• Journal of the Korean Society of Costume
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• v.61 no.10
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• pp.89-103
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• 2011

The purpose of this study is to analyze the effects of dominant brand, the quality variation among brands in the extension product category and the self-construals on consumer's attitude about extension products. The experimental design consist of three-way complex factors and 226 subjects participated for the study. The results showed that when there was fashion brand extension, whether or not there was an existing dominant brand in the extension product category, the quality variation among brands in the extension product category and the types of self-construals had a significant interaction effect on their favorableness and intention to purchase the extension products. Regardless of an existing dominant brand however, the group who had an interdependent self-construal showed higher favorableness and intention to purchase the extension products when the quality variation among brands in the extension product category was lower than when it was high, whereas the group who had an independent self-construal showed no significant difference of the favorableness and intention to purchase the extension products.

• Journal of Distribution Research
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• v.4 no.2
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• pp.59-74
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• 1999

Private brands play an important role in formulating the marketing strategies of fashion goods. Merchandisers of Korean department stores are now realizing that the effective marketing of private brands can increase customers store loyalty as well as store profitability. Thus, it is important to better understand customer's decision making processes underlying the purchase of private brand apparels. However, Little research had been undertaken to examine integrated factors influencing purchases of private brand apparel. Therefore, the objective of this study is to propose a model of purchasing intentions of private brand apparel. This study pays attention to (1) perceived value, (2) familarity, (3) store image, (4) differenciated needs, (5) perceived risk, and (6) perceived quality variation of private brand. The proposed model supports all hypotheses presented in the paper. Purchase intentions of private brand increased as perceived money, familiarity, positive store image of private brands, and satisfaction of individuals differentiated needs increase. Furthermore, perceive value of private brand increased as perceived risk and quality variation of private brand increased.

• 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 Distribution Research
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• v.8 no.2
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• pp.21-39
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• 2003

The objective of this study is examining regional differentiation of private brand customer. Factors found to influence private brand purchase intention included familiarity with private brand, perceived value, store loyalty, perceived risk, perceived quality variation between national and private brand products. For testing the research model, data were collected in Seoul and Busan. The hypothetical paths included in model are supported. There are regional differentiations in 1) negative relation of perceived quality variation and perceived value, 2) positive relation of familiarity and purchase intention, and 3) positive relation of store royalty and purchase intention.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.3_4
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• pp.384-394
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• 2003

The purpose of this research is to provide the apparel companies with a successful business strategy by analyzing the concept, function and current status of mileage programs; and examining how customer's attitude, recognition, experience, compensation method of the mileage program in apparel companies affect its brand loyalty. In this research simple random sampling was performed. The sample pool was based on 494 people which included college students and employed men and women in their twenties and thirties living in Seoul and in the metropolitan area. The data analysis was completed on the basis of SPSS package, using frequency, percentage, mean, standard deviation, factor analysis, variation, Scheffe test, regression, t-test, and X/sup2/. The following results were found in this research: It is effective to maintain brand loyalty through continuous relationship with consumers as fierce competition increases in apparel companies. A mileage program is a win/win strategy that allows clothing companies to increase its sales and brand loyalty while consumers feel greater satisfaction.

• Asia Marketing Journal
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• v.11 no.2
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• pp.149-172
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• 2009

Prior research has investigated different effects of brand performance information such as premium price information and market share information on brand equity components - quality perception and brand preference. It was shown that the differential effects of brand performance information could depend on product-related variables like product category concept and quality variation in the product category. In this study, we conducted an experiment to find out how personal characteristics such as self-construal, price perception and brand commitment could influence the effects of different types of brand performance information. The results show that individuals who have independent self-construal, favorable price perception and emotional commitment with the brand develop more favorable evaluation of the premium price performance information resulting in more positive evaluations of the brand. However, individuals who have interdependent self-construal, unfavorable price perception and cognitive commitment with the brand develop more favorable evaluation of the market share performance information resulting in more positive evaluations of the brand. We discuss the theoretical and practical implications of this study and its limitations, along with future research interests.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.5
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• pp.628-639
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• 2000

The purpose of this study is to propose a model of private brands proneness form-ation considering the six private brands proneness-related variables simultaneously. Since the theoretical framework is based on previous research in various areas, it serves as an integrative one. Data were collected via intercept surveys conducted at nine regional branches of two major department stores situated in Seoul. Participants(n=1,120), who had previously purchased women's private brand apparel, were asked to complete a questionnaire during two weeks from March 15, 1999 to March 28, 1999. LISREL and SPSS PC+ were used to test the model and analyze its variables. The fitness of the model show the reasonable fit between all indices(RMSR=.036, GFI=.99, AGFI=.92, and NFI=.95). The proposed model supports all the hypothesized relationships. Private brands proneness increases as perceived money value of products, familiarity, positive store image of private brands, and satisfaction of individuals' differentiated needs increase. Furthermore, perceived money value of products increase as perceived risk of private brand purchase and perceived quality variation between private brand products and manufacture's products decrease.

