• 한국의류학회지
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• 제22권7호
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• pp.851-861
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• 1998

The present study examined the consumer's evaluations of apparel quality and price, and the brand recognition according to the consumer's decision making styles(quality-conscious, brand-conscious, and price-conscious consumers). The two hundred and three subjects were asked to evaluate the quality and price of the two almost identical experimental blouses except for brand labels. One was the national brand, Keith and the other was the private brand, Ivy house. Also, the subjects were asked to answer if they recognize these two brands. The data were collected by self-administered questionnaire and were analyzed by frequency, percentage, one-way ANOVA, two-way ANOVA, and factor analysis. The results of the study were as floows: (1) Examining the perceptions of product qualities, generally speaking, all three types of the consumers evaluated the national brand's qualities more highly than those of the private brand. However, in-part, the price-conscious consumers evaluated some product charac-teristics more highly than those of national brand: touch of fabric, sewing, and the hemline finishing. (2) Investigating the perceptions of product prices, All three types of the consumers evaluated the price of the national brand more highly than that of the private brand. Among those, the price-conscious consumers recognized the price of the national brands most expensively. (3) Identifying the brand recognition of the two brands, the brand-conscious consumers showed the highest brand recognition and the price-conscious consumers showed the lowest brand recognition in both national and private brands, 51.9% of the total respondents identified the private brand showing comparatively high brand recognition. (4) Examining the relationship between the demographic factors and the consumer decision making styles, the monthly household income was statistically significant. Namely, 71.4% of the brand-conscious consumers have the monthly household income of 3,000,000 Won or higher which means that the higher monthly household income, the higher tendency to be brand-conscious consumers.

• 유통과학연구
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• 제17권10호
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• pp.49-59
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• 2019

Purpose - This study aims to verify the effect of sports sponsorship recognition on corporate image and the relationship between image and identification, corporate image and purchasing intention, brand identification and purchasing intention Research design, data, and methodology - To carry out the purpose of this study, a set of data was collected from 320 surveys and 305 of them were used. Statistic programs, SPSS 18.0 and AMOS 20.0, were used to analyze the data. Results - It was found that emotional sports sponsorship recognition and social sponsorship sports sponsorship recognition had positive effects on corporate image and brand identification. Corporate image also had a positive effect on brand identification. Besides, it was analyzed that corporate image and brand identification had positive effects on purchasing intention. Conclusions - The results show that sports sponsorship recognition can influence brand identification and purchasing intention, and contribute to the enhancement of corporate image. Since brand personality that matches the self-image of the targeted customer will have a more positive effect on the relationship with the consumer, marketing activities should be carried out so that the brand image can be identified with the company image of sports sponsorship activities.

• 한국의류학회지
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• 제22권4호
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• pp.503-514
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• 1998

The purpose of this study was to develop a large representative data base for jeans marketing strategy This study was to survey brand features(launching year, launching company, design concept, sales volume, and price zone) in the current market, and was to examine brand awareness and it's relationship to segmented distribution regions, demo- graphic variables(sex, age, monthly household income, and seasonal clothing expenditure). This study was also to analyze brand image and consumer's seeking image. The 660 questionnaires were distributed and 618 reliable ones were used for statistical analysis. A SAS statistical package including frequency table, Chi-square test, factor analysis, analysis of variance(ANOVA), Duncan's multiple range test and paired-t test was used. The results are as follows: 1. Brand awareness involves "brand recall" based on asking a person to name the brand recalled first, and "brand recognition" based on asking to identify brand name from 30 given brands. The result of recall brand test indicated that Levi's was dominant brand. People recognized about 70.8% of brands on the average. Brand recognition was influenced by segmented distribution region and demographic variables. 2. There was significantly positive relationship between brand recognition and purchasing behavior. 3. National brands were more recognized than Licensed brands. 4. The result showed that "Nix" was best represented for sophisticated brand image, "Strom" for characteristic, "Jambangee" for resonable price, and "Levi's" for classic '||'&'||' comfortable brand image. 5. As a result of factor analysis on consumer's seeking image, six factors(characteristic, young, intelligent/sexy, comfortable, exotic and popular) were found. Several factors had a relationship with preferred design, demographic variables, fashion interest, and brand recognition. variables, fashion interest, and brand recognition.

