• Journal of Distribution Science
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• v.12 no.4
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• pp.55-63
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• 2014

Purpose - Brands and products often play key roles in enabling consumers to experience a good attitude, resulting in mentally enacting a specific prototype and reliving the experience by retelling a specific story. Brand storytelling can function as an important tool for managing the brand. To successfully apply a firm's brand storytelling, it is important to prove the effectiveness of storytelling. Therefore, by utilizing the research of Escalas (1998) and Fog et al. (2005), a list of measurements for storytelling component quality (SCQ) was applied. In addition, customer attitudes toward brand storytelling were tested. In particular, if customers encounter a dynamic and interesting story, although the brand is not widely known, they can be in communion with the brand and establish an emotional connection (Hill, 2003). Thus, brand reputation was divided into two levels (high vs. low), and the difference in effectiveness between storytelling component quality and consumers' advertisement attitude, brand attitude, and purchasing intention was examined. Research design, data, and methodology - By using the measurement list used in Choi, Na, and Hwang (2013), 12 categories in the level of message quality, conflict quality, character quality, and plot quality were measured. In addition, categories of brand reputation, advertisement attitude, brand attitude, and purchasing intention were measured. The study was based on 181 final survey samples targeting undergraduate and graduate students in Gwangju Metropolitan City. Results - Consumer responses toward storytelling were researched in the context of brand characteristics or product attributes, such as brand reputation, differentiated from extant simple effects of storytelling. Some brands with high reputation enjoy a halo effect due to prior learning, while other brands with comparatively low reputation have trouble generating positive responses despite attempts to enhance the level of reputation or induce favorable attitudes. Although not all due to the component quality of storytelling, the case of brands with low reputation exerted more positive impact on consumer attitudes than did brands with high reputation. As mentioned earlier, consumer evaluation of the component quality of storytelling was categorized into advertising attitudes, brand attitudes, and purchase intention for this study; this provides managerial implications in other ways. The results imply that an effective application of storytelling could be an important emotional tool for the development of both brands with low brand awareness and of well-known brands. Finally, this study serves to increase consumers' understanding and ability in interpreting brand stories that marketers tell about themselves, as well as to highlight differential experiences with products by level of brand hierarchy. Conclusions - This research aimed to provide an objective guideline for storytelling component quality while considering brand awareness. Thus, brand reputation was considered for proving the baseline effectiveness of storytelling, and this study provided directions for strategic establishment of storytelling. Based on this, we conclude that in further studies, it will be necessary to systematically manage brand story by considering other situation variables and various story patterns, and studying their differences.

• Journal of Distribution Science
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• v.16 no.12
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• pp.23-31
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• 2018

Purpose - The purpose of this study was to set brand awareness and brand image as independent variables from Keller's (1993) definition of brand equity and to analyze whether those variables have an influence on customer satisfaction and customer loyalty with perceived quality and value as mediator variables. Research design, data, and methodology - Data is collected through questionnaires from 200 of responders. Survey respondents were young people who use convenience stores. Questionnaires were tested in October 2017. SPSS and AMOS were used for structural equation as an analysis method. Results - The analysis results specified above can be summarized as follows: 1) Brand awareness had statistically significant influence on perceived quality and perceived value; 2) Brand image had a positive (+) influence on perceived quality and had no significant influence on perceived value; 3) Perceived quality and perceived value had a significant influence on customer satisfaction, and customer satisfaction had a statistically significant influence on customers' repurchase intention. Conclusions - Brand awareness and brand image had an influence on young consumers' decision-making process for purchasing PB food products. Convenience stores have to focus on developing food products with brand awareness and brand image more suitable for satisfying consumer preferences.

