• Journal of Fashion Business
• /
• v.18 no.5
• /
• pp.42-55
• /
• 2014

This study examined the relative importance level of experience marketing on brand attitude and brand loyalty in beauty salon franchise stores, and attempted to raise the competitiveness of beauty salon services by presenting this elements as experience marketing strategy directions for beauty salon franchise store management. A questionnaire was used for this study on 350 adults residing in Gwangju Metropolitan City and SPSS 20.0 statistics package was used for analysis. In summary, the results of this study are as follows. First, five factors that make up experience marketing in beauty salon franchise stores were found. They were sensory marketing, relative marketing, emotional marketing, cognitive marketing and behavior marketing. Brand loyalty was categorized into the two factors, attitude loyalty and behavioral loyalty. Also, we found that experience marketing had a statistically positive impact on brand loyalty. Secondly, experience marketing of beauty salon franchise stores was found to have a statistically significant positive effect on brand attitude. Thirdly, we found that the brand attitude of beauty salon franchise stores had a statistically significant positive effect on brand loyalty.

• Journal of Wellbeing Management and Applied Psychology
• /
• v.4 no.2
• /
• pp.14-18
• /
• 2021

Purpose: The purpose of this study was to identify the factors that enhance brand identity among the four relationship factors in the well-being industry: brand relationships, product relationships, employee relationships, and other customer relationships, and to examine the impact between consumers' brand identity and committed behaviors performed by consumers of brand equality, promotion, cooperation, and advocacy. Research design, data and methodology: The models designed in this study were proposed based on prior studies and the survey was conducted on well-being consumers for empirical testing of the models. Valid samples of a total of 350 data collected were analyzed using the SAS 9.4 statistical package programs, and the results for the structural equation model analysis are as follows. Results: First, the three relationships in the brand community have all been shown to improve brand identity, but the product relationship has had a negative significant effect. Second, consumers' brand identity has had a strong effect of promoting both committed behavior, cooperation and advocacy. Conclusions: Based on these analysis results, the theoretical implications of the well-being industry were presented, and effective practical implications were presented to the well-being operators and the community operators of well-being brands.

• Journal of Digital Convergence
• /
• v.14 no.3
• /
• pp.345-359
• /
• 2016

This study aims at providing information on golf industry by survey about effects on purchase decision factors of golf goods and strategies on brand attitude and purchase behavior. As a result of this study, there are sixth reasonable factors of effects as follows. First, age, education and average golf score were meaningful factors on purchase decision. Second, sex and age were significant factors on brand attitude. Third, age was the only meaningful factor on purchase behavior. Fourth, purchase decision factors of golf goods showed significant (+) effects on brand attitude. Fifth, purchase decision factors of golf goods showed significant (+) effect on purchase behavior. Sixth, brand attitude showed significant (+) effect on purchase behavior.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.22 no.4
• /
• pp.503-514
• /
• 1998

The purpose of this study was to develop a large representative data base for jeans marketing strategy This study was to survey brand features(launching year, launching company, design concept, sales volume, and price zone) in the current market, and was to examine brand awareness and it's relationship to segmented distribution regions, demo- graphic variables(sex, age, monthly household income, and seasonal clothing expenditure). This study was also to analyze brand image and consumer's seeking image. The 660 questionnaires were distributed and 618 reliable ones were used for statistical analysis. A SAS statistical package including frequency table, Chi-square test, factor analysis, analysis of variance(ANOVA), Duncan's multiple range test and paired-t test was used. The results are as follows: 1. Brand awareness involves "brand recall" based on asking a person to name the brand recalled first, and "brand recognition" based on asking to identify brand name from 30 given brands. The result of recall brand test indicated that Levi's was dominant brand. People recognized about 70.8% of brands on the average. Brand recognition was influenced by segmented distribution region and demographic variables. 2. There was significantly positive relationship between brand recognition and purchasing behavior. 3. National brands were more recognized than Licensed brands. 4. The result showed that "Nix" was best represented for sophisticated brand image, "Strom" for characteristic, "Jambangee" for resonable price, and "Levi's" for classic '||'&'||' comfortable brand image. 5. As a result of factor analysis on consumer's seeking image, six factors(characteristic, young, intelligent/sexy, comfortable, exotic and popular) were found. Several factors had a relationship with preferred design, demographic variables, fashion interest, and brand recognition. variables, fashion interest, and brand recognition.

