• 한국의류학회지
• /
• 제22권8호
• /
• pp.1122-1131
• /
• 1998

The purpose of this study was to examine the effects of brand-related and corporate-realted knowledge on brand-name extension and corporate-name extension, respectively in fashion market. Here, it is designed into three types of brand and corporate awareness; 1) Higher brand awareness and corporate awareness, 2) higher brand awareness and lower corporate awareness, and 3) lower brand awareness and higher corporate awareness. For this study, questionnaires were administered to 700 single women in twenties. The questionnaires were designed to measure evaluations of brand-name extension and corporate-name extension and brand-related and corporate-related knowledge in terms of familiarity, use experience, self-assessed knowledge, evaluation of attributes and attitude. Employing a sample of 621 women, data were analyzed by Multi-Regression analysis. Major findings of this study are summarized as follows; 1) In level of higher brand and corporate awareness, the evaluations of brand-name extension were influenced by corporate-related knowledge such as brand use experience, evaluation of brand attributes and brand attitude. Also, the evaluations of corporate-name extension were influenced by both brand-related knowledge such as brand attitude and corporate-related knowledge such as use experience of product awareness and lower corporate awareness, brand-related knowledge such as evaluation of brand attributes and brand attitude was identified as the important factor in the evaluations of brand-name extension. 3) In level of lower brand awareness and higher corporate awareness, corporate-related knowledge such as attitude toward corporate was identified as the important factor in the evaluations of corporate-name extension.

• 유통과학연구
• /
• 제15권6호
• /
• pp.57-64
• /
• 2017

Purpose - The purpose of this study is to investigate the effect of brand message type on the object relevance between consumers and brands and to identify the mediation role of the object relevance in the effect of the message type on brand attitude. Research design, data, and methodology - Types of pride are classified into hubristic pride and authentic pride, and brand message types are divided into ability message and warmth message. Restaurant brand was selected by empirical study, and the experiment was performed with 2 (pride type: hubristic versus authentic) × 2 (message type: ability message versus warmth message) between-subjects design. The subjects of the experiment consisted of the undergraduates taking courses related to marketing. A preliminary step was taken to explore the difference in the perceived level of object relevance induced from each type of message between the consumer group that felt hubristic pride and the other group that felt authentic pride. This study analyzed the mediating role of the object relevance in the effects of the message type on brand attitude by means of Bootstrap method for each of the pride groups. Results - The results from the empirical analysis are summed up as follows. Regardless of pride types they felt in advance, consumers perceived their object relevance to be higher in the warmth information message than in the ability information message, and object relevance was analyzed to have a positive effect on brand attitude. It was analyzed that, regardless of pride types, object relevance played full mediation roles in the effect of warmth information versus ability information message on brand attitude. Conclusions - Based on the results, it may be suggested that marketers of a brand should endeavor to develop a warmth information message rather than a ability information message to prompt consumers to perceive the object relevance between their own brands and consumers, regardless of pride types, as long as a consumer feels pride in advance. In order to increase the consumers' attitude toward their brand, the brand marketers are solicited to check the object relevance between their brand and consumers, then, seek for the managerial ways to promote such object relevance.

• 한국조리학회지
• /
• 제24권3호
• /
• pp.25-34
• /
• 2018

The purposes of this study were to examine the effect of Home Meal Replacement (HMR) selection attributes on attitude and repurchase intention and to investigate the moderating role of brand trust between attitude and repurchase intention. This study surveyed the customers who have purchased HMR in Seoul and Gyeonggi area using a convenience sampling method. The survey was conducted from September 15, 2017 to October 25, 2017. A total of 250 questionnaires were distributed, and 237 copies were collected. Of these, 228 copies were used as valid data. The results of the analysis were as follows. First, convenience of the HMR selection attribute had a significant effect on attitude, and food quality and packaging had no significant effect on attitude. Second, attitude toward HMR had a significant effect on repurchase intention. Third, brand trust played a moderating role between HMR attitude and repurchase intention. Therefore, it is necessary for HTMcompanies to understand consumers' attitudes and consumption behaviors accurately by recognizing the selection attributes that consumers consider important By gaining strong brand trust, companies could increase repurchase intention.

