• Journal of the Korean Applied Science and Technology
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• v.38 no.4
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• pp.1156-1164
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• 2021

This study sought to provide basic data on the soccer shoe brand strategy method by verifying the effectiveness of the soccer shoe brand 3i model to derive the importance and implications of the brand 3i model. Therefore, the sample was selected for those who have purchased soccer shoes for the past three years, and 421 copies of the data were applied to the final analysis. Data processing performed frequency analysis, internal consistency, confirmatory factor analysis, correlation analysis, and structural equation model analysis, all of which utilized SPSS (ver. 21.0) and AMOS (ver. 20.0) programs. The conclusions of this study are as follows. First, soccer shoe brand 3i model had a significant influence on brand trust. Second, brand trust had a significant influence on consumer purchasing behavior. Third, soccer shoe brand 3i model had a significant influence on consumer purchasing behavior. Lastly, brand trust between soccer shoe brand 3i model and consumer purchasing behavior showed partial mediated effect.

• Journal of Distribution Science
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• v.18 no.3
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• pp.15-24
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• 2020

Purpose: The purpose of this study is to investigate the mediating effect of conspicuous brand usage between brand experience and brand loyalty in relational perspective, and to probe the difference between the positively experienced consumers and the negatives. Research design, data and methodology: Apple iPhone, Samsung Galaxy, and other brands were suggested as consideration set to be selected from 223 Amazon Mechanical Turk respondents, and they answered the structured survey of 33 questions made by Qualtrics with 5-point Likert scale. Structural Equations Model (SEM) was employed to test the hypothesized model, and RStudio and SPSS 18 were used to analyze the dataset. Results: It was confirmed that the more consumers have positive brand experience, the more they are loyal to brand. Conspicuous brand usage can be positively mediated, and consumers who experienced high conspicuous brand usage are more likely to be loyal to the brand. Conclusions: It is noteworthy to find the mediating effect of conspicuous brand usage, and the hidden mechanism between brand experience and brand loyalty. Managers can promote positive conspicuous brand usage when consumers get in touch with product and service channels. By providing impressive conspicuous brand experience, the brand loyalty of the band can be enhanced.

• Journal of the Korean housing association
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• v.20 no.4
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• pp.59-68
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• 2009

A well-managed brand name (eg., Xi, the #, and I-Park) becomes brand equity. Brand equity affects the name value of brand in question and revenues. Elaborated researches regarding causes and effects forming brand equity, however, are hardly found. This research aims at: (1) examining the relationships among antecedents of apartment brand equity, brand equity components, and brand preference; and (2) proposing marketing strategies for strengthening apartment brand equity. The research method utilized is a survey. The research procedure consists of four steps as follows: (1) literature review; (2) hypotheses construction regarding antecedents and consequences of apartment brand equity; (3) measurement of apartment brand equity; and (4) covariance structure analysis of relationships between antecedents and consequences. This study found following positive relationships. First, the corporate image and apartment advertisement have a positive influence on brand-name recognition/image and perceived quality, consisting of apartment brand equity. Second, brandname recognition/image, perceived quality, and brand-name preference, consisting of apartment brand equity, have a positive influence on a brand affinity. Thus it is concluded that apartment brand equity is strengthened by means of: (1) the distinction of major factors, forming brand equity and enforcing it; and (2) the establishment and implementation of integrated marketing communication (IMC) strategies.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.3
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• pp.1339-1347
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• 2021

Indonesia has a population of more than 260 million, of which, by 2020, Generation Y is predicted to account for 70% of the total. With different birth years, Generation Y is the backbone of Indonesia's product purchasing. Generation Y is interested in establishing strong relationships with specific brands on social media. They are also interested in working with companies to design a product. Most Generation Y utilizes more than one electronic device and they are also brand loyal. Therefore, this study seeks to examine the effect of social media (i.e., e-WOM, online community, and online advertising) on brand image and loyalty in Generation Y in Indonesia. The sampling method employed was purposive sampling. A total of 150 respondents in the age range of 23-30 years were involved as the sample. Using multiple regression model in data analysis, this study proved that e-WOM, not only have a positive and significant effect on the brand image, but also on brand loyalty. Furthermore, online community also positively and significantly affects brand image and brand loyalty. Likewise, online advertising has a positive and significant effect on brand image and brand loyalty. This study's findings indicated that all the proposed hypotheses were well accepted.

• Journal of Information Technology Services
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• v.22 no.3
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• pp.119-139
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• 2023

Generation MZ has emerged as a significant consumer segment and trendsetter in the fashion market of South Korea. Fashion designer brands have become popular among this generation by offering a range of fashion content on social network services (SNS) based on fresh and trendy designs. Despite the growing market share of fashion designer brands in the industry, previous research has mainly focused on brand personality in line with the characteristics of traditional fashion brands. Therefore, this study aims to derive brand personality and SNS characteristics of fashion designer brands based on previous research and investigate the influence of these factors on brand preference and behavioral intention. Moreover, it examines how this influencing mechanism fluctuates based on the consumer type (i.e., innovative type vs. price-sensitive type). Based on an online survey of 256 Korean adults with experience in fashion designer brands, this study identified the influencing mechanisms on purchase intention and word-of-mouth intention. This study contributes to empirical investigations of consumer brand preference and behavior intention in fashion designer brands through the brand equity model. It also offers insight into developing a segmented brand strategy by considering the variations in the influence mechanism of behavioral intention across different consumer types.

