• 대한가정학회지
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• 제41권11호
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• pp.21-33
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• 2003

According as the importance of brand value has increased, it's so significant that we analysis brand loyalty and buying-behavior types in the side of various consumption. Also, it will make it for us to presuppose consumer's buying-behaviors in modem society. As an analytical result of consumer's buying-behavior type, they were divided into four type; price value consciousness type, sale orientation type, price-quality schema type, convenience type. As a result of cluster analysis and one-way ANOVA on the three type of consumer's buying-behavior : Price-orientation type, high quality orientation, convience orientation. And it was found that there was relation between buying-behavior types and brand loyalty. Specially, it was high positive relationship between high quality orientation and brand loyalty, convience orientation and brand loyalty.

• 한국인공지능학회지
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• 제8권1호
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• pp.11-18
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• 2020

In this paper, it is to identify the effects of differences in interpretation levels depending on the type of brand association and the brain psychological distance on the evaluation of the product of that brand through two experiments. To test our hypotheses empirically, we conducted online survey. We addressed the hypotheses involving the general and relative impact of actual and ideal self-congruence on emotional brand attachment (H1) and explored the effect of product involvement as the moderating variable (H1-1 and H1-2). The goal of this research was to validate the results from involving our basic model and to explore the impact of two additional moderating variables (self-esteem and public self-consciousness: H2). We followed the same procedure. This finding is theoretical to the extent of the interpretation level theory in brand association research by applying the interpretation level theory to the brand association, and provides the meaning that, in practice, it is necessary to utilize the message of different types of brain psychological distance depending on the brand association characteristics that the brand has in defining the brand. In particular, it was confirmed that functional brand associations and symbolic brand annals have representational harmonization, respectively, depending on the low and high levels of interpretation levels.

• The Journal of Asian Finance, Economics and Business
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• 제5권4호
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• pp.107-116
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• 2018

The aim of this study is to delve deeper into the online brand community study. This study tests (a) the effects of online brand community on its outcomes, (b) the impact of value creation practice construct as a whole, (c) the effects of value creating practice construct on the two types of loyalty, loyalty toward the brand and the community. Participants of this study (N=353) are members of four types of online brand communities (e.g., business-to-consumer virtual product support community, firm-hosted online community, user-generated online community, peer-to-peer problem-solving community, and social media based brand community). Data were collected online using Amazon Mechanical Turk from April 10, 2016 to May 10, 2016. The data were analyzed through structural equations modeling using AMOS 20. The three community markers (e.g., consciousness of kind, rituals and traditions, and moral responsibility) and the four value creation practices (e.g., social networking, impression management, community engagement, and brand use) are proved to be significant indicators of online brand community and value creation practice constructs, respectively. Test results showed that strong and effective online brand communities generate value creation practices, and value creation practices enhance brand loyalty. The mediating effects of community loyalty between value creation practices and brand loyalty were revealed.

• 한국콘텐츠학회논문지
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• 제12권5호
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• pp.154-162
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• 2012

