• The Korean Journal of Franchise Management
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• v.8 no.4
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• pp.7-19
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• 2017

Purpose - The purpose of this study is to investigate the effect of model attractiveness on brand attitude and purchase intention, and examine whether product-model match-up plays a moderating role in the relationship between model attractiveness and brand attitude and purchase intention. The model attractiveness is consist of psychological and physical attractiveness of the model. The authors investigate how product-model match-up influence the strength of the relationship between model attractiveness - brand attitude and purchase intention. The purpose of this is to test whether product-model match-up influence the form and effectiveness of a model attractiveness on brand attitude and purchase intention and suggest the effective and efficient methods in the model selection strategies to increase advertising effectiveness based on the results of this study. Research design, data, and methodology - The experimental design for this study was the between subject design based on 2 group of the psychological attractiveness(high vs. low) × product-model match-up(high vs low) and 2 group of the physical attractiveness(high vs. low) × product-model match-up(high vs low). And a preliminary investigation was conducted to develop experimental stimuli through manipulation check to enhance the external validity of experimental research. The attractiveness of the model and product-model match-up are independent variables and manipulative variables in presentation of experimental stimuli. The self-administered methode experiment was conducted on 300 subjects in four groups constructed according to the independent variables. Result - The findings provide partial support for a moderator for product-model match-up on the model attractiveness - brand attitude and purchase intention. First, the influence of psychological attractiveness and physical attractiveness on brand attitude and purchase intention was shown significant. Also, it was found that the average value of brand attitude and purchase intention according to psychological attractiveness was significantly higher than the average value of brand attitude and purchase intention according to physical attractiveness in additional analysis. Second, the average value of brand attitude and purchase intention were higher when product - model match-up was high in both high and low psychological attractiveness and physical attractiveness of the model. However, in the case of psychological attractiveness, the correlation effect with product - model match-up was significant, but in the case of physical attractiveness, it was not significant. Conclusions - The results of this study suggest that the attractiveness factor should be considered in selecting the ad model by verifying the effect of the attractiveness of the model on the advertising effect. In particular, this study has great significance both academically and practically in terms of suggesting such implications that the advertising effect of psychological attractiveness and physical attractiveness may be different depending on the product type by additional analysis.

• Fashion & Textile Research Journal
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• v.24 no.5
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• pp.567-576
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• 2022

This study aims to determine the effects of the experiences of ZEPETO platform users on their attitudes and purchase intentions. A survey on 10-20 Korean and Chinese virtual fashion consumers was conducted. Brand experiences were independent variables, and offline purchase was the dependent variable. The results showed that, first, among the four factors of the brand experience, Korea and China have the highest explanatory power. Second, the brand experience of Korean consumers significantly impacted their brand attitude. Additionally, cognitive and emotional experiences of the brand positively impacted their brand attitude. Third, the brand experience of Chinese consumers significantly affected their brand attitude, and among the sub-factors of brand experience, cognitive experience positively affected brand attitude. Fourth, the brand experience of Chinese consumers significantly influenced their offline purchase intention, and among the sub-factors of brand experience, cognitive experience positively influenced their offline purchase intention. Overall, an emotional branding strategy that provides brand and product information must be implemented for the Korean market encouraging consumers to develop a positive and emotional connection with the brand. The Chinese market would benefit from formulating a reliable branding strategy that easily provides a wide range of brand and product information focusing on cognitive experiences.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.6
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• pp.959-969
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• 1997

This research is intended to help the development of new products and marketing strategies studying consumers' knowledge level and attitude towards original brand and the extension attitude related to the brand image. The detailed purposes of this study are as follow: First, it is to measure consumers' knowledge and attitude towards original brand. Second, it is to clarify the dimensions of the image about the original brand and extended brand product which is perceived by the consumer. Third, it is to meassure image consistency and product similarity between the original brand and extended product. The sample group consisted of female college students 393 in Seoul. Stratified sampling, based on major and grade of sturients and the structure of the college they were attending was used as sampling method. Questionnaires, which were selected from literature and proceeding researches published in Korea and abroad, were modified for this study, SAS Package was used for data analysis. The results observed in this study were as follow: 1. Consumers' knowledge level about original brand showed high among students majoring in clothing-related subjects and their general attitude proved to be positive. 2. Image factors of original brand were classified to dignity factor, personality/modernity factor, femininity factor, and ornamentation factor. Lipstick is considered to have high image consistency and product similarity. 3. Comparing the attitude before and after extension, extension to lipstick which showed high image consistency and product similarity received more positive reactions than one to bed cover sheet. 4. It was founded that although knowledge and attitude towards original brand with image consistency had no influence on the extension attitude, knowledge and attitude without image consistency influence the extension attitude.

• Korean Journal of Human Ecology
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• v.13 no.6
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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.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.2
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• pp.252-265
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• 2010

Most luxury fashion brands have a strong brand identity and the product design characteristics of a brand are critical factors that influence brand identity. The design of products influence brand identity and play an important role in the choice by consumers in which brand to purchase. This study investigates the impact design characteristics of luxury brands on brand attitudes as well as purchase intentions in the examination of the differences in the impact influence by product category and consumer characteristics. The product design of brands was evaluated and measured by innovative and traditional characteristics. The product categories were divided into apparel, bags, shoes, and accessories. The consumer characteristics used in this study are fashion involvement, age, income, and the amount of money used for purchasing fashion products. Sample brands, Louis Vuitton, Chanel, Hermes, Burberry, and Gucci, were extracted from the Intel-brand's Luxury Brand Ranking 2008 and pilot tested for appropriateness. The data collected from 120 luxury consumers and 92 samples were statistically analyzed with SPSS 15.0, reliability test, factor analysis, ANOVA, frequency test, regression, and t-test. The findings are as follow. First, luxury brands were divided into two groups by innovative design characteristics and traditional design characteristics; innovative design characteristics show a significant influence on brand attitude and purchase intention. Second, only fashion related behavior factors among consumer characteristics became moderators when design characteristics influenced brand attitude and purchase intention. Third, the differences in purchase intention affected by design characteristics were found in bags, shoes, and accessories category. It is necessary for luxury brands to focus on innovative design characteristics and to specify the different needs of consumers through fashion related behavioral factors. This research will be useful to luxury brands in designing products and planning marketing strategies by offering specific information for luxury brand consumers.

