• 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.

• 한국프랜차이즈경영연구
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• 제9권1호
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• pp.17-25
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• 2018

Purpose - This study was to investigate the effect of advertising attributes on advertising attitude, brand equity, and advertising effect of TV commercials of chicken franchise brand, which is one of the most popular food service brand in recent years. Research design, data, and methodology - This study aims to see the effect of advertising attributes on advertising effectiveness and the mediating effects of advertising attitude and brand equity. A total of 200 questionaire was collected, 15 respondents were discarded due to missing information. Therefore, a total of 185 respondents were used for this study. The data were analyzed using frequency analysis, confirmatory factor analysis, correlation analysis, three-step mediation regression analysis, and path analysis with SPSS 24.0 and AMOS 24.0 statistical program. Result - The results of the study are as follows. First, the effect of brand attitude on brand attitude and brand equity, brand equity and advertising effect on brand attitude, and brand equity on advertising effect were statistically significant. As a result of the mediating effect test, it was confirmed that the attitude of the ad and the brand equity mediates partly between the ad property and the advertisement effect. Conclusions - As a result of the study, it is suggested that the informativeness and notableness affect the consumers among the advertisement attributes, so that it is necessary to be able to convey the accurate information more clearly to the consumers when composing the contents of the advertisement. In other words, in the case of the advertisement of the chicken franchise brand corporation, it will be an effective advertisement campaign if it continuously transmits the correct advertisement message to the consumers in association with the brand.

• 한국조리학회지
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• 제16권4호
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• pp.151-162
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• 2010

본 연구는 레스토랑 이용자의 선택 속성, 브랜드 이미지, 구매 행동 간의 구조적 관계에 대해서 분석하였다. 본 연구를 위해서 레스토랑 이용자의 선택 속성, 브랜드 이미지, 구매 행동간의 구조적 관계를 방정식 모델을 이용하였으며, 150명의 레스토랑 이용자를 대상으로 설문조사를 실시하여 실증 분석을 수행한 결과, 다음과 같은 연구 결과를 얻었다. 첫째, 레스토랑 이용자의 접근성, 유형성, 친절성은 브랜드 이미지의 차별성과 구매 행동에 긍정적인 영향을 미쳤다. 둘째, 레스토랑 이용자의 접근성, 유형성은 브랜드 이미지의 친숙성과 구매 행동에 긍정적인 영향을 미쳤다. 셋째, 레스토랑 이용자의 유형성은 브랜드 이미지의 신뢰성과 구매 행동에 긍정적인 영향을 미쳤다.

• 대한영양사협회학술지
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• 제14권2호
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• pp.186-197
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• 2008

The aim of this study was to measure the brand images of contract foodservice management companies by identifying brand image attributes and then developing a measurement scale to measure the weight of these attributes. The measurement scale was developed by following a 5-stage process that included face-to-face interviews with experts, literature review, questionnaire surveys, verification of scale validity, exploratory factor analysis, and confirmatory factor analysis. A total of 137 items measuring brand image were collected: 37 items from studies of brand image and corporate image, 55 items from studies of contract foodservice management companies and 45 items from the internet and websites of contract foodservice management companies. A survey was then conducted to assess the validity and reliability of the questionnaire items. Ultimately, the 137 items were reduced to 40 items. The calculated Cronbach's alpha for the 40 brand image items was 0.934, demonstrating good internal consistency. Based on exploratory factor analysis (EFA), employee attitude, menu content, corporate image, dining location and ambience, along with 33 subattributes, were identified as brand image attributes. Employee attitude was the most significant attribute influencing brand image. After confirmatory factor analysis (CFA) and a review process, four brand image attributes and 33 subattributes were finalized and incorporated into the scale.

