• Journal of Fashion Business
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• v.16 no.5
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• pp.130-145
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• 2012

The purpose of this study is to investigate the influence of cause-related marketing on consumer attitude for fashion brand in terms of brand familiarity, consumer's propensity for data processing and types of advertising. The design of this study is comprised of 2(brand familiarity : high vs low)${\times}$ 2(consumer's propensity for data processing : high vs low), designed with three mixed elements. The subjects of this study are 308 male and females in twenties or thirties from the area of Seoul, Kyunggi, Busan and Daegu. Data analysis is carried out through T-test, and ANOVA. The results of this study are as follows. First, when fashion brand pursues cause-related marketing, brand familiarity, consumer's propensity for data processing and types of advertising have statistically interaction effect on consumer's preference. Second, rational appeals in advertising have no significant interaction effect on consumer's preference in terms of brand familiarity. Rational appeals are preferred to Emotional appeals in both familiar and unfamiliar brand. Third, when fashion brand pursue cause-related marketing, brand familiarity, consumer's propensity for data processing, and the types of advertising have no significant interaction effect on consumer's preference.

• The Research Journal of the Costume Culture
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• v.13 no.1
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• pp.34-46
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• 2005

The purpose of this study was to research buying behavior and home fashion preferences based on housing size. The target consumers were Korean women, aged 20~40s who reside in the Seoul & Kyunggido areas. We distributed questionnaires to 650 women. However, only 600 questionnaires were used for the statistical analysis. Data analyses were conducted with SPSS program on the frequency, Chi-square test, cluster analysis, t-test and ANOVA. The results of this study are as follows: 1. The considering factors for purchasing such as brand, trends coordinating existing furnishings with new products and functionality were significantly associated with housing size. The buyers who reside in bigger size homes. over 40 pyung place higher value on brand name, trends. or coordinating existing furnishing with new products than residents in smaller units. However, women who live in smaller units place higher value on functionality when purchasing home fashion products. Considering factors such as brand, trend, and materials were also significantly associated with segmented age group; 40~49 age group considered brand, trend, and materials more than 20~29 age group. The group who are highly interested in home fashion considered design/color, rand, coordination, and functionality than the group who are low interested in home fashion. 2. Residents in over 40 pyung homes buy home fashion products at department stores, while residents in less than 39 pyung homes buy them at discounted store. 3. Respondents preferred solid colors more than patterns. However, they favored character pattern for textile bedding products for their children. 4. there is also a statistical difference in preferences for types of window treatments between large ad small housing sizes. Residents living in over 40 pyung preferred tie-back/cottage curtain, while residents living in less than 29 pyung preferred Roman shade style.

• The Research Journal of the Costume Culture
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• v.13 no.5 s.58
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• pp.743-755
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• 2005

The Purpose of the study was to compare clothing shopping motives, fashion information sources, evaluation criteria of apparel products, store selection criteria, apparel buying places, and purchasing experience and country of origin place on imported clothing. The total of 371 consumers, college female students in Korea and Japan were sampled in both countries. ANOVA, factor analysis, Duncan's multiple range test, t-test, frequency, and percentage as analysis methods were used. The results of the study were as follows. According to the comparative analysis of clothing purchasing behavior by factors, the result showed that both of them had more personal motives than social ones, regarding clothing purchasing motives. The clothing purchasing motives of students in Korea was higher than it of students in Japan. In the use of information sources, the students of both countries considered the information by consumer very importantly. Next to it, they highly regarded the information by marketer. The students in Korea used all informations more than the students in Japan. In the clothing selection, both of them considered criteria esthetics very importantly. The students in Korea considered 'brand name', 'versatility', and 'pleasing to others' as important, but the students in Japan considered 'price' and 'prestige' very importantly. For store selection criteria, Korean students considered 'duality guaranteed', 'service', and 'their and other's experience' as important but Japanese students regarded 'price' and 'variety of products' as important. A department store was the most highly preferred among clothing purchasing stores. After it, for Korean students, fashion mall, renowned brand stores, discount store were considered in order of preference, for Japan, speciality stores, fashion mall, renowned brand stores are preferred. Regarding imported clothing, Korean students, in order of preference, preferred the goods of America, Italy, France, England, etc. Japan students preferred the goods of America, Italy, China, France, etc.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.4
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• pp.279-293
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• 2023

