• Korean Institute of Interior Design Journal
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• v.25 no.4
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• pp.135-146
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• 2016

The purpose of this study is to analyze the correlation between fashion brand image and store space image. To investigate this study further, one of the luxury fashion brands was selected for a case study and surveys were conducted to 200 participants. This study evaluates the factors of fashion brand images that customers associate with a brand before stepping inside the flagship store. Also it analyzes the factors of store space image after the experience of the flagship store. As a result of the correlation analysis based on quantitative statistic measures, the fashion brand image and store space image coincided highest with extraordinary, young and strong characteristics. According to the space elements of the flagship store, the relationship of the brand image with the store image was investigated. As a result of analysis, customers felt the high correlation with the facade among the architectural elements of flagship store. This resulted in that customers consider that the black box of the facade represents originality of this fashion brand as a concept of spatial elements. As a practical implication, companies should understand that the architectural design is a very crucial component in designing the flagship store, as it gives customers their first impression about a brand. The brand image is required to be integrated through the exterior design of the store. The final conclusion of this study shows that the flagship store provides a space where you can experience the corporate value and brand through the space of brand experience and share an emotional image created by the brand as well.

• Journal of Fashion Business
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• v.16 no.5
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• pp.23-38
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• 2012

With the rapid developing of economy and the information communication, as well as the fierce competition of marketing, the consumer market of apparel is gradually matured. Also, the consumer has more requirements towards clothes, in terms of quality, style, price level and individuality. As a result, brand fashion, now, needs to accelerate the speed of every stage of producing, which is from designing to the following of finished goods in order to occupy the market share in a fast consuming, variety and individuality pursuing market. An increasing number of industries have focused on the SPA brand so as to adapt the competition of modern market. The paper mainly researches that the differences of purchasing behaviors towards SPA brand between 20's-30's Chinese female and 20's-30's Korean female. The analyzing results of purchase motivation showed difference in the 'personal motivation' and 'social motivation' factor. Purchase standard showed differences in the 'image management' factor. The attitude toward the brand showed differences in the 'practicality' and 'trendiness' factor.

• The Research Journal of the Costume Culture
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• v.30 no.2
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• pp.173-188
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• 2022

The purpose of this study is to analyze the collaboration and artification of the Issey Miyake fashion brand and to suggest the best course of artification that can secure the brand's value. The research methods are as follows: i) identifying the companies' strategy and flow through collaboration concepts and examples from Issey Miyake; ii) selecting Issey Miyake fashion brands and carrying out a literature review through websites, articles, and books; and iii) examining prior studies on the relationship between fashion and art. Results are as follows. The exhibition is divided into spaces for brand intangible assets, artistic collaboration with partners, art co-creation, and the aesthetics and tradition of the brand. Using exhibitions to share the artistic work of collaboration partners is expected to positively affect the brand's likability. The exhibit shares art collaborations in display cases for clothes and photographs. Artists and brands appear as an extension of the creative space and convergence design area. The artist's improvisation forms the creative space that communicates with the audience, and the convergence design area is expanded through the unifying organic connection between the various media in the fashion brand. The photographers and brands section displays the nature images of Pleats Please, as well as human and prism garment images. In these images, the viewer can perceive a story in the interplay between the human body and nature.

• Journal of Distribution Science
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• v.22 no.7
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• pp.1-11
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• 2024

Purpose: Shopee, Indonesia's most frequently visited marketplace in November 2023, had 427.2 million visits. Supported by the live streaming feature, Shopee has become the most widely used online shopping platform, with an 83.4% market share in 2022. Several factors, such as brand trust and promotions, have significantly influenced Shopee's dominance and consumer purchasing decisions. This research aims to investigate the effect of cosmetic product distribution, brand trust, and promotions on purchasing decisions, considering gender and age as control variables. Research design, data and methodology: A quantitative approach using a survey research method was employed with a sample of 150 respondents, who were followers of the Shopee ESQA Cosmetics account, obtained through the Yamane formula. Data was collected via an online questionnaire. The data analysis technique used in this study was PLS-SEM with Smart PLS software. The results of this research indicate a significant effect of the distribution of cosmetics products, brand trust, promotions, gender, and age as control variables on the purchase decision variable. Conclusions: The distribution of cosmetic products, brand trust and promotions have a positive and significant impact on purchase decisions during live streaming on Shopee, and control variables (gender and age 36-45) have a positive and significant influence on purchase decisions.

