• Journal of Industrial Convergence
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• v.2 no.1
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• pp.159-186
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• 2004

One of the biggest change in the distributive market recently is that the development of private brand is progress actively since consumers purchasing behavior is tend to shift to resonable and practical planned purchase from brand image or brand name. Once the development of private brands is done successfully, the independent merchandising distinguished from other distribution companies is established, store image through customer satisfaction is strengthen and volume of sales and profit are increased. However, the existing studies in this field have not dealt with this matter systematically. Therefore, the purpose of this study is to propose an integrated framework within which to view private brand proneness. Factors found to influence private brand proneness included perceived cost, with private brand, perceived value for money, store fame, perceived risk, perceived quality variation between national and private brand products. Foe empirical analysis, the data were collected from 211 consumers who purchased the private brands in discount store and department store. With the collected survey data, reliability test, factor analysis for validity test and regression analysis for hypotheses test were conducted. Most hypotheses were accepted but on hypotheses were rejected negative relation of perceived cost and private brand proneness. Research results indicate that private brand proneness is affected by perceived value, perceived fame and there are negative relation between private brand proneness and perceived quality variation.

• Journal of Digital Convergence
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• v.15 no.8
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• pp.367-374
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• 2017

The purpose of this study was to examine brand reliability, product attitude, and purchase intention attitude on a difference in a type between information source (General person / Company) in Sina Weibo. A questionnaire survey was conducted targeting 160 people. Questionnaire was conducted from April 3-7, 2017. The analysis was used 77 people for the General posting without error and 70 people for the Corporate posting. As a result of the research, general person posting is higher preference than public posting in brand reliability(General person M=2.5455/Company M=2.1306), product attitude(General person M=2.4589/Company M=1.9690), and purchase intention(General person M=2.5974/Company M=2.2750) according to type of posting information in Sina Weiboo. The outcome of this study will help to understand consumers' attitudes according to types of sources in China SNS.

• Fashion & Textile Research Journal
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• v.13 no.1
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• pp.25-31
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• 2011

The purpose of this study was to investigate the influence of luxury brand value on luxury brand preferences according to chemyon(social-face). For data collection, research questionnaires were responded by 222 females over 20 years old consumers living in Pusan and Ulsan. The collected data were analyzed using SPSS 14.0 for windows Package by frequency analysis, the factor analysis using Varimax, reliability analysis, multi-regression analysis, and chow-test. The results of this study were as follows: First, concerning the worth of luxury brands that qualify value, conspicuous value, unique value, and emotional value significantly affected the consumers' luxury brand preferences. On the other hand, only social value of the luxury brand did not have a significant effect on the consumers luxury brand preferences. Second, the study was to investigate whether the luxury brand value has an effect on the brand preferences according the consumer's chemyon or not. The results showed different effects of perceived values on luxury brand preferences between the low chemyon group and the high chemyon group. The high chemyon group had an effect on conspicuous value, social value, and emotional value, while the low chemyon group had an effect on quality value for luxury brand preference.

• International journal of advanced smart convergence
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• v.11 no.4
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• pp.155-162
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• 2022

The purpose of this study is to conduct an empirical study on brand authenticity targeting sportswear brand consumers. Through this, we intend to provide the accumulation and implications of authenticity research. For the research model, first, the authenticity of sportswear brand companies was selected as an independent variable. Brand image and brand attitude were selected as the next parameters. Finally, the dependent variable was the intention to pay the premium. Structural equation model analysis was conducted for the structural relationship between these variables. The subjects of this study are consumers who have purchased sportswear brands within the past year. Convenience sampling was used for the sample survey, and 262 people were finally selected as valid samples. The survey was conducted as a non-face-to-face online survey due to the COVID-19 infection. For data processing, frequency analysis was conducted using SPSS 23 to identify the individual characteristics of the survey subjects. In addition, exploratory factor analysis and reliability analysis were performed to refine the scale of the survey tool. Next, using AMOS 21, confirmatory factor analysis and correlation analysis were conducted to verify the measurement model. In addition, structural equation model analysis was conducted to verify the hypothesis. As a result of the analysis, all six hypotheses selected from the research model were adopted.

