• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.8
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• pp.837-848
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• 2012

This study examines how the overseas residence experience of Korean consumers influences the relationship of global fashion brand knowledge and brand choice confidence. We contrast two kinds of consumer brand knowledge, using the concepts of Alba and Hutchinson's expertise and familiarity. Considering the effect of positive affect on intuitive information processing, the present study investigated the role of positive affect in consumer brand knowledge and brand choice confidence link. The proposed model was tested with structural-equation analysis. The results show that expertise and familiarity effect the positive affect. Positive affect, in turn, influences brand choice confidence. The results indicate that the processes underlying global fashion brand knowledge and brand choice confidence link are different between the consumers with overseas residence experience for more than a year and the consumers without it. The route from expertise to positive affect has a significant impact on the consumers with overseas residence experience but not on the consumers without it; however, the route from familiarity to positive affect and the path from positive affect to brand choice confidence have a greater impact on the consumers without overseas residence experience than the consumers with it. We find that the consumers with overseas residence experience favor expertise in the process underlying global fashion brand knowledge and brand choice confidence link, whereas the consumers without it favor familiarity and affect based thought.

• Journal of Distribution Science
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• v.14 no.2
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• pp.103-111
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• 2016

Purpose - Many variables are needed for brand loyalty such as brand attitude, brand attachment, brand love and brand commitment. Thus, we should manage these all variables successfully for strong and differentiated brand equity. This study aims to identify the process of how the brand value propositions affect the brand attitude and brand attachment. This study specially conceptualizes that not only utilitarian value and hedonic value influence the brand attitude but also hedonic value influences the brand attachment. This study focuses on the moderating role of consumer involvement such as cognitive involvement and affective involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research design, data, and methodology - The five hypotheses were proposed and tested in this study. Three hypotheses were about the relationship among the brand value propositions(utilitarian value and hedonic value), brand attitude, and brand attachment. The other two hypotheses were about the moderating effect on consumer involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research data were collected from the students of universities located in Daejeon-Si and Chungchungnam-Do. For the purpose of test the hypotheses empirically, the 208 responses were used. We utilized SPSS18.0 for statistical analysis such as reliability test, factor analysis, and regression analysis. Results - The results show that the utilitarian value and hedonic value have influence on the brand attitude positively. The results also show that the hedonic value has influence on the brand attachment positively. We found that there is a moderating effect on the cognitive involvement in the relationship between the utilitarian value and the brand attitude. However, there is no moderating effect on the affective involvement in the relationship between the hedonic value and brand attachment. In Summary, 4 of 5 hypotheses in this study were supported and 1 hypothesis was not supported. We should identify the reason why the hypothesis 5, the moderating effect of the affective involvement in the relationship between the hedonic value and brand attachment, was rejected in this empirical analysis. Conclusions - Both the utilitarian value and the hedonic value that propose a brand are important for brand attitude. Specially, the hedonic value is important for brand attachment. Companies should provide the consumers with both the utilitarian value and the hedonic value in a balanced way for their favorable brand attitude and strong brand attachment. In the retail industry, the balance between the utilitarian value and the hedonic value is important in that there are many product brands and store brands providing consumers with various benefit and values. Also, there are possibilities that the causal relationships among brand value propositions, brand attitude and brand attachment are moderated by consumer involvement such as cognitive involvement and affective involvement. Companies should understand and consider consumer involvement for their efficient and effective brand management decision making.

• Fashion & Textile Research Journal
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• v.18 no.2
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• pp.167-175
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• 2016

Brand personality is the human-like traits of brands that consumers can use to identify brands. Despite the importance of brand personality, there has been limited research about it in Korea recently, especially for casual apparel brands. Considering the changes in lifestyle and the increasing popularity of leasure activities in Korea, it is important to analyze the brand personality of casual brands for understanding Korean consumers. This study aimed to analyze the brand personalities of eight well-known casual brands in Korea, and to investigate the relationship between the brand personalities and brand preference. Specifically, this study questioned whether the similarity in brand personalities leads to similar patterns of preference for the brands. The eight brands were carefully selected so that they can well represent the diversity in the dimensions of perceived brand personality, while also being well-known to the participants of the survey. Factor analysis of the data from the survey of Korean university students yielded five factors of brand personality: liveliness, high class, ordinariness, rationality, and reliability. The eight brands showed significant difference across the five factors. Multidimensional scaling analyses of the brands were conducted based on the similarity in brand personality and brand preference respectively. The result showed significant difference in the relative distribution of the eight brands in the two-dimensional space of the analyses.

