• 복식문화연구
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• 제15권3호
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• pp.525-540
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• 2007

This study intended to construct the brand switching matrix in the Korean casual wear market and to analyze it in various aspects. 1,014 sample data were collected in Seoul area, a center of fashion retailing. Since the respondents cited over 200 brand names as their last 2 purchased casual wear brands, 15 most frequently-purchased brands were selected for constructing the brand switching matrix. As a result of the examination, it was founded that the brand loyalty was dominant rather than brand switching in the casual wear market. Polo was identified as the leading brand in the market. Its brand equity, which was comprised of brand recognition, brand preference (loyalty), perceived quality, and brand association, was evaluated very high. Especially, the strength of Polo was the consumer's strong preference and the brand image of simplicity, naturalness, and neatness. After combining 15 brands into 6 groups based on the style and price, additional interpretation was performed on this 'trend switching matrix.' A transition of fashion trend in casual wear was observed. Applying the brand switching matrix on fashion products gave us much insight to the market.

• Asia Marketing Journal
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• 제22권3호
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• pp.71-85
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• 2020

Social media has emerged as a major hub of engagement between brands and consumers in recent years, and allows user-generated content to serve as a powerful means of encouraging communication between the sides. However, it is challenging to negotiate user-generated content owing to its lack of structure and the enormous amount generated. This study focuses on the hashtag, a metadata tag that reflects customers' brand perception through social media platforms. Online users share their knowledge and impressions using a wide variety of hashtags. We examine hashtags that co-occur with particular branded hashtags on the social media platform, Instagram, to derive insights about brand perception. We apply text mining technology and network analysis to identify the perceptions of brand images among consumers on the site, where this helps distinguish among the diverse personalities of the brands. This study contributes to highlighting the value of hashtags in constructing brand personality in the context of online marketing.

• Journal of Information Technology Applications and Management
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• 제30권4호
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• pp.65-76
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• 2023

On social media, companies create brand experiences while customers actively seek, consume, and generate brand-related content. Customer engagement plays a vital role in the marketing performance of social media-driven brands. This study explores the positive relationship between brand authenticity, aligning brand identity with image, and self-brand connection, aligning brand identity with consumers' self-concepts, on customer engagement and its subsequent impact on brand loyalty. The study surveyed 243 consumers engaged with brand-related social media content, validating hypotheses using structural equation modeling. Results confirmed that brand authenticity and self-brand connection positively affect customer engagement, which, in turn, boosts brand loyalty. These findings highlight the importance of companies enhancing brand authenticity and self-brand connection to drive customer engagement, with theoretical and practical implications provided.

• 한국정보통신학회논문지
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• 제20권1호
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• pp.65-71
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• 2016

Cyber world는 유기적으로 살아 있어, 계속 진화하며, 인간과 상호 소통하면서, 컴퓨팅과 네트워크의 단말을 통하여 가상과 현실의 인간 생활에 직간접적으로 연결된다. Cyber world에서 brand는 심벌과 로고타입 등 디자인으로 표현되는 BI(Brand Identity)를 통해서 창조되며, 디지털 기술의 발전에 맞춰서 발전해 오고 있다. 본 논문은 기업과 조직의 브랜드 가치를 향상시키고, 빠른 속도로 확산되는 cyber world의 mobile 환경에 적응하는 동영상을 개발하여 나타내고자 한다. Brand identity의 개념, brand identity의 구조, 통합적 brand identity 연구를 시작으로, 해외 Swisscom, HP, BBC 사례에서 적용한 brand identity의 개념과 구현을 연구하였다. 그리고, 가치 향상을 위한 moving brand identity를 위해 본인 작품인 ACM SIG CHI 2015, HCI Korea 2014, Aegis Ship 'Yulgok YiYi'의 설계 내용과 개발한 결과물을 통해 moving brand identity에 적용하여 개발하였다. 본 논문은 cyber world에서 moving brand identity를 연구하여 기업가치의 향상과, 우리나라의 브랜딩 향상 전략에 기여 할 것이다.

• Journal of Information Technology Applications and Management
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• 제19권3호
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• pp.69-84
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• 2012

A web site focused on a specific product brand so called product-brand web site has become one major marketing tool as such product-brand web site provides chances for customers to experience the detailed information of the specific brand as well as emphatic the image of the brand. The purpose of this research is to examine the influence of the product-brand web site on the formation of attitude toward the product brand. Subjects of this study are users of two web sites of leading sanitary product brands. The result shows that not only emotion, playfulness and convenience perceived from the web site but also existing attitude toward the brand influence the attitude toward the web site. Further, the attitude toward the web site in turn affects attitude toward the image of the brand. The importance of this study is in its conceptualization and empirical verification of the relationship between the product-brand web site and the reputation of a brand.

