• 복식문화연구
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• 제28권2호
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• pp.147-165
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• 2020

To identify the antecedents of repurchasing intention toward fast fashion brands, this study was conducted to examine brand authenticity and brand identification as both direct and indirect antecedents of repurchasing intention through fast fashion brand love. Through convenience sampling, 266 university students in Seoul metropolitan area completed a questionnaire survey. Data were analyzed using SPSS for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. Factor analysis revealed the following: for brand authenticity, four dimensions('originality,' 'reliability,' 'continuity,' and 'naturalness') were revealed; for both consumer brand identification and repurchase intention one dimension was revealed; and for brand love two dimensions were revealed('passion' and 'affection'). Path analysis confirmed that 'reliability' and 'naturalness'in relation to brand authenticity indirectly influenced repurchase intention through 'passion'(as a factor of brand love) and directly influenced repurchase intention. Further, 'continuity' in relation to brand authenticity indirectly influenced repurchase intention through 'affection'(as a factor of brand love) and directly influenced repurchase intention. Consumer brand identification influenced repurchase intention indirectly through two factors of brand love. These results suggest that fast fashion brand marketers should implement effective strategies that consider consumers'perceptions of brand authenticity, consumer brand identification, and brand love.

• 복식문화연구
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• 제24권3호
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• pp.324-335
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• 2016

The fashion product image preference changes depending on one's lifestyle and personal inclination. Women want to show the fashion product image preference, often through their clothing and makeup choices. Brand image includes those elements related to the brand. Advertising is the primary method for introducing brands. This study was conducted to investigate the effects of fashion product image preference on emphasis of brand image and advertising factor evaluation targeting working women in their 20s and 30s. The fashion product image preference was s sophisticated image. Preference for a sophisticated image has a significant effect on emphasis of brand image when selecting fashion products. Emphasis of brand image has a notable effect on the brand direct advertising factor evaluation. Fashion product image preference has a significant effect on both brand's direct and indirect advertising factor evaluation. When selecting a fashion product (clothing and cosmetics), brand image importance was found to have a positive effect on a brand's direct advertising factor evaluation. Therefore, fashion companies should take advantage of their brand logo. Companies should also pay attention to clothing and product containers used in advertising to show the brand. In addition, every company should create an advertising image that represents their overall brand, by using a combination of detailed advertising factor evaluation.

• 디지털융복합연구
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• 제6권4호
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• pp.25-34
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• 2008

This study explores the component factors of innovation brand to build organizational culture of government ministries. A perception of organizational officers on innovation brand is ranked orderly by brand awareness(recognition, discrimination), brand loyalty (identification, ease of memory, meaning diffusion, reaction of customer needs), brand salience, brand knowledge and brand innovation. The results of factor analysis classify the component factors with factor1(brand awareness, brand loyalty) and factor2(brand innovation). This results indicate that the officers definitely recognize the value of innovation brand and brand identity. The brand discrimination and brand loyalty can also positively affect perception on brand innovation.

• 한국의류학회지
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• 제21권7호
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• pp.1124-1138
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• 1997

This study intended to investigate the concept of Clothing Involvement and Brand and to provide useful basic data for building on affective brand strategy. The purpose of this study is as follows: first, It is to measure the result of Brand Extension attitudes and Brand Extension items by clothing involvement (high involvement/low involvement). Second, It is to classify the factors of Clothing Involvement which suggested in theoretical research and to clarify correlation between clothing involvement factor and brand evaluation, brand extension attitudes. Third, It is to investigate the affect that clothing involvement, demographic variable and brand type on Brand Extension Evaluation. Subjects of this study were the adult women in Seoul, who were extracted by sampling randomly during the fall of 1995. Questionnaire was used as major method of gathering data. They were analyzed by the SAS method such as Frequency, Anova, Duncan, Correlation, multiple regression, Factor analysis. Main result of this study were as follows : 1. In brand extension attitude evaluation by high-involve group and low-involve group, quality, reputation and buying intension of brand extension attitudes showed significant difference. B brand extension attitudes and items of high-involve group was high compare to low-involve stoup. High-involve group evaluated watch, underwear, shoes and stocking of extension items highly, and there is no involvement difference of perfume, parasol, cushion. 2. In order to classify the dimension of Clothing Involvement, it was carried out factor analysis. 1 found that Clothing Involvement was composed of 4 factors, namely, interest - fashion.perceived risk symbolism. Correlation between clothing involvement and brand extension attitude was as followed; Interest factor of clothing involvement was correlated the existing brand attitude. Brand preference of the existing brand attitude was related the image of brand extension attitude, interest of advertising was the quality and the reputation-image was the buying intension. 3. For evaluation of a factor influenced on Brand Extension, it was produced multiple -regression test. Demographic variables and brand types had some influence of Clothing Involvement and Clothing Involvement had on brand extension. 27% of interest, 26% of symbolism was explained by brand types and 15% of fashion, 6% of perceived risk was explained by brand types, demographic variables. And, 10% of brand extension was explained by interest, fashion and symbolism.

