• Journal of the Korean housing association
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• v.20 no.2
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• pp.87-99
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• 2009

The brand is getting more important purchase factor in apartment market, so domestic construction companies have tried to differentiate it from others by creating the unique brand image. The purpose of this study was to investigate consistency of apartment brand image as a process which includes publicity, design and customer service and to analyze how using intergrated brand image affects brand preference and purchasing intention. To examine hypotheses, an empirical study using a survey questionnaire for residents living in 4 different brand apartments in Dongtan, Hwasung city was conducted. The collected data were treated with the SPSS Win Program 14.0. The study indicates that residents living in brand apartment generally preferred natural friendly image, high-class image and modern image to the others. And at first apartment brand images were created with image advertising on TV, catalog for sale and model house tour, but residents have most needs for customer service reflected in brand images. The study also has found that brand images in each process including publicity, design and customer service were not intergrated. However brand image intergration had positive effects on residential satisfaction and customer loyalty. The results of the study are expected to become the useful data in developing sustainable apartment brands and building effective marketing strategy of construction companies.

• Journal of the Korean Home Economics Association
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• v.46 no.3
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• pp.57-71
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• 2008

The purpose of this study is 1) to develop and validate the BRQ construct perceived by brand loyal consumers, 2) to evaluate the predictive capacity of the individual BRQ dimension and brand relationship benefit on consumers' relationship intention, and 3) to identify the distinctive loyalty orientation based on the concept of BRQ. Questionnaire data from 379 brand loyal consumers on BRQ, brand relationship benefit, relationship intention, and their brand loyal behavior pattern were analyzed. The results showed that brand loyal consumers' BRQ composed of 3 dimensions including 'compensational bind', 'self attachment', and 'trust'. In addition, the mediating role of BRQ in predicting consumers' loyal relationship intention was validated using the structural equation model. Regarding the effect of each BRQ dimension on loyal relationship intention, consumers' intention to be loyal to an apparel brand was more explained by self attachment than the other dimensions. This study also intended to provide a useful direction to apparel brands in finding out which relationship quality type is more effective for differentiated marketing strategies by comparing the BRQ of single-brand loyal consumers and that of multi-brand loyal consumers.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.8
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• pp.371-381
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• 2020

The objectives of this study are (1) to review previous studies in the context of brand management in consumer behaviors using costumer based brand equity (CBBE) and theory of planned behavior (TPB) as the basic foundation of the study; and (2) to develop a comprehensive research model by integrating relevant research constructs using meta-analysis. This study reviewed a total 173 studies from 58 published papers with 40 journals during 1991~2014 and developed a comprehensive framework with 16 research hypotheses. The results showed that (1) brand image, brand personality, brand association, and subjective norm are the important antecedents of brand attitudes; (2) brand awareness, brand trust, perceived quality, and perceived behavioral control are the important antecedents of brand loyalty; (3) brand attitude positively influences brand loyalty, which further influences brand equity; and (4) brand equity positively influences behavioral intention. This study fills in the research gap by integrating more research variables into CBBE model, particularly to include the influence of social context on consumer behavior through TPB. These results indicated that the integration between CBBE and TPB is meaningful and the comprehensive model can explain more variances than that of the individual model. Limitations, and recommendations for future research in this area are provided.

• Fashion & Textile Research Journal
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• v.22 no.2
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• pp.192-201
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• 2020

This study examined the relationship between Korean male consumers' perceptions of marketing promotion investment such as advertising expenditure and celebrity endorsement are the brand equity elements. It also compared if there were differences on this research model and two groups that selected Korean or foreign country-of-brand-origin in fashion product purchasing. Online survey responses from 414 Korean men in their 20s-30s were analyzed using confirmatory factor analysis (CFA) and structural equation modeling analysis (SEM). Perceptions of advertising expenditures were found to be positively related to brand association in only the group that selected Korean country-of-brand-origin. The results showed a non-significant effect of perceptions for advertising expenditures on perceived product quality in both groups that selected Korean or foreign country-of-brand-origin. The results indicated that celebrity endorsement had a significant effect on brand association for the two male consumer groups. The results also demonstrated that the relationship of celebrity endorsement and perceived quality was significant in only a group that selected Korean country-of-brand-origin. The results also revealed that the effect of brand association and perceived product quality on brand preference was significant in both male consumer groups. This study has useful managerial implications for enhancing the effectiveness of investment in advertising activities.

