• The Journal of Industrial Distribution & Business
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• v.9 no.2
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• pp.73-80
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• 2018

Purpose - The purpose of this study is to clarify the difference of store attributes of Korean consumers and to analyze it's influence on consumer satisfaction in duty free stores which gain ground inch by inch in the distribution chanel. And it is to find discriminative result as compared with foreign consumer. Research design, data, and methodology - Subjects for the quantitative study, quota sampling was adopted in the Lotte, Shilla downtown and airport duty free stores from the first to 15^th December 2016 and 177 questionnaires from Koreans who had purchasing experience in off line duty free store were analyzed. The data was analyzed by using factor and reliability analysis, descriptive statistics analysis, the independent sample t-test and multiple regression analysis. To test consistency, Cronbach's alpha was used. Results - The result were as follows; 1. Korean consumers consider the importance of store attributes in duty free stores in order Product, Economic Feasibility, Convenience, Promotion, and Accessibility. 2. The meaningful impactive factors of duty free store attributes on consumer satisfaction turned out Product and Promotion. 3. These results show meaningful distinction between Koreans and foreigners in terms of consumer satisfaction in duty free stores. Conclusions - A marketer who is working for duty free store consider now that price benefit can not give strong impact to Korean consumers more and should concentrate on various brand assortment even including private brand. In terms of promotion, most duty free shops put special stress on foreign consumer's wants now as highly increasing of Chinese travelers but Korean consumer's sales portion and number of visitor also are steadily increasing. Therefore, a duty free marketer should prepare the Korean-oriented services with more enhanced promotion strategies for individual and group travellers, for example, a mileage service, VIP room and social network system to satisfy Korean consumers. In order to get satisfaction from Korean consumers, it makes effort on product and promotion than accessibility, price and convenience. Due to high level influence, further study is needed to enlarge to on-line market and to develop private brands for duty free stores.

• Journal of Distribution Science
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• v.13 no.7
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• pp.85-90
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• 2015

Purpose - Global trends play a part to change the structure of the fashion industry. In particular, companies attempting to conduct innovative marketing centering on such products as SPA brands are growing into global companies. SPA stands for "Specialty Store Retailer of Private Label Apparel", meaning its activities are fully integrated from manufacturing through sales, including material procurement design, product, distribution, inventory management, and final sales. For this reason, more understanding of individual corporate profitability is very sensitive to consumer's attitudinal changes. The effects that corporate marketing activities on customer lifetime value through brand attitude were analyzed based on a structural equation model. Rust suggested value equity, brand equity, and relationship equity as customer equity driver. The study examines Chinese consumer because China is the fastest growing fashion market in the world. Research design, data, and methodology - The survey targeted Chinese college student age 20s. Only respondents who had purchased SPA brands in the past year were included for this research. A total of 303, except for 47 missing data of 350 distributed questionnaires were included in this research. The questionnaire is consists of six part to measure value, brand, relationship equity, attitude toward brand, purchase intention and demographic characteristics. This research conducted exploratory factor analysis and reliability test. To verify research hypotheses, structural equation model test was conducted. As for customer equity, diversified models in consideration of the scope of acquisition data, a method of collection of data, influencing factor, and predictability were suggested based on a net present value model. However, the history of customer equity study is relatively short, and sufficient empirical analyses have not been conducted, so more integrated analysis is required. In this study, the concept of driver suggested by Rust was applied to figure out the effects that consumer's attitude has on customer equity. The customer equity driver suggested by them consists of brand equity, value equity, and relationship equity. Results - This study reveals that value equity and brand equity have a positive influence on relationship equity. And, relationship equity has a positive influence on purchase intention through brand attitude. However, value equity and brand equity do not influence on brand attitude. Conclusion - The results of this research generated following implications. First, SPA brands need to take advantage of their value equity such as perceived low price and up-to-date fashion style to attract Chinese young consumer. Second, strong brand equity promises dominants position in the competitive market. As Chinese fashion market grows rapidly, SPA brands can consider branding strategy such as flagship store and celebrity marketing enhancing brand image. Third, the core concept of customer equity strategy is to maintain a relationship with their expecting and existing customers. The relationship equity is built by brand equity and value equity. When SPA brands serves product and service meet with individual customers, customers have intimacy to the brands.

