• Management & Information Systems Review
• /
• v.38 no.3
• /
• pp.245-257
• /
• 2019

This study focused on the brand attitude of consumers toward social innovation companies so that they could have differentiated competitive advantage and secure competitive advantage with ordinary companies. To this end, the difference in consumer brand attitudes between products of social innovation entities and products of general enterprises was compared through blind testing. The blind test results of this study showed that there was no statistically significant difference in product properties or brand attitudes, but after the information of the after-sales product was disclosed, the information included that the soap product used as a laboratory was natural handmade soap, indicating that post-brand attitudes improved in both social innovation and general enterprise products. And after explaining the social values pursued by social innovators, the increased interest in social innovation firms compared to ordinary enterprises resulted in a statistically significant increase in brand attitudes toward social innovation enterprise products. Clear and unexaggerated information displays on product packaging can be a tool to improve brand attitudes. In addition, in order to raise consumer awareness of social innovation enterprise products, there will be a need to enhance education and promotion policies for social innovation companies at the government level, and developing self-help measures for social innovation companies to promote themselves by presenting the contents of their social values as advertising copy on their product packaging may also be another breakthrough for improving brand attitudes and increasing sales.

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

• The Research Journal of the Costume Culture
• /
• v.22 no.2
• /
• pp.225-239
• /
• 2014

This study examines how environmental consciousness and socially responsible clothing consumption attitude influence people's perceptions of the consequences of fast fashion. Data were collected through a questionnaire survey administered to females in their 20s to 40s, and a total of 430 surveys were used in the final analysis. The research results are as follows. First, environmental consciousness-which was conceptualized as interest in consumer effectiveness and the environment-had a positive influence on attitudes toward socially responsible clothing consumption attitude, i.e., clothing recycling and resource conservation. As the perception of consumer effectiveness was high, respondents had a tendency not to follow trends. Second, consumers with a high level of interest in the environment perceived the effect of fast fashion on the environment as serious, and they felt negatively toward personal use of fast fashion. Third, consumers with strong resource conservation behavior perceived the effect of fast fashion on the environment as serious, but those with positive attitudes toward secondhand clothing did not appear to have that perception. Finally, consumers who followed trends and those with weakly held attitudes about resource conservation felt positively toward personal use of fast fashion. The results of this research indicate that environmental consciousness is an important factor for socially responsible clothing consumption behavior. In addition, consumers with strong attitudes regarding resource conservation were more perceptive of the negative effect of fast fashion on the environment.

• Nutrition Research and Practice
• /
• v.9 no.5
• /
• pp.517-522
• /
• 2015

BACKGROUND/OBJECTIVES: The objective of this study was to investigate food allergens and prevalence rates of food allergies, followed by comparison of consumer attitudes and preferences regarding food allergy labeling by diagnosis of food allergies. SUBJECTS/METHODS: A total of 543 individuals living in Seoul and Gyeonggi area participated in the survey from October 15 to 22 in 2013. RESULTS: The results show that the prevalence of doctor-diagnosed food allergies was 17.5%, whereas 6.4% of respondents self-reported food allergies. The most common allergens of doctor-diagnosed and self-reported food allergy respondents were peaches (30.3%) and eggs (33.3%), respectively, followed by peanuts, cow's milk, and crab. Regarding consumer attitudes toward food labeling, checking food allergens as an item was only significantly different between allergic and non-allergic respondents among all five items (P < 0.001). All respondents reported that all six items (bold font, font color, box frame, warning statement, front label, and addition of potential allergens) were necessary for an improved food allergen labeling system. PLSR analysis determined that the doctor-diagnosed group and checking of food allergens were positively correlated, whereas the non-allergy group was more concerned with checking product brands. CONCLUSIONS: An effective food labeling system is very important for health protection of allergic consumers. Additionally, government agencies must develop policies regarding prevalence of food allergies in Korea. Based on this information, the food industry and government agencies should provide clear and accurate food labeling practices for consumers.

• Korean Journal of Human Ecology
• /
• v.16 no.4
• /
• pp.761-773
• /
• 2007

The study undertakes an examination of nutrition labelling system and offers a strategic framework for improvement of the system in Korean context. Thus this study includes a review of Korean current nutrition labelling system (NLS), development of a strategy or a further study for its revision of NLS, and a suggestion of revised nutrition labelling guidelines. Participants were 600 university students in Busan and were asked to fill in a questionnaire. The data collected were processed with the SPSS statistical program to produce its frequency, percentage, average, and standard deviation with One-Way Anova and Duncan Test. The findings are as follows: the levels of consumer's practical use and awareness of NLS are low, the levels of their trust and satisfaction and their necessity for NLS are low too. Consequently, the consumer's attitudes to NLS are not related to nutrition labelling method(? system).