• 한국유통학회지:유통연구
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• 제12권1호
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• pp.65-84
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• 2007

본 연구는 프랜차이즈 시스템에 참여하는 본부와 가맹점 관계를 브랜드 중심으로 관계해지 및 구조적인 관련성에 대해서 설명하고자 하였다. 즉, 프랜차이즈 시스템에 있어서 브랜드 자산, 내부브랜드 활동, 갈등과 관계해지 간에 어떠한 관련성이 있는 지를 브랜드를 중심으로 연구하였다. 연구방법은 브랜드를 외생적 요인과 내생적 요인으로 구분하여 탐색적 연구를 진행하였다. 실증대상은 국내 프랜차이즈 시스템에 참여하고 있는 가맹점이다. 연구결과, 브랜드의 외생적 요인인 거래특유 투자와 브랜드 자산, 브랜드 커뮤니케이션은 브랜드의 내생적 요인인 브랜드 내재화와 갈등에 영향을 미쳤으며, 관계해지에도 영향을 주는 것으로 나타났다. 또한 브랜드의 내생적 요인은 관계해지에 영향을 주는 것으로 나타났다. 이를 통해 본 연구는 프랜차이즈 시스템의 지속적인 관계유지를 위해 브랜드의 역할에 대한 이론적, 관리적 시사점을 도출하였다.

• 한국융합학회논문지
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• 제8권12호
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• pp.317-327
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• 2017

본 연구의 목적은 항공사 기내식 서비스품질, 항공사의 고객만족, 브랜드이미지와 브랜드충성도와의 융합적 관계를 분석하는데 있다. 본 연구에서는 항공사를 이용하는 고객을 대상으로 설문지 170부를 SPSS 18.0window를 통해 요인분석, 신뢰도분석, 상관관계분석, 다중회귀분석을 진행하여 연구결과를 도출하였다. 분석결과는 기내식 서비스품질 요인은 음식요인, 서비스요인과 청결요인으로 도출되었다. 첫째, 기내식 서비스품질요인 중 음식요인 고객만족에 정(+)의 유의한 영향을 미쳤다. 둘째, 음식요인과 서비스요인은 브랜드이미지에 유의한 정(+)의 영향을 미쳤다. 셋째, 고객만족은 브랜드이미지와 브랜드충성도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 또한, 브랜드이미지도 브랜드충성도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 이 연구를 통해서 보면 항공서비스에 있어서 기내식 서비스품질 관리, 고객만족, 브랜드이미지 그리고 브랜드충성도 모두가 항공사의 성공적인 마케팅 전략에 매우 중요하다.

• 한국의류학회지
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• 제32권11호
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• pp.1659-1668
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• 2008

The purpose of this study was to examine the impact of advertising expressive factors on brand equity and to investigate the role of brand personality as a factor mediate variable. The subject used for this study were 352 female university students. The data was analyzed by descriptive analysis, correlation analysis and confirmatory factor analysis using SPSS program and Amos program. As the result, model fit index showed $X^2$=57.824, df=19, GFI=0.969, CFI=0.959, NFI=0.942, and RMSEA=0.076, providing good model fit. Out of the advertising expressive factors, sophistication and model preference factors gave impact on brand personality. Also, among advertising expressive factors, novelty, sophistication, model preference, information factors affected brand equity. Finally, brand personality influenced on brand equity. Brand equity was affected directly by advertising expressive factors. It was also affected by brand personality which is a mediate factor between advertising expressive factors and brand equity. The results of this study would provide advertising strategy for fashion brand.

