• 한국의류학회지
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• 제22권3호
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• pp.407-416
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• 1998

The purpose of this study was to examine the effects of brand knowledge on evaluations of brand extensions in fashion market. Here, consumer knowledge toward the parent brand was based on the brand and on the company which introduced the brand. The brand extensions were classified into brand-name extension and corporate-name extension. For this study, questionnaires were administered to 700 single women in twenties. The questionnaires were designed to measure brand extension evaluations and brand knowledge in terms of familiarity, use experience and self-assessed knowledge, evaluations of the attributes and attitudes based on the brand and corporate. Employing a sample of 621 women, data were analyzed by t-test. Major findings of this study are summarized as follows; 1) The higher the level of brand knowledge such as brand familiarity, brand use experience and self-assessed brand knoil- edge was, the higher positive effects were on the evaluations of brand-name extension. Also, evaluations of brand attributes and brand attitude positively influenced the evaluations of brand-name extension. 2) The higher the level of corporate knowledge such as corporate familiarity and use experience of product manufactured by the company was, the higher positive effects were on the evaluations of corporate-name extension. Also, evaluations of corporate attributes and attitude on corporate positively influenced the evaluations of corporate-name extension. These results demonstrate that positive knowledges and affects on the parent brand are transferred to its extended product through categorization process.

• 한국의류학회지
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• 제28권1호
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• pp.76-87
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• 2004

The purpose of this study was to investigate the differences in adolescents' conspicuous consumption, and their attitude toward and purchasing behaviors for the imported luxuries and the famous brand clothing. A questionnaire survey was conducted to 570 high school students in Seoul; 538 were used for final data analysis. Factor analysis, cluster analysis, $\chi$$^2$-analysis, one-way ANOVA, Duncan's Multiple Range test were used for the statistical analyses. In terms of conspicuous consumption, three factors were formulated: brand and fashion orientation, others orientations, and prize and import orientation. Based on the factor scores, three clusters were identified: the inconspicuous, the others-oriented conspicuous, and the brand-oriented conspicuous. Regarding attitudes toward the products, significant differences were found in all attitudes. The brand-oriented conspicuous showed more favorable attitude toward the products than the other groups. Significant differences were also found in purchasing behaviors except the companions for shopping and purchase time. The brand-oriented conspicuous tended to purchase more, spend more money, prefer department stores, consider brand name and customer service as the most important criteria, and use impersonal informations sources when shopping the products. The other-oriented conspicuous tended to buy bogus products the most, use personal information and consider price and others' perception as important criteria. The inconspicuous were less likely to buy and spend money for the products.

• Asia Marketing Journal
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• 제15권4호
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• pp.131-159
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• 2014

Corporate rebranding has been evident in the qualitative corporate rebranding studies as an imposed organizational change that induces mixed reactions and ambivalent attitudes among consumers. Corporate rebranding for the established and familiar corporate brands leads to more ambivalent attitudes as these companies represent larger targets for disparaging information. Consumers are found to hold both positive and negative reactions toward companies and brands that they are familiar with. Nevertheless, the imposed change assumption and ambivalent attitude, in particular corporate rebranding, have never been widely explored in the quantitative corporate rebranding studies. This paper aims to provide a comprehensive empirical examination of the ambivalence towards rebrandingrebranded brand attitude-purchase intention relationships. The author proposes that corporate rebranding for familiar corporate brands is a double-edged sword that not only raises the expectation for better performance, but also induces conflicted and ambivalent attitudes among consumers. These consumers' ambivalent attitudes are influenced by both the parent brands-related and general attitude factors which further affect their rebranded brand attitude and purchase intention. A total of 156 useable questionnaires were collected from Malaysian working adults; and two established Malaysian airfreight operators were utilized as the focal parent brands. The study found a significant impact of prior parent brand attitudes on ambivalence towards rebranding (ATR). The parent brand attitudes served as anchors in influencing how new information was processed (Mazaheri et al., 2011; Sherif & Hovland, 1961) and closely related to behavioral intention (Prislin & Quellete, 1996). The ambivalent attitudes experienced were higher when individuals held both positive and negative reactions toward the parent brands. Consumers also held higher ambivalent attitudes when they preferred one of the parent brands; while disliked the other brand. The study also found significant relationships between the lead brand and the rebranded brand attitude; and between the partner brands and ATR. The familiar but controversial partner brand contributed significantly to the ambivalent attitudes experienced; while the more established lead brand had significant impact on the rebranded brand attitude. The lead and partner brands, though both familiar, represented different meanings to consumers. The author attributed these results to the prior parent brand attitudes, the skepticism and their general ambivalence toward the corporate rebranding. Both general attitude factors (i.e. skepticism and general ambivalence towards rebranding) were found to have significant positive impacts on ATR. Skeptical individuals questioned the possibility of a successful rebranding (Chang, 2011) and were more careful with their evaluations toward 'too god to be true' or 'made in heaven' pair of companies. The embedded general ambivalent attitudes that people held toward rebranding could be triggered from the associative network by the ambiguous situation (Prislin & Quellete, 1996). In addition, the ambivalent rebranded brand attitude was found to lower down purchase intention, supporting Hanze (2001), Lavine (2001) and van Harreveld et al. (2009)'s studies. Ambivalent individuals were found to prefer delay decision making by choosing around the mid-ranged points in 'willingness to buy' scale. The study provides several marketing implications. Ambivalence management is proven to be important to corporate rebranding to minimize the ambivalent attitudes experienced. This could be done by carefully controlling the parent brands-related and general attitude factors. The high ambivalent individuals are less confident with their own conflicted attitudes and are motivated to get rid of the psychological discomfort caused by these conflicted attitudes (Bell & Esses, 2002; Lau-Gesk, 2005; van Harreveld et al., 2009). They tend to process information more deeply (Jonas et al., 1997; Maio et al., 2000; Wood et al., 1985) and pay more attention to message that provides convincible arguments. Providing strong, favorable and convincible message is hence effective in alleviating consumers' ambivalent attitudes. In addition, brand name heuristic could be utilized because the rebranding strategy sends important signal to consumers about the changes that happen or going to happen. The ambivalent individuals will pay attention to both brand name heuristic and rebranding message in their effort to alleviate the psychological discomfort caused by ambivalent attitudes. The findings also provide insights to Malaysian and airline operators for a better planning and implementation of corporate rebranding exercise.