• Journal of Digital Convergence
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• v.16 no.2
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• pp.299-304
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• 2018

Brand Extension is a leading marketing strategy that makes use of brand assets, and it aims to see the success of a new product of a brand by utilizing the level of consumers' brand awareness, loyalty, resemblance, and image. However, the review of previous studies revealed that there were cases of fashion brands extending into coffee brands, but not vice versa. The study aims to suggest a new proposal to extend the coffee brand, the most preferred brand by consumers, to an effective office space service. It proposes making a napping and working area for the working Starbucks lovers who often go business trips and like to work in a private space. The researcher expects that the study will inform about the efficient manner to use office spaces including shared service and area.

• The Research Journal of the Costume Culture
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• v.15 no.1 s.66
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• pp.1-12
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• 2007

The purpose of this study is to identify the SPA(Specialty store retailer of Private label Apparel) characteristics and product supply process of Korean casual apparel brands. The research was conducted by questionnaire surveys to 63 casual apparel brands. SPA characteristics of each brand were measured with four SPA characteristic indices: short product supply cycle, spacious retail floor, single brand retail store, and low product price compared to the quality of the product. The 63 apparel brands were grouped by SPA index score. The brands belonged to group H had high index score and brands in group L had low index score. The results of this study showed that the most of the casual apparel brands' products were sold at department stores, especially the brands belonged to group L greatly depended on department stores. Few apparel brands have spacious retail floor. The retail product price of the brands belonged to group H was low price while the product price of the brands belonged to group L was in the medium-high price. The supply time of the new products was short in general. The most brands supplied new styles to the retail floor within 1 to 3 weeks. The information technology was heavily used. The brands belonged to group H highly used information technology including bar codes system, pas data analysis, and inventory control system. The current style trends were analyzed with street fashion and feedback from the shop managers.

• Fashion & Textile Research Journal
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• v.13 no.2
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• pp.173-185
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• 2011

This study aimed to clarify the difference between consumers and hands-on staff in evaluation of the attributes importance of asset evaluation attributes and the relationship between difference from consumers and hands-on staff in evaluation of the attributes and the performance. Subjects for the quantitative research, quota sampling was adopted in the areas where the subject brands were in place, and 452 questionnaires (141 of hands-on staff, 311 of consumers) were analyzed. The results were as follows; 1. The factors that hands-on staff and consumers regarded as most important as to asset evaluation attributes of department store-exclusive importation brands included preference and product quality in the order, and then image, recognition, reliability, and country of origin in the case of hands-on staff, and reliability, image, recognition, and country of origin in the case of consumers in the order. 2. As a result of examining the effect of the difference between hands-on staff and consumers regarding exclusive importation brands(GAP, ZARA) of certain department stores on business achievement and consumer attitude, it turned out that the smaller the difference between the two groups with regard to evaluation, the higher the business achievement and consumer attitude.

• The Korean Journal of Food & Health Convergence
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• v.3 no.1
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• pp.1-7
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• 2017

The study has made theoretical system by thesis journals at home and abroad, material of the Association of Convenience Store Industry of Korea, materials of Statistics Korea and reference books. First, the study examined convenience store's brand image, cognized value, quality level, reliability upon brand, structural relation of purchasing intention, and designed models and theses. Second, the first questionnaire consisted of test items of precedent study, and inspected in advance to inspect reliability and appropriateness, and made correction and supplemented problems. Third, SPSS and AMOS statistics were used to conduct empirical analysis and to find out conclusion and implications. In this study, the subject was consumers who visited local convenience stores such as GS25, Seven Eleven and CU last 3 months to buy PB food. Consumers' consumption pattern and culture made change to be reasonable and practical owing to aging society, nuclear family, women's entering into the society, one person household consumer, and convenient and prompt buying to make different consumption pattern and to make change of commodity distribution pattern. Convenience store took action against change of the trend to expand business area by new distribution channels to get another growth source. Private brand (PB) food that was distributor's brand was expanded. The PB product has been competitiveness of food service industry.