• Journal of Distribution Research
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• v.17 no.1
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• pp.87-115
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• 2012

Introduction: In these days, a loyalty program is one of the most common marketing mechanisms (Lacey & Sneath, 2006; Nues & Dreze, 2006; Uncles et al., 20003). In recent years, Coalition Loyalty Program is more noticeable as one of progressed forms. In the past, loyalty program was operating independently by single product brand or single retail channel brand. Now, companies using Coalition Loyalty Program share their programs as one single service and companies to participate to this program continue to have benefits from their existing program as well as positive spillover effect from the other participating network companies. Instead of consumers to earn or spend points from single retail channel or brand, consumers will have more opportunities to utilize their points and be able to purchase other participating companies products. Issues that are related to form of loyalty programs are essentially connected with consumers' perceived view on convenience of using its program. This can be a problem for distribution companies' strategic marketing plan. Although Coalition Loyalty Program is popular corporate marketing strategy to most companies, only few researches have been published. However, compared to independent loyalty program, coalition loyalty program operated by third parties of partnership has following conditions: Companies cannot autonomously modify structures of program for individual companies' benefits, and there is no guarantee to operate and to participate its program continuously by signing a contract. Thus, it is important to conduct the study on how coalition loyalty program affects companies' success and its process as much as conducting the study on effects of independent program. This study will complement the lack of coalition loyalty program study. The purpose of this study is to find out how consumer loyalty affects affiliated brands, its cause and mechanism. The past study about loyalty program only provided the variation of performance analysis, but this study will specifically focus on causes of results. In order to do these, this study is designed and to verify three primary objects as following; First, based on opinions of Switching Barriers (Fornell, 1992; Ping, 1993; Jones, et at., 2000) about causes of loyalty of coalition brand, 'brand attractiveness' and 'brand switching cost' are antecedents and causes of change in 'brand loyalty' will be investigated. Second, influence of consumers' perception and attitude prior to joining coalition loyalty program, influence of program in retail brands, brand attractiveness and spillover effect of switching cost after joining coalition program will be verified. Finally, the study will apply 'prior brand preference' as a variable and will provide a relationship between effects of coalition loyalty program and prior preference level. Hypothesis Hypothesis 1. After joining coalition loyalty program, more preferred brand (compared to less preferred brand) will increase influence on brand attractiveness to brand loyalty. Hypothesis 2. After joining coalition loyalty program, less preferred brand (compared to more preferred brand) will increase influence on brand switching cost to brand loyalty. Hypothesis 3. (1)Brand attractiveness and (2)brand switching cost of more preferred brand (before joining the coalition loyalty program) will influence more positive effects from (1)program attractiveness and (2)program switching cost of coalition loyalty program (after joining) than less preferred brand. Hypothesis 4. After joining coalition loyalty program, (1)brand attractiveness and (2)brand switching cost of more preferred brand will receive more positive impacts from (1)program attractiveness and (2)program switching cost of coalition loyalty program than less preferred brand. Hypothesis 5. After joining coalition loyalty program, (1)brand attractiveness and (2)brand switching cost of more preferred brand will receive less impacts from (1)brand attractiveness and (2)brand switching cost of different brands (having different preference level), which joined simultaneously, than less preferred brand. Method : In order to validate hypotheses, this study will apply experimental method throughout virtual scenario of coalition loyalty program if consumers have used or available for the actual brands. The experiment is conducted twice to participants. In a first experiment, the study will provide six coalition brands which are already selected based on prior research. The survey asked each brand attractiveness, switching cost, and loyalty after they choose high preference brand and low preference brand. One hour break was provided prior to the second experiment. In a second experiment, virtual coalition loyalty program "SaveBag" was introduced to participants. Participants were informed that "SaveBag" will be new alliance with six coalition brands from the first experiment. Brand attractiveness and switching cost about coalition program were measured and brand attractiveness and switching cost of high preference brand and low preference brand were measured as same method of first experiment. Limitation and future research This study shows limitations of effects of coalition loyalty program by using virtual scenario instead of actual research. Thus, future study should compare and analyze CLP panel data to provide more in-depth information. In addition, this study only proved the effectiveness of coalition loyalty program. However, there are two types of loyalty program, which are Single and Coalition, and success of coalition loyalty program will be dependent on market brand power and prior customer attitude. Therefore, it will be interesting to compare effects of two programs in the future.

• The Journal of the Korea Contents Association
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• v.15 no.11
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• pp.467-485
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• 2015

The market share of private brand(PB) is growing at a rapid pace. Based on the previous studies, consumers pay more attention to the extrinsic cues when they buy the PB products. This paper proposes an integrated model to examine how the retailer credibility which is one of the important extrinsic cues affects perceived quality variation, value consciousness, attitude to PB, and PB product purchase intention. Also, familiarity with PB is regarded as a moderating variable that can interact with retailer credibility. An analysis of 199 useable questionnaires found that retailer credibility has a significant impact on the attitude to PB, directly and indirectly. Further, the moderating effect of familiarity with PB was significant. For this, we interpret that when consumers are more familiar with the private brand, they tend to have few bias toward the quality of PB. These findings provide several effective strategies for the development of PB, such that retailers must improve consumer's familiarity with PB via various promotions like free samples or testing events. Academic and practical implications of the study findings and future research directions are also discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.5
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• pp.485-495
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• 2003

This study was to compare and analyze the clothing pressure according to arms movements of 4 brands jacket for middle-aged women group by measuring clothing pressure of each brand. The results were as follows: 1. According to the analysis of jackets of 4 brands, in general, jacket C had the largest ease amount. while jacket A had a large ease amount in waist, hip areas compared with bust area. Also jacket B had a small ease amount in bust, waist areas and jacket D had a small ease amount in hip areas. Therefore the ease amount is different between each brand, each size even though jacket designs are similar. 2. It was found that clothing pressure was affected by arm movements than jackets. Since this study was limited to the arm movement for motion variation, it was recognized that a significant difference among each jacket and each movement at shoulder, waist parts existed with relation to this motion. 3. Parts showing a significant difference among each size were bust point, abdomen point, center back point of abdomen level, angulus superior scapulae point and center back point of waist level. Also clothing pressure of size B91 was bigger than size B88 except Center back point of waist level. 4. Clothing pressure in shoulder point, front armpit point, back armpit point, upper arm point areas increased as the angle of the arms movement increased. Also, individual variation of clothing pressure in front armpit point, back armpit point, armpit point and upper arm point was large, and clothing pressure in abdomen point was high in M5(sitting posture).