• 한국프랜차이즈경영연구
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• 제12권4호
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• pp.25-40
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• 2021

Purpose: Marketing communication with customers is essential for companies to survive and grow in a fiercely competitive environment. Advertising is one of the most readily accepted marketing communications by consumers. Unlike a company that owns a distribution network, advertising is vital for a franchise. In general, many advertising models select celebrities. Celebrities are more likely to attract audience attention and influence consumers' purchase intentions. Customers satisfied with advertising are more likely to stay loyal and buy again when the company launches a new product. In addition, customers form a brand image through advertisements. Therefore, in this study, the effect of the characteristics of the foodservice franchise advertising model characteristics on model satisfaction, brand image, and purchase intention. Research design, data, and methodology: The survey of this study was conducted among consumers over the age of 20 who had seen a restaurant franchise advertisement and visited a store within the last 2 months. 305 copies were collected for 7 days during the survey period, from October 21 to October 27, 2021. Among the collected questionnaires, 12 insincere questionnaires were excluded, and 293 were used for analysis. SPSS 25.0 and Smart PLS 3.0 were used as data collected to test the hypothesis. Result: As a result of the study, among the advertising model characteristics of a foodservice franchise, reliability, attractiveness, expertise, and closeness all had a significant positive (+) effect on model satisfaction. In addition, reliability and closeness were found to have a significantly positive (+) effect on brand satisfaction, but attractive and expertise did not significantly affect brand image. Finally, model satisfaction was found to have a significant positive (+) effect on brand image and purchase intention. Brand image also appeared to have a significant positive effect on purchase intention. Conclusions: Research Results First, this study verified the effect of a restaurant franchise advertising model using celebrities by using the characteristics of the advertising model. Second, this study developed a conceptual structure for model characteristics - model satisfaction - brand image - purchase intention. Third, the restaurant franchise marketer needs to select a model in consideration of the privacy of the advertising model. Fourth, consumers tend to equate advertising models with advertising

• 한국컴퓨터정보학회논문지
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• 제27권8호
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• pp.233-240
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• 2022

본 논문에서 우리는 전통시장을 지역특화 관광자원으로 개발함으로써 지역 경제발전의 토대를 마련하는 전통시장의 마케팅 전략을 제안하였다. 본 연구에서는 시장 이용고객인 지역 주민과 관광객을 대상으로 설문조사를 하였고, SPSS 25를 활용하여 시장 브랜드 전략을 구축하기 위한 요인분석(factor analysis)과 내적 일관성 검증을 위한 신뢰도분석(reliability analysis), 그리고 관련성을 확인을 위한 유의성 검증을 위해 상관분석(correlation analysis)을 실시하였다. 전통시장의 마케팅 전략을 위한 안양중앙시장 브랜드 관광상품에 대한 분석결과는 다음과 같다. 첫째, 브랜드 요소와 브랜드 표준 및 브랜드 포지셔닝을 활성화하는 브랜드 아이덴티티 확립이 필요하다. 둘째, 브랜드 의식과 브랜드 정보 및 브랜드 기억을 끌어낼 수 있는 브랜드 인지도 향상이 요구된다. 셋째, 브랜드 연상과 브랜드 충성도를 높일 수 있는 브랜드 이미지 개선이 필요하다. 넷째, 브랜드 가치와 브랜드 관심 및 브랜드 수명을 향상시킬 수 있는 브랜드 자산을 개선하는 노력이 필요하다. 시장 브랜드 전략을 활용하여 전통시장의 마케팅 정책을 개발하고 제안함으로써 특화된 지역 관광자원으로서 전통시장과 지역경제의 활성화를 기대할 수 있을 것이다.