• Korea Science and Art Forum
• /
• v.37 no.2
• /
• pp.205-217
• /
• 2019

This study began with the focusing the growth of importance of cultural marketing and its successes by applying to branding in a phase in which the cultural production era has arrived after the industrial production era. This study aimed to reveal the effect of cultural marketing, which are used as marketing strategy in the tourism field, on brand attitude and awareness. Therefore, this study tried to investigate the brand equity and attitude in accordance with the cultural marketing factors by survey Chinese tourists visiting Korea. The result and contents of the study are as follows. First, it was confirmed that the research question on the possibility of market segmentation in accordance with cultural marketing factors; the market segments were classified as Cluster 1 general involvement perceived group, Cluster 2 high involvement perceived group, Cluster3 middle involvement perceived group. Second, it revealed significant differences on brand attitude among the segments; Cluster 2 showed high brand attitude and Cluster 3 showed average level on brand attitude. Third, it found a statistically significant differences in the perception of brand equity including perceived quality, brand awareness and brand image of tourism destination. In conclusion, this study was able to identify market segments in accordance with cultural marketing factors of tourism destination and revealed significant differences in the segments by brand attitude and brand equity. This could provide practical implication that various cultural marketing activities to generate positive results on brand equity and brand attitude and cultural marketing strategies is also needed to increase foreign tourists' awareness of these cultural marketing activities.

• International Commerce and Information Review
• /
• v.12 no.3
• /
• pp.291-310
• /
• 2010

This research analyzes how the visual merchandising (hereafter VMD) of the consumers on the cultural services of global K company affect their brand attitudes and how the brand attitudes influence their purchase intension. In particular, by utilizing the multiple regression analysis method which tested the hypotheses of this study, it was proved that their attitudes of VMD factors proposed in this research positively influenced on the brand attitudes, and that their brand attitudes had considerable impact on the purchase intention and also it had close relationships with the intention. In the result of analysis, the consumers' attitudes of VMD factors has a direct and indirect effects on their brand attitudes and purchase intention. Therefore, this result in the practical aspect could give some valuable implication for the marketers who are trying to find out how to retain its consumers on the market managing.

• Journal of the Korean Dietetic Association
• /
• v.13 no.1
• /
• pp.50-60
• /
• 2007

This study was to investigate women's use state and satisfaction for commercial brand kimchi. Survey was carried out by questionnaire method that was target on 322 female in Seoul. The results of study was that women who purchased commercial brand kimchi, 40% consider its taste the most essential component of purchasing commercial brand kimchi. 63.4% respondents prefer purchasing poggi kimchi among other different types of commercial brand kimchi. Commercial brand kimchi consumers were highly satisfied with kimchi package or service and then taste, while its price and sanitation were factors that they were low satisfied. According to correlation analysis among satisfaction components, there were positive correlations between taste, price, sanitation, fermentation degree and other factors.

• Fashion & Textile Research Journal
• /
• v.10 no.4
• /
• pp.506-514
• /
• 2008

The purpose of this study was to investigate the effect of attitude towards parent brand on extended fashion products in case of fashion brand extension. The subjects of this study were 386 college students and data were collected using survey questionnaire. For data analysis, factor analysis and path analysis were applied. The results showed that there were four factors (e.g., familiarity attitude, emotional attitude, value-expressive attitude, utility information attitude) in attitude towards parent brand and six factors (e.g., economical risk, utilitarian risk, social risk, psychological risk, time/advantage loss risk, risk for losing opportunity) under perceived risk in extended product. The results showed that attitude towards parent brand had a negative effect on perceived risk in extended products and had a positive effect on attitude towards extended products. Perceived risk in extended products then had a negative effect on purchase intention of extended products whereas attitude towards extended products had a positive effect on purchase intention of extended products.

• Korean Institute of Interior Design Journal
• /
• v.20 no.5
• /
• pp.105-113
• /
• 2011

Brand is a useful tool for modem people living under the age of the brand, to explain the information of their products by differentiating themselves from others. It also represents the value of company and plays a major role convincing customers. Even living space brands are no exception. According to the development of marketing management ability, living space brands require the new sales strategy to dominate the market over the business competition, and plan differently for a changing market environment. On such account, companies are commercializing the living space via establishing its brands. Thus the study will cover the living space differentiation strategies for promoting the brand images of respective construction companies and will strive to compare and analyze the differentiation strategy factors that construction firms are pursuing through case analysis framework. Moreover, it's objective focuses on materializing the strategies of living space in accordance to the brand application elements.

• Culinary science and hospitality research
• /
• v.14 no.1
• /
• pp.123-133
• /
• 2008

Hangwha is a part of our traditional culture; however, it is now barely maintaining its name. This study intends to contribute to the development of the Hanghwa industry. In this respect, 'Brand Image' is adopted to suggest the ways to develop the Hangwha industry. Commercializing factors that consumers prefer were analyzed and their effects on brand image were investigated. In addition, the effects of brand image on consumers' awareness and preference were analyzed. This research conducted analysis on 294 people who have used Hangwha in Busan and Gyeongsangnamdo. The results of this empirical study are as follows: It turned out that Hangwha influences the society-oriented and consumer-oriented brand image. Its quality-oriented image has influence on awareness. Its society-oriented and quality-oriented brand image turned out to influence preference.