• Culinary science and hospitality research
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• v.17 no.5
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• pp.122-138
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• 2011

This study aims to investigate whether hotel brand personality predicts restaurant loyalty mediated through trust and satisfaction. An experimental design is applied to test six hypotheses that reflect the research questions. The guests who have experienced dining in five star hotels in Seoul are targeted for sampling. A total of 184 faithful cases out of 250 cases have been analyzed. To analyze the data, descriptive statistics and multivariate analysis of variance, and structural equation modeling (SEM) are employed using the SPSS and AMOS 7. The findings indicate that hotel restaurant customers' loyalty is positively influenced by hotel brand's ruggedness and sophistication. Also, all the variables in brand personality except excitement have a positive impact on hotel restaurant customers' trust. Noticeably, hotel restaurant satisfaction is increased through brand sincerity and sophistication. Finally, both restaurant trust and satisfaction have a positive impact on restaurant loyalty. In conclusion, these findings suggest that hotel practitioners need to develop the influential variables of hotel brand personality to elevate the level of restaurant loyalty.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.5
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• pp.692-703
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• 2008

In the fashion enterprises of today, there are many kinds of inter-enterprises' collaborations which are related to the strategic management for reinforcing their competitiveness in various fields. These inter-enterprises' collaborations, which began to increase in the year 2000, will increase even more in the near future. The study investigated the differences of collaboration motive types in collaboration areas, trust/devotion, performance and satisfactions of collaborations, and characteristics of collaborated companies and their partners. A questionnaire was administered to 194 key employees of the fashion enterprises in Korea and the analysis was performed by factor analysis, cluster analysis, ANOVA, and $X^2$ test. The results showed that the collaboration motive had four factors: economic efficiency, business expansion, product planning improvement, and brand competitiveness increase. The cluster analysis showed that there were four collaboration motive types: brand competitiveness type, economic efficiency type, product planning type, and passive collaboration type. There were significant differences among the collaboration motive types in regard to collaboration areas, trust/devotion, and the performance/satisfactions of collaboration, and characteristics of companies. The brand competitiveness motive type tended to choose the marketing and brand collaboration areas, had a higher trust, and had higher scores on the performance and satisfactions of collaboration than did the other types.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.8
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• pp.353-360
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• 2020

The main aim of study is to identify the factors that affect the purchasing intention of young adults. The reference group is an important factor in determining the underlying causes of young adults' purchasing intentions. However, the literature states that young adults prefer to buy brands they trust in order to eliminate the risks that may arise when buying products they may not know. Moving from this perspective, the study proposes a conceptual model that including structural relationships between brand trust, reference group, and purchasing intention. The study aims to contribute to the literature by discussing the moderator role of brand trust in this structure. A series of hypotheses are tested via a survey completed by 749 young people between the ages of 20 and 30 living in Istanbul, Turkey. The data were analyzed with IBM SPSS-23 and AMOS-18 program. In addition to descriptive, reliability, and factor (exploratory and confirmatory) analysis, hierarchical regression analysis was performed to test the research hypotheses. The results show that the reference group positively influences the purchasing intention, and brand trust plays a moderating role in this relationship. The findings are discussed and some practical suggestions are made for mobile phone manufacturers.

• The Research Journal of the Costume Culture
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• v.25 no.6
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• pp.831-846
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• 2017

Considering that the effectiveness of ads varies according to the credibility of consumers, it is necessary to establish data regarding consumer credibility in relation to online reviews. To conduct a successful study on the marketing strategies of online reviews, it is also necessary to analyze the relationship between credibility and the various factors that influence the purchase intentions of consumers. Therefore, this study attempted to examine the relationship between consumer trust of on-line reviews, brand preference, ads credibility, and purchase intentions in relation to cosmetics. The study was conducted through a normative descriptive survey method using stimuli and a self-administered questionnaire. Analysis of the structural equation model was conducted for the data analysis. The results revealed that consumer reliance on online reviews of cosmetics influences brand preference, credibility of brand ads and purchase intentions. The results also revealed that consumers' on-line reviews, brand preference, and trust of brand ads are important factors for increasing the purchase intentions. The mediation effect of brand preference and brands' ads credibility were found in the process where on-line reviews exercise an influence on the purchase intentions. It was also found that brand preference has a stronger influence on purchase intention than credibility of brand ads. It was discovered that the credibility of on-line reviews directly influences purchase intentions more than indirectly influences. Considering the results of this study, programs that encourage customers to post on-line reviews, and strategies to promote brand preference by targeting groups that exhibit high trust in online reviews would be recommended.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.3
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• pp.19-31
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• 2013

