• Bulletin of Food Technology
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• v.24 no.3
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• pp.428-438
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• 2011

• Journal of Distribution Science
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• v.17 no.1
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• pp.95-103
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• 2019

Purpose - Recently, many theoretical researches suggested that arts-based marketing strategies provide many benefits for marketers to differentiate their brand or product from others. However, there has been little research focusing on consumers' response types from artwork (artifact-emotion appraisal; A-emotion vs. represented world-emotion appraisal; R-emotion). In order to deepen our understanding of arts-based marketing strategies, we addressed a research question related to how artwork-provoked consumers' emotional response can impact the perceived evaluation of art infused products. Research design, data, and methodology - To answer the research question, we conducted a pretest and one experimental study. The experimental study was 2(art-provoked response type: A-emotion vs. R-emotion) by 2(emotional valence: positive vs. negative) by 2(produce type: hedonic vs. utilitarian) mixed design. The art-provoked response type and emotional valence were between-subject design and product type was within subject design. For the experimental study, 108 undergraduate students and graduate students were randomly assigned to one of 4 conditions (A-emotion-positive, A-emotion-negative, R-emotion-positive, R-emotion-negative). Participants reported their evaluation of art-infused product and other items for a manipulation check. Results - The major results from the experimental study are as follow. First, participant's art-provoked response type influenced evaluation of art infused products differently. More specifically, the effect of emotional valence of artwork on product evaluation was not significant in A-emotion. However, in R-emotion, relative to the product with artwork provoked negative emotional valence, the product with artwork provoked positive emotional valence elicited significantly higher product evaluation. Second, product type also affected the art infusion effect significantly. Particularly, the differential effect of participant's art-provoked response type on product evaluation revealed when it is for a utilitarian product, but not for a hedonic product. Conclusions - Theoretically, the findings of this study expand academic research on art infusion. And the findings also can be extrapolated to generate lots of implication for marketers. In sum, when they plan art marketing strategies to build the favorable relationship with their customers, they need to consider customers' response type of an infused art and product type.

• Asia Marketing Journal
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• v.11 no.2
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• pp.149-172
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• 2009

Prior research has investigated different effects of brand performance information such as premium price information and market share information on brand equity components - quality perception and brand preference. It was shown that the differential effects of brand performance information could depend on product-related variables like product category concept and quality variation in the product category. In this study, we conducted an experiment to find out how personal characteristics such as self-construal, price perception and brand commitment could influence the effects of different types of brand performance information. The results show that individuals who have independent self-construal, favorable price perception and emotional commitment with the brand develop more favorable evaluation of the premium price performance information resulting in more positive evaluations of the brand. However, individuals who have interdependent self-construal, unfavorable price perception and cognitive commitment with the brand develop more favorable evaluation of the market share performance information resulting in more positive evaluations of the brand. We discuss the theoretical and practical implications of this study and its limitations, along with future research interests.

• Asia Marketing Journal
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• v.17 no.1
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• pp.97-121
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• 2015

In this research, we examine whether and why temporal distance influences evaluations of two different types of brand extensions: concept-based extensions, defined as extensions primarily based on the importance or relevance of brand concepts to extension products; and similarity-based extensions, defined as extensions primarily based on the amount of feature similarity at the product-category level. In Study 1, we test the hypothesis that concept-based extensions are evaluated more favorably when they are framed to launch in the distant rather than in the near future, whereas similaritybased extensions are evaluated more favorably when they are framed to launch in the near rather than in the distant future. In Study 2, we confirm that this time-dependent differential evaluation is driven by the difference in construal level between the bases of the two types of extensions - i.e., brand-concept consistency and product-category feature similarity. As such, we find that conceptbased extensions are evaluated more favorably under the abstract than concrete mindset, whereas similarity-based extensions are evaluated more favorably under the concrete than abstract mindset. In Study 3, we extend to the case for a broad brand (i.e., brands that market products across multiple categories), finding that making accessible a specific product category of a broad parent brand influences evaluations of near-future, but not distant-future, brand extensions. Combined together, our findings suggest that temporal distance influences brand extension evaluation through its effect on the importance placed on brand concepts and feature similarity. That is, consumers rely on different bases to evaluate brand extensions, depending on their perception of when the extensions take place and on under what mindset they are placed. This research makes theoretical contributions to the brand extension research by identifying one important determinant to brand extension evaluation and also uncovering its underlying dynamics. It also contributes to expanding the scope of the construal level theory by putting forth a novel interpretation of two bases of perceived fit in terms of construal level. Marketers who are about to launch and advertise brand extensions may benefit by considering temporal-distance information in determining what content to deliver about extensions in their communication efforts. Conceptual relation of a parent brand to extensions needs to be emphasized in the distant future, whereas feature similarity should be highlighted in the near future.

• Journal of Information Technology Applications and Management
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• v.10 no.1
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• pp.91-110
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• 2003

The primary goal of this paper is to develop an evaluation model for Web site design that have substantial effects of the performance of marketing and promotion of goods and services of the company. This paper proposes 3 design aspects such as dosing concepts, usability, and artistic coordination. The model also have tested its applicability to real world examples through an appropriate statistical techniques. Then, the model has been actually applied into 6 typical web sites and their design problems are thoroughly investigated and compared each other. Several web site design guidelines are also proposed for web design practitioners.