• 한국조리학회지
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• 제23권1호
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• pp.58-65
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• 2017

This study performed to test the effect of food neophobia on the formulated model on the relationships among perceived service attributes(food, employee, and physical attributes), brand trust, satisfaction and behavioral intention as perceived by franchise snack bar consumers. Total 299 respondents were used for statistical analysis and SPSS 21.0 and AMOS 21.0 program were employed. The findings of current study verified that food attribute among perceived service attributes has positively influence on brand trust and satisfaction, and the employee attribute has only effect on the brand trust. Additionally, the brand trust was critical predictor of satisfaction, but it was not significant antecedent of behavioral intention in context of franchise snack bar restaurant. Furthermore, this study found the moderating effect according to level of food neophobia on the designed hypothesizes, so it has been identified the importance of people's propensity about food neophobia can significantly effect on brand trust and satisfaction in franchise snack bar restaurant. These findings will contribute to provide meaningful suggestion to develop marketing strategic in franchise snack bar business as well as provide the theoretical evidence in the new segmentation.

• 패션비즈니스
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• 제22권6호
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• pp.53-69
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• 2018

In recent years, digital media providing entertainment and information have become an important channel of customer experience. The aim of this study is to evaluate the effects of digital signage's characteristics on flow and brand attitudes and to verify the mediating role of pleasure in digital signage and flow. The stimuli were developed for a sports brand stores using 3D and video editing software. The survey was conducted on 544 subjects from both gender aged 20 to 49 years old, i.e. the population that constitutes the major target group for sports brands. The data collected was analyzed using IBM SPSS 24.0. Specifically, frequency analysis, factor analysis, reliability analysis, t-test, and regression analysis were performed on the data. Based on the results, we can draw the following conclusions; First, the dimension of digital signage was classified into aesthetic and functional attributes. Additionally, we found out that women highly value aesthetic attributes of digital signage while the customers in their 40s pay more attention to functional attributes than their counterparts aged 20-30 years. Second, our results suggest that pleasure has a mediating effect in the relationship between digital signage attributes and flow; specifically, both sub-dimensions of digital signage features (aesthetic attributes and functional attributes) affect flow by means of pleasure. Third, our results demonstrated that the flow of digital signage had a significant impact on brand attitudes.

• 한국생활과학회지
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• 제23권2호
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• pp.303-316
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• 2014

This study analyzed the effects of price perception and product attributes on brand loyalty and repurchase intention, and compared the differences in high- and low-priced cosmetic brands. Data were collected from female consumers in their 20s to 40s and a total of 411 responses were used for the final analysis. Findings were as follows. First, when comparing high- and low-priced brands, personal attribute and experiential attribute among cosmetic attributes, brand loyalty, and repurchase intention of high-priced showed the higher mean scores than those of low-priced. Second, all of three cosmetic attributes and P-Q/prestige were significant for high-priced brand loyalty, while experiential attribute, personal attribute, P-Q/prestige, and price consciousness were significant for low priced brand loyalty. Third, with respect to repurchase intention, all of three cosmetic attributes, P-Q/prestige, and sales proneness were significant for high-priced, while experiential attribute, personal attribute, and P-Q/prestige were significant for low-priced. Personal attribute contributed the most to high-priced brand loyalty and repurchase intention, whereas experiential attribute to low-priced. The findings of this study would be helpful to understand the purchase of high and low priced cosmetic brands. The managerial implications for cosmetic brand marketers were provided.

• 복식
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• 제15권
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• pp.253-265
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• 1990

This article was written with two purposes in mind. The first purpose was to introduce clothing and textile community who may not be familiar with Multidimensional Scaling(MDS) with usefulness of the new technique in the area of fashion merchandising. The second purpose was to present the results of an empirical study on brand image utilizing MDS and its related technique as the main analysis tools. The main objective of the empirical study was to gain a better understanding of consumer's brand image by relating differences in perception and attributes of clothing in women's ready-to wear market. For this empirical study, the ten brands and the fifteen attributes of clothing were chosen. The questionnaire consisting of questions asking about the similarity and attributes of clothing between selected brands was administrated to 185 career women during summer in 1989. Data were analyzed cluster analysis, and KYST and PROFIT in MDS program. The results were as follows: 1. The similarities data for the ten selected brand by using KYST program of MDS drawed the perceptual map. The results of this perceptual map showed that the selected brand were grouped into three clusters. 2. In order to get a somewhat objective view of which attributes consumers are attributing to each brand, PROFIT program was used. As a result, it was revealed that assortment depth / width, price, youth-oriented style, possibility of various social activity were significant attributes in consumer's brand choice rather than physical attributes of clothing such as quality or durability. This may imply that consumer orientation in rapidly changing environments of women's apparel market was its basic idea, and the focus of all fashion merchandising activities was put on need's and the response of consumer group who are the object of the target. Implicating for future research as well as for strategy of brand positioning were also suggested.