• Fashion & Textile Research Journal
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• v.10 no.2
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• pp.181-190
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• 2008

Active exploitation of experiential marketing is now practiced in diverse range of apparel brands such as luxury, sports and casual brands. Under such a market environments, this study attempts to verify the effects of consumer's experiential marketing perception by analyzing the formation process of brand attitude. The path from experiential marketing strategic modules (sense, feel, think, act, and relate) to brand loyalty is mediated by brand affect and brand trust. Two sports brands were selected as stimuli brands, and a survey was conducted on 286 consumers in their 20s and 30s. The study validates the importance of sense/feel marketing for apparel brands as it had extensive effects on brand affect which is highly significant in the formation of brand loyalty. As a result of comparative analysis of brand attitude and the path model of its formation for two brands which were different in consumers' perception of experiential marketing brand activities, the study realized that the higher the level of perceived experiential marketing, the higher the levels of brand affect, brand trust and brand loyalty. In particular, for brands perceived as actively engaged in experiential marketing, the path from the perception of experiential marketing activity to brand loyalty was clearly segmented between sensibility and rationality as sense/feel marketing had significant effects only on brand affect, and act/relate marketing only on brand trust. This study verifies the positive effects of perceived experiential marketing activities of apparel brands on brand equity, and proposes the strategic appropriateness of experiential marketing that embeds sensibility and feeling appeals.

• The Korean Journal of Franchise Management
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• v.11 no.2
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• pp.17-22
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• 2020

Purpose: As consumers have difficulty in brand choice due to excessive information, using brand popularity as an advertising cue (e.g., Sales No. 1, Hit Product) has been getting more attention as an effective curation strategy for decreasing consumers' cognitive efforts. Accordingly, recent studies empirically demonstrate that consumers tend to prefer and choose a brand with a popularity cue and offer a useful information regarding how to use a popularity cue in marketing communication. However, extant research has mainly focused on investigating the impact of "brand popularity in a domestic market" on consumer behaviors. Thus, little is known about the effect of "brand popularity in a foreign market" on local consumers' decision-making process. Given that domestic consumers tend to purchase imported products from overseas countries, it can be meaningful information for global companies. Therefore, this research derives and tests the five hypotheses to examine how local consumers respond to brand popularity in a foreign market as an advertising cue. Specifically, it tests the three hypotheses regarding the direct and indirect effects of brand popularity in a foreign market on risk perception and purchase intention. Then, it tests two additional hypotheses about moderating effects of psychic distance on the relationship between brand popularity and risk perception as well as on the relationship between brand popularity and purchase intention. Seventy participants are exposed to an advertisement for an Indian cosmetic brand using a popularity cue in Indian market and answer the questions about brand evaluation. For data analysis, regression analysis is employed. The findings of this research show that perceived brand popularity lowers local consumers' perceived risk with a foreign brand. However, perceived brand popularity does not have a direct impact on purchase intention while it has an indirect effect through perceived risk. Meanwhile, psychic distance moderates the effect of perceived brand popularity on perceived risk level, but it has no impact on the relationship between brand popularity and purchase intention. This research is one of the first studies that demonstrate the positive impact of brand popularity in a foreign market on a local consumer's purchase decision, and it shows the effect can be moderated by psychic distance.

• Korean Journal of Human Ecology
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• v.16 no.1
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• pp.159-171
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• 2007

The purpose of this research is to analyze the difference of Structural Equation Model which shows the path between BRQ and its performance variables according to purchase product types-fashion brand types, clothing item groups. The subjects were women in their 20s to 40s living in Seoul and Metropolitan areas, and 482 copies of questionnaire were analyzed. Multi-Group Analysis of AMOS 5.0 Package was used to investigate structural equation model according to fashion brand types and clothing item groups. The results of this study were as follows. As for fashion brand types, there appeared to be significant differences between high price brand type and medium-low price brand type for three paths, namely brand satisfaction to brand loyalty, BRQ to brand attitude, and brand attitude to brand loyalty. However the verification of structural equation model according to clothing item groups showed no significant differences between formal wear and informal wear. Consequently, BRQ was proved to affect brand satisfaction and brand loyalty, and brand satisfaction was the important intermediate variable between BRQ and brand loyalty. As consumers were likely to show the difference of structural equation model according to the price of purchase goods, differencial marketing strategy would be suggested.