This study investigates network effects to measure how strongly the early adopters affect the brand choice of the potential consumer. By using the Gumbel-Hougaard (GH) copula, this study checks the magnitude of network effects varied from country to country. To consider consumer heterogeneity and network effects in the growth market, this study proposes the multi-brand Gamma/Shifted-Gompertz (m-G/SG) model based on the GH copula. Out of eighteen Western European cellular phone market data and South Korea smartphone data sets, the m-G/SG model provides an improvement in the estimation accuracy over the Libai, Muller, and Peres model. The results show that network effects enhance (i) the polarization of brand choice probabilities as time elapses; (ii) the dominance of the more preferred and the earlier entered brand; and (iii) the deceleration of category-level diffusion. Potential followers can analyze their relationship with earlier entrants through the m-G/SG model and also establish an optimal market entry strategy.

• Journal of the Korean Society for Aviation and Aeronautics
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• v.21 no.3
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• pp.65-77
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• 2013

A high brand reputation of a airline means the airline is preferred by passengers because of its unique services being even better than others. This is why airline's specialized services are important in that those services would create a new brand value and build up the airline's brand image, being enable to have competitive advantage over other airlines, to provide satisfied services, to have a mutual trust between passengers and the airline and to create customer's loyalty. A-Airline have been trying to give passengers a joy of flight by providing its customized and specialized cabin services out of airlnes' stereo-typed services.Therefore this paper will find out how their satisfaction of the cabin services have a positive impact on customer loyalty through brand image, brand reputation, brand identity and brand attraction. Those services would not only contribute to upgrade A-airline's corporate image but show the way to which the cabin service is heading also.

• Asia-Pacific Journal of Business
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• v.6 no.2
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• pp.19-33
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• 2015

Studies focusing on the constantly changing buying behavior and product preferences of a booming teen market are rare and this is particularly true in the Philippines. To address this gap in the literature, this study focused on the supermarket brands of cologne preferred by teens in the Philippines such as Lewis & Pearl (L&P), Johnson's Baby Cologne, Juicy, Bench, Ellips, Fiona, Bambini and Baby Flo which are manufactured by various competing companies. Essentially, this study presented and described the profile and buying behavior of cologne users and non-cologne users and determined whether preferential differences existed between these brands. The respondents consisted of 473 teens all over the Philippines stratified in terms of general location via the three major groups of islands in the Philippines: Luzon, Visayas and Mindanao. Respondents came from selected schools in Quezon City in Metro Manila, Sariaya in Quezon Province, Cebu City, and Digos City to represent the Greater Metro Manila Area, Luzon, Visayas and Mindanao, respectively. Findings showed that almost all of the respondents used cologne at varying degrees. In general, teens use several scents and brands of cologne and continually shift from one scent/brand to another scent/brand. This made it difficult for any company to capture loyal consumers. The most popular brands used by teenagers were Bench (61.7%), Lewis and Pearl (59%), Juicy (42%), Afficionado (32%), Fiona (19.3%), Penshoppe (18%), Bambini (12.6%), Ellips (11.3%) and Zen Zest (7.5%). Fragrance or scent is the top priority of teenagers in choosing a cologne brand, followed by brand name, affordability, bottle design and endorser. The spray bottle type of colognes is preferred even if cologne spray bottles are priced higher than the splash cologne bottle type. Managerial implications of these findings for market players, marketing scholars and prospective investors are presented.

