• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.35-48
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• 2010

Today, the fashion market challenged by a maturing retail market needs a new paradigm in the "evolution of brand" to improve their comparative advantages. An important issue in fashion marketing is lifestyle brand extension with a specific aim to meet consumers' specific needs for their changing lifestyle. For fashion brand extensions into lifestyle product categories, Gen Y and Baby Boomer are emerging as "prospects"-Baby Boomers who are renovating their lifestyle, and generation Y experiencing changes in their life stage-with demands for buying new products. Therefore, it is imperative that apparel companies pay special attention to the consumer cohort for brand extension to create and manage their brand equity in a new product category. The purposes of this study are to (a) evaluate brand equity between parent and extension brands; (b) identify consumers' perceived marketing elements for brand extension; and (c) estimate a structural equation model for examining causative relationship between marketing elements and brand equity for brand extensions in lifestyle product category including home fashion items for the selected two groups (e.g., Gen Y, and Baby boomer). For theoretical frameworks, this study focused on the traditional marketing 4P's mix to identify what marketing element is more importantly related to brand extension equity for this study. It is assumed that comparable marketing capability can be critical to establish "brand extension equity", leads to successfully entering the new categories. Drawing from the relevant literature, this study developed research hypotheses incorporating brand equity factors and marketing elements by focusing on the selected consumers (e.g., Gen Y, Baby Boomer). In the context of brand extension in the lifestyle products, constructs of brand equity consist of brand awareness/association, brand perceptions (e.g., perceived quality, emotional value) and brand resonance adapted from CBBE factors (Keller, 2001). It is postulated that the marketing elements create brand extension equity in terms of brand awareness/association, brand perceptions by the brand extension into lifestyle products, which in turn influence brand resonance. For data collection, the sample was comprised of Korean female consumers in Gen Y and Baby Boomer consumer categories who have a high demand for lifestyle products due to changing their lifecycles. A total of 651 usable questionnaires were obtained from female consumers of Gen Y (n=326) and Baby Boomer (n=325) in South Korea. Structural and measurement models using a correlation matrix was estimated using LISREL 8.8. Findings indicated that perceived marketing elements for brand extension consisted of three factors: price/store image, product, and advertising. In the model of Gen Y consumers, price/store image had a positive effect on brand equity factors (e.g., brand awareness/association, perceived quality), while product had positive effect on emotional value in the brand extensions; and the brand awareness/association was likely to increase the perceived quality and emotional value, leading to brand resonance for brand extensions in the lifestyle products. In the model of Baby Boomer consumers, price/store image had a positive effect on perceived quality, which created brand resonance of brand extension; and product had a positive effect on perceived quality and emotional value, which leads to brand resonance for brand extension in the lifestyle products. However, advertising was negatively related to brand equity for both groups. This study provides an insight for fashion marketers in developing a successful brand extension strategy, leading to a sustainable competitive advantage. This study complements and extends prior works in the brand extension through critical factors of marketing efforts that affect brand extension success. Findings support a synergy effect on leveraging of fashion brand extensions (Aaker and Keller, 1990; Tauber, 1988; Shine et al., 2007; Pitta and Katsanis, 1995) in conjunction with marketing actions for entering into the new product category. Thus, it is recommended that marketers targeting both Gen Y and Baby Boomer can reduce marketing cost for entering the new product category (e.g., home furnishings) by standardized marketing efforts; fashion marketers can (a) offer extension lines with premium ranges of price; (b) place an emphasis on