• Korean Institute of Interior Design Journal
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• v.24 no.3
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• pp.104-112
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• 2015

This study purposes drawing changing tendency of apartment kitchen areas and character of that by figuring out type, form and per period cause of change of brand apartment kitchen areas. I adopted subject of study as the six leading construction companies considering the apartment rankings of brand and subcontract from 2001 to 2015 when brand apartment was activated(Samsung C&T corporation Raemian, Daelim Industrial Co., Ltd E-pyeonhansesang, Daewoo E&C Prugio, GS E&C XI, Posco E&C The sharp, Hyundai E&C Hillstate) and analyzed kitchen plane of $84m^2{\sim}102m^2$ housing units which were in great demand from apartment housing market. Also, I drew changing trends of kitchen areas by conducting a model house field survey. Through this study result, I will expect the utility of baseline data which is necessary for space development by figuring out kitchen culture, flows and cause of change.

• Journal of Distribution Science
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• v.14 no.5
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• pp.59-70
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• 2016

Purpose - The objectives of this study are described as following. First, the study will establish the concept of Brand Values of Environmentally-friendly agricultural product through theoretical discussion. Second, it shows the effects of Environmentally-Friendly Agricultural Products brand value on Brand Satisfaction, Brand Trust and Brand Loyalty by empirical investigation. Third, in order to provide the methodology of brand development, literature regarding and questionnaire survey were used such as Environmentally-Friendly Agricultural Products Brand Value, Brand Satisfaction, Brand Trust and Brand Loyalty. Based up on the results, the research estimates consumers' relative priorities of Environmentally-Friendly Agricultural Products Brand Value factors in purchase. This research also suggests the consumer oriented new brand development and the progressive direction for the successful launching of Korean Environmentally-Friendly Agricultural Products Brand. Research design, data, and methodology - Because the relative literatures reviewed regarding not only each factor but also the relationships among them, Brand Value was categorized into 4 dimensions: Emotional, Social, Functional, and Epistemic Value. Then, Brand Loyalty was added as an outcome variable and Brand Satisfaction, Brand Trust were also added as mediators. The proposed research model and 13 hypotheses were created and 23 measurement items were developed. A face-to-face questionnaire survey with items concerning the Brand Value of Environmentally-Friendly Agricultural Products is conducted to housewives in metropolitan area in May 2016. Respondent answered about Brand Value, Brand Satisfaction, Brand Trust and Brand Loyalty in preferred Environmentally-Friendly Agricultural Products. 333 copies of the questionnaire were collected and analyzed using SPSS 21.0 and AMOS 20.0 to determine the reliability and validity of the measurements. Results - From the confirmatory factor analysis and a structural equation modeling, the outcomes of these studies were as follows; (1) Three Brand value dimensions, i.e. Emotional Value, Social Value, and Epistemic Value had a significant and positive impact on Brand Satisfaction, but Functional Value did not. (2) Social Value also had an impact on Brand Trust, (3) Brand Satisfaction significantly affected Brand Trust, and Brand Trust influenced on Brand Loyalty, and (4) Brand Satisfaction were perfectly effective in mediation between Emotional Value, Epistemic Value and Brand Trust, and it also partially mediated between Social Value and Brand Trust. Conclusions - According to the result of consumer research on Environmentally-Friendly Agricultural Product brand, 3 dimensions of brand value affected brand satisfaction, and especially Social Value was a significant positive dimension. So, marketers should concern about value proposition of Environmentally-Friendly Agricultural Product to consumers by using premium package design, store identity, and distinctive product. Consumers wanted to get self-esteem, self-regard, and high social position by purchasing it. This study has academic and practical significance, so the findings can be applied to a wide range of brand management strategies. However, there are some limitations; 1) limitation about development of new brand value dimensions, 2) limitation about gender in the area of respondents. Future research should be done with wide range of respondents.