• Journal of Korean Society of Rural Planning
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• v.23 no.2
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• pp.1-7
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• 2017

The purpose of this study is to develop a farm management diagnostic checklist form, which can be applied to any crops. First, upper indexes and subordinate indexes were identified through survey with expert, and weighted values for each subordinate index were calculated through AHP analysis. Second, as a reuslt of Analytic Hierarchy Process (AHP) analysis, marketing management (0.276) was found to be the most important index of all upper indexes. In the case of subordinate indexes, reflecting management evaluation (0.252) of management consciousness, quality enhancement efforts (0.332) of production management, locating new sales outlets (0.323) of marketing management, agriculture accounting (0.300) of finance management, and adjusting shipping dates (0.274) of risk management were found to be the highest. Third, the interval division using weight of farm receiving prices was higher discrimination in comparison to equal interval division of weighted values for each index. The newly developed farm management diagnostic checklist can be applied to any crops, as it utilizes indexes such as management consciousness, production management, marketing management, financial management, risk management, etc. based on professional opinions. In addition, it allows an objective evaluation of farm management situations by utilizing the weighted value of farm receiving prices.

• Asia Marketing Journal
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• v.22 no.2
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• pp.59-85
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• 2020

Combining prior theories on innovation newness with information processing style (imagery vs. analytical), this study presents a theoretical framework; develops hypotheses; and makes predictions on how analytical versus imagery ads influence consumers differently depending on the newness level of products. The study shows that consumers are more likely to evaluate RNPs (radically-innovative new products) positively when they are advertised with imagery cues. Compared with analytical advertisements, imagery advertisements increased advertising effectiveness, product evaluation, and purchase intention of RNPs. These effects were demonstrated by using stimuli from two product categories consisting of washing machines and cars. In particular, in advertisement for RNPs, verbal description that induced imagery processing, such as "picture yourself using this product," was more effective in generating favorable responses, compared to verbal description that induced analytical processing, such as explanation of product attributes. This difference was present for RNPs, but not for INPs (incrementally-innovative new products). INPs are continuous innovations that are easier to understand, thus imagery ads do not provide additional advantage for consumers in understanding the innovation, compared to analytical ads. In RNPs, imagery ads can highlight new benefits that may have been neglected or undervalued by consumers, leading to greater message persuasiveness. Implications for marketing of RNPs are discussed.

• The Research Journal of the Costume Culture
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• v.28 no.2
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• pp.215-228
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• 2020

The purpose of this study is to evaluate the attributes of consumers global luxury fashion brands and to find the impact of consumer value, meaning the social and pleasure values derived from brands on product purchase involvement. The method in this study was analysis of a total of 298 responses to a questionnaire. The results indicate, first of all, that among the attribute evaluations of global luxury brands, traditionality and splurge affect purchasing involvement. However, prestige and originality were found to have no influence on purchasing involvement. Second, the responses to the questionnaire indicate that social and pleasure values had a statistically significant effect on purchase of luxury brands. Third, the value of cross-group attributes evaluation and consumption value to differences in purchase involvement has had statistically significant results. In conclusion, the traditional and Splurge natures of the luxury global fashion industry's brand, social consumption value and pleasure consumption value affect the level of purchase involvement. This underscores the importance of attribute Evaluation(traditional and splurge) and consumption value(social and pleasure) when planning consumer marketing strategies for global luxury fashion brands in the future.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.6
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• pp.635-645
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• 2011

This study explores the differences in product evaluation and approach behaviors as well as the effects of product evaluation on approach behaviors of utilitarian and hedonic products in on-line and off-line settings. A total of 332 subjects participated in the experiments to assess product evaluation and approach behaviors for utilitarian and hedonic clothing products in on-line and off-line settings. The results show that even though the same stimulus was presented, consumers' product evaluation of utilitarian clothing (i.e., t-shirts) was higher in the off-line setting than in the on-line setting while the approach behavior of hedonic clothing was better in the on-line setting than in the off-line setting. In addition, color was a crucial factor generating positive approach behaviors for utilitarian clothing while style and quality were core factors influencing the approach behaviors of hedonic products in an on-line setting. There was no consistency in the results of the important factors affecting approach behaviors of utilitarian and hedonic clothing in an off-line setting. The conclusion suggests implications for marketing based upon the results of this study.

• Journal of Fashion Business
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• v.18 no.1
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• pp.1-21
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• 2014

This study exceeds the view on the fragmentary fact-finding surveys related to the application of mobile commerce which further develops the evaluation model of fashion mobile commerce website and considers the validity of comprehensive fashion mobile commerce with quality evaluation factors according to the Task-Technology Fit. To fulfill the study objectives, a total of 433 questionnaires are being conducted to the customers with first-hand experience on fashion merchandises through mobile commerce. The judgement sampling method is employed according to the sample population ages from 20s to 30s during two months period. Based on the results of the above-mentioned path analysis, we have observed the following: First, the path relation analysis results show that the M-marketing (M-marketing) between perceived usabilities had effects to the perceived usability and the M-sales had effects to the perceived usability. Second, as seen from the fashion mobile shopping conformance (TTF), the perceived usability, customer satisfaction, and path pipe analysis result conformances between perceived values and immersions have effects of perceived usability, customer satisfaction and perceived value, and thus, indicate that the perceived usability had effects on the customer satisfaction and immersion. Third, the customer satisfaction, perceived value and immersion all have effects on the purchasing intention.