• Journal of Digital Convergence
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• v.20 no.4
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• pp.269-278
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• 2022

Recently, the travel and lodging industries have been suffering from the spread of COVID-19. But Airbnb recovered its profits with a differentiated strategy. This study identified the characteristics of Airbnb and examined their effects on customer's revisit intention in the Airbnb context. Perceived value, trust about Airbnb, and social norms were considered as the key factors of revisit intention. In addition, the effects of relative attractiveness, brand identification, and enjoyment on perceived value and trust about Airbnb were examined. The proposed research model was tested based on 285 consumers who had Airbnb experience more than twice. The analysis results showed that relative attractiveness, brand identification, and enjoyment had a significant influence on perceived value and trust. Perceived value had a significant influence on revisit intention. However, trust about Airbnb and social norms did not significantly affect revisit intention. Moreover, ths analysis results found no significant moderating effect of share of wallet. Based on the results of this study, Airbnb would establish effective marketing and operation strategies by understanding the formation mechanism of consumer's revisit intention toward Airbnb.

• Korean Journal of Construction Engineering and Management
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• v.14 no.3
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• pp.65-77
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• 2013

Apartment brand has been used as a new strategy in Korean housing market to fulfill customer's changing needs for buying houses. A number of construction companies have succeeded in brand awareness and image building, however, they still struggle to establish brand loyalty and manage brand equity elements in balance. The purpose of this study is to analyze the brand equity building process of apartment products in Korean housing market and determine causal relationships among variables to propose strategies for long-term prosperity of the construction companies. System Dynamics modeling method is applied to describe how variables affect and are linked to each other in terms of building equity and enhancing company profits from customers' brand awareness to brand loyalty. Based on the analysis model, strategies for construction companies depending on their market share were proposed and this may support the company to achieve financial success and competitiveness among its competitors in the fast-changing market.

• Journal of Digital Convergence
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• v.10 no.9
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• pp.165-174
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• 2012

In recent years, online brand community has become an important means for firms to make, maintain and improve their relationship with the customer. Customers or would-be customers discuss, learn about the products and share passion together. In this paper, we investigate the effects of the online brand community's characteristics and its perception on customer royalty to the community and purchase intention of consumers for the products. Variables of online brand community's characteristics include community reputation, social presence, pleasure, and interactivity. For those of the community's perception, we consider membership, influence, emotional band, and fulfillment of desire. Findings show that the online brand community has indeed positive effects on the brand equity by enhancing the relation between consumers and brand, ultimately providing firms with strategic resources and competitive advantage. Managerial implications are discussed.

• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.371-376
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• 2023

Time-honored Brand refers to a product, technology or service with a long history, and refers to a brand that has a traditional Chinese cultural background and deep historical heritage, and has been socially recognized and has formed an excellent reputation. Some Time-honored Brand are developing, but some Time-honored Brand are facing a crisis of survival, and the Chinese government and society are announcing various support policies to strive for continued development. Currently, there is a lack of research on Time-honored Brand in Korea, so this study analyzed the history, current status, and competitiveness of the Chinese cosmetics brand XieFuchun. As a result of the research, XieFuchun is the first cosmetics company in China, has manufacturing techniques inherited from traditional culture, and currently maintains a significant market share. XieFuchun's competitiveness was analyzed using the 5-Forces model, and implications and development models for Time-honored Brand enterprises were presented.

• Journal of Korean Society for Quality Management
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• v.31 no.2
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• pp.143-164
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• 2003

In this paper, we use and apply statistical tools to planning marketing strategy in advanced markets. New comers with low brand awareness in advanced markets can not attain high profit easily and need more effective strategic approach. In this paper, an effective and practical procedure is proposed to plan marketing strategies to satisfy the customer and increase the market share in advanced markets. The procedure consists of 5 steps : market survey, determining target brand, evaluation of brand attributes, gap analysis to determine the goal, and correlation analysis for effective improvement method. A case study is studied in the European market for electric appliances, between a Korean company and other companies. Various statistical tools are used to analyze the phenomena and some important conclusions are derived for effective marketing.

• International Journal of Advanced Culture Technology
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• v.7 no.1
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• pp.77-83
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• 2019

Recently, as social media users have grown, the resulting form of advertising has emerged, and one of the types is native advertising. This advertising method appears to be 52% higher than the banner, according to a study by the IPG Media Lab (2013). Therefore, there is a positive effect on native advertising, but it is necessary to maximize the effect. In this paper, the acceptor's attitude to the native advertisement and the shared intention are verified as to how the effect of the native advertisement can be understood and the maximized effect can be obtained. When the brand phrase was in the form of direct exposure, the subjects were positive about the advertisement and the brand attitude was favorable. Share intentions were also high. These results included suggestions to produce native advertisements in consideration of the attitudes and sharing of the recipients.