• 한국가정과교육학회지
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• 제26권2호
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• pp.15-30
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• 2014

본 연구는 중 고등학교의 청소년을 대상으로 그들의 의복행동과 관련하여 동조적 준거특성과 유명브랜드에 대한 태도에 따라 학교생활적응에 어떠한 차이가 있는지 파악해 봄으로써 학생들의 학교생활적응을 도울 수 있는 의생활지도와 가정 교과의 의생활 교육 영역과 관련된 기초자료를 제공하는 것을 목적으로 하였다. 그 결과를 요약하면 다음과 같다. 청소년의 유명브랜드에 대한 태도와 학교생활적응의 차이를 가져오는 일반적인 변수는 성적과 월 용돈으로 나타났으며 성적이 높고 월 용돈이 20만원이상이거나 5-10만원인 경우 유명브랜드를 더 선호하며 학교생활적응을 더 잘하는 것으로 나타났다. 소년의 의복행동동조 준거그룹은 부모동조, 친구동조, 매스미디어동조의 세 요인이었으며 유명브랜드 요인은 네임이미지선호 요인과 품질선호요인이었다. 부모동조요인이 친구나 매스미디어동조요인보다 상대적으로 높았지만 세 요인의 전체평균은 보통수준 이하였다. 의복행동 동조준거특성은 유명브랜드에 대한 태도의 요인에 비해 더 큰 차이를 가져왔으며 친구와 매스미디어의 동조경향이 강한 그룹이 부모동조의 경향이 높은 그룹보다 상대적으로 유명브랜드를 선호하였다. 의복행동의 동조준거에 따른 학교생활적응의 차이를 살펴보면 보통수준일 때 친구와 매스미디어의 동조가 상대적으로 높은 그룹이 낮은 그룹보다 학교생활적응경향이 높았다. 또한 부모동조경향이 상대적으로 가장 높은 그룹 또한 학교규율과 교우관계는 좋은 것으로 나타났다. 보편적인 수준에서 의복행동 동조준거 경향이 상대적으로 높은 경우 학교생활적응에 긍정적인 관계라고 할 수 있다. 청소년이 유명브랜드를 선호하는 경우 학교규율적응은 낮았고 교우관계와 교사와의 관계적응은 상대적으로 더 높았다. 학습적응에 있어서는 유명브랜드에 대한 태도에 따른 유의한 차이가 나타나지 않았다. 다시 말하면 청소년의 의복행동 동조는 극단적이지 않으며 보편적인 수준에서는 친구와 대중매체의 의복행동의 동조와 유명브랜드를 선호하는 태도가 학교생활 적응에 긍정적으로 작용한다고 볼 수 있다.

• 복식문화연구
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• 제21권2호
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• pp.206-219
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• 2013

In this study, it is explored how fashion brand slogans are categorized by linguistic characteristics and which linguistic characteristic is effective to improve consumer responses. Only 28% out of 1,346 fashion brands that are investigated are using slogans. Sportswear and men's wear are two product categories more often adopting slogans. A total of 11,113 consumers participated in the experimental study to evaluate slogan characteristics (familiarity, understandability, newness, pleasure), slogan attitude, and brand recall of 30 slogan-brand sets that were categorized by Park's 10 linguistic characteristics. In findings, slogans generating positive attitudes toward slogans and a good rate of brand recall tend to have no brand name in slogan, be written in the second-person view, include a futuristic message, and have information weighted on specialties. Slogan typology suggested based on results may be used for the future research as a basic guideline for the research on fashion brand slogans.