• 한국의류산업학회지
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• 제6권5호
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• pp.575-584
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• 2004

The purpose of this study was to investigate the differences in recognition of brand and advertisement image according to the advertisement expression forms of domestic make-up cosmetics. This study was conducted by means of a questionnaire survey of female which age from twenties to the thirties. The statistics used for data analysis were frequency distribution, Percentage, mean, factor analysis, and paired t-test by the SPSS program. The results of this study were as follows. The brand and advertisement image of domestic Make-up cosmetics were classified into seven factors. : Of good quality, high-toned, modern, chic, unique, familiar, stimulative brand and advertisement image. The brand image and advertisement image recognition didn't correspond in general except HERCYNA and ETUDE.

• 복식문화연구
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• 제17권4호
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• pp.640-652
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• 2009

The purposes of this study were to provide information on customers for cosmetic companies to develop goods and promotion strategy by examining facial images of university women and their recognition level about cosmetics brand personality. The results were as follows; First, satisfaction level of university women with their lips and eyes was very high, while lowest in skins. Second, factors of brand personality of three kinds of foreign cosmetics brands and three kinds of domestic brands were sincerity, beauty, renovation, reliability and ruggedness. In beauty, reliability and ruggedness, they preferred foreign brands to domestic ones, while they preferred domestic ones in sincerity and renovation. Third, the satisfaction level with face had a statistically significant relationship to the importance of face and cosmetic brands, while the importance of face had to the beauty of the brand. In the interrelationship among facial images and the factors of brand personality, they had significant interrelationships, provided beauty and ruggedness, and reliability and ruggedness had no significant interrelationship.

• 한국컴퓨터정보학회논문지
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• 제18권5호
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• pp.157-165
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• 2013

1990년대 중반부터 한국의 대중문화가 중국 일본을 비롯한 동남아시아 지역으로 확산되는 한류 현상이 나타나기 시작했다. 이러한 한류 현상과 더불어 한국 브랜드의 인지도, 선호도, 충성도가 향상되는 결과를 가져오기도 하였다. 특히 본 연구는 한국화장품 브랜드를 중심으로 하여 한류, 광고효과, 국가이미지 등에 따른 실증연구를 통해 소비자의 구매태도에 관해 살펴보았다. 본 연구의 주요 목적은 중국 화장품시장에서 한류, 광고효과, 국가이미지의 한국 화장품 브랜드에 미치는 영향에 대해 고찰해 보는 데 있다. 본 연구목적을 달성하기 위하여 중국 북경에 있는 학생과 근무자를 위주로 180매의 설문지를 회수하여 한류, 광고효과, 국가이미지, 브랜드 인지도 및 브랜드 선호도, 브랜드 충성도의 구조적 관계를 실증적으로 분석하였다. 수집된 자료의 통계처리는 SPSS 20.0 통계패키지와 AMOS 20.0 프로그램을 활용하여 분석하였다. 분석 결과를 요약하면 다음과 같다. 한국 TV드라마 영화, 한국 스타가 한류의 대표로 연구되었다. 한국 TV드라마 영화, 한국 스타에 대한 선호와 한국 스타에 대한 애착은 한국 화장품 브랜드 인지도에 긍정적인 영향을 미친다. 그리고 국가이미지는 한국 화장품 인지도에 긍정적인 영향을 미친다고 측정되었다.

• 한국콘텐츠학회논문지
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• 제19권10호
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• pp.21-31
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• 2019