• Journal of the Korean Society of Food Culture
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• v.21 no.1
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• pp.65-70
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• 2006

The purpose of this study were to measure brand personalities of deluxe hotels in Seoul, and to identify the difference of brand personality between local and international hotels. The questionnaires developed for this study were distributed to 460 employees in kitchen and F&B departments of 11 deluxe hotels in Seoul. A total of 398 questionnaires were used for anaylsis(86.5%) and the statistical analyses were completed using SPSS Win(12.0) for descriptive analysis, reliability analysis and t-test, and AMOS(5.0) for confirmatory factor analysis. The results of this study showed that deluxe hotels have brand personalities relatively strong at 'affection', 'sophistication', 'competence' dimensions, and there was a significant difference by hotel nationality. The brand personality scores of international brand hotels perceived by employees were high at the 'excitement'(p<0.001), 'sophistication'(p<0.001), and 'competence'(p<0.01) dimensions, whereas local hotels were considered more obedient(p<0.01). Overall, it could be a key factor for successful brand management that establish a distinctive brand personality, and a localized brand personality measure will lead to more desirable decision making.

• Journal of Global Scholars of Marketing Science
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• v.17 no.2
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• pp.111-131
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• 2007

As a brand becomes a core asset in creating a corporation's value, brand marketing has become one of core strategies that corporations pursue. Recently, for customer relationship management, possession and consumption of goods were centered on brand for the management. Thus, management related to this matter was developed. The main reason of the increased interest on the relationship between the brand and the consumer is due to acquisition of individual consumers and development of relationship with those consumers. Along with the development of relationship, a corporation is able to establish long-term relationships. This has become a competitive advantage for the corporation. All of these processes became the strategic assets of corporations. The importance and the increase of interest of a brand have also become a big issue academically. Brand equity, brand extension, brand identity, brand relationship, and brand community are the results derived from the interest of a brand. More specifically, in marketing, the study of brands has been led to the study of factors related to building of powerful brands and the process of building the brand. Recently, studies concentrated primarily on the consumer-brand relationship. The reason is that brand loyalty can not explain the dynamic quality aspects of loyalty, the consumer-brand relationship building process, and especially interactions between the brands and the consumers. In the studies of consumer-brand relationship, a brand is not just limited to possession or consumption objectives, but rather conceptualized as partners. Most of the studies from the past concentrated on the results of qualitative analysis of consumer-brand relationship to show the depth and width of the performance of consumer-brand relationship. Studies in Korea have been the same. Recently, studies of consumer-brand relationship started to concentrate on quantitative analysis rather than qualitative analysis or even go further with quantitative analysis to show effecting factors of consumer-brand relationship. Studies of new quantitative approaches show the possibilities of using the results as a new concept of viewing consumer-brand relationship and possibilities of applying these new concepts on marketing. Studies of consumer-brand relationship with quantitative approach already exist, but none of them include sub-dimensions of consumer-brand relationship, which presents theoretical proofs for measurement. In other words, most studies add up or average out the sub-dimensions of consumer-brand relationship. However, to do these kind of studies, precondition of sub-dimensions being in identical constructs is necessary. Therefore, most of the studies from the past do not meet conditions of sub-dimensions being as one dimension construct. From this, we question the validity of past studies and their limits. The main purpose of this paper is to overcome the limits shown from the past studies by practical use of previous studies on sub-dimensions in a one-dimensional construct (Naver & Slater, 1990; Cronin & Taylor, 1992; Chang & Chen, 1998). In this study, two arbitrary groups were classified to evaluate reliability of the measurements and reliability analyses were pursued on each group. For convergent validity, correlations, Cronbach's, one-factor solution exploratory analysis were used. For discriminant validity correlation of consumer-brand relationship was compared with that of an involvement, which is a similar concept with consumer-based relationship. It also indicated dependent correlations by Cohen and Cohen (1975, p.35) and results showed that it was different constructs from 6 sub-dimensions of consumer-brand relationship. Through the results of studies mentioned above, we were able to finalize that sub-dimensions of consumer-brand relationship can viewed from one-dimensional constructs. This means that the one-dimensional construct of consumer-brand relationship can be viewed with reliability and validity. The result of this research is theoretically meaningful in that it assumes consumer-brand relationship in a one-dimensional construct and provides the basis of methodologies which are previously preformed. It is thought that this research also provides the possibility of new research on consumer-brand relationship in that it gives root to the fact that it is possible to manipulate one-dimensional constructs consisting of consumer-brand relationship. In the case of previous research on consumer-brand relationship, consumer-brand relationship is classified into several types on the basis of components consisting of consumer-brand relationship and a number of studies have been performed with priority given to the types. However, as we can possibly manipulate a one-dimensional construct through this research, it is expected that various studies which make the level or strength of consumer-brand relationship practical application of construct will be performed, and not research focused on separate types of consumer-brand relationship. Additionally, we have the theoretical basis of probability in which to manipulate the consumer-brand relationship with one-dimensional constructs. It is anticipated that studies using this construct, which is consumer-brand relationship, practical use of dependent variables, parameters, mediators, and so on, will be performed.

