• Journal of Industrial Convergence
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• v.4 no.1
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• pp.133-152
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• 2006

The objectives of this study are as follows. First, we try to find out if self-congruity between brand personality and self-image overall has significant influence on the attitude toward brand. Second, we figured out whether functional, experiential, and symbolic values have influence on the attitude toward brand. Third, we figured out if self-congruity between brand personality and self-image has significant influence on a functional, experiential, and symbolic values. Main results are as follows. Consumers tend to prefer certain brand of casual wears in accordance with their cognized brand-personality and self-image. Functional values of Bean-Pole, Hazzys, and Tommy's except Polo have positive influence on attitude toward brand. Experiential and symbolic values of all the four brands have positive influence on attitude toward brand. However, the influences of self-congruity between brand personality and self-image on individual brand varied.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.1
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• pp.9-17
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• 2003

The purpose of this study was to investigate whether customers' fashion involvement, brand familiarity, and expertise of negative information moderate the influence of the original brand attitudes on the attitude toward extended brand attitudes in the fashion market. For these purposes, four hypotheses were developed and data was collected from 480 students. Data was analyzed using SPSS methods such as factor analysis, frequency, 1-test, and moderated regression analysis. The results were as follows; first, it was found that the original brand attitudes positively influence the extended brand attitudes. Second, the influence of the original brand attitudes on the extended brand attitudes was stronger when fashion involvement was high rather than low. Third, in the case that perceived similarity between the original and the extended product classes was high, the influence of the original brand attitudes on the extended brand attitudes was stronger when brand familarity was high. Fourth, the influence of original brand attitudes on the extended brand attitudes was stronger when the perceived expertise of negative information source on the extended brand was high. Therefore, the results suggest that extending brands requires the systematic brand management considering customers' variables such as fashion involvement, brand familiarity, negative information etc. Also, it seems that the brand strategy should be based on the segmentation for targeted customers' characteristics.

• Management & Information Systems Review
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• v.21
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• pp.209-237
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• 2007

This research intends to check what value and convenience the on-line brand community members pursue and how such value and convenience affects brand affection. Researching on-line brand community members of ipod, it was found that their value and convenience is composed of 3 types, namely, functional value, emotional value and self-expression value and the concept of brand affection is composed of 3 subsidiary factors, namely, 'love', 'interest' and 'immersion.' Checking how the functional, emotional and self-expression convenience of on-line brand community members affected brand affection, the following result was found. First, functional value and convenience has significant influence on the love affection only at the level of brand affection and has no influence on the relational and immersion affection. Second, self-expression value and convenience has significant influence only on the love affection of brand like functional value and convenience. Third, it was found that emotional value has significant influence on the 3 dimensions of brand affection, namely, love affection, interest affection and immersion affection.

• The International Journal of Costume Culture
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• v.13 no.2
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• pp.130-140
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• 2010

This research was carried out by setting hypotheses on recognition of the global image of the research subject, a domestic cosmetic brand and consequent quality of the brand, reputation of the brand, purchasing decision, influence of images of expanded countries and their correlations to investigate what effect the global images of local brands practically have on domestic consumers' purchasing decision. The analysis results show that overseas expansion of the research subject brand has positive influence on the brand possessing global images. However, it can be seen that the quality of the brand has much larger influence on the reputation of the brand than the images of global brand. In addition, the images of the expanded countries have influence on purchasing decisions but the global images based on the expanded countries did not have much influence on purchasing decisions. Therefore, it can be seen that global images based on high levels of brand reputation and quality are requirements of a most competitive brand than images of the expanded countries in forecasting likelihood of purchase.

• Journal of Wellbeing Management and Applied Psychology
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• v.5 no.2
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• pp.11-14
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• 2022

Purpose: The purpose of this study is to investigate the structural causal relationship between the SNS marketing attributes of luxury brands on brand awareness, brand involvement, and brand attachment. Research design, data and methodology: To this end, a survey was conducted on 427 users of large Internet communities and SNS. The results of the empirical analysis are summarized as follows. Results: First, among SNS marketing attributes, information, reliability, and update had a significant positive (+) influence on purchase intention. Second, among SNS marketing attributes, informativity, interaction, playability, and update had a significant positive (+) influence on brand recognition. Reliability, interaction, and update had a significant positive (+) effect on brand involvement. In addition, in brand attachment, playability and up-to-dateness had a significant positive (+) influence. Conclusions: Looking at the causal relationship between brand attitudes, there was a significant positive influence on brand involvement, and a significant positive influence on brand involvement, but the effect of brand awareness on brand attachment was not significant.