• Asian Journal for Public Opinion Research
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• 제12권3호
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• pp.184-213
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• 2024

This research investigates the intricate dynamics governing loyalty and recommendation behaviors. The primary objective is to discern the impact of community development on user loyalty and its subsequent influence on product recommendations, using the Indonesian online brand community of the software Micromine as a case study. The technology acceptance model, which argues that adoption is done because of perceived ease, and cognitive dissonance theory, which describes how individuals adjust to reduce discomfort, provide the framework for this study. Utilizing a quantitative methodology, all 300 members of the online Micromine Indonesia community population were surveyed. The findings reveal that community members establish emotional connections through active participation in community forums. Satisfaction with the software's solutions in mining endeavors is prevalent among Micromine community members. Regression analysis showed that a positive attitude about the brand community was positively correlated with both brand loyalty (R² = .83) and the likelihood of recommending the brand (R² = .78). This supports both theories, where brand community members adopt technology and reduce discomfort by supporting community activities.

• Journal of Information Technology Applications and Management
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• 제18권4호
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• pp.149-168
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• 2011

The current study initiated from an action-plan level perspective of revitalizing Green IT (Information Technology) in Korea by building a standardized national Green IT brand. In order to setting up a national level brand, there should be a big quantitative survey for identifying Green IT brand concepts. For this, the current study provides exploratory research results based on preliminary interviews and literature survey before the quantitative survey. The present article suggests a research framework and describes important factors for setting up a national level Green IT brand. In-depth interviews with panels were executed and existing Green IT brands in other countries are summarized and asked for evaluation to a small number of panels. The research results show that (1) National level Green IT brand should include wider concepts of IT, (2) Green IT brand will be more appealed by the public when it is simple, straightforward, and intuitive, (3) Earth, Tree, and/or Water show higher correlation with Green IT concepts. Green IT brand will offer marketing promotion effects to companies who adopt national level Green IT brand as well as increase public use of Green IT in daily life. For this reason, Green IT brand will be a win-win strategy and this should be cared and executed by the related government agencies with long term perspective.

• 문화기술의 융합
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• 제9권3호
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• pp.537-550
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• 2023

본 연구는 한류의 세계적인 확산으로 한류 휴먼브랜드의 영향력이 높아지고 있는 반면, 이를 중심으로 한 학술적인 논의가 많지 않다는 점에서 한류 휴먼브랜드가 소비자 행동에 미치는 영향성을 자아일치성, 휴먼브랜드 애착과 브랜드 자산 요인으로 검증하였다. 한류 소비가 많은 중국 소비자를 대상으로 온라인 설문조사를 진행하였으며, 403명의 데이터를 분석에 사용하였다. 연구 결과, 한류 휴먼브랜드와의 이상적 자아일치성과 실제적 자아일치성은 한류 휴먼브랜드 애착에 유의한 영향을 미치는 것으로 나타났으나, 사회적 자아일치성은 유의하지 않은 것으로 나타났다. 또한 한류 휴먼브랜드에 대한 애착은 브랜드 인지, 지각된 품질, 브랜드 이미지와 브랜드 충성도에 긍정적인 영향을 미치는 것으로 나타났다.

• 한국IT서비스학회지
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• 제13권3호
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• pp.183-200
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• 2014

Online brand communities have become a major component of marketing strategy given that these communities encourage participation and share the culture of Web 2.0 core concepts to Internet users. This study investigated the effects of social capital and knowledge quality on the success of online brand communities. A research model suggests that trust among members and the identification derived from social capital theory and knowledge quality influence individual community participation; knowledge quality also influences brand trust. In turn, community participation and brand trust develop brand loyalty. The model was empirically analyzed using structural equation modeling with data from online brand community members in Korea. The results indicate that identification and knowledge quality significantly affects brand trust and brand loyalty through community participation. This study provides a basis for developing a success model for online brand communities. Also, this study identifies a new role of knowledge quality in an online brand community context.

• 패션비즈니스
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• 제26권6호
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• pp.64-81
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• 2022

Many fashion brands provide sophisticated customization services with advanced technology. Previous studies have revealed that a high level of customization aided by technology positively influences purchase intention. However, since fashion products are society-approved symbols, brand prestige and consumer propensity are expected to affect purchase behavior of customized products. This study aims to identify the purchase decision mechanism of customized products by identifying the relationships among self-expression, brand prestige, narcissistic disposition, and purchase intention. An online survey was conducted on 220 Korean women in their 20s and 30s with customization experience. The results of the data analysis showed that the affluent customization area and narcissistic disposition positively affected purchase intention. Surprisingly, when brand prestige was high and narcissistic disposition was low, the more affluent the customization area, the higher the purchase intention. However, for higher narcissistic disposition, no significant relationship was found between the customization area and purchase intention. This study provides insights into discriminatory customization strategies based on consumer propensity and the brand prestige level when providing customization services in fashion brands.