컬러는 어떠한 다른 요소보다 앞선 단계에서 인간의 의식과 무의식에 영향을 주며 형태보다 강하게 소비자에게 다가갈 수 있기 때문에 긍정적인 기업 이미지 구축을 위한 효과적인 컬러 마케팅을 기대할 수 있다. 본 연구에서는 컬러커뮤니케이션이 브랜드 이미지 형성에 얼마나 영향을 주는가를 연구하여 컬러커뮤니케이션의 중요성을 일깨우고 브랜드 이미지의 가치를 높이는 전략방법을 알아보고자 하였다. 효과적 연구를 위해 기존 연구 자료와 문헌을 통해 이론적 고찰을 하고 실증 조사 분석을 하였다. 연구결과를 보면, 신뢰(credibility)와 호감을 갖는 브랜드는 컬러커뮤니케이션 보다는 여러 마케팅 활동으로 인한 신뢰 있는 기업의 브랜드를 선호한다고 볼 수 있다. 또, 선호하는 컬러의 차이는 분명하지만, 선호하는 브랜드 로고의 컬러와 자신의 이미지를 나타내는 컬러와는 큰 관계가 없는 것으로 나타났다. 선호 브랜드 로고의 컬러 보다는 신뢰와 호감을 느껴 선호하는 브랜드가 있으며 이 또한 자신의 이미지를 나타내는 컬러와는 독립적임을 알 수 있다. 소비자의 자아 이미지를 나타내는 컬러와 브랜드 이미지를 형성하는 감성적 컬러와의 영향은 없으며, 선호하는 컬러가 브랜드 이미지를 형성하는 감성적 컬러와의 영향관계는 있는 것으로 나타나 소비자 자아 이미지를 나타내는 컬러 보다는 표적 시장의 소비자 선호 컬러가 무엇인가를 파악하는 것이 중요할 것으로 생각된다. 이 연구를 통해 브랜드 이미지 형성에서 컬러커뮤니케이션을 전략적으로 어떻게 활용하며, 기존의 컬러커뮤니케이션 연구와 달리 각 브랜드 로고의 컬러 감성을 통한 이미지와 소비자 선호와의 관계를 살펴보고자 하였다.

• International Journal of Costume and Fashion
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• 제15권1호
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• pp.19-37
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• 2015

Expanding upon Zhang and Kim's (2013) study involving Chinese consumers, this study investigated key factors that influence U.S. consumers' attitude towards purchasing luxury fashion goods and purchase intent and examined what similarities and differences exist between the two consumer groups in relation to the key factors. A total of 414 respondents completed the online survey questionnaire. Structural Equation Modeling was utilized to analyze data. Brand consciousness, materialism, fashion innovativeness, and fashion involvement were significant factors that affect U.S. consumers' attitude towards luxury fashion goods. Overall, the findings of the current study were greatly inconsistent with Zhang and Kim's Chinese study. The inconsistency provides vital implications to luxury fashion retailers by showing that one size does not fit all and one strategy does not fit all markets.

• 산경연구논집
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• 제9권10호
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• pp.7-14
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• 2018

Purpose - This paper want to confirm whether the guilty consciousness moderates the relationship between luxury brand awareness and purchase intention. The purpose of this study is to clarify the effect of buying intention of counterfeit luxury brand and to increase intention of purchase of genuine brand. Research design, data, and methodology - This study was analyzed using SPSS 19 and SPSS Macro. An internal consistency analysis was performed to verify the reliability of the measuring instruments and Pearson's miniscule correlation to examine the correlation of variants. In addition, the data were averaged to perform regression analysis and to see the control effects of guilt, and the significance of the control effect was verified using SPSS Macro. Results - The first hypothesis that the perception of luxury brands will have a positive effect on the intent of buying counterfeit luxury brands was found to be significant. Next, a hypothesis was also established that the sense of guilt would have a significant moderating effect on the relationship between the recognition of a luxury brand and the intention of buying a counterfeit brand. Conclusions - The study expanded the study of counterfeit brand names by making an empirical check on the effects of brand awareness and guilt for the first time in the research done so far.

• Human Ecology Research
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• 제51권4호
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• pp.413-424
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• 2013