• 한국생활과학회지
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• 제7권2호
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• pp.103-112
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• 1998

The purpose of this study were to compare the wearing and purchase practice of underwear items, and the attitudes toward underwear in middle school girls with those of their mothers in Chongju city. The questionnaires were to measure the demographic information, wearing and purchase practice of underwear items, and attitudes toward underwear. As statistical analysis, frequencies, $X^2-test$, and t-test were used. The results were as follows: 1. There were partially significant difference beween middle school girls and thier mothers of wearing and purchase practice of underwear. 2. The most important factor was size when they purchase their underwear. As the next important factor, middle school girls considered design, while their mother considered functional properties. 3. Middle school girls were more interested in the design aspect or brand name of underwear and less concerned about functional or practical aspects than their mothers in the attitudes toward underwear.

• 복식문화연구
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• 제11권6호
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• pp.913-924
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• 2003

The purpose of this study was to investigate the correlation between self-concept, clothing attitude and clothing buying behavior. The subjects used for the study were 300 male and female college students. The results of the study were as follows. The self-concept of subjects were identified four types(self-confident, positive to self, self-convinced and pessimistic). Self-confident type had the highest scores on self-concept and pessimistic type was the opposite. The clothing attitude was classified into 5 types(rational coordinative, clothing concerned, frugal, clothing showy and others conscious). Rational coordinative type and clothing concerned type were regarded more importantly than other types. The clothing buying behavior was emerged 5 types(economical, diffident, pleasure-seeking, impulsive and name-brand preferred). An economical efficiency was the most important factor in clothing buying behavior. The results of correlation between self-concept and clothing attitude showed that person who has more positive self-concept tends to have more interest and satisfaction toward clothing as well as tendency of showing off and rational coordination. The correlation between clothing attitude and clothing buying behavior showed that person who is more conscious to others tends to have more preference for name-brand products.

• 한국유통학회지:유통연구
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• 제16권4호
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• pp.1-27
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• 2011

브랜드확장은 다양한 마케팅 영역 중에서도 전통적으로 활발하게 연구가 진행되어 왔던 영역으로서, 본 연구는 최근 그 중요성이나 활용도가 급증하고 있는 PL(Private Label)제품에 대해 브랜드확장의 개념을 활용하여 차별적으로 접근하고자 하였다. 최근 PL제품에 관한 마케팅연구가 활발하게 진행되고 있으나, 대부분 기존 틀에서 크게 벗어나지 못한 채 단순한 적용에 그치고 있으며, 특히 브랜드확장에 관련된 연구들에서도 PL시장의 특성을 제대로 반영하고 있다고 볼 수 없다. 특히 PL제품의 확장에 있어서는 두 가지 모브랜드가 존재할 수 있는데, 이에 대한 연구는 부재한 상황이다. 이에 본 연구에서는 확장 PL제품의 태도에 영향을 미치는 변수로서 두 가지 모브랜드인 유통업체와 기존 PL제품에 대한 태도를 제시하였다. 또한 개별 모브랜드가 PL제품의 태도에 미치는 영향은 개별 모브랜드와 확장 PL제품간 유사성에 의해 상이할 것이라고 제안하였으며, 유통업체와 기존 PL제품에 대한 태도에 영향을 미치는 변수로서 신뢰와 만족을 제시하였다. 분석결과 유통업체와 기존 PL제품에 대한 태도 모두 확장 PL제품의 태도에 유의한 영향을 미쳤으며 동시에 적합도 정도에 따라 그 영향력이 상이함도 실제 데이터를 통해 검증하였다. 즉 확장 PL제품의 태도는 모브랜드의 적합도가 보다 강하게 형성된 모브랜드의 영향을 더 크게 받는 것을 확인할 수 있었다. 이를 토대로 향후 PL제품을 확장할 경우 소비자가 보다 긍정적인 태도를 갖고 있는 모브랜드에 기초하여 해당 모브랜드와의 연상이 강하게 나타날 수 마케팅 전략을 구사할 필요가 있을 것이다.

• 한국축산식품학회지
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• 제26권3호
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• pp.380-385
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• 2006

경남 지역에 거주하는 178명의 주부를 대상으로 브랜드 돈육의 소비 행동을 조사하였다. 조사 결과 소득 수준과 연령에 따라 브랜드 돈육에 대한 구매 형태가 서로 다르게 나타났다. 분석 결과, 소득 수준별로는 브랜드 돈육 인지 경로(p<0.01), 브랜드명이 구입에 미치는 영향(p<0.1), 품질 인증기관 선호도(p<0.01)에서 유의적인 차이가 있었으며, 연령 간에는 브랜드 돈육의 구입 장소(p<0.05)와 구입 횟수(p<0.1)에서 유의적인 차이를 보였다. 따라서 현재 유통되고 있는 브랜드 돈육의 정착 및 향후 브랜드 돈육 개발을 위해서는 소비자의 구매 행동을 세분화하여 파악하여 적용하여야 할 것이며, 이를 위해 더 많은 다양한 연구가 진행되어야 할 필요가 있다.