• Journal of Wellbeing Management and Applied Psychology
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• v.4 no.4
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• pp.26-30
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• 2021

Purpose: The study tried to make a comparison between local and global brand hotels with respect to the relationships among customer experiences, service quality, customer satisfaction and consumer-brand relationship. This study provided strategic implications according to its results. Research design, data and methodology: To this end, this study collected data from 300 participants who have stayed at local and global brand hotels in Seoul. SAS 9.4 was used for data analysis. Results: The results showed that experiential modules ('sense' module and 'feel-think-act') affected service quality (human service, physical service) in local brand hotels. But 'feel-think-act', one of experiential modules, only affected service quality in global brand hotels. Also, physical service only had strong effects on customer satisfaction with both local and global brand hotels. Finally, customer satisfaction was influenced by consumer-brand relationships for two hotel groups. But there were no statistically significant differences in all estimations between local and global brand hotels. Conclusions: In conclusion, the study provided some strategic implications that experiential marketing in hotel industry needs be practiced maintain the competitive advantage and sustain branding power and will result in stronger consumer-brand relationships in local and global brand hotels.

• Culinary science and hospitality research
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• v.14 no.2
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• pp.128-137
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• 2008

The importance of brand and brand equity has greatly increased not only in the professional perspectives but also in academic viewpoints. Especially, lots of related studies have been focused on the components of brand equity itself. However, this study concentrates on the relationships of brand equity components for understanding consumers' attitudes toward the brands of the food-service businesses. The basic research model consists of 4 brand equity components: brand awareness, perceived quality, brand image, and brand preference. Research data are gathered through survey questions responded by university students. For statistical analysis, correlation analysis, factor analysis, and covariance structure analysis are carried out. The result of this study are summed up as follows. Among the brand equity components, brand awareness had a great effect on perceived quality(path coefficient; 0.476). Brand image highly influenced brand preference(path coefficient; 0.439).

• Journal of Wellbeing Management and Applied Psychology
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• v.3 no.2
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• pp.13-20
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• 2020

The purpose of this study was to empirically investigate the relationship among fashion brand experience, brand loyalty, relationship quality, and repurchase intention. The 420 survey questionnaires were distributed among the consumers in their 30s and 40s who had experience buy fashion brands products through convenience sampling in Seoul. Due to the reliability of data, 120 samples were discarded and 300 samples were put to actual analysis. By using SAS 9.4, data were analyzed for frequency analysis, reliability analysis, correlation analysis. The results of the study are as follows. First, the fashion brand experience which is consist of sensory, affective, behavioral and intellectual experience had positive effects on brand satisfaction and brand trust. Second, brand trust and brand commitment and the relationship quality of brand satisfaction, only satisfaction and commitment affects brand loyalty significantly. Lastly, brand loyalty had significantly effect on repurchase intention. It presented the potential to use the brand as a strategic tool to build strong brand assets, along with providing specific ways to secure differentiated competitiveness in the fashion brand market. It is also thought to be meaningful in that we presented a practical strategy to build and strengthen a lasting bond with consumers by looking at the impact on the quality of the relationship.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.4
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• pp.498-509
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• 2000

This study is designed to find out the effects of price on the consumers'perceived quality, value and purchase willingness of clothing in order to get the basic information that is needed in helping clothing manufacturer's strategy for merchandising promotion on price. This study was conducted by means of a questionnaire survey of university students in seoul. SAS program was used for analysis. The conclusions of this study as follow: first, with respect to the price level of clothing, consumers evaluate the perceived quality of high-price case higher than that of low-price case, and evaluate the perceived value and purchase willingness of low-price case higher than those of high-price case. Second, with respect to the brand name level of clothing, consumers evaluate the perceived quality, perceived value and purchase willingness of well-known brand case higher than those of unknown brand can. Third, the interaction between price and brand dosen't appear. Thus from this result we can know that price and brand have the same amount of effect in both single-quo case and multi-que case. Forth, with respect to the price and brand name level of clothing, there exist significant differences in perceived quality, perceived value, and brand name level. Fifth, in the study of the relationship between perceived quality and purchase willingness and the relationship between the perceived value and purchase willingness, perceived value has more effect on purchase willingness than perceived quality.