The purpose of this study is to examine the influence of social face sensitivity on vanity and consumption behavior. Questionnaires were administered to 461 college students living in Deagu Metropolitan City and Kyungbook province. Frequency, factor analysis, reliability analysis, regression analysis, and t-test were used for data analysis. Social face sensitivity was categorized into consciousness of being embarrassed, social formality, other consciousness and prestigiousness. Vanity factors were found as physical price, achievement concern, achievement price, and physical concern. Consumption behavior were categorized into 5 factors such as ostentatious consumption, impulsive buying, external information search, brand trust, utilization of internet information and material-oriented. Consciousness of being embarrassed, social formality, and other consciousness, the sub-variables of social face sensitivity had significant effects on achievement concerns and physical concerns. Other consciousness of social face sensitivity had significant effects on all factors of consumption behaviors. There was significant differences in the prestige of social face sensitivity and physical concerns of vanity and ostentatious consumption, impulsive buying, and also in external information search and utilization of internet information of consumer behavior. This indicates that women showed high physical concerns for vanity and ostentatious consumption, impulsive buying, external information search and utilization of internet information of consumption behavior while men care more about prestigiousness of social face sensitivity.

• 한국의상디자인학회지
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• 제16권2호
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• pp.111-126
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• 2014

The purpose of this study is to identify the antecedents of the attitudes toward purchasing fast fashion brands. As antecedents, fashion consciousness, eco-fashion consumption decision, ongoing search behavior, and shopping enjoyment were considered. It was hypothesized that fashion consciousness influence the attitudes toward purchasing fast fashion brands both directly and indirectly through eco-fashion consumption decision, ongoing search behavior, and shopping enjoyment. Data were gathered by surveying university students in Seoul, using convenience sampling. Three hundred five questionnaires were used in the statistical analysis, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. The hypothesized relationship test proved that fashion consciousness influences the attitudes toward purchasing fast fashion brands both directly and indirectly through ongoing search behavior and shopping enjoyment. In addition, eco-fashion consumption decision influence directly influences the attitudes toward purchasing fast fashion brands. The results suggest some effective marketing strategies for marketers in the fast fashion industry.

• 복식문화연구
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• 제13권1호
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• pp.121-132
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• 2005

The purposes of this study were to examine fashion jewelry consumers' purchasing behavior, and to compare store retailing consumers and non-store retailing consumers. Subjects were 614 women in age from 20 to 55 years old in Seoul for this study. For data analysis, descriptive statistics, factor analysis, 2-test, and t-test were used. As the results, 52.9% of respondents had purchased fashion jewelry products via store retailing such as department store, road shop, discount store, while 47.1% of respondents had purchased them through non-store retailing such as internet shopping mall, TV home shopping, and catalog shopping. It revealed that conspicuous consumption had 2 factors: public-self consciousness and luxury product preference. Fashion leader consisted of 3 factors: fashion innovation, fashion interest, and fashion opinion leader. Brand royalty encompassed brand recognition, brand preference, and brand trust. Generally, store retailing consumers had more conspicuous consumption, higher fashion leadership, and stronger brand royalty than non-store retailing consumers. Based on these results, marketing strategies would be suggested for fashion jewelry markets.

• 복식문화연구
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• 제26권3호
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• pp.427-449
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• 2018

The current study aimed to segment Mongolian female consumers based on luxury consumption values and to compare lifestyle, demographic characteristics, purchase behavior, and perceived brand personality among the segments. The survey was administered to consumers who had purchased luxury products in Ulaanbaatar, Mongolia. A total of 184 surveys were used for data analysis. Exploratory factor analysis revealed five luxury values: quality value, hedonic value, conspicuous value, social value, and unique value. Using the five luxury values, clustering analysis was conducted, showing that there were four distinct segments: passive shoppers, showoffs, rational value groups, and hedonists. ANOVAs and chi-square analyses revealed that these four segments differed in consumption values, demographic characteristics, lifestyle dimensions (including appearance consciousness, leisure orientation, life enjoyment, and achievement orientation), and purchase behavior (including purchase frequency, price of products purchased, and product selection criteria). Moreover, value segments showed differences in five dimensions of luxury brand personality: sincerity, professionalism/attractiveness, excitement, materialism, and sophistication. The results suggest that consumption values serve as a significant basis for segmentation. Furthermore, the current study indicates that value segments can be described as consumers' perceived brand personality. The study concludes with a discussion of the results, theoretical and practical implications, and limitations.