• The Korean Journal of Food & Health Convergence
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• v.10 no.2
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• pp.1-5
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• 2024

This study aims to investigate the impact of character collaboration product characteristics on brand awareness and purchase intention within the food and beverage (F&B) industry, with a special focus on Generation MZ's growing interest in such products. The methodology involves a comprehensive review of existing literature on character marketing, brand awareness, and consumer purchase intention, supplemented by case studies of successful character collaborations in the F&B sector. The findings reveal that character collaborations significantly impact brand awareness and purchase intentions, particularly among younger consumers like Generation MZ. These collaborations not only rekindle nostalgia but also introduce new and exciting consumer experiences, effectively attracting a wide demographic. The success of character-themed products, from Pokémon bread to Coca-Cola's League of Legends collaboration, underscores the strategy's effectiveness in boosting brand recognition and consumer engagement. The implications of this research are manifold for the F&B industry. Firstly, it highlights the importance of leveraging popular characters to forge emotional connections with consumers. Secondly, it suggests that product development should closely align with consumer preferences and market trends to maximize appeal. Lastly, it positions character collaboration as a strategic marketing tool that not only enhances product sales but also strengthens brand loyalty and facilitates sustained brand growth.

• Journal of the Korean Graphic Arts Communication Society
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• v.30 no.3
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• pp.65-75
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• 2012

Appearing gagman on various ads are presently experienced in domestic market both high involvement and low involvement products ads. Therefore, this research attempts to analyze the effectiveness of using gagman ad model in terms of building brand preference and purchasing intention among target audience. Results of this study proposed the basement of practical use when gagman is selected as a ad model in the field. For testing hypotheses attractiveness, reliability, like/dislike as dependent variables and as independent variable purchasing intention were selected. The result of analysis shows that for high involvement product reliability influenced on brand like/dislike and attractiveness of gagman model is effective to enhance purchasing intention. For low involvement product only like/dislike was significant. This can be interpreted gagman ad model is useful for building brand like/dislike and purchasing intention of high involvement product when gagman has reliability and attractiveness respectively, while for low involvement product, like and dislike is the only variable to be considered in choosing gagman ad model.

• Asia Marketing Journal
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• v.25 no.2
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• pp.45-60
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• 2023

The present study examines the role of the script used for the graphical representation of a brand name in creating brand meaning. The study results demonstrate that each script contributes to forming different aspects of the brand meaning in multi-script environments. However, the process of meaning transfer is also influenced by the context of the product category, which can impact some of the aspects of meaning related to norms and familiarity. Furthermore, the study indicates that if the brand meaning aligns with the product category schema, it positively impacts brand attitude. This study adds to the branding literature by introducing the script concept as a brand name characteristic and demonstrating its significant effect on brand meaning.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.3
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• pp.407-416
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• 1998

The purpose of this study was to examine the effects of brand knowledge on evaluations of brand extensions in fashion market. Here, consumer knowledge toward the parent brand was based on the brand and on the company which introduced the brand. The brand extensions were classified into brand-name extension and corporate-name extension. For this study, questionnaires were administered to 700 single women in twenties. The questionnaires were designed to measure brand extension evaluations and brand knowledge in terms of familiarity, use experience and self-assessed knowledge, evaluations of the attributes and attitudes based on the brand and corporate. Employing a sample of 621 women, data were analyzed by t-test. Major findings of this study are summarized as follows; 1) The higher the level of brand knowledge such as brand familiarity, brand use experience and self-assessed brand knoil- edge was, the higher positive effects were on the evaluations of brand-name extension. Also, evaluations of brand attributes and brand attitude positively influenced the evaluations of brand-name extension. 2) The higher the level of corporate knowledge such as corporate familiarity and use experience of product manufactured by the company was, the higher positive effects were on the evaluations of corporate-name extension. Also, evaluations of corporate attributes and attitude on corporate positively influenced the evaluations of corporate-name extension. These results demonstrate that positive knowledges and affects on the parent brand are transferred to its extended product through categorization process.

• Journal of Distribution Science
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• v.18 no.10
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• pp.111-119
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• 2020

Purpose: The purpose of the current study is to examine the effects of labeling information on the consumers' evaluation, with a focus on the effects of the three types of labeling information on the product quality. Research design, data and methodology: This study conducted a survey of the women respondents living in Gyeonggi province, Korea, during the time period of April 20th through May 30th, 2020. The sample data have been used to run regression analysis, reliability analysis, frequency analysis and factor analysis. Results: The empirical results are summarized as follows: 1) the labeling information on the brand image has a significantly positive effect on the consumers' evaluation about product's functional quality; 2) the labeling information on the product characteristics has a significantly positive effect on the consumers' evaluation about the expressed quality; and 3) the labeling information on the brand image has a significantly positive effect on the consumers' evaluation about the perceived quality. Conclusions: The conclusion is that the labeling information on product characteristics and the brand image is estimated to be statistically significant, therefore the Korean outdoor-wear industry are required to upgrade the information on the brand image and the product characteristics.