• Journal of the Korean Dietetic Association
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• v.14 no.2
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• pp.186-197
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• 2008

The aim of this study was to measure the brand images of contract foodservice management companies by identifying brand image attributes and then developing a measurement scale to measure the weight of these attributes. The measurement scale was developed by following a 5-stage process that included face-to-face interviews with experts, literature review, questionnaire surveys, verification of scale validity, exploratory factor analysis, and confirmatory factor analysis. A total of 137 items measuring brand image were collected: 37 items from studies of brand image and corporate image, 55 items from studies of contract foodservice management companies and 45 items from the internet and websites of contract foodservice management companies. A survey was then conducted to assess the validity and reliability of the questionnaire items. Ultimately, the 137 items were reduced to 40 items. The calculated Cronbach's alpha for the 40 brand image items was 0.934, demonstrating good internal consistency. Based on exploratory factor analysis (EFA), employee attitude, menu content, corporate image, dining location and ambience, along with 33 subattributes, were identified as brand image attributes. Employee attitude was the most significant attribute influencing brand image. After confirmatory factor analysis (CFA) and a review process, four brand image attributes and 33 subattributes were finalized and incorporated into the scale.

• Journal of Distribution Science
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• v.17 no.6
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• pp.15-23
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• 2019

Purpose - This study evaluates the effects of e-marketing communication on brand loyalty in the mobile communication market in Kosovo. given that no prior studies of this nature are found. It explores the relationships, between e-marketing communication, brand image and customer satisfaction, and their impact on the brand loyalty. Research design, data, and methodology - The research model of four constructs was developed. The data was collected via online surveys, 423 completed surveys from mobile subscribers were received. To test the relationship between the individual variables and multiple variables with the dependent variable several test were performed including data validity and reliability, bivariate correlation, simple linear and multiple regression analysis using stepwise method. Results - Positive significant effect of e-Marketing communication on brand loyalty, as well its significant effect on both brand image and customer satisfaction, which subsequently have significant impact on brand loyalty as it was confirmed by previous studies. Conclusions - The findings confirm that e-Marketing communication is key factor in building well perceived brand image, fostering customer satisfaction, and leading to customer commitment and loyalty towards brands of mobile operators in Kosovo.

• Journal of the Korean Home Economics Association
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• v.48 no.6
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• pp.119-132
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• 2010

The purpose of this study is to investigate the effect of the perceived motivations of the corporate social marketing to fashion brand and the process of consumer-brand relationship building. In this study, we proposed the hypotheses on the relationships among six focal variables. The collected data were analyzed by frequency analysis, reliability analysis, factor analysis and covariance structure analysis with SPSS 12.0 program and AMOS 7.0. 519 complete responses were obtained from core female adults consumers in fashion market. The results were as follows. First, philanthropic motivation significantly affected both benevolence and expert-based trust, but economic motivation significantly affected expert-based trust only. Second, there were significant effects in consumer trust and brand emotion. Third, the brand emotion had a strong influence on brand commitment. The results of this study will help fashion corporations to understand the relative importance of the two different motivations of CSR activities in building consumer-brand relationships.

• Journal of Distribution Science
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• v.12 no.12
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• pp.27-41
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• 2014

Purpose - This study examines various reservation service components that would increase customers' brand attachment and loyalty, while discussing how reservation service components would affect the customer behaviors. Research design, data, and methodology - This study theoretically analyzed the hotel package product reservation system, the customer expectations, the brand attachment, and the brand loyalty, while reviewing previous studies. Results - This study analyzed the distribution channels of the hotel package products from various angles and, as for more extensive research, the study explained the different results caused by each different reservation system type that may be preferred by each individual customer. Conclusions - It was confirmed that, of the hotel reservation service components, the convenience factors, the reliability factors, the information factors, and the other factors other than the human factors, have a significant influence on the customer expectations. Further, the study also revealed that the customer expectation has an important effect on the brand attachment. In addition, the study improved the prevailing understanding on the relation between the brand attachment and the brand loyalty.