• Journal of the Korean Society of Costume
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• v.52 no.2
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• pp.1-17
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• 2002

The Traditional Look, a class of fashion, represents image based on British aristocratic authenticity and cultural heritage as unchangeable and lasting classic fashion style. And recently, it keeps up with the trend of modern and young consumers' desire by putting various images. The purpose of the study is to investigate the concept, image and present market condition and to analyze degree of consumers' brand awareness of Traditional brand in pursuit of developing new market and ensuring power between competitive brands. From above work, surveyed on degree of brand awareness and interest, preference, associable image and purchase factors coming from consumers. 606 data were analyzed with SPSS package. Frequency, Factor analysis, one-way ANOVA, Multiple response, and correlation were applied. The results of this study were as follows. 1. Traditional brand has a high degree at consumers' brand awareness but comparatively lower at interest in it. In band name, while the Burberry has the highest brand awareness, the Polo and the Hunt take first and second position in a purchasing rate. Brand preference has tendency to be concentrated on certain brands showing the outstanding highest degree like the Polo in the 20s, and the Burberry in the 50s in aspect of age structure. 2. In associable image of Traditional brand, it is associate with noble image as dignified, classical and intellectual with itself strongly among practical, individuality, confidential and noble image. 3. As the purchase factors of traditional brand products, it depends on mainly the reliability and esthetic factors like design and quality rather than ostentatious and practical factors. 4. Associable image except individuality image is correlated with the purchase factors of traditional brand.

• Journal of the Korea Society of Computer and Information
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• v.27 no.8
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• pp.233-240
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• 2022

In this paper, we propose a marketing strategy for traditional markets that lays the foundation for regional economic development by developing traditional markets as regionally specialized tourism resources. This study conducted a survey of local residents and tourists, who are market users, and conducted a factor analysis to establish a market brand strategy using SPSS 25 and a reliability analysis to verify internal consistency. In addition, correlation analysis was performed to verify the significance to confirm the relevance. The analysis results of Anyang Central Market brand tourism products for traditional market marketing strategies are as follows. First, it is necessary to establish a brand identity that activates brand elements and brand criteria and brand positioning. Second, it is required to improve brand awareness, which can elicit brand awareness and brand information and brand memory. Third, it is necessary to improve the brand image that can increase brand association and brand loyalty. Fourth, it is necessary to make efforts to improve brand equity, which can improve brand value, brand concern, and brand life. By developing and proposing marketing policies for traditional markets by utilizing market brand strategies, it can be expected to revitalize traditional markets and local economies as specialized local tourism resources.

• Journal of Distribution Science
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• v.15 no.3
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• pp.39-47
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• 2017

Purpose - The purpose of this study is to measure the effect of brand awareness by color marketing to purchase and revisit intentions in Traditional Markets. Research design, data, and methodology - For this study, 5 point Likert-scale was used based on previous research. Used SPSS ver.22, factor analysis and Cronbach's alpha, regression and correlation were tested. 254 samples were used for the analysis. Results - The three attributes of color marketing(symbolism, identifiability, association) exerted significant effects on brand awareness of traditional marketing explained 38.7% of the variance. Thus, , , and were supported. However, was not supported. Conclusions - Colors play important roles in establishing new images in consumers' minds. The visual sense affects emotions and attitudes and most of the visual sense is affected by colors. Colors that we see move people's heart and induce atmospheres thereby greatly affecting humans' physical and mental activities. To increase traditional market brand awareness, it is necessary for traditional markets to display a level of attractiveness through the use of colors and visuals. So to use color marketing in traditional market is very important for brand awareness which can cause purchase and traditional market revisit intension.

• The Research Journal of the Costume Culture
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• v.16 no.1
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• pp.22-32
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• 2008

The purpose of this paper is to compare and analyze the national brand strategies between Korea and Italy and the ragional brand strategies between Jinju in Korea and Como in Italy. The study is conducted via periodicals and publication of related institutions, reports of various newspapers and academic journals, and interviews of Jinju Silk Research Institution and Tessile di Como. This study then examines the implication of the success of Italian national and regional brands to the Korean textile products and the adoptability of Italian brand strategies for Korean textile brand. Our findings suggest that the Italian brands have been successfully developed in terms of product quality and brand marketing based on their traditional products. The findings also indicate that the Korean traditional textile products have the potential to be the world wide products but lack the consist and brand strategies supported by the central government as well as the regional government. This paper further suggests that it is necessary to study the development of brand strategy based on the traditional textile products and its implimentation.

• Culinary science and hospitality research
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• v.10 no.4
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• pp.201-214
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• 2004

The brand image had an effect on customer loyalty degree "Traditional characteristic", "Reliability", "Future events sliced raw fish directivity". With it appears, causing the effect which is powerful in customer loyalty degree "Traditional characteristic or reputation of restaurant", "Reliability of advertisement". The brand image had an effect on customer satisfaction "Reliability", "Customer directivity", "Traditional characteristic". With appears and with it is referred from above together "Traditional characteristic of restaurant" or "Reliability of advertisement public information", "Policy of the restaurant management customer first of all poem".

