• The Journal of the Korea Contents Association
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• v.18 no.4
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• pp.77-88
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• 2018

In this study, we conducted an experiment with the 219 undergraduates to find out the controlling effects of the verbal anchoring (low, high, non) in the nostalgia ads and the consumers' responses according to the product types (emotional/rational). The results suggest the higher the standards of the effects of the verbal anchoring are, the more favorably the preferences to the ads and the purchasing intention are formed regardless of the existence of the nostalgia. The following reveals that the controlling effects of the verbal anchoring in the nostalgia ads have differences between the purchasing intention and the preferences to the ads as to both the nostalgia familiarity and the product types. In the preferences to the ads in case that the standards of the effects of the verbal anchoring are low, the differences between familiarity group and non familiarity one are not noticeable but in the purchasing intention the differences between the low case and non of the standards of the effects of the verbal anchoring are a little more noticeable.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.2 s.161
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• pp.225-235
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• 2007

The purpose of this study is to grasp the character of consumers and the situation of domestic kidult fashion market. By grasping the distribution of kidult generation and the factors of product-selection based on products images, this research could be a substantial data to kidult associated company product planning and marketers. Subjects for this study were 213 Daegu women from 20 to 30 yearn of age who have high propensity to kidult. The statistical treatment of material used by SPSS 1.0 program consists of frequency analysis, factor analysis, multiple regression analysis, cluster analysis, and t-test. As a results, the characteristics of kidult consumers are classified as six factors. On image toward of kidult fashion goods, there was a significant difference 20 and 30 aged generation. According to fashion goods group, each group recognized on image of fashion products as follow: Group A is 'fancy', group B is 'childish', group C are 'familiarity', group D was recognized as 'fancy' and was identical to A on adjective expression, but was different A on recognition. All consumer characteristics of fun, character, girlish, nostalgia have a significant relation with the recurrence of products selection factor, and its order was character, girlish, nostalgia, and fun.

• Journal of Fashion Business
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• v.26 no.1
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• pp.140-157
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• 2022

This study examined the types of retro marketing of fashion brands and explored the difference in retro characteristics and nostalgic emotions. Additionally, the effects of retro characteristics on nostalgic emotions and the influence of nostalgic emotions on brand attitude were examined. A total of 33 fashion brands, including eight designer brands, 10 sports and outdoor brands, 11 casual brands, and four SPA brands were investigated to categorize the retro marketing types. An online survey was also conducted of respondents in their 20s to 50s, and a total of 363 responses were analyzed using SPSS 26.0. The results were as follows. First, the retro marketing of fashion brands was categorized into four types including brand heritage marketing, retro design marketing, retro emotional experience-oriented marketing, and brand collaboration marketing. The four retro marketing types showed differences in retro characteristics and nostalgic emotions. Second, the retro characteristics consisted of four dimensions including familiarity, attractiveness, uniqueness, and historicity. Nostalgic emotions consisted of four dimensions including sadness, longingness, comfort, and pleasure. Third, the results showed that familiarity and attractiveness had significant effects on comfort and pleasure, while uniqueness and historicity had significant effects on longingness. Fourth, the results showed that longingness, comfort, and pleasure had positive effects on brand attitude, whereas sadness had a negative effect on brand attitude.

• Journal of Korea Entertainment Industry Association
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• v.14 no.2
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• pp.15-26
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• 2020

Many companies are increasing the use of characters to enhance brand image and brand value. The use of characters in the certain industry is active, however, the research on characters in academia is insufficient. The purpose of this study is to investigate how characteristics of characters affect on consumer's brand attitude and to suggest the guideline companies to concern on brand characters, in especial on designing or licensing them. The results showed that all characteristics of character positively influenced on brand attitude. Among nine characteristics of the character, trust was the most impact and nostalgia was the least impact on brand attitude, respectively. Perceived quality was mediated on in relations between the brand character and brand attitude. In indirect effect, familiarity was the most impact on brand attitude. In sum, we suggested that trust and familiarity of the character are the most weighted characteristics on brand character design strategy.