• Journal of Distribution Science
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• v.12 no.12
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• pp.27-41
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• 2014

Purpose - This study examines various reservation service components that would increase customers' brand attachment and loyalty, while discussing how reservation service components would affect the customer behaviors. Research design, data, and methodology - This study theoretically analyzed the hotel package product reservation system, the customer expectations, the brand attachment, and the brand loyalty, while reviewing previous studies. Results - This study analyzed the distribution channels of the hotel package products from various angles and, as for more extensive research, the study explained the different results caused by each different reservation system type that may be preferred by each individual customer. Conclusions - It was confirmed that, of the hotel reservation service components, the convenience factors, the reliability factors, the information factors, and the other factors other than the human factors, have a significant influence on the customer expectations. Further, the study also revealed that the customer expectation has an important effect on the brand attachment. In addition, the study improved the prevailing understanding on the relation between the brand attachment and the brand loyalty.

• The Journal of Industrial Distribution & Business
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• v.14 no.1
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• pp.49-56
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• 2023

Purpose: This research aims to explore the impact of fashion marketing on the sales of luxury brand items and to identify the strategies that can be used to market luxury fashion items successfully, addressing the research gap of how fashion marketing can lead to increased sales, customer loyalty, and satisfaction for luxury brand items. Research design, data and methodology: The present study conducted the method of the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) which is a reporting guideline for methodical assessments and meta-analyses. It offers a consistent approach for conducting and reporting these types of studies, which can help to improve their quality and transparency. Results: The findings indicated that fashion marketing can positively impact luxury brand sales. It can significantly increase the number of luxury brand purchases. the presence of the quality label increased the participants' purchase intention and attitude towards the brand, suggesting that the quality label can create a positive perception of the brand and increase the likelihood of purchasing. Conclusions: This research concludes that fashion marketing can have a positive effect on improved customer recognition of the brand. Thus, companies should focus on developing campaigns that capture the attention of potential consumers, creating an emotional connection with them.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.4
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• pp.139-151
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• 2011

Since personality lead to relatively consistent responses to one's own environment, consumers' distinct personality influences their buying behavior. In order to understand the relationship between consumer's personal characteristics and purchase behavior, the study investigated the effect of consumers' personality trait on the clothing selection criteria and preferred clothing image. Survey was utilized to collect the data and subjects were 333 high school students. Measures consisted of three main constructs: Consumer's extroversion and openness based on the Big-Five personality trait, clothing selection criteria, and preferred clothing image. The data were analyzed using PRELIS 2, LISREL 8.8, and SAS 9.2. The subjects was classified into three groups; Group 1 was a group of intermediate-level in openness and extroversion while Group 2 was a group of high-level in both personality traits. Group 3 was a group of high-level in openness but of low-level in extroversion. Clothing selection criteria were confirmed to have five constructs: other-directed, aesthetic, fashion & conformity-oriented, brand-oriented, and practical. In the buying situation, Group 1 prioritized fashion & conformity-oriented and brand-oriented criteria but regarded other-directed and aesthetic as less important than other groups did. Group 2 considered that all of the clothing selection criteria were important except practical. "The were six factors in the clothing image: elegance, simple, ethnic, masculine, active, and modem. The result showed a significant difference between groups in preferred clothing images. Group 2 liked most of the clothing images but group 3 did not. Group 3 preferred simple clothing image more than masculine or ethnic ones. Overall, the study concluded that the openness and extroversion of Big-Five personality traits could serve as a predictor of clothing selection criteria and preferred clothing image.

• Journal of the Korean Operations Research and Management Science Society
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• v.30 no.2
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• pp.13-27
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• 2005

This research deals with the issues concerning how consumers change their purchase behavior if one of brands in the market prolongs its coupon duration while there are more than two brands. If they extend coupon duration of a brand, consumers increase Purchase of the brand with coupons. But they increase or reduce purchase of competing brands with coupons depending on the condition of the market. increase of purchase of the brand with prolonged coupons stems from reducing purchase of the consumer's most favorite brands with regular price and their less preferred brands with coupons. On the other hand, consumers who prefer the brand at in-between level tend to reduce purchase of competing brands with coupons under certain conditions. Therefore firms which do not have dominant market positions have strong incentive for strategic alliance in terms of coupon duration.