• Journal of Distribution Science
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• v.16 no.12
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• pp.23-31
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• 2018

Purpose - The purpose of this study was to set brand awareness and brand image as independent variables from Keller's (1993) definition of brand equity and to analyze whether those variables have an influence on customer satisfaction and customer loyalty with perceived quality and value as mediator variables. Research design, data, and methodology - Data is collected through questionnaires from 200 of responders. Survey respondents were young people who use convenience stores. Questionnaires were tested in October 2017. SPSS and AMOS were used for structural equation as an analysis method. Results - The analysis results specified above can be summarized as follows: 1) Brand awareness had statistically significant influence on perceived quality and perceived value; 2) Brand image had a positive (+) influence on perceived quality and had no significant influence on perceived value; 3) Perceived quality and perceived value had a significant influence on customer satisfaction, and customer satisfaction had a statistically significant influence on customers' repurchase intention. Conclusions - Brand awareness and brand image had an influence on young consumers' decision-making process for purchasing PB food products. Convenience stores have to focus on developing food products with brand awareness and brand image more suitable for satisfying consumer preferences.

• Management & Information Systems Review
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• v.29 no.3
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• pp.123-146
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• 2010

This study is to examine what role is played on formation of brand attitude and brand attachment by the 3 types of brand experiences (rational experience, emotional experience and relate experience) undergone through an on-line brand community site. Also, the study aims to have a positive investigation on what influence is given to brand commitment by the brand attitude and the brand attachment formed through brand experience. The study result reveals that rational experience gives influence rather to brand attitude than brand attachment. On the other hand, it shows that emotional experience gives meaningful influence rather to brand attachment than brand attitude. It also shows that relate experience gives stronger influence to brand attachment than brand attitude. Next, a positive analysis is conducted to find out what difference of influence the brand commitment gives to brand attitude and brand attachment formed through brand experience. The analysis result shows that brand attitude does not give affect to brand commitment but brand attachment gives affect to brand commitment.

• The Research Journal of the Costume Culture
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• v.27 no.3
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• pp.206-221
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• 2019

This study examined the causal relations among brand personality, brand identification, and brand equity of Korean SPA brands that target Chinese consumers. Data were collected from 600 Chinese consumers residing in Beijing and Shanghai from August 15th to August 30th of 2015 by using convenience sampling; 561 of the questionnaires were used in the statistical analyses. Structural equation models were employed using AMOS 22.0. The results were as follows. First, the factors of Korean SPA brand personality, such as sophistication, competence, tenacity, and interest, exerted significant influences on the brand identification, while honesty had no significant influence on brand identification. Second, brand identification had significant influence on brand awareness, brand image, and brand loyalty. Third, brand awareness showed significant influence on brand image and brand loyalty. Fourth, brand image had significant influence on brand loyalty. These results indicated that brand equity can be strengthened by enhancing brand identification with the proper brand personality. This demonstrates that if Chinese consumers can associate Korean SPA brands with a sophisticated, attractive image, brand identification may be improved and brand equity may be strengthened in the long run, providing basic data for establishing efficient marketing strategies for Korean SPA brands in the Chinese market.

• The Research Journal of the Costume Culture
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• v.30 no.3
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• pp.381-402
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• 2022

This study aimed to identify sub-dimensions of the authenticity and fictionality of a brand story and analyze the effects of authenticity and fictionality on customer-based brand equity. Data were obtained from a group of 213 males and females in their 20s and 30s living in Korea using an online survey institute. Results showed that the authenticity and fictionality of a brand story are composed of reality, excitement, exaggeration, fictional symbolism, influence, sincerity, relativeness, mysteriousness, and unreality. Of these, sincerity, excitement, reality, influence, and mysteriousness had significant effects on brand imagery; sincerity particularly exerted a relatively more substantial influence on brand imagery. Also, influence, mysteriousness, excitement, and relativeness impacted performance positively, and exaggeration impacted performance negatively. This indicated that a well-constructed brand story with authenticity and fictionality had a positive impact on the brand image. Excitement, mysteriousness, reality, relativeness, sincerity, and influence of a brand story had significant effects on brand judgement. In contrast, only excitement and influence positively impacted brand feelings, and unreality had a negative impact on feelings. The exciting and influential brand story impacted brand attitude. Also, brand image and attitude positively impacted sharing and purchase intention, while brand performance did not affect recommendation intention. These findings contribute to identifying a brand story's attributes, authenticity, and fictionality and provide insights for marketers on creating brand stories to increase brand image and attitude and to build customer-based brand equity.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.7
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• pp.946-957
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• 2002

Amicable brand relationships between consumers and brands are connected with consumers' positive attitude and strong attachment to the brands; therefore, it is necessary to examine the factors which affect consumers in forming brand relationships. Through theoretical review, two variables, brand association and brand communication, were manifested as important factors in building brand relationships. The purposes of this study were to identify the different types of brand association, and to examine the influence of brand association and brand communication on brand relationships. The survey which focused on ten casual wear brands and 739 young female students was conducted from August 20 to September 12, 2000. Spss 8.0 was used for factor analysis and regression analysis. Brand association was further delineated into brand value association and brand personality association and each variable consisted of several factors. Both performance value and emotional value among brand value association factors and both pride and sincerity among brand personality association factors showed goons influence on building brand relationship. Brand communication showed significant influence on brand relationship directly and indirectly.