The purpose of this study was to investigate the influence of consumer-internet brand relationship on consumer's satisfaction and loyalty. In order to establish structural equation model, previous studies about consumer-brand relationship, consumer's satisfaction and loyalty were investigated. The survey was limited to the respondents over 20 years old living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. Questionnaires were collected from February 1, 2012 to February 12, 2012 and 562 useful data were analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis, reliability analysis, and Pearson's correlation analysis, using Amos 19. The results of verifying the hypotheses were as follows: First, consumer-internet brand relationship was classified into two dimensions including 'emotional affection' and 'cognitive trust'. Second, both 'emotional affection' and 'cognitive trust' had a positive effect on consumer's satisfaction. Third, 'emotional affection' had a positive effect on consumer's loyalty, but 'cognitive trust' did not affect consumer's loyalty directly. Finally consumer's satisfaction had a significant effect on consumer's loyalty. It was suggested that consumer-internet brand relationship could be an important factor to form brand equity. Therefore, internet shopping mall marketer should establish a strategy that can help customers make a strong relationship with their internet shopping mall.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.1 s.160
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• pp.151-161
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• 2007

The purpose of this study was to examine the effects of fashion brand attachment on attitudes toward brand extension. Two hundred thirty-four female college students participated in this study. For this study, Bean Pole brand was selected for the example of brand extension through three pre-test. For data analysis, descriptive statistics, factor analysis, multiple regression, and ANOVA were used for this study. As the results, first, brand attachment was classified into three factors such as 'love', 'trust', and 'interest' factors. Second, attitudes toward brand extension were divided into two factors such as similarity of brand extension and purchasing intention. Generally, higher scores on brand attachment was correlated with higher scores on altitudes toward brand extension. Third, results revealed that generally 'love' and 'trust' factors had affected 'attitudes toward brand extension' or 'purchasing intention'. Fourth, among the three groups (heavy/middle/low) of brand attachment, the heavy group showed higher preference of brand extension attitudes. Based on these results, fashion brand marketing strategies would be suggested.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.3
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• pp.1745-1752
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• 2015

This study provides a framework for understanding the effects of brand image(symbolic and functional) on emotional commitment and behavioral commitment. First, the causal relationships between brand image, emotional commitment and behavioral commitment were examined. Second, the mediating effects of brand trust were also examined. Undergraduate students(N=217) were participated in the survey and the structural equation modeling was utilized for data analysis. The results of this study reveal that both of symbolic and functional brand image are positively related to brand trust. Brand trust also have positive effects on emotional commitment and behavioral commitment. Based on the results, some recommendations for company are discussed and future research directions are outlined.

• The Research Journal of the Costume Culture
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• v.22 no.5
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• pp.834-847
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• 2014

This study investigated the relationship of fashion brand SNS characteristics, relationship quality (satisfaction, trust, and commitment) and purchase intention. The study focused on Facebook and also examined the difference between fashion involvement groups. This study targeted consumers who have used fashion brand Facebook and are aged between 20s and 30s. Data collection was conducted through surveys, and a total 205 questionnaires were collected for the final statistical analysis. The major findings of the study were as follows. First, three characteristics of fashion brand SNS, which were entertainment, interactivity, and providing information, influenced positively on SNS users' satisfaction. Entertainment had the greatest influence on satisfaction, and providing information and interactivity followed. Second, satisfaction for fashion brand SNS influenced positively on trust and commitment. Also, trust to fashion brand SNS demonstrated a positive influence on commitment. Third, trust and commitment on fashion brand SNS both influenced positively on purchase intention. Fourth, the fashion involvement groups showed differences in fashion brand SNS characteristics, relationship quality, and purchase intention. The high involvement group showed much higher results in all aspects then did the low involvement group. Based on the above results, this study has a significant value which suggests directions for future research. Also, this paper is expected to provide managerial implications to fashion companies which need to develop SNS marketing strategies.

• Journal of Korea Society of Digital Industry and Information Management
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• v.6 no.3
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• pp.179-190
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• 2010

With science and technology getting more and more advanced, the scope of digital product is expanding and the new products continuously are introduced on the market. On the basis of consumers' attachment to products, we investigated the consumers' behaviors towards the product when a digital product is extended. As a result of an empirical analysis, it turned out that a consumer tended to have higher trust and a positive emotion about relevant goods if he or she had a strong attachment to digital products. However, even though one had a strong attachment to digital products, the emotion about the corresponding brands did not necessarily appeared to be positive. In the event that a brand of digital products was extended to other new products, only the trust in the brand exerted significant influence on the consumers' behaviors towards the extended products. Finally, this study suggests some theoretical and managerial implications for effective strategies in response to customers' attachment to digital product.

• Journal of Wellbeing Management and Applied Psychology
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• v.3 no.1
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• pp.33-38
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• 2020

In Korea, where the residential environment of well-being has been especially developed, marketing using well-being brands has been actively carried out, and more recently, there has been a growing interest in the well-being brand experience and the correct understanding of consumers' perceptions and attitudes. This study was intended to reveal that the experience of well-being brands increases the attitude and confidence of brands, and consequently positively acts on the intention and loyalty of purchasing them. First of all, the well-being brand experience not only works positively on brand trust and attitude, but also raises the intention of buying again. Second, well-being brand trust is showing a positive effect on brand attitudes and intent to buy back. Third, the well-being brand attitude turned out to have a positive effect on the intention of repurchase. Unlike conventional well-being brand-related research, this study focuses on brand experience, so it provides a new understanding of well-being brand experience and consumer psychology and behavior in well-being brand marketing. Thus, adding a new perspective to existing well-being brand research, the company's perspective provides practical implications that should be considered for successful well-being marketing.