• Korean Journal of Organic Agriculture
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• v.22 no.4
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• pp.629-643
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• 2014

This study analyzed how the brand image elements influenced upon forming the brand trust and the brand loyalty of the 'Sky Green' the joint agricultural product brand Cheonan, Chungnam. The brand image was classified into functional image, symbolical image and origin - associated image. And what element of the brand image element influences upon forming the brand image loyalty by the consumers who are using 'Sky Green'. In the analysis results, the functional image, symbolical image and the image associated with the origin have influenced on forming the brand trust and the brand loyalty. All variables composing the brand image have positive influences on both brand trust and brand loyalty. It means that brand image influences on brand loyalty directly but the greater influence can be exerted through the effects of the parameter of brand trust.

• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.389-402
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• 2015

Due to tough competition among social network services, technological specification alone could not be an adoption factor by the users. Instead, emotional factors such as a brand image and feeling towards an SNS brand became important factors in service differentiation. This study examined Korean young users perception of brand personalities of three social network services, Facebook, Kakao Story, and Band. It also analyzed the influence of the perception of brand personality, brand-self-image congruence, and brand affect on brand recommendation to others. The authors conducted a survey of Korean college students. The results indicate that SNS users perceived three SNS's brand personalities differently, and the positive perception of an SNS service has a positive effect on brand recommendation. Brand personality, brand-self-image congruence, and brand affect combined determine brand recommendation. When the brand personality variable is statistically controlled, brand affect has strong effect on brand recommendation.

• The Journal of the Korea Contents Association
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• v.16 no.12
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• pp.410-421
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• 2016

The purposes of this study were to investigate the effect of experience in hotel on brand trust, brand attachment and brand commitment. It aims to contribute hotel brand marketing from analyzing and showing how brand experience factors affect brand equity factors. The findings and implications can be summarized as follows: the factor Sense Experience, Feel Experience, Act Experience and Think Experience of Brand Experience caused the positive impact on brand trust and brand attachment. Second, brand trust has a significant impact on brand attachment. Third, brand trust and brand attachment both caused a positive impact on brand commitment. Thus, the hotel managers need to establish a ongoing brand experiential marketing strategy which can improve brand commitment of hotel and ways to be recognized as motivational factors for offered services and products which customer can perceive and experience.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.374-385
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• 2021

Brand community refers to a group of consumers who are passionate about the brand, and actively participate in enhancing the brand value. This study examines the impact of brand community experience on brand satisfaction, brand trust, and brand value co-creation, focusing on BTS's fan community, 'ARMY'. The results show that the value of aesthetic sensitivity, self-consistency, and intellectual fulfillment, obtained through brand community experiences, had a positive impact on brand satisfaction and brand trust, and brand value co-creation. The implications of this study are as follows: First, rather than company-centered traditional marketing campaign strategies, future brand marketing strategies should focus on nurturing brand communities through which encourage emotional communication and solidarity between consumers and companies. Second, in order to enhance brand community experiences, it is necessary to provide various opportunities to satisfy customers' intellectual curiosity and self-consistency as well as sensory stimuli related to the brand.

• Journal of Digital Convergence
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• v.12 no.11
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• pp.57-69
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• 2014

This Study analyzed empirically how do brand value components of consumer perception side effect on receptive degree of product in extension types of vertical brand extension, and how does the difference of receptive degree among products of extension types be showed under the positive effect of brand value. First, brand awareness has positive effect on upward and downward extension, and receptive degree of product is higher in downward extension than upward extension. Second, brand association doesn't have positive effect on upward extension but has positive effect on downward extension. Third, perceived quality showed similar results to brand awareness. Only, receptive degree of upward extension product in high perceived quality is higher than in high brand awareness or in high brand association. Fourth, examining about interaction effect among brand value components, interaction effect between brand awareness and brand association exists in downward extension, interaction effect between brand awareness and perceived quality exists in upward and downward extension, and interaction effect between brand association and perceived quality exists in upward and downward extension. By this interaction effect, the difference of receptive degree among products of extension types grows larger.

• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.1
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• pp.91-103
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• 2014

In this study, 70 national brands among men's wear brands were selected to examine linguistic characteristics of domestic national men's wear brand names. Linguistic factors which were used in national men's wear brand names were analyzed to understand their characteristics. Formative and semantic characteristics of each brand name were analyzed on the basis of the results from previous studies. It was found that long words with over four syllables are preferred than short words and single words in the form of noun are frequently used for domestic national men's wear brand names in terms of linguistic formality. English is most widely used in brand names, and European languages such as French, Spanish, and Italian are also used frequently under the influence of the country of origin. Next, the analysis result on the semantic characteristics of domestic national men's wear brand names showed that descriptive brand names are used to convey brand information directly and easily, or freestanding brand names which are absolutely irrelevant and newly coined words are chosen to create a characteristic image. In other words, brand names represent detailed business and product category of men's wear by forming a brand image of men's wear (ex. Man, Homme, Zio), and provide the information about properties and benefits related to the product such as dignity, masterpiece, and luxurious lifestyle to consumers by presenting the concept of the brand.