• Journal of Digital Convergence
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• v.7 no.2
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• pp.1-12
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• 2009

This study explored which the component factors on innovation brand to building an organizational culture of government. The innovation brand perception of organizational officers are in order brand awareness(recognition, discrimination) and brand loyalty(identification, ease of memory, meaning diffusion, the reaction of customer needs), brand salience, brand knowledge and brand innovation. The result of Importance-Performance analysis are as follows. We can see that Brand loyalty have Quadrant I meaning good management implementation. Brand Knowledge have Quadrant II meaning concentrate improving. Brand Uniqueness have Quadrant III meaning improving. And Recognition, familiarity and salience have Quadrant IV meaning low relative importance and high performance. The Quadrant IV consider the cost and benefit of brand management.

• Fashion, Industry and Education
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• v.16 no.2
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• pp.30-39
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• 2018

This study investigates the importance of brand and retailer associations when consumers evaluate a product category extension in the context of brand and retailer collaborations. Although brand extensions are considered to reduce costs for introducing a new product category, limited study has focused on the role of brand and retailer associations in the context of brand and retailer collaborations. Using a total of 440 participants, a hypothesized model was tested using a structural equation modeling (SEM). The results show that brand and retailer associations influence the perceived fit between a brand and a retailer. In addition, the image fit and quality fit are significantly related to brand and retailer attitudes as well as brand extension evaluation. Since consumers may use their associations with brands or retailers when they perceive product differentiation, market position, and brand extensions, the role of brand or retailer associations is important to marketers, retailers, and consumers. Given the importance of brand and retailer collaborations as a brand positioning strategy in the global branding and retail setting, the findings of this study contribute to brand and retail management by providing empirical evidence on how consumers perceive new products from extended brands in the marketplace when a brand collaborates with a retailer.

• Journal of Distribution Science
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• v.16 no.4
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• pp.75-82
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• 2018

Purpose - As the role of salespersons in retail stores has expanded from selling products to sharing brand experiences with customers, the importance of research on the effects of salesperson-brand relationships has grown. The purpose of this research is to investigate the influences of salespersons' brand identification on conceptual fluency and customers' service and brand evaluations. It was supposed that salespersons' brand identification is affected by brand knowledge, which is a core dimension of internal branding. Research design, data, and methodology - The author developed a structural model in which salespersons' brand knowledge influences brand identification, hence customers' perception of salesperson-brand image congruence. And it is hypothesized that salesperson-brand image congruence influences conceptual fluency which affects customers' satisfaction and brand evaluation. Data were collected from five department stores in Seoul. Results - First, salespersons' brand knowledge was found to have a significant effect on brand identification. The more a salesperson knows about the affiliated brand, the higher her level of brand identification. Second, salespersons' brand identification influenced salesperson-brand image congruence. Third, salesperson-brand image congruence had a significant effect on brand conceptual fluency. Customers who perceive salesperson-brand image congruent are more likely to process information easily. Finally, conceptual fluency was found to be a significant determinant of store loyalty and brand value evaluation. Conclusions - The results of this study verify importance of salesperson's brand identification on customers' service and brand evaluations. To enhance salespersons' brand identification, retailers should emphasize the importance of internal branding and communication, especially by sharing brand vision, values, and identity with employees at customer contact points. Also, as brand conceptual fluency is a significant determinant of customer responses, retailers need to deliver consistent messages through various components of store environments, including salespersons' attitudes, appearances, and manners, as well as physical store design. With a deeper understanding of the effects of salesperson-brand relationship and brand conceptual fluency, retailers will be able to create more effective brand strategies to enhance their performances. Future studies should consider data from various retail types, such as discount stores, to generalize the findings.

• Journal of the Korean Home Economics Association
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• v.36 no.3
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• pp.161-172
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• 1998

The purpose of this study were 1) to identify the effect of regions on clothing brand loyalty and related variables, 2) to investigate the relationships between brand loyalty and clothing importance, aesthetic aspects of clothing, modesty, status symbol of clothing and authoritarian personality, and 3) to identify the effects of age, job, education and income on clothing brand loyalty. The subjects were 106 and 100 female adults living in Kyong-Ju and Seoul, respectively. The data were collected using self-administered questionnaires and were analyzed by t-test, chi-square test, correlation, multiple regression and ANOVA. The results showed that 1) clothing importance and authoritarian personality were different according to regions. That is female living in Kyong-Ju had a higher authoritarian personality and female living in Seoul had a higher clothing importance scores. 2) The status symbol of clothing, aesthetic aspects of clothing, and authoritarian personality were positively related to brand loyalty. Among these, the status symbol of clothing was the most significant variable, 3) Continued brand loyalty and habitual brand loyalty were varied by age.

