• 동아시아식생활학회지
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• 제27권4호
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• pp.431-441
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• 2017

The purpose of this study was to analyze the effect of consumers' perceived brand benefits toward brand coffee shops on continuous purchase intentions as well as the mediating effect of brand trust. The survey was conducted on coffee consumers aged 20~40 years living in Seoul and who visited brand coffee shops exposed as product placement (PPL) in TV dramas. Out of 400 questionnaires distributed to consumers, 381 questionnaires (95.3%) were analyzed. Consumers were more interested in places (60.1%) than the products (39.9%) of the coffee shops exposed as PPL. Over half (54.6%) of the respondents showed a positive attitude towards coffee shop PPLs. All three brand benefits perceived by consumers (functional, symbolic, and empirical) had significant positive effects on brand trust and continuous purchase intention. In particular, symbolic benefit has the greatest impact on continuous purchase intention towards the brand. Brand trust had a mediating effect between perceived brand benefits and continuous purchase intentions. Therefore, it is necessary to focus on enhancing the perceived symbolic benefit of the brand to effectively maintain customer relationships. The results suggest that when planning positioning concepts, considering the importance of brand benefits is the best way to increase the competitiveness of coffee shop brands.

• 한국의류학회지
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• 제28권6호
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• pp.734-745
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• 2004

This paper investigated the consumer's purchase behaviors on the home-shopping private brand apparel. Female consumers of age in the range of 20∼50 were asked to complete a questionnaire, who had experienced to search apparel on home shopping media or had purchased it from home shopping business. Through this empirical study, the importance of home-shopping private brand apparel is confirmed. And the model of home-shopping private brand purchase determination, consists of private brand purchase intention, brand evaluation and company patronage, is suggested focusing on two brand types and three different home shopping media. The data were analyzed by mean, multiple regression analysis, ANOVA, Duncan-test of SPSS Win(ver.10.0). The result generated from this study are as follows: First. there are significant differences in preferred private brand types according to the types of media they preferred to purchase. Consumers's sex and age are also important demographic variables in relation to purchase determination variables of home-shopping private brand apparel. Second, the home-shopping company patronage is directly influenced in consumer's purchase intention of home-shopping private brand apparel as well as the consumer's brand evaluation. Consequently, the company patronage is more related to purchase intention of home shopping private brand apparel.

• 동아시아식생활학회지
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• 제20권3호
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• pp.458-472
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• 2010

In the service industry brand was getting more importance in marketing and brand should be researched more. So the purpose of this study was to identify the causal relationships of 'constructs of brand evidence-brand satisfaction-feelings-brand satisfaction-customer loyalty'. In this research constructs of brand evidence were brand image, price (value for money), servicescapes, core service, employee service, and self-image congruence. This research used family restaurants settings using a sample of customers visiting and enjoying menus at family restaurant stores of Youngnam province. A total of 222 questionnaires were analyzed with SPSS/PC+12.0 and LISREL8.30. Empirical results were that firstly, price, core service and employee service affected brand satisfaction and secondly, employee service, core service, servicescape affected postive feelings and thirdly, brand evidence constructs except self-image congruence influenced negative feelings and lastly, brand satisfaction influenced customer loyalty. On the basis of these findings, family restaurant manager should pay much attention to constructs of brand evidence and use these variables to appeal to and understand target market.

• 경영과정보연구
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• 제14권
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• pp.195-214
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• 2004

The purpose of this study is to find proper strategies for the reinforcement of brand image in the online insurance retail stores. First, from theoretical backgrounds, I have investigated acquisition effects, strategies for changing brand image, decisions on a product position and product differentiation under various strategic marketing factors based on the reinforcement strategies of brand image. Second, there is a significant difference between corporate/on-line insurance retail store names recalled first and brand names recalled first. Third, in terms of consumers' preferences, there exists a substantial difference between corporate/on-line insurance retail stores and brands. From this study, the following conclusions are drawn. First, on-line insurance retail stores and brand image should be carefully developed and used as a tool to secure competitive advantages. Second, on-line insurance retail stores and brand image should be considered and continuously enhanced as an important asset for the on-line insurance retail stores. As the importance of brands grows, brand management is an essential step for powering brands.