• Korean Journal of Human Ecology
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• v.18 no.6
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• pp.1277-1288
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• 2009

Building strong brand equity has been the most effective method to extend market share and ensure profits. Brand extension strategy by using well-established mother brand names also becomes the most efficient way to enter a new market. The first objective of this study is to conceptualize and evaluate fashion brand equity. The next purpose is to investigate the relationship between mother brand equity and extended brand attitude. The survey was conducted from the 15th to the 26th of June 2009. We conducted a survey with 200 university students and 182 samples were analyzed. The data was analyzed by SPSS 12.0 with reliability analysis, frequency analysis, factor analysis, regression analysis and One-way ANOVA analysis. The results of this study are as follows. Firstly, the factors of brand equity based on customers were "Brand Satisfaction", "Brand Reliability", "Brand Personality/Value", "Brand Characteristic", and "Brand Edge". Secondly, the order of brand equity based on customers in this study was Polo, Beanpole and Tommy Hilfiger. Lastly, results revealed that brand extension was positively influenced by all factors of mother brand equity.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.2
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• pp.252-265
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• 2010

Most luxury fashion brands have a strong brand identity and the product design characteristics of a brand are critical factors that influence brand identity. The design of products influence brand identity and play an important role in the choice by consumers in which brand to purchase. This study investigates the impact design characteristics of luxury brands on brand attitudes as well as purchase intentions in the examination of the differences in the impact influence by product category and consumer characteristics. The product design of brands was evaluated and measured by innovative and traditional characteristics. The product categories were divided into apparel, bags, shoes, and accessories. The consumer characteristics used in this study are fashion involvement, age, income, and the amount of money used for purchasing fashion products. Sample brands, Louis Vuitton, Chanel, Hermes, Burberry, and Gucci, were extracted from the Intel-brand's Luxury Brand Ranking 2008 and pilot tested for appropriateness. The data collected from 120 luxury consumers and 92 samples were statistically analyzed with SPSS 15.0, reliability test, factor analysis, ANOVA, frequency test, regression, and t-test. The findings are as follow. First, luxury brands were divided into two groups by innovative design characteristics and traditional design characteristics; innovative design characteristics show a significant influence on brand attitude and purchase intention. Second, only fashion related behavior factors among consumer characteristics became moderators when design characteristics influenced brand attitude and purchase intention. Third, the differences in purchase intention affected by design characteristics were found in bags, shoes, and accessories category. It is necessary for luxury brands to focus on innovative design characteristics and to specify the different needs of consumers through fashion related behavioral factors. This research will be useful to luxury brands in designing products and planning marketing strategies by offering specific information for luxury brand consumers.

• International Area Studies Review
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• v.15 no.1
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• pp.391-423
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• 2011

This study was proceeded with interest on the influence of globalization factors of Korean traditional liquor on Korea national brand image and purchasing intention toward traditional liquor. Results show that the globalization factors except the superiority and special knowledge of Korean traditional liquor, the quality and promotion factors directly related to Korea brand image and purchasing intention toward traditional liquor. This fact improves the quality of Korean traditional liquor is most important factor deciding national brand image and purchasing intention. Also, Korea national brand image had influence on purchasing intention toward traditional liquor. And the quality factors of Korean traditional liquor had moderating effect on brand image and purchasing intention, which implies to improve quality and functional properties of Korean traditional liquor using promotion with Korean food to Japanese.

• Journal of Agricultural Extension & Community Development
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• v.15 no.1
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• pp.23-47
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• 2008

The purpose of this study was to analyze intellectual property right status and brand origin of traditional liquor. The data were derived from the brand of 385 traditional liquor species in Korea. The major results of this study were as follows: 1) The management types of traditional liquor were classified into three categories, namely; individual 27(0.74)%, stock company 304(78%) and corporation or union 38(9.8%). 2) Among 385 traditional liquor species, 102(26%) got the trademark registrations and 129(34%) were in the process of trademark applications, while 154(40%) were unregistered brands. 3) The origin of 187(48.6%) brands used the material names such as fruits, rices, trees, roots and flowers, while 176(45.6%) brand used proper noun such as mountain, distinction, rivers etc.. 4) The designation certification status of traditional skill possessor according to national and local autonomous entity were; intangible cultural assets 42 people, master craftsman 28 persons, and provincial intellectual property 16 persons.

• Culinary science and hospitality research
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• v.14 no.1
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• pp.123-133
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• 2008

Hangwha is a part of our traditional culture; however, it is now barely maintaining its name. This study intends to contribute to the development of the Hanghwa industry. In this respect, 'Brand Image' is adopted to suggest the ways to develop the Hangwha industry. Commercializing factors that consumers prefer were analyzed and their effects on brand image were investigated. In addition, the effects of brand image on consumers' awareness and preference were analyzed. This research conducted analysis on 294 people who have used Hangwha in Busan and Gyeongsangnamdo. The results of this empirical study are as follows: It turned out that Hangwha influences the society-oriented and consumer-oriented brand image. Its quality-oriented image has influence on awareness. Its society-oriented and quality-oriented brand image turned out to influence preference.