• Journal of Global Scholars of Marketing Science
• /
• v.17 no.3
• /
• pp.21-37
• /
• 2007

This research investigates relationships between a company's corporate image and consumer attitudes toward brands in the company. It also examines the fit between a company and its individual products and consumer-company identification as intervening variables between the relationships. Data for this research were collected from 347 undergraduate students through a survey. They were asked to provide their perceptions on two brands for each of 8 large Korean companies. The results indicate that corporate image directly influences brand trust, whereas it does not affect brand trust indirectly, through company-product fit. Also, the results indicate that corporate image does not directly influence brand affect, whereas it does influence brand affect indirectly, through consumer-company identification.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.20 no.3
• /
• pp.493-501
• /
• 1996

An understanding of consumers' evaluative processes and the consumer variables that influence cross-cultural evaluations of foreign products is essential to effectively penetrate international markets. This study compared consumers in two developing countries, Korea and Mexico, regarding their product evaluations and purchase intentions for US Levi's jeans. Both Korean and Mexican consumers are generally quality and price conscious. Korean consumers appeared to be more value-conscious than Mexican consumers. Mexican consumers exhibited high level of brand and prestige conscious behavior. Findings in this study support that culture bound consumer characteristics vary from country to country resulting in differences in perception of quality, value and purchase intentions for a particular product. The perception of product quality differs from perception of value and subsequent willingness to buy. For a comprehensive understanding of consumer purchase behavior, the impact of value-conscious attitude on percetion of quality and on purchase intentions should be examined.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.20 no.6
• /
• pp.1027-1038
• /
• 1996

The decision making procedure of consumer's post purchase is important because post purchase evaluation function is the physiological variables in repurchasing. The previous studies of post-purchase decision making showed that consumer compared the expectation of pre-buying with the performance of the product of post-buying. After consumers evaluates the products, consumer is satisfactory or dissatisfactory with products. And the satisfaction effects repurchase intention. The criteria which consumer didn't consider can be important to consumer after buying. Therefore the research problems are as follows; 1. To reveal the consumer's post-purchase clothing evaluative criterita and to indentify the dimensions of post-purchase clothing evaluative criteria. 2, To examine a causal model of the repurchase intention by post- purchase clothing evaluative criteria, satisfaction and brand attitude, A questionnaire was developed and administered 530 women living in Taejeon, and social daytime wear was selected as a clothing item for the study. Consumer's post-purchase clothing evaluative criteria were composed of six dimensions; Fit, Utility, Management, Transformation, Wearing/sewing, Esthetic factor. The main causal model of repurchase intention is that post-purchase clothing evaluative criteria - satisfaction - brand altitude - repurchase intention. Finally we found that the post-purchase clothing evaluative criteria were important because the repurchase intention depended on post-purchase clothing evaluation, too.

• The Research Journal of the Costume Culture
• /
• v.18 no.3
• /
• pp.408-422
• /
• 2010

The purposes of this study is to investigate the attitudes and value of fashion product description and consumer replies used in online shopping malls, and to examine the differences in the perceived reliability(objectivity, expertise, trustworthiness) preference and purchase intention toward the product as determined by the appeal type (evaluation-sentimental vs. factual-information) of the product description, the direction(negative vs. positive) and type(factual vs. evaluative) of consumer replies for the product in online shopping malls. Data was collected from female college students with fashion products purchase experience at online shopping malls by questionnaire survey (N=424) and analyzed by using frequency analysis, t-test and ANOVA. Results showed that consumers respondents tended to read product description and other consumer replies before purchasing, when shopping for fashion products through an on-line shopping mall. They thought that sellers' product description and the consumers' replies were helpful in making their decision; but, they were also skeptical about product description. Respondents showed higher perceived reliability, preference and purchase intention to the factual-information type product description than the evaluation-sentimental type. Positive consumer replies were more effective in yielding higher preferences and purchase intentions. Factual replies tend to yield higher reliability than evaluative replies.

• Journal of Families and Better Life
• /
• v.25 no.3 s.87
• /
• pp.169-185
• /
• 2007

The purpose of this research is to analyze Korean and Japanese junior high school and high schools students to inquire into the attitudes these students have towards credit, the importance of credit related education, and the necessity of education on online credit. This will provide an insight into the problems associated with teenage credit related consumer education, and allow a solution to be brought up. The results of the research and the proposal are as follows. First, younger Korean teenagers are more passive in consumption than the same age group in Japan. Second, for Korean teenagers, the amount of allowance and savings were an important factor in the attitude towards credit. In Japan there was a discrepancy between gender groups in the attitude towards credit. Third, personal education sessions for teenagers and follow up is necessary. Fourth, since the current teenage population have been familiar with the internet all their lives, credit education should utilize this medium as a tool. Fifth, when looking into the requests Korean and Japanese young teenagers made on credit web sites, the contents and quality of information is more important than the outlook of the site itself. Sixth, there is a need to provide teenagers, who are accustomed to visual data, information, an experience opportunity, and access to related web sites.