• Journal of Distribution Science
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• v.17 no.1
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• pp.57-72
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• 2019

Purpose - Current study aimed at investigating customer experience types (gain vs. loss avoidance performance experience and hedonic vs. reliability imagery experience) and their influences on satisfaction and positive emotion as antecedents of customer engagement. It also explored moderation role of regulatory focus in the influence of each experience type on satisfaction and positive emotion. Research design, data, and methodology - 416 Vietnamese local tourists were selected to test hypotheses by structural equation model in AMOS 21.0. Results - First, customers actually achieving gain or avoiding loss are more satisfied. Second, customers with hedonic and reliability imagery experience feel more positive emotion. Third, both positive emotion and satisfaction have positive influences on customer engagement. Last, regulatory focus moderates the positive effects of either gain or loss avoidance performance experience on satisfaction and also moderates the positive effects of either hedonic or reliability imagery experience on positive emotion. Conclusions - Focusing on both cognitive satisfaction and affective emotion resulted from experience, this study could advance customer engagement theory. Managerially, brand managers should induce gain performance and hedonic imagery experience (loss avoidance performance and reliability imagery experience) from promotion (prevention)-focused customers to enhance their engagement.

• Science of Emotion and Sensibility
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• v.13 no.3
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• pp.511-522
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• 2010

Product design is being recognized as an important source of sustainable competitive advantage. This research explores the effects of design evaluative elements on brand loyalty through design values. The results of this study are as follows. Firstly, most design evaluative elements have positive effects on design values. Aesthetic, unique, feminine, noble, and utilitarian elements of design evaluation influence three types of design values: rational, kinesthetic, and emotional. While unique design evaluative element does not have significant effects on rational and kinesthetic design values, it has significant affect on the emotional design value positively. Secondly, three types of design values have positive effects on attitudinal brand loyalty. In addition, emotional and kinesthetic design values have positive influences on behavioral brand loyalty. However, the emotional design value has an indirect effect on behavioral brand loyalty through attitudinal brand loyalty. Lastly, attitudinal brand loyalty has a significant influence on behavioral brand loyalty positively.

• Science of Emotion and Sensibility
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• v.25 no.3
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• pp.91-106
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• 2022

This study targets four Soho fashion shopping malls that are operating successfully in the online fashion market. This study analyzed the entrepreneurship process by dividing it into three stages. The results of the case study are as follows. In the case of Company S, the founder, who had little work experience, started an e-commerce business with a sense of fashion and entrepreneurship. It is a contemporary, casual brand with competitive prices, design power, and diverse product assortment, and the business performance was achieved through data management and analysis and the diversification of distribution channels. In the case of Company B, the founder, who had little work experience, started a manufacturing and e-commerce business by leveraging their SNS network capabilities and entrepreneurial spirit. It is a contemporary fashion brand with product competitiveness of specific items and start-up characteristics, and performance was achieved through the establishment of brand identity and market expansion. Third, Company M and Company C are examples of Soho fashion shopping malls where the founders with more extensive work experience at the time of founding their respective start-ups focused on brand recognition as their core competitiveness. In the case of Company M, the apparel brand was launched with a wealth of experience and design spirit. It is a fashion designer brand that stands out for its sensibility, and the owner has achieved performance through various entrepreneurial activities that broaden the corporate horizon. Company C is a manufacturing and e-commerce brand that was started with design capabilities and an entrepreneurial spirit. It is a luxury fashion brand that focuses on emotional expression, and the outcomes, such as brand recognition and sales, were achieved through active customer management. The results of this study can be used as basic data in education for and research of Soho shopping malls and the prospective founders.

• Journal of Fashion Business
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• v.20 no.6
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• pp.111-134
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• 2016

A luxury brand bag is a medium to symbolize brand identity and plays a role in enhancing brand value. A typical example is a designer signature bag such as Hermes Kelly Bag, Birkin Bag, and Lady Dior Bag. The purpose of this study is to analyze the design changes and acceptance of identity of luxury brand bags and examine the design characteristics that succeed to the value of a luxury brand bag. The subjects of the study focused on Louis Vuitton, Gucci, and Chanel bags. Photos were collected from www.vogue.co. uk. based on the fashion collections from S/S 2007 to S/S 2016. The study methodology was to analyze the kinds, shapes, colors, materials, and the ornament of subject bags based on previous studies. The results of the study were summarized as follows. For the identity and design changes of each brand, Chanel has tried to combine functionality pursued in the past with constantly changing femininity by making bags in fantastic moods using various materials and free shapes. Gucci has constantly used Ornament elements holding the brand identity of classic bags and trend colors to keep tradition. Louis Vuitton holds fast to its functional shape to protect brand identity through design philosophy that started with a travel luggage and attempts to express modern emotion through Ornament changes. This study confirmed that luxury brands have accepted their unique design characteristics holding brand identity to improve their brand value and attempted to change constructive elements in many different ways for modern reinterpretation.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.2
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• pp.216-226
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• 2002