• 복식
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• 제60권2호
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• pp.114-129
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• 2010

The purpose of this study were to identify shopping orientation for fashion outlet consumers and its significance in influencing brand loyalty and shopping satisfaction. This study will propose results which help to better understand shopping orientation of fashion outlet consumers. A questionnaire was administered to 326 20s male and female living in Daegu Gyeongbuk during October of 2008. Data were analyzed by using Factor analysis, Reliability analysis, t-test and Regression analysis. The results of the research are as follows: First, The shopping orientation could be into 5 dimensions: pleasure tendency, fashion tendency, name brand tendency, prudence buying tendency, economic tendency. Brand loyalty were factor analyzed resulting three factors such as brand loyalty, brand care and brand knowledge. Brand loyalty factors of brand loyalty and brand knowledge had a positive effect on fashion tendency, name brand tendency. Brand care has a positive effect on name brand tendency and economic tendency. Second, Shopping satisfaction were factor analyzed resulting five factors such as product, store atmosphere, service store reputation, location convenience and price. Outlet product had a positive effect on fashion tendency, name brand tendency, prudence buying tendency and while all other factors showed a positive effect on preferences to follow trends. However, outlet price had a positive effect on only those consumers possessing a economic tendency.

• 한국의류학회지
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• 제36권11호
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• pp.1137-1147
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• 2012

Self-congruency plays an important role in the context of mothers' shopping for children's clothing because purchasers are inconsistent with users. This study incorporates three dimensions of self-congruencies (congruency between children's image perceived by their mothers and brand image, congruency between mothers' actual self-image and brand image, and congruency between mothers' ideal self-image and brand image) due to purchaser-user inconsistency in children's clothing consumption. A total of 574 mothers with children aged 6 to 10 participated in a web-based survey. Descriptive statistical analysis, factor analysis, reliability analysis and multiple regression analysis were conducted. Self-brand image congruency variables have a different influence on brand attitudes when mothers purchase children's clothing. Brand attitude is influenced positively only when the perceived children's image coincides with brand image and when mothers' ideal self-image corresponds to brand image. In contrast, mothers' actual self-image and brand image congruence negatively influence brand attitude. Further investigation indicates that there are different effects of dimensions of self-congruency on brand attitude according to the characteristics of mothers and their children. This study suggests that when there is purchaser-user inconsistency, different types of image congruence has to be implemented to assess the impact on brand attitudes.

• Journal of Information Technology Applications and Management
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• 제16권4호
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• pp.167-184
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• 2009

New internet trend, such as Web 2.0, has brought about new roles of users and changes in the web ecosystem. In the age of information overload like nowadays, activities in the brand community sites help to make more reasonable decisions in choosing certain brands and products. In order to examine organizational strategic aspects of brand community, this study examine (1) what difference exists in user satisfaction according to the brand community types (the user-initiated type and the corporate-established type), and (2) which dimensions of service quality affect brand community users' satisfaction. Research findings show that types of brand community influence perceived user satisfaction, and tangibility, reliability, interactivity, and stability dimensions of service quality make a positive influence on user satisfaction as well. Practical implications for managing brand community sites in marketing perspectives are further discussed.

• 한국의류산업학회지
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• 제10권4호
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• pp.499-505
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• 2008

The Purpose of this study is to research the relations between brand attachment and brand loyalty depending on symbolic consumption propensity toward fashion goods. Subjects were 391 women in their twenties to fifties who live in Gyungsang Province and have purchased the fashion goods. Frequency analysis, reliability analysis, factor analysis, multiple regression analysis, and one-way layout variance analysis were conducted using SPSS 13.0 as data analysis. The findings from the analysis are described in the following: Uniqueness and materialism out of the symbolic consumption propensity toward fashion goods had positive effects on the elements of brand attachment such as love, care, and knowledge. Brand loyalty was influenced positively by social face sensitivity and materialism among symbolic consumption toward fashion goods.

• 무역상무연구
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• 제28권
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• pp.143-167
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• 2005

This study suggests the necessity of effort to develop representative brands a unique personality in connection with country image. That is, brand personality adds brand identity to reliability and makes for stronger brand in the international market. It also furnishes the differentiation for guilding effective brand marketing. In summary, it is clear that country image and brand personality are strategic factors which should be considered by world enterprises and government in this era of globalization. In addition, the cross-cultural examination of country of origin effect and brand personality in connection with foreign consumers' selection is worthy of study.