• The Korean Journal of Franchise Management
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• v.10 no.4
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• pp.7-18
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• 2019

Purpose: This study identifies the relative importance of the sub - factors of initial services and continuous services using AHP (Analytic Hierarchy Process) method, and calculates the competitive index for the detailed factors. The purpose of this paper is to propose the establishment of long - term and short - term management strategy for expansion of business of food service franchise, franchisors, long - term and win - win relationship with franchisees, and rationalization of operating system. Research design, data, and methodology: The population for the survey is 92 franchisees in 46 foreign brands and 46 domestic brands in the Seoul metropolitan area (Seoul / Gyeonggi / Incheon). The survey was conducted from July 1 to August 31, 2018 through the survey agency with a telephone interview and a surveyor's direct visit. A total of 100 questionnaires were collected, but a total of 92 parts were used for analysis except 8 parts that were considered to contain false information. Using the AHP method, relative importance and competitiveness index were calculated for the details of initial services and continuous services. Results: The results shows continuous services were significantly higher for both foreign brand franchises, domestic brand franchises, and overall than initial services, This suggests that the continuous services of the affiliated franchisors has a higher relative importance than the initial services. Among the continuous services, brand reinforcement and promotion were significantly higher for both foreign brand merchants and domestic brand franchises. This can be regarded as the most important factor in brand reinforcement and promotion when selecting a food service franchisors. Conclusions: In the Standard Terms and Conditions governed by the Fair Trade Commission, the franchisors should increase the fairness by creating manuals for supporting services, especially after opening, and regularly checking whether the supporting services have been carried out like manuals since the establishment of franchisees. In addition, the Brand Strengthening and Public Relations Committee (tentative name) jointly participated by the franchisors and franchisees for the purpose of strengthening and promoting the brand, suggesting a system for transparent and efficient execution of the brand reinforcement and promotion budget and monitoring afterwards.

• Asia Marketing Journal
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• v.11 no.2
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• pp.193-215
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• 2009

This paper reports the country of origin and brand trust perceptions of 102 Nepali consumers living in Kathmandu. The paper also explores these Nepali consumers' perceptions of global brands. Three major findings are reported: (1) For these Nepali consumers, the importance of buying a global brand is exceptionally important in their purchase decisions. (2) Nepali women consistently rate the importance of buying a global brand higher than Nepali men. (3) The set of global brands most trusted by these Nepali consumers show strong regional, Asian preferences. The paper also discusses the challenges of market research in Nepal.

• Proceedings of the Korean Institute Of Construction Engineering and Management
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• autumn
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• pp.238-241
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• 2003

Recently, construction companies is briskly doing brand marketing investment through the housing brand development. The importance of brand asset is increasing, the brand management is time to set for strong brand. But brand asset management so far has been done in manufacturing and service industry, there is no discussion about housing brand asset management of construction companies. It is aware that how important brand is, but we can't present data for brand marketing investment owing to absence of brand asset management method. Therefore, the purpose of this paper is trying to deduce importance degree of brand asset composite factor through the brand power research. Also it is to present guideline about brand management strategy.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.4
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• pp.442-451
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• 1998

The purpose of this study was to investigate the current brand of mail-order clothing, consumers' attitude over importance of brand and the effectiveness of brand when consumers purchase clothing by mail-order shopping. for this study, mail order catalogs were analyzed and the samples were collected through the questionaire distributed to 214 women. It was analyzed by SAS package. The results are as follows; 1. As a result of mail-order catalog analysis, domestic clothing included few famous brand except foreign brand. 2. The users of mail-order purchasing were old and married women comparably. They were also high clothing-expense users and housekeepers. Item that consumers wanted to buy using mail-order shopping were home-wear, night-wear, accessories and scarves which were involved low risks comparably. 3. Consumers regard brand significantly as a means of credit in purchasing mail-order shopping clothing. In analysis between importance of mail-order clothing brand and demographics, degree of education and clothing expense per month showed significant difference.

• Journal of Distribution Research
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• v.9 no.3
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• pp.49-68
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• 2004

The purpose of this study is to introduce brand alliance to private brand context. The conventional concept of the wheel of retailing hypothesis explains the limitation of private brand growth. Retailers, therefore, has made an effort to adopt brand alliance with national brand to solve the potential problem of private brand. The conjoint analysis was used to identify the importance of brand alliance. The importance of the general variable extracted from part worth presented there was significant benefit in an alliance between a private brand and a national brand. Additionally, the results showed that there were moderating effect of 1) familiarity with private brand, 2) evaluation of specific retailer and vendor and 3) usage amount on part worth structures.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.7
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• pp.1149-1161
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• 2010

This study identifies the dimensions of cosmetics consumption values and the differences in cosmetics brand selection through a cosmetics consumption value group and by product type. The subjects of the study were females over age 20 living in Seoul and Gyeonggi Province between January and February 2008; 427 questionnaires were used for analysis. For data analysis the SPSS 17.0 statistical program was used, and principal component analysis, factor analysis using Varimax rotation, Cronbach's ${\alpha}$ reliability testing, cluster analysis, ANOVA test, and Duncan test were conducted. The results and conclusions of this study are as follows. The dimensions of cosmetics consumption values were found to be the pleasure value, the fashion value, the function value, the brand ostentation value, and the appearance ostentation value. Five types of groups by factor were identified: the group seeking function, the group seeking fashion and brand ostentation, the group seeking pleasure, the group seeking appearance and brand ostentation, and the indifferent group. Second, The group attaching importance to functionality was more likely to select high-priced brands while the group attaching importance to brand awareness were more likely to seek foreign brands, irrespective of product type. As far as base and color cosmetics are concerned, the group attaching importance to pleasure was more likely to select low, medium, and high priced foreign brands, as well as low and medium priced domestic brands. As for body products, the group attaching importance to fashion and brand awareness tended to select low, medium, and high priced domestic brands, as well as high priced foreign brands. By simultaneously purchasing high, medium, and low priced brands, these groups display an ambivalent consumption pattern. This study identified the differing dimensions around cosmetics consumption values and cosmetic brand selection. The research findings helps cosmetic companies set product prices and contributes to cosmetic marketing strategies.