Adolescent consumers were classified by three groups ; brand attached groups : brand attached group (Group I) brand interest group (Group II) and brand indifference group (Group III) according to their brand orientation. 2. There were significant differences among groups in using information sources : Group II used more sources of information than the other two groups. 3. As evaluating attributes of product Group I considered brand prestige most important Group II considered design fashionablity imfortant orderly and Group III considered pricemost important. 4. Group I patronised expensive brand chain stores Group II patronseied department stores and Group III prefered independently owned cheaper priced retailers. 5. The apparel purchasing price range was higher for Group I and became lower for Group II Group III.

• Korean Journal of Korean Medical Institute of Dermatology and Aesthetics
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• v.1 no.1
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• pp.98-113
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• 2005

This paper provides comparison and analysis between brand images of Korean herbal cosmetics and general, imported cosmetic brands, focusing on product's symbolic and functional images. The objective is to evaluate brand images of Korean herbal cosmetics to suggest a powerful brand image strategy that will be different and competitive. Data collection was performed on 300 adult women who were over 20 years of age and lived in Seoul or KyongKi area. Analysis was carried out using SPSS version 11.5 and frequency analysis, T-Test and $X^2$ verification was also performed. Analysis results for brand images of Korean herbal cosmetics are as follows. First, satisfaction scale as a purchase feature for users of Korean herbal cosmetics were 'Normal' 51.5%, 'Satisfactory' 35.1%, 'Very Satisfactory' 8.2% and 'Unsatisfactory' 5.2%. Regarding improvements, 'Efficacy, Effect' was the highest with 46%. Second, 'SEOLHWASOO' and 'BAEKOKSENG' among Korean herbal cosmetic brands, 'IOPE' and 'ISA KNOX' among general cosmetic brands and 'LANCOME' and 'CHANEL' among imported cosmetic brands displayed high recognition. Third, the symbolic and functional images of Korean herbal cosmetic brands were seen to be better compared to their general and imported counterparts. Especially, product related features of Korean herbal cosmetic brands received a more positive response compared to imported brands, which suggests that with research and improvement regarding non-product related features, functional images of herbal brands may be appraised ahead of imported brands. Fourth, there is a significant difference in brand preference according to the satisfaction of groups who actually use herbal cosmetics and the purchasing attitudes of groups who do not. Therefore, an active relationship marketing strategy is required to maximize satisfaction and to elicit favorable attitudes. By developing functional native ingredients, constructing data that can prove its efficacy and effects, and appealing its unique, differentiated symbolic value together with Orientalism, herbal medicines will be able to take off to be acknowledged worldwide.