• 패션비즈니스
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• 제19권6호
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• pp.82-100
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• 2015

Mobile fashion apps present much opportunity for marketers to engage consumers, however not all apps provide enough functions for their targeted audience. This study aims to determine how mobile fashion apps can be used to build brand community with consumer engagement. Qualitative data on fashion mobile apps were collected from the Apple app store and Android market during the spring and summer of 2015. A total of 110 fashion mobile apps were collected;, 50 apps were identified as apparel brands that either manufacture or sell apparel to consumers, which we categorized as "brand" fashion apps, and the remaining 60 were categorized as "non-brand" fashion apps. The result of the study can be summarized as below. The 60 non-brand fashion apps were grouped into 5 app types: shopping, searching, sharing, organizational, and informational. The main functions are for informational use and shopping needs, since at least half (31 apps) are used for either retrieving information or for shopping. However, in contrast, social networking and location were infrequent and not commonly utilized by these apps. The most common type of non-brand fashion apps available were shopping apps;, many shopping apps enable users to shop from several different websites and save their items into one universal shopping cart so that they only check out once. Most of these apps are informational and help consumers make more informed decisions on purchases;, in addition many offer location services to help consumers find these items in store. While these apps perform several functions, they do not link to social media. The 50 brand apps were grouped into 5 brand types: athletic, casual, fast fashion, luxury, and retailer. These apps were also checked for attributes to determine their functionality. The result shows that the main functions of brand fashion apps are for information (82% of the 50 apps) as well as location searching (72% of 50 apps). Conversely, these apps do not offer any photo sharing, and very few have organizational or community functions. Fashion mobile apps and m-marketing elements: To build brand community, mobile apps can be designed to motivate consumer's engagement with brands. The motivations of fashion mobile apps are useful in developing fashion mobile apps. Entertainment motives can be fulfilled with multimedia attributes, functionality motives are satisfied with organizational and location-based features, information motives with informational service, socialization with community and social network, learning and intellectual stimulation from informational attributes, and trend following through photo sharing. The 8 key attributes of mobile apps can correspond to the 4 m-marketing elements (i.e., Informative content, multimedia, interactions, and product promotions) that are further intertwined with m-branding elements. App Attributes and M-Marketing aim to Build Brand Community;, the eight key attributes can impact on 4 m-branding elements, which further contribute to building brand community by affecting consumers' perceptions of brands preference and advocacy, and their likelihood to be loyal.

• 한국의류산업학회지
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• 제17권1호
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• pp.74-81
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• 2015

This study explored the degree of cognition, purchasing experience and attitudes towards SPA brand attributes. This study examined the differences in variables and demographic characteristics against appearance interest groups. A questionnaire survey collected data from November $1^{st}$ and $15^{th}$ 2012. The convenience sample was drawn from females between the ages of 20 and 39 who lived in the Daegu and Gyeongbuk regions of South Korea. A total of 255 responses were complete and usable questionnaires. Data were tested through factor analysis, t-test, and ${\chi}^2$ test using SPSS 21.0. The results show that there were significant group differences in the cognition and purchasing experience of SPA brands and the attitudes towards SPA brand attributes. The high appearance interest group was more aware of SPA brands and evaluated SPA brand attributes more positively and bought more SPA brand products than the low appearance interest group. The high appearance interest group showed that domestic brands were excellent in low price among brand attributes but foreign brands were relatively excellent in various design and store display. There was a significant difference in educational level between appearance interest groups; however, there were no significant differences in age, marital status, and income level group. This study contributes to basic information for the SPA brand buying behavior research field and apparel industry marketing strategy by analyzing the relationship among appearance interest, cognition, SPA brand purchasing experience and SPA brand attribute attitudes.