• 한국콘텐츠학회논문지
• /
• 제13권8호
• /
• pp.60-71
• /
• 2013

본 연구는 페이스북 이용자와 브랜드 간의 관계가 페이스북 이용자들 간의 관계와 유사하다는 기존 문헌에 기반하여, 페이스북에서 브랜드와 이용자들 간의 관계 형성과 관련된 변인들-페이스북의 사회적 연결감, 브랜드의 자기노출-이 팬 페이지에 대한 이용자의 반응에 어떻게 영향을 미치는지 살펴보았다. 더불어 팬 페이지에 대한 태도가 그 페이지의 팬이 되고자 하는 의도에 매개변인으로 작용한다고 제안하였다. 연구 결과, 브랜드의 자기노출은 팬 페이지에 대한 태도에 긍정적인 영향을 미치는 반면, 사회적 연결감은 부정적인 영향을 미치는 것으로 나타났다. 그리고 팬 페이지에 대한 태도는 이용자들의 팬이 되고자 하는 의도에 유의미한 영향을 미치는 것으로 분석되었다. 본 연구는 페이스북에서 브랜드와 이용자들 간의 관계 형성을 이해함으로써 페이스북에서 브랜드의 메시지가 확산되는 과정을 이해하는 데 도움을 줄 것이다.

• 복식
• /
• 제28권
• /
• pp.225-237
• /
• 1996

The product evaluation and purchasing behavior of US brand jeans have been studied. The intrinsic and extrinsic cues are usually adopted to interpret the purchasing decison making processes. Among extrinsic cues price and brand name have been studied exten-sively but country-of-origin has not been examined in Korea. With the liberalization of retail industry foreign brands are aggressively penetrating in Korean pparel market. Since the penetration of imported apparel has increased tremendously lately the consumer attitude toward foreign produced clothing has great importance. The findings of the study were 1) Price was the most important among extrinsic cues ex-cept quality. Brand name was more important than store and country-of-origin. 2) The country image had significant influence to the preference as apparel production country. 3) The evaluation and willingness to buy of the jeans were greatly influenced by the be-havioral charcteristics of consumer variables. 4) The model to predict the willingness to buy of the jeans has been developed.

• 동아시아식생활학회지
• /
• 제20권1호
• /
• pp.149-158
• /
• 2010

The domestic specialized coffee branch market is growing both in size and sales, and the competition between different brands is increasing. The goal of this study was to divide the customer's consumption motivations into utility usage motivation, hedonic usage motivation, and ostentation usage motivation and to determine how each motivation influences the attitude, satisfaction and loyalty toward the brand. The results can be summarized as follows. (1) Hedonic motivation and ostentation motivation with the exception of utility motivation were shown to have an effect on brand attitude. (2) Brand attitude was shown to have an effect on satisfaction and loyalty. (3) Satisfaction had an effect on loyalty. However, if the satisfaction was low, the intentions for subsequent visits and positive oral transmissions decrease. The result of this study showed that establishing positive brand attitude, satisfaction and loyalty to customers with pleasure and ostentation motivations is effective. Moreover, marketing activities such as cultural and playful events should be emphasized for customers with hedonic motivations, while environments with better atmosphere and careful service should be provided to customers with ostentation motivation.

• 복식문화연구
• /
• 제22권1호
• /
• pp.42-54
• /
• 2014

This research used an experimental design in an effort to assess the influence of brand gender and salespeople on the attitudes toward brands according to the males' gender identity traits. The study used a three-way split-plot experimental design, and data were analyzed by t-tests, and ANOVA. The subject of this research was men in their 20s and 30s, and a total of 178 people were selected through convenience- sampling. The findings are as follows: first, masculine male consumers preferred masculinity fashion brands; however, androgynous consumers preferred brands that reflect androgyny. Second, there were no differences in brand attitude according to the gender of the salesperson for the masculinity group, but the androgynous group estimated the brands as better when the salesperson was female. Third, there were no differences in the brand attitudes among consumers according to gender of the salesperson for the Galaxy; however, for Solid Homme, brand preference was stronger when the salesperson was a woman. Fourth, the influence of brand gender and salesperson gender on brand attitudes differed according to the gender of the consumer. Therefore, apparel companies must clearly understand the characteristics of consumer gender identity and execute proper marketing strategies in order to induce stronger positive attitudes toward their brands. Moreover, apparel companies should perceive that brand gender and the gender of the salesperson can consequently encourage brand preferences.