• Journal of Sport and Applied Science
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• 제7권2호
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• pp.13-19
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• 2023

Purpose: The purpose of this study is to provide directions and implications related to eco-friendly marketing and products of outdoor brand companies by empirically analyzing the influence of outdoor brand's eco-friendly activities on brand image and word of mouth. Research design, data, and methodology: In this study, a survey was conducted on those who have purchased outdoor brand products through the convenience sampling method, and a total of 470 effective samples were collected. Frequency analysis, reliability analysis, confirmatory factor analysis, and structural equation model analysis were conducted based on the collected data. Results: As a result of the analysis, first, it was found that eco-friendly marketing among the eco-friendly activities of outdoor brands did not have a positive effect on the brand image. Second, among the eco-friendly activities of outdoor brands, eco-friendly products were found to have a positive effect on the brand image. Third, it was found that the brand image had an effect on word of mouth intention. Conclusions: Academic and practical implications were discussed based on the research results that eco-friendly marketing of outdoor brands does not have a positive effect on brand image, eco-friendly products have a positive effect on brand image, and brand image affects word of mouth.

• 한국응용과학기술학회지
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• 제37권4호
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• pp.1052-1065
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• 2020

본 연구는 프로야구 소비자를 대상으로 프로야구 PPL광고속성이 브랜드인지, 브랜드태도 및 행동의도에 미치는 영향을 분석하였다. 프로야구 구단과 모기업의 다양한 마케팅 활용 전략으로 활용될 수 있는 방안을 제시하는데 본 연구의 목적이 있다. 본 연구는 프로야구 소비자 411명을 대상으로 실시되었다. 자료처리는 SPSS 25.0 Window Version을 활용하여 빈도분석(frequency analysis), 신뢰도 분석(correlation analysis), 상관관계 분석(reliability analysis), 다중회귀분석(multiple regression analysis)을 실시하였다. 그리고 평균분산추출지수(AVE: Confirmatory Factor Analysis)와 개념신뢰도(CR: Construct Validity)를 산출하여 집중타당도(Convergent Validity) 및 판별타당도(Discriminant Validity)를 검증하였다. 또한, AMOS 25.0을 활용하여 확인적 요인분석(Confirmatory Factor Analysis: CFA)을 실시하였다. 그 결과 첫째, PPL광고속성의 하위요인인 오락성, 정보성, 불편성은 브랜드인지에 유의한 영향을 미치는 것으로 나타났다. 둘째, PPL광고속성의의 하위요인인 오락성, 정보성, 불편성은 브랜드태도에 유의한 영향을 미치는 것으로 나타났다. 셋째, PPL광고속성의의 하위요인인 오락성, 정보성, 불편성은 행동의도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 브랜드인지, 브랜드태도는 행동의도에 유의한 영향을 미치는 것으로 나타났다.

• 복식
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• 제49권
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• pp.113-124
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• 1999

The purpose of this study was to categorize brand-switching behaviors into subdivided groups by variety seeking and perceived differences between brands and to compare and to analyze brand-switching motive perceived differences between brands clothing-involvement and buying price among the subdivided groups. The subjects were 343 female and male to have jean pants-buying experience in their age of 20-29 living in Seoul and Kyunggi province. For the analysis of the data mean frequency t-test $\chi^2$-Test Factor analysis MANOVA Duncan-test were conducted and the cronbach's $\alpha$ has been calculated to measure the reliability The results are as follows: 1. brand-switching behaviors are categorized into 4 groups by strength of variety-seeking and perceived differences between brands that are small or large which are habitual brand switchers internal derived brand-switchers external derived brand-switchers and combined derived brand-switchers. 2. Among the 4 sub-groups there were significant difference in brand-switching motive according to factors such as change-seeking needs and price & promotion. And there were significant differences in perceived differences between brands according to factors such as apparel design clothing -symbolism fitness except apparel shop. 3. According to strength of variety-seeking levels of clothing-involvement and buying price have increased Combined derived brand-switchers have totally the strongest variety-seeking and the highest clothin-involvement and they purchase the highest priced jean-pants of the other types of consumers.