This study attempts to understand how the perception of service quality as well as shopping motives influence on the emotional responses in store shopping, and to examine how these relevant variables influence on the store satisfaction. The 463 questionnaires were collected from the purchasers in department stores, fashion specialty stores, and national brand franchise stores. The results of this study are as fellows: 1. In regard to shopping motives, two dimensions of product motive and experiential motive were identified, explaining 47.39% of shopping motives. 2. In regard to emotional response, two dimensions of pleasure emotion and displeasure emotion were identified, explaining 65.95% of emotional responses. 3. Shopping motives led to the store satisfaction after the perception of service quality and then the experience of pleasure emotion. These related variables explained 60% of the store satisfaction. 4. The consumers of fashion specialty store showed the highest product motive, whereas the consumers of department stores showed the highest displeasure emotion in the store. As the results showed, customers' shopping motives influence their perception of service quality and pleasure emotion. Therefore, in order to stimulate shopping motives, the store environment that can give customers pleasure and opportunity to pursue various experiences should be provided. As the service quality is a very important variable that leads pleasure emotion in the store, sales persons should be trained to satisfy customers.

• Science of Emotion and Sensibility
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• v.8 no.3
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• pp.177-187
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• 2005

This article examined how the amount of information presented in ad design affect consumer's evaluation on the ad Existing researches have mainly considered external information presented in the ad from the resource principle perspective. This study investigated how internal information processing such as imagery information processing caused by brand names moderates persuasion effects according to the amount of external information through two experiments. The experiments leave us the conclusion that brand names presented in the ads stimulate imagery information processing when surplus cognitive resources do exist and they lead ad recipients' evaluation to positive direction in prestige brand condition and to the contrary to negative direction in non-prestige brand condition. The results contribute to the direction of ad design in that ad needs not contain as muck product-related information as needed in order to increase persuasion effects in prestige brand condition. Rather, it's necessary to leave the room for internal information processing such as imagery information processing by well structured brand equity. On the contrary, non-prestige brand needs to contain explicit product-relevant information to exert a potent influence on a4 persuasion. We hope this study result is helpful for design direction of advertisement in order to heighten persuasion effects toward ad recipients.

• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.364-374
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• 2021

In a fiercely competitive market, brands have become an important foundation for people to choose their products, and brands are also symbols of people's status and strength. Therefore, the importance of brand image design is growing. And color is an expression of emotion and can improve the communication and marketing environment of brand image as an important element of brand image. In this study, Interbrand selected Korea-China TOP 50 brand as a survey target in 2019 and downloaded brand CI from each brand's homepage to data images through Adobe Photoshop program and HSB system, and analyzed the color of the brand. There is no big difference in analyzing the color characteristics of Korean and Chinese brands, and the I.R.I color image scale analysis shows that the overall design of Korean brands is vibrant, elegant and warm to consumers. On the other hand, the overall design of the Chinese brand offers consumers a solemn, modern and sophisticated emotional adjective. Based on the results, this study can provide practical implications for companies to select colors and forms when launching their own brands and developing products.

• Science of Emotion and Sensibility
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• v.7 no.1
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• pp.29-40
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• 2004

Even though rhythm is considered theoretically and practically as a form element influencing consumer's aesthetic response on product design, researches on it relatively less performed than other product aesthetic elements. And also existing researches have only suggested rhythm as one of aesthetic elements in product design but they haven't suggested overall insight on how to apply rhythm into product design. This study tested how rhythm expression in product design affects consumer's aesthetic response according to price level and brand hierarchy. The result shows that rhythm is clearly one of aesthetic elements. And rhythm expression increase consumer's aesthetic response in low priced product condition regardless of brand hierarchy. But in high priced product condition, rhythm expression decreases consumer's aesthetic response because of perceived risk. Only when in high prestige brand condition, consumer's aesthetic response remains high because of trade-off relationship between perceived risk and brand equity. The result of this study enables designers to understand characteristics of rhythm. Also, the result can give companies the useful way on how to use rhythm element as a strategic tool if they consider their brand equity level and product's price level.

• Journal of the Korea Furniture Society
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• v.28 no.1
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• pp.60-71
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• 2017

Today, as the standard of customers is getting higher, the period "Value Consumption" has come. "Brand Stretching" which is to expand business from own field of business to "Fusion Design", "Art Collaboration" focusing on diversified demand and emotion of consumer is in trend. Global fashion enterprise which is particularly sensitive to trend and influential to various field of business, has now transformed to total lifestyle enterprise and now started to show off furniture design to improve the value and image of the brand. This thesis has classified methodological types to apply furniture design and background of furniture design in fashion enterprise, analyzed and examined cases, and interpreted the possibility and direction of understanding to furniture design in various aspects.

• Culinary science and hospitality research
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• v.24 no.2
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• pp.1-7
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• 2018

This study aims to find what attributes of consumer satisfaction are more important when consumers choose coffee shops. Factors when customers choose coffee shops that are considered to be more crucial, such as taste, price, brand, and atmosphere, were tested and also relations between satisfaction and revisit were studied. As a result, factors as 'taste', 'price', 'brand', and 'atmosphere' were found to significantly affect satisfaction; in addition, the path that satisfaction leads to revisit was found to be significant. However, consumers' coffee shop selection attributes differed depending on their psychological consumption value. The path-coefficients from taste and price to satisfaction were more significant in the function-oriented group, meanwhile the path-coefficient from brand to satisfaction was significant in the emotion-oriented group (+) and the function-oriented group (-). The results of this study suggest attributes of selecting coffee shops and provide meaningful implications of consumer value when they choose the attributes.