• International Journal of Costume and Fashion
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• v.9 no.1
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• pp.15-25
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• 2009

As fashion brand logos have been used conspicuously, they have been recognized as a part of the product design. Since the 2000s, fashion designers have actively begun to apply fashion brand logos to product designs by transforming, patterning, and distorting, so the importance of fashion brand logos were emphasized. This article has attempted to establish the implications between fashion brand personality and the motif which is applied to a fashion brand logo. 27 of fashion brand logos were chosen because they are easy to access and have a history of more than 10 years. As a result, these 27 logos were categorized into 5 animal motifs: a horse, a bird, a snake, a dog and a tiger. In recent years, numerous studies have found that the appearance and behavior of an animal affects their symbol system which is recognized by humans. To deduce the symbolism which is communicated by a brand logo, archetypical symbols of 5 animals were analyzed as mentioned and the brand personality and image of 27 brands. As a result, there are implications between the archetypical symbol of animal motifs and a brand image and brand personality. A majority of the adjectives which express the archetypical symbolism of animal motifs as well as brand image and brand personality are similar. Moreover, the personalities of fashion brands categorized by animal motifs are different from each other, so how each animal motif communicates different images and symbols was explored.

• Journal of the Korean Society of Costume
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• v.63 no.7
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• pp.148-163
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• 2013

The purpose of this study is to examine the attributes and internal structure of fashion brand authenticity, which is a new concept of brand association. For quantitative research, a total of 591 samples of consumer survey were taken from 24th of August to 7th of September, 2009. The results of this study were as follows: 1) The scale for the fashion brand authenticity was developed, which consisted of 33 questions. These questions estimated a total of 8 dimensions, including heritage, authority, relationship to place, consistency, non-popularity, trend leading, originality, and ethics. 2) The internal structure of the fashion brand authenticity was confirmed. The internal structure was constituted into core attributes and promoted attributes. 3) The relationship between the fashion brand authenticity and consumer related variables were found. The core attributes of authenticity were putting positive influence directly on brand loyalty. However, paths through brand attachment or brand commitment were not found. The promoted attributes showed that it had a direct negative influence on brand loyalty, but it has also showed positive influence on paths, which underwent brand attachment and commitment.

• Fashion & Textile Research Journal
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• v.19 no.4
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• pp.411-420
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• 2017

With the increasing popularization of low-priced luxury markets, maintaining the genuine values of luxury has become crucial for luxury fashion brands to attract customers who want exclusivity and rarity. The world-leading luxury fashion houses have employed a variety of experiential marketing strategies like special order product strategies and mobile SNS promotion strategies, yet little research exists on there the strategies actually positively impact brand luxury images and customer attitudes towards the brand. This study empirically analyzed the effects of customer experience of special order products on perceived brand luxury and brand relationship. Furthermore, the study also tested relationships among perceived brand luxury, brand relationship, and brand loyalty. A survey was conducted with Korean female consumers who had purchase experiences of special order products from the brands. We analyzed the data of MTO-experienced respondents due to the lack of respondents who had experienced custom-made product services. The result indicates the significant effect of experience of MTO on brand relationship; however, we found only a partial support for the effect of MTO on brand luxury. Likewise, we found a partial support for the effect of mobile SNS promotion strategies on perceived brand luxury versus full support for the effect on brand relationship.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.11
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• pp.1660-1671
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• 2002

The purpose of this study is to develop and test the casual brand equity measurement, utilizing Heller 5(2001) ‘CBBE(Customer Based Brand Equity) Model' as a theoretical framework. The research was conducted in three steps from May to November in 2001. In the exploratory step, focus-group interview was conducted 5 times for gathering responses related to fashion equity. In Pilot study, 945 university students were surveyed and the data were analyzed to identify the components of fashion brand equity and to develop questionnaires. In the main research, 696 university students evaluated three brands in order to compare their equity that were formed in customers' perception. Statistical analyses were performed with SAS and LISREL 8.12 program using factor analysis and covariance structural equation model. The results were as follows: First, casual brand equity was defined in terms of six components; customer-brand resonance, customer feeling, customer judgment, brand imagery, brand performance and brand awareness. Second, casual brand equity was multi-dimensional brand attitude, which could be measured by 23 items that were different from previous measurement such as Aaker's ‘Brand Equity Ten' and K-BPI.