• 스마트미디어저널
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• 제12권11호
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• pp.165-174
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• 2023

본 연구는 중국 여성 소비자의 뷰티 SNS 마케팅과 브랜드 이미지 및 브랜드 태도 간의 실증분석을 통하여 변인 간의 인과관계를 규명하고자 하였으며, 본 연구 결과를 통하여 각 변인 간의 인과관계가 존재하는 것을 확인하였다. 특히 뷰티 SNS 마케팅의 하위요인인 상호작용성이 브랜드 이미지와 브랜드 태도의 변인 간 영향을 미치는 핵심요인임을 확인하였다, 이외에도 뷰티 SNS 마케팅의 하위요인인 접근성도 브랜드 이미지와 브랜드 태도에 영향을 미치는 중요한 요인임을 확인하였고, 생동성, 정보성 순으로 브랜드 이미지와 브랜드 태도에 영향을 미치는 중요한 요인임을 확인하였다.

• 한국의상디자인학회지
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• 제23권4호
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• pp.1-17
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• 2021

This study was examined whether the experiential marketing factors proposed by Bernd Schmitt were applicable to the consumer behavior of active seniors. The study was analyzed the influence of SEMs have on value perception of brand and attitude formation as well as the behavioral intentions of active senior consumers and whether this effect differed between the level of commitment. For empirical analysis, frequency analysis, EFA, reliability, CFA, SEM, and multiple-group comparison analysis were performed. The results showed that sense and feel factor did not have a significant influence on the value perception of brand, while think factor had a positive effect on the value perception of brand. Act factor did not affect the value perception of brand; on the other hand, relate factor had a significant effect on the value perception of brand. The result of structural equation modeling also revealed that the value perception of brand had a positive influence on attitude formation and behavioral intentions. The result of multiple-group comparison analysis confirmed that the influence of act factor on value perception of brand differed according to the level of commitment, but the positive influence of act factor on value perception of brand was limited to the high-level of commitment group. As a result of the influence relate factor had on the value perception of brand, differences existed between the two groups, and the low-level of commitment group had a greater influence than the high-level of commitment group. So it will be effective for active senior consumers to form fashion communities and let them participate in to enhance positive consumer behavior toward fashion brands.

• 복식문화연구
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• 제22권5호
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• pp.848-861
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• 2014

This research was designed to conduct research to apprehend fashion brand's mobile SNS characteristics in depth and the related consumer psychology and behaviors such as brand attachment and brand loyalty. The fashion brand's mobile SNS characteristics were differentiated from the web-based fashion brand's SNS. This study targeted women in their 20s using mobile Facebook and mobile Twitter, and residing in Seoul or Gyeonggi province. Total 412 observations were collected through online survey. The major findings of the study were as follows. First, as the characteristics of fashion brand's mobile SNS, ease of fashion data storage, fashion recentness, fashion usefulness, and fashion accessibility were extracted. As the factors of the flow, time distortion/focused attention and playfulness were extracted. Second, the fashion recentness and fashion usefulness showed positive influence to time distortion/focused attention factor in the flow. All four fashion brand's mobile SNS characteristics showed positive influence to playfulness factor in the flow. Third, time distortion/focused attention factor and playfulness factor both showed positive influence to brand attachment and brand loyalty from using fashion brand's mobile SNS. Fourth, brand attachment had positive influence to brand loyalty from using fashion brand's mobile SNS. Based on the above results, this study provided practical ways to develop effective mobile SNS marketing strategies in fashion brand. Also, this study demonstrated feasible future contents and necessary improvement for fashion brand's mobile SNS, which holds marketing implications.