항공 산업의 발전에 따라 항공사의 기업 이미지에 대한 중요성도 나날이 커지고 있다. 항공기는 항공사의 기업 이미지를 전달해줄 수 있고, 또 국가 이미지를 전달하는 작용도 한다. 국가브랜드 건설을 통해 국가 이미지 제고를 위한 식별도와 인지도를 얻을 수도 있다. 이 때문에 자국이나 다른 나라의 국가브랜드 이미지를 활용해 부가가치를 높이는 항공사가 늘고 있다. 향후 항공기 도장 디자인의 꼬리날개 그래픽 디자인을 통해 국가브랜드 인지도를 더 잘 구현할 수 있어야 한다. 본 논문은 글로벌 3대 얼라이언스 멤버 사의 꼬리날개 그래픽을 대상으로 하고 있으며, 항공기 도장 디자인의 꼬리날개 그래픽 요소와 국가브랜드 인지도의 상관성을 검토하였다. 첫 번째로, 이론적 연구를 통해 항공기 도장 디자인의 꼬리날개 위주의 그래픽 요소, 전체적인 컬러 요소, 항공기 동체의 전체적인 장식과 조합 요소를 요약하였다. 두 번째로, 선행 연구를 통해 관련 가설을 제시하고 설문지를 설계하였다. 다음으로 항공기 이용 승객을 대상으로 설문 조사를 하여 SPSS 회귀 분석 방법을 통해 데이터를 분석하고, 각 경제적 상황과 지역문화에서 발전된 꼬리날개 그래픽이 국가브랜드의 인지도에 미치는 상관성을 분석하였다. 데이터 분석 결과, 그 상관성이 강한 것으로 나타났다. 향후 꼬리날개 그래픽 디자인에 선진국의 꼬리날개 그래픽 디자인 형식이나 같은 대륙의 유명 국가의 항공기 꼬리날개 그래픽 디자인 형식을 참고하여 국가 특유의 요소를 활용하여 꼬리날개 그래픽 디자인을 한다면, 이를 통해 국가브랜드의 인식도를 높일 수 있다.

• 복식문화연구
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• 제15권3호
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• pp.525-540
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• 2007

This study intended to construct the brand switching matrix in the Korean casual wear market and to analyze it in various aspects. 1,014 sample data were collected in Seoul area, a center of fashion retailing. Since the respondents cited over 200 brand names as their last 2 purchased casual wear brands, 15 most frequently-purchased brands were selected for constructing the brand switching matrix. As a result of the examination, it was founded that the brand loyalty was dominant rather than brand switching in the casual wear market. Polo was identified as the leading brand in the market. Its brand equity, which was comprised of brand recognition, brand preference (loyalty), perceived quality, and brand association, was evaluated very high. Especially, the strength of Polo was the consumer's strong preference and the brand image of simplicity, naturalness, and neatness. After combining 15 brands into 6 groups based on the style and price, additional interpretation was performed on this 'trend switching matrix.' A transition of fashion trend in casual wear was observed. Applying the brand switching matrix on fashion products gave us much insight to the market.

• 한국패션뷰티학회지
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• 제5권2호
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• pp.68-74
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• 2007

The purpose of this study was to find out the difference between high self-esteem and low self-esteem about the product. The study used the questionnaire method to find out the control effect of self-esteem on apparel brand types. The survey data was analyzed by SPSS Hangul 10.0 Statistic Package. 16 apparel brands that had been selected by a preliminary study were surveyed by using. Brand Mapping was performed in each group for brand classification, and ANOVA was conducted in order to compare the variables depending on brand types. The self-esteem was surveyed by using the self-esteem scale by Rosenberg was used. Multivariate analysis was conducted to identify brand preference, product involvement according to purchase intention and the interactive effects of the brand types that are divided into familiarity and control recognition. For the purpose of the study was to compare searched the results of the high self-esteem comparison with the low self-esteem. The results of the study found the differences on perception about the brand between the high self-esteem and the low self-esteem on the preference. People with high self-esteem liked the brand that was perceived obedience. But the low self-esteem liked the brand that was perceived control.

• 문화기술의 융합
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• 제9권3호
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• pp.537-550
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• 2023

본 연구는 한류의 세계적인 확산으로 한류 휴먼브랜드의 영향력이 높아지고 있는 반면, 이를 중심으로 한 학술적인 논의가 많지 않다는 점에서 한류 휴먼브랜드가 소비자 행동에 미치는 영향성을 자아일치성, 휴먼브랜드 애착과 브랜드 자산 요인으로 검증하였다. 한류 소비가 많은 중국 소비자를 대상으로 온라인 설문조사를 진행하였으며, 403명의 데이터를 분석에 사용하였다. 연구 결과, 한류 휴먼브랜드와의 이상적 자아일치성과 실제적 자아일치성은 한류 휴먼브랜드 애착에 유의한 영향을 미치는 것으로 나타났으나, 사회적 자아일치성은 유의하지 않은 것으로 나타났다. 또한 한류 휴먼브랜드에 대한 애착은 브랜드 인지, 지각된 품질, 브랜드 이미지와 브랜드 충성도에 긍정적인 영향을 미치는 것으로 나타났다.