• Journal of Distribution Research
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• v.17 no.5
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• pp.85-111
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• 2012

Introduction : The purpose of this study was to examine the relationship between perceptual characteristics of consumers and intent of relational continuance for PB(Private Brand) products in discount stores. This study was conducted as an empirical study based on survey. For the empirical study, factors of PB products as characteristics perceived by consumers such as perceived quality, store image, brand image and perceived value were deduced from preceding studies. The effect of such factors on intent of relational continuance mediated by brand trust and brand equity of PB products was structurally examined. Research Model : Based on theory analysis and hypotheses, constructed a Structural Equation Model(SEM). The research model is shown in Figure 1. Research Method : This paper is based on s qualitative study of selected literature and empirical data. The survey for empirical study was carried out on consumers in Gyeonggi and Busan between January 2012 and May 2012. 300 surveys were distributed and 253 (84.3%) of them were returned. After excluding omissions and insincere responses, 245 surveys (81.6%) were used for final analysis as effective samples. Result : First of all, the Reliability was carried out for instrument used. The lower limit of 0.7 for Cronbach's Alpha as suggested by Hair et al. (1998). And Construct validity was established by carrying out exploratory factor analysis by Varimax rotation for all. Four factor result for the consumer's perceptual characteristics of PB Products, two mediating factors and one dependent factor. All constructs included in research framework have acceptable validity and reliability. Table 1 shows the factor loading, eigen value, explained variance and Cronbach's alpha for each factor. In order to assure validity of constructs, I implemented Confirmatory Factor Analysis (CFA), using AMOS 20.0. In confirmatory factor analysis, researcher can take control over the specification of indicators for each factor by hypothesizing that a specific factor is loaded with the relevant indicators. Moreover, CFA is particularly useful in the validation of scale for the measurement of specific construct. CFA result summarized Table 2 shows that the fit measures of all constructs fulfill the recommended level and loadings are significant. To test causal relationship between constructs in the research model, used AMOS 20.0 that provides a graphic module as method for analysing Structural Equation Modeling. The result of hypothesis test is shown in Table 3. As a result of empirical study, perceived quality, brand image and perceived value as selected attributes for PB products showed significantly positive (+) effect on brand trust and brand equity. Furthermore, brand trust and brand equity showed significantly positive (+) effect on intent of relational continuance. However, store image of discount stores selling the PB products was analyzed to have positive (+) effect on brand trust and no significant effect on brand equity. Discussion : Based on the results of this study, the relationship between overall quality, store image, brand image and value perceived by consumers about PB products and intent of relational continuance was structurally verified as being mediated by brand trust and brand equity. Looking at the results, a strategic approach that maximizes brand trust and equity value for PB products by large discount stores is required on top of basic efforts to improve quality, brand image and value of PB products in order to maximize consumer's intent of relational continuance and to continuously attract repeated purchase of products.

• Journal of Information Technology Applications and Management
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• v.14 no.4
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• pp.159-174
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• 2007

The purpose of this research is to investigate the relationships among the perceived satisfaction, the perceived the trust, the commitment, the key features for mobile phone, the brand image, the switching cost and the repurchasing intention. We also examine the differences between Korean and Indonesian markets concerning the relationships of these key successfactors. The structural model is tested with the data form each of the sub-samples (i. e. Korean and Indonesian users taken separately). Properties of the casual paths, including standardized path coefficients, the significance of difference, and variance explained for trust, satisfaction, commitment and repurchasing in the hypothesized model, are presented. This study indicated that hardware (sound quality, LCD display, design) user interface (GUI, Menu, Key pad) and extra functions (camera phone, wireless internet, MP3 player) are the three important factors effecting the trust and the satisfaction. The proposed model has been newly tested from the technological prospective in order to get the more practical result. Following the model test, we conduct a test of the differences in path coefficients between Korean and Indonesian users. MSEM show that, compared to Korean market, Indonesian had more emphasized on extra-function for the mobile phone as well as giving more influence to the satisfaction from the brand image. It means Korean market consider the extra-function as basic or no-premium points. And the satisfaction has been effected by switching-cost in Korea but the trust in Indonesia. Other interesting result from the structural weight invariance indicate that, compared to Korean market, the brand-image has effected the satisfaction in addition to placing more the trust on determining the commitment in Indonesia.

• Journal of Fashion Business
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• v.15 no.3
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• pp.142-155
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• 2011

By developing attitude transfer model, this study examined the co-marketing alliance effect between fashion and other industries (i.e., service and product brands) based upon the information integration theory. In addition, it examined the product tangibility/intangibility effects of partner brands by controlling stimuli: two alliance cases of fashion and service brands and two alliance cases of fashion and product brands. A total of 1,037 Korean women aged 20 to 39 were surveyed to compare the prior- and post- attitudes toward fashion/partner brands under four fictitious co-marketing alliance cases. Confirmatory factor analysis (CFA), multi-group CFA, structural equation modeling (SEM) analysis, and multi-group SEM analysis were conducted to test the hypotheses. The results demonstrated that the prior-attitude toward fashion brand partially affected the alliance attitude, and the co-marketing alliance was affected by prior-attitudes partner brands. The result of multi-group SEM analysis supported the significant differences between service and product brands as alliance partners, which might refer to the effect of product tangibility, existing in brand alliance contexts. The alliance evaluation affected the subsequent evaluations on each participating brands. This study empirically provides the conceptual structure of how consumer attitudes toward the participating brands interact with the attitudes toward alliance and offer practical insights. Specifically, upon employing the manipulated co-marketing alliances cases, this study demonstrates the partnering effect according to product tangibility of partner brands.