• 복식
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• 제55권3호
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• pp.136-149
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• 2005

The purpose of this study was to analyze how the purchase of BURBERRY prestigious fashion brand, accomplishing the most successful luxury brand in Korea, correlated to the demographic and psychological characteristics of the BURBERRY purchasers, especially, conformity and individuality. The responses of 304 female living in Seoul and the metropolitan area between 20sover 50s who had ever bought BURBERRY were used in the study. The following results were found: 1) BURBERRY consumer's psychological characteristics were classified into 2 types of conformity (normative conformity and identificational conformity) and 2 types of individuality (anticonformity and independence) 2) 3 factors of the attributes of BURBERRY products were identified: functionality (color, multipurpose, easy-care, pattern), symbolic(brand renown & trust, history & heritage, scarcity) and aesthetic(quality, design) 3) Women conforming to higher clothing conformity attached great importance to the symbolic attributes of BURBERRY 4) The importance factors of decision on purchasing of BURBERRY were design, brand renown & trust and product quality among which the design was the highest in degree and order.

• 패션비즈니스
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• 제28권1호
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• pp.68-82
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• 2024

The fashion industry has been placing great importance on establishing and communicating brand identity in response to the rapidly changing landscape of consumer preference and media development. This study aimed to explore effective communication methodologies for building a strong brand identity for domestic designer fashion brands. To achieve this, trends in the domestic fashion industry were categorized, and key words were derived to develop three new communication methodologies through an analysis of 10 domestic brand cases. This study confirmed that a strategy that focuses on forming emotional relationships with consumers is essential for establishing brand identity. To this end, the proposed communication methodologies include the following: First, delivering sustainable messages through emotional storytelling, which is a key approach for building emotional bonds with consumers. Second, expanding the brand experience to elicit positive responses from consumers by immersing them in special situations to experience brand identity. Third, brands can enhance consumer brand loyalty by fostering continuous relationships with consumers and cultivating brand culture through omnichannel strategies that encompass both offline and online channels. Consequently, this study presents practical strategies for various fashion brands along with theoretical contributions to domestic fashion brand startups and brand identity construction. With these strategies, it is anticipated that brands will establish clear and specific content and build a stronger brand identity by engaging in diverse communication methods that offer consumers sustainable values and brand experiences.

• 한국항해항만학회지
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• 제38권2호
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• pp.177-184
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• 2014

Recently, brand equity is paid much attention in various industries. However, container liner shipping companies are still unfamiliar with this concept, and also the brand equity model has not been tested yet in shipping context. This study, therefore, aims to measure the relative importance of brand equity factors of container liner shipping companies by employing AHP (Analytic Hierarchy Process). This study concludes that perceived quality, in particular cost-related service quality, is the most influential factor of brand equity, while weak support is found for brand association. In addition to this, group comparisons were conducted between shipping companies, freight forwarders and academics. The results will be useful as they firstly define brand equity and its role in shipping context, highlighting the significance of brand management to container liner shipping firms. This evaluation is not an end in itself, but will eventually be utilised as a tool to build competitive advantage which cannot be easily imitated by competitors.

• 대한가정학회지
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• 제49권10호
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• pp.49-56
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• 2011

The purpose of this study is to research the difference between the size suggested by brand uniforms and the size suitable for high school girls. We compared and analyzed the size system of brand uniforms after researching the wearing conditions of uniforms of 4 brands (A, B, C, D) in order to establish a size system of brand uniforms that fits different body types of teenagers. First, we conduct research on the actual condition of brand uniforms worn by high school girls, and investigate unsatisfactory factors and problems. Second, we actually measure the uniform size of each brand and analyze measurement differences between each brand. Our results show each brand uniform has different size specifications and the importance of appropriate size specification is greater as students select uniform based on design and brand awareness rather than body size. Compared with the average body size the skirt and especially the blouse is much smaller with no extra room compared with standard size 85 blouses and size 71 skirts. Therefore, the adjustment of size specification is needed in brand school uniforms. However, a larger scale investigation is needed as this study was conducted with a limited sample size.

• 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.

• 융합경영연구
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• 제7권2호
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• pp.7-14
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• 2019

Purpose - Amid the slump in the food market, the importance of customer experience marketing is being highlighted as a strategy to satisfy consumers' needs. Research design, data, and Methodology - The survey used part 280 of the answers for the hypothesis test. This study confirmed 280 parts (93.3%) as final valid samples, excluding 40 disloyal sections of 340 sections. The survey was conducted between December 1, 2018 and December 30, 2018. An investigative factorial analysis and multiple regression analysis were conducted to test the hypotheses. Result - The results showed that sensibility and recognition were influenced by positive brand attitudes, but sense did not affect brand attitudes; senses and sensations had a positive effect on satisfaction; recognition did not affect satisfaction; brand attitudes had a positive influence on satisfaction; and brand attitudes and satisfaction had a positive influence on revisit intention. Conclusion - This study analyzed the experiences of customers visiting a family restaurant in order to determine how those experiences impacted the customers' satisfaction, brand attitudes, and revisit intentions. Several interesting results were uncovered from the study.