• Fashion & Textile Research Journal
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• v.13 no.1
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• pp.44-54
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• 2011

This study aims to clarify the asset evaluation attributes of imported brands exclusively by department stores based on qualitative study. For the qualitative research, hands-on staff of the branch office who had at least 5 years experience in PB-related positions at one of the four domestic department stores(Lotte, Shinsegae, Hyundai, Galleria), and at least 20 years old adults who had purchased imported brand items exclusively by a certain department store(Shinsegae, Lotte) were included. The asset evaluation attributes of department store-exclusively imported brands were drawn up through the one-to-one in-depth interview method. As a result of qualitative study on the asset evaluation attributes of department store-exclusive importation brands, it turned out that there were 4 factors in view of business entity - stability, profitability, growth potential, and relationship, and that there were 6 factors in view of consumers - product quality, recognition, country of origin, image, preference, and reliability. In comparison with the existing preliminary study, it was notable that relationship in view of business entity, and country of origin in view of consumers were added to the asset elements.

• 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.

• Journal of Distribution Research
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• v.15 no.2
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• pp.1-34
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• 2010

Introduction As consumers' purchase behavior change into a rational and practical direction, the discount store industry came to have keen competition along with rapid external growth. Therefore as a solution, distribution businesses are concentrating on developing PB(Private Brand) which can realize differentiation and profitability at the same time. And as improvement in customer loyalty beyond customer satisfaction is effective in surviving in an environment with keen competition, PB is being used as a strategic tool to improve customer loyalty. To improve loyalty among PB users, it is necessary to develop PB by examining properties of a customer group, first of all, quality level perceived by consumers should be met to obtain customer satisfaction and customer trust and consequently induce customer loyalty. To provide results of systematic analysis on relations between antecedents influenced perceived quality and variables affecting customer loyalty, this study proposed a research model based on causal relations verified in prior researches and set 16 hypotheses about relations among 9 theoretical variables. Data was collected from 400 adult customers residing in Seoul and the Metropolitan area and using large scale discount stores, among them, 375 copies were analyzed using SPSS 15.0 and Amos 7.0. The findings of the present study followed as; We ascertained that the higher company reputation, brand reputation, product experience and brand familiarity, the higher perceived quality. The study also examined the higher perceived quality, the higher customer satisfaction, customer trust and customer loyalty. The findings showed that the higher customer satisfaction and customer trust, the higher customer loyalty. As for moderating effects between PB and NB in terms of influences of perceived quality factors on perceived quality, we can ascertain that PB was higher than NB in the influences of company reputation on perceived quality while NB was higher than PB in the influences of brand reputation and brand familiarity on perceived quality. These results of empirical analysis will be useful for those concerned to do marketing activities based on a clearer understanding of antecedents and consecutive factors influenced perceived quality. At last, discussions about academical and managerial implications in these results, we suggested the limitations of this study and the future research directions. Research Model and Hypotheses Test After analyzing if antecedent variables having influence on perceived quality shows any difference between PB and NB in terms of their influences on them, the relation between variables that have influence on customer loyalty was determined as Figure 1. We established 16 hypotheses to test and hypotheses are as follows; H1-1: Perceived price has a positive effect on perceived quality. H1-2: It is expected that PB and NB would have different influence in terms of perceived price on perceived quality. H2-1: Company reputation has a positive effect on perceived quality. H2-2: It is expected that PB and NB would have different influence in terms of company reputation on perceived quality. H3-1: Brand reputation has a positive effect on perceived quality. H3-2: It is expected that PB and NB would have different influence in terms of brand reputation on perceived quality. H4-1: Product experience has a positive effect on perceived quality. H4-2: It is expected that PB and NB would have different influence in terms of product experience on perceived quality. H5-1: Brand familiarity has a positive effect on perceived quality. H5-2: It is expected that PB and NB would have different influence in terms of brand familiarity on perceived quality. H6: Perceived quality has a positive effect on customer satisfaction. H7: Perceived quality has a positive effect on customer trust. H8: Perceived quality has a positive effect on customer loyalty. H9: Customer satisfaction has a positive effect on customer trust. H10: Customer satisfaction has a positive effect on customer loyalty. H11: Customer trust has a positive effect on customer loyalty. Results from analyzing main effects of research model is shown as