• Asia pacific journal of information systems
• /
• 제30권2호
• /
• pp.284-307
• /
• 2020

Customer engagement has been the main objective of brand companies in their marketing through social networking sites (SNS). Facebook is the most popular platform for SNS marketing, especially for companies that try to engage with their customers by providing various values through their brand pages (i.e., brand communities). The management of brand pages, therefore, becomes "the means" by which to achieve the result ("the end") of SNS marketing, and visitors to the brand pages (i.e., brand communities) then come to have a favorable attitude toward the brand. Based on a "means-ends" framework, this study examines the development of engagement between customers and brands in terms of brand page engagement as the means objective and brand attitude as the ends objective in the context of Facebook. This study further examines the antecedents and consequences of brand page engagement based on the customer value theory with two-stage data collection. This study contributes to the literature by explaining the roles and effects of brand page engagement in SNS marketing. This study further provides guidance to SNS providers and practitioners on SNS marketing strategies.

• 디지털융복합연구
• /
• 제18권6호
• /
• pp.411-418
• /
• 2020

본 연구에서는 웹드라마의 PPL에서 배우의 인지도가 광고효과에 어떠한 영향을 미치는지 알아보고 PPL브랜드와 드라마 간 적합성의 조절효과가 있는지도 알아보고자 하였다. 이를 위해 배우의 인지도, PPL브랜드와 드라마간 적합성의 고저에 따른 처치물을 통해 실험연구를 진행하였다. 실험연구에 총 452명이 참가하였으며 이원변량분석을 실시하였다. 연구결과, 배우의 인지도는 PPL의 광고태도에 영향을 주지 않았으나 브랜드 태도에는 영향을 주었다. PPL 브랜드와 드라마 간 적합성은 PPL의 광고태도와 브랜드태도에 다 영향을 주었다. 배우 인지도와 PPL 브랜드와 드라마간 지각된 적합성의 상호작용은 광고태도에서는 유의미하게 나타났지만 브랜드 태도에서는 나타나지 않았다. 또한 PPL의 광고태도와 브랜드태도가 긍정적일수록 구매의도가 증가하였다. 본 연구는 웹드라마 PPL에서 배우 인지도와 광고효과의 관계, PPL브랜드와 드라마간 적합성의 조절효과를 알아봄으로써 웹드라마의 PPL 수익창출전략을 세우는데 기여하고자 한다.

• 유통과학연구
• /
• 제11권6호
• /
• pp.67-80
• /
• 2013

Purpose - This study aims to establish the relationships among brand equity, brand attitudes, and Visual Merchandising (VMD) in bakery stores. The results will help bakery franchisees and franchisers in devising appropriate strategies for successfully managing their bakery shops. Research design, data, and methodology - The VMD model for bakery shops comprises harmony, attractiveness, suitability, pandemic, functionality, and reliability. Further, brand equity encompasses brand awareness, perceived quality, and brand image. In this study, the VMD factors of bakery shops are used as independent variables, while brand equity and brand attitude are used as dependent variables. This study aims to ascertain the extent of the influence VMD components of bakery shops have on brand equity and brand attitude. Regression analysis was used to verify those effects. The measurement items, deemed reliable and valid in a previous study, were modified for this study. Questionnaires were distributed to 500 consumers nationwide, of whom 340 were used for the sample. The SPSS 19.0 statistical program was used for the analysis. Results - First, among the VMD bakery shop components, harmony, attractiveness, and pandemic have a positive impact on brand equity (brand awareness and brand image). Second, amongst the VMD components of bakery shops, attractiveness, pandemic, and reliability have a positive impact on brand equity (perceived quality). Third, amongst the VMD components of bakery shops, harmony, attractiveness, and reliability have a positive impact on brand attitude. Fourth, brand equity (brand awareness, brand image, and perceived quality) have a positive effect on brand attitude. Conclusions - This study identifies the relationships between the VMD components of a bakery shop and brand equity and attitude in order to propose a new model. The study has several practical implications. First, the development of brand equity and management can be important components in bakery shops' determination of whether their VMD components have an impact on brand equity. Second, among VMD components, harmony and attractiveness have a positive influence on the choice of bakery shop, while reliability and pandemic have a partly positive influence on the choice of bakery shop. Therefore, store atmospheres should be attractively designed, and store menus and interiors should be reviewed periodically to conform to the latest trends. This study suggests marketing strategies for brand equity formation. First, providing collateral product quality, hygiene, and safety benefits as well as product offerings to complement the season and employees' services should be considered. Second, display methods, illumination designs, and new product ideas should be periodically reviewed. Third, these should complement the overall harmony of the interior and exterior and of the store atmosphere in order to be attractive. Funds should thus be dedicated specifically for the facilities and their interiors. Fourth, it is necessary to build a friendly and relaxed image that can be easily called to mind by the customers.