• Korean Journal of Human Ecology
• /
• v.15 no.6
• /
• pp.1025-1035
• /
• 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.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.22 no.4
• /
• pp.503-514
• /
• 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.

• Korean Journal of Human Ecology
• /
• v.19 no.6
• /
• pp.1071-1082
• /
• 2010

This study examined the effects of underwear brand identity color on brand equity. A self-administered questionnaire mainly consisted of BI color, brand image, and brand equity for underwear. Five underwear brands (Calvin Klein, Yes, Solb, Venus, and Body Guard) were selected based on the frequency they were purchased in pilot study. To collect data, respondents were asked to choose a brand which they were most familiar with, and to assess BI color, brand image, and brand equity including cognitive value, emotional value and purchase intention. A total of 228 usable questionnaires were obtained from consumers aged 19 to 46. BI colors were classified into four color groups: Achromatic (white, black, gray), Vivid (red, blue, yellow), Pink, and Beige. Additionally, underwear brand images consisted of four factors: Sophisticated, Classic, Casual, and Elegant images. Findings showed significant differences in the four factors of brand image and cognitive brand value between the BI color groups. Also, the factor of cognitive value was higher for achromatic or beige brand color groups, than for vivid or pink color groups. Also, brand image factors had positive effects on cognitive or emotional brand value. Especially, the factor of emotional value was more likely to increase purchase intentions than cognitive value in the BI color groups. The implications for managerial decision marking in fashion marketing strategy were also discussed.

• East Asian Journal of Business Economics (EAJBE)
• /
• v.9 no.3
• /
• pp.115-124
• /
• 2021

Purpose - An empirical analysis of various opinions of experts to build Busan's global city image. Based on this, we provide strategy establishment metrics using opportunities, strengths, and threats to build Busan's global city image. Research design, data and methodology - SWOT-AHP analysis are used in terms of methodology, and this study is based on experts' reviews and answers. In addition, AHP analysis is performed based on SWOT analysis to derive the result values for important priority factors. Result - As a result of the prioritization of SWOT-AHP results, a matrix of strategic development directions for Busan city brand building can be presented. As a result of the composite weighting, the factors related to opportunity were ranked as important. In addition, matrices on SO strategy, ST strategy, WO strategy, and WT strategy were derived. Conclusion - This study is an interdisciplinary study from the economic aspect, international management and international marketing aspect, administrative aspect, and architectural engineering aspect. Through this, the image of a global city of Busan that can overcome COVID-19 and cope with the 4th industry in the future will be built, and Busan will be able to build a global international city image by commercially attracting the 2030 World Expo.

• Korean Journal of Human Ecology
• /
• v.16 no.1
• /
• pp.159-171
• /
• 2007

The purpose of this research is to analyze the difference of Structural Equation Model which shows the path between BRQ and its performance variables according to purchase product types-fashion brand types, clothing item groups. The subjects were women in their 20s to 40s living in Seoul and Metropolitan areas, and 482 copies of questionnaire were analyzed. Multi-Group Analysis of AMOS 5.0 Package was used to investigate structural equation model according to fashion brand types and clothing item groups. The results of this study were as follows. As for fashion brand types, there appeared to be significant differences between high price brand type and medium-low price brand type for three paths, namely brand satisfaction to brand loyalty, BRQ to brand attitude, and brand attitude to brand loyalty. However the verification of structural equation model according to clothing item groups showed no significant differences between formal wear and informal wear. Consequently, BRQ was proved to affect brand satisfaction and brand loyalty, and brand satisfaction was the important intermediate variable between BRQ and brand loyalty. As consumers were likely to show the difference of structural equation model according to the price of purchase goods, differencial marketing strategy would be suggested.

• Fashion & Textile Research Journal
• /
• v.11 no.6
• /
• pp.878-886
• /
• 2009

The purpose of this study was to identify clothing shopping orientation of university students and brand loyalty in Jinju, Korea. In addition, the effect of consumer's shopping orientation and brand equity factors on brand loyalty were analyzed. A self-administrated questionnaire was developed based on previous studies. A total of 257 useful data were analyzed by SPSS 13.0 program. About 64.6% were female with the mean age of 22.2 years old. The results of this study were as follows. First, clothing shopping orientation was classified into 6 factors: hedonic, store patronage, planned, brand-pursued, economic, and convenience shopping orientation. Second, brand equity was identified into two factors, brand image and brand-consumer relationship. Third, store patronage and hedonic orientation were significant predictors of brand loyalty($R^2$=.275). Brand image and brand-consumer relationship showed significant effects on brand loyalty($R^2$=.541). Findings of this study were expected to contribute to understand young consumers in a typical trading area and to develop marketing strategy for casual brands to increase and maintain brand loyalty.