• Journal of the Korean Home Economics Association
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• v.37 no.5
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• pp.85-100
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• 1999

The purpose of this study was to investigate the effect of brand name on perception of quality by social status variables [socio-economic status(s.e.s.), social mobility, and status inconsistencyl. Perception of quality of 2 clothing items was investigated in relation to brand name. The subjects were 606 homemakers, 30-40 years of age, living in Seoul. The influence of brand name on perception of quality was measured by 2 stimuli each out of 4 samples. The data was analyzed by ANOVA, Discriminant Analysis and t-test. Results showed that 1) the effect of influence of brand name on perception of quality was most evident in the upper S.E.S. class. 2) status inconsistency had no bearing on effect of influence of brand name of quality. 3) the upwardly mobile group evaluated the quality of clothing in terms of brand name.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.2
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• pp.190-200
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• 2008

The purposes of this study were to identify brand equity factors influencing brand preference and to investigate the effects of preference and other factors on brand performance of domestic and imported fashion accessary(handbag, shoes, purse, etc.) brands. A total of 300 women aged between 20 and 49 years were surveyed during the month of September, 2006, on 2 domestic brands and 2 imported brands that were well-known to consumers. The data were analyzed with factorial analysis, multiple regression analysis, ANOVA, Cronbach's ${\alpha}$, etc., using the SPSS 10.0. The result of research showed: 1) Four factors of brand equity were identified: quality, awareness, image, and trust. 2) Quality, awareness, price acceptability, distribution proximity, and brand performance of the domestic brands were higher than those of the imported brands. But brand preference of the imported brands was higher than that of the domestic brands. 3) Brand preference of the domestic brands was affected by quality, awareness, image, and trust. And brand performance of the domestic brands was affected by appropriateness, brand preference, and distribution proximity. 4) Brand preference of the imported brands was affected by image, quality, awareness, and trust. And brand performance of the imported brands was affected by price acceptability, appropriateness, and distribution proximity.

• The Research Journal of the Costume Culture
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• v.24 no.5
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• pp.697-708
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• 2016

The term used to describe consumer's valuation of a brand is brand equity. One concept that can be managed and may impact valuation of a prestige brand is "luxuriousness." As the concept of "luxuriousness" appears to be a key factor contributing to the equity of a prestige brand, the purpose of this study was to examine how luxuriousness is related to the brand equity utilizing a model developed by Yoo, Donthu, and Lee (2000). Yoo et al. (2000) identified three dimensions [brand association with awareness (BA), perceived quality (PQ), brand loyalty (BL)] accounted for the equity (OBE) of a brand. We speculated that the five dimensions of luxuriousness (i.e., quality, extended self, hedonism, accessibility, and tradition) would selectively influence the two dimensions of brand equity (BA, PQ) and that loyalty would mediate the relationship between the two dimensions of brand equity (BA, PQ) and overall brand equity. A total of 502 participants aged from 18 to 74 were surveyed in USA. Using AMOS 18, the path analysis was conducted with the maximum-likelihood estimation procedure. The model exhibited a good fit with the data and all hypotheses were supported except one. Quality, accessibility, and hedonism dimensions of luxuriousness affected perceived quality of the equity of a brand. Hedonism and extended self dimensions affected brand association with awareness. However, tradition dimension did not significantly influence brand association with awareness. Overall, this research expands understanding of brand equity as it documents the contributions of luxuriousness, a component that can be controlled by brand managers.

• Journal of the Korean Society of Costume
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• v.65 no.8
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• pp.22-34
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• 2015

This study was intended to investigate the influences of consumer's self-monitoring, pioneer brand awareness, types of endorsers on quality perception of "me-too" brands with a focus on outdoor brands. The design of this research was comprised of 2 types of self-monitoring(high vs. low), 2 types of pioneer brand awareness(high vs. low), 2 types of endorsers(professional expert vs. typical consumer). The study was carried out by using samples from residents of Seoul and Gyeonggi area. The number of subjects used in the final analysis totaled 243, with age of the consumers ranging grom 20's to 50's. The results of this study were as follows. Self-monitoring, pioneer brand awareness and types of endorsers had shown a statistically significant correlation effect on the quality perception of me-too brands. Especially, in the high-level self-monitoring group, the effect of pioneer brand awareness on quality perception of me-too brand was significant when typical consumer model was given. The result presents that using a professional expert model in the market rather than a typical consumer model can offset the quality perception of pioneer brand with low awareness.