• The Research Journal of the Costume Culture
• /
• v.16 no.1
• /
• pp.22-32
• /
• 2008

The purpose of this paper is to compare and analyze the national brand strategies between Korea and Italy and the ragional brand strategies between Jinju in Korea and Como in Italy. The study is conducted via periodicals and publication of related institutions, reports of various newspapers and academic journals, and interviews of Jinju Silk Research Institution and Tessile di Como. This study then examines the implication of the success of Italian national and regional brands to the Korean textile products and the adoptability of Italian brand strategies for Korean textile brand. Our findings suggest that the Italian brands have been successfully developed in terms of product quality and brand marketing based on their traditional products. The findings also indicate that the Korean traditional textile products have the potential to be the world wide products but lack the consist and brand strategies supported by the central government as well as the regional government. This paper further suggests that it is necessary to study the development of brand strategy based on the traditional textile products and its implimentation.

• Fashion & Textile Research Journal
• /
• v.9 no.1
• /
• pp.72-80
• /
• 2007

The purpose of this study is to identify the latest trend and type of retail space, and the features according to type of retail space of global prestige brand. To do this, literature analysis was executed by related books, articles, and theses. As a result, the latest trend of fashion retail space which has appeared after 2000 is as follows: 1) The differentiation of fashion brand through collaboration between fashion designers and architects, 2) retail space extension strategy, 3) retail space as a cultural space, 4) bold investment for retail space. The type of fashion retail space which has appeared after 2000 is as follows: 1) Spectacular flagship retail space of monumental scale, 2) global type retail space which exhibits common features through the whole world, 3) localization retail space which shows different features according to store location 4) innovative retail space out of traditional store form. The result of this study will be utilized when a domestic fashion brand establishes global marketing strategy of retail space.

• Journal of Information Technology Applications and Management
• /
• v.28 no.6
• /
• pp.45-67
• /
• 2021

Snack culture, which can be easily enjoyed and consumed in a short period of time just like eating sweets, is spreading rapidly. Among them, TikTok is gaining popularity mainly among the MZ generation, and TikTok is rapidly emerging as a means of advertising or marketing. In this study, we studied the effect of TikTok Advertising's informativeness, interactivity, and impediment on brand attitudes. Previous studies have suggested that brand attitudes are formed through usefulness. However, this study divided usefulness into utilitarian value and hedonic value, and proved that brand attitudes are formed through these mediation variables. This is because of the TikTok advertising includes entertainment as well as usefulness. Therefore, this study established and verified the model in which informativeness, interactivity, and impediment of TikTok advertising form brand attitude through utilitarian value and hedonic value. In order to verify this research model, survey questionnaires were distributed to TikTok users and a total of 220 data samples were collected and analyzed. As a result of data analysis, informativeness and interactivity have a positive effect on utilitarian value and hedonic value, but impediment has a negative effect. In addition, informativeness, interactivity, impediment influenced brand attitudes through practical value and hedonic value, not directly influencing brand attitudes. This study is meaningful in that it suggests a marketing strategy that can further enhance brand attitude by considering utilitarian value and hedonic value simultaneously, rather than focusing on either utilitarian value or hedonic value.

• East Asian Journal of Business Economics (EAJBE)
• /
• v.11 no.3
• /
• pp.47-58
• /
• 2023

Purpose - This study investigates which product characteristics influence customers' purchase intention for brand extension products of the fashion brands. Furthermore, this study suggests brand awareness as a moderator which strengthens the positive effects of the product characteristics on the consumers' purchase intention towards brand extension products of the fashion brands. Research design, data, and methodology - Two hundred and twenty-three Chinese consumers were randomly solicited to participate in this study. Email, website (www.wenjuanxing.com), social media (WeChat) were utilized to conduct the survey and collect data. Result - The findings obtained through hierarchical regression analysis indicate that product uniqueness, product scarcity and product popularity have significant effects on purchase intention for brand extension products of the fashion brands. In addition, brand awareness moderates the relationship between product characteristics (uniqueness and scarcity) and purchase intention positively. Conclusion -The results indicate that brand extension products of the fashion brands could attract more consumers by focusing on designing unique products and using limited release and celebrity publicity strategy. Additionally, the present research posits the crucial significance of brand awareness, thereby making a noteworthy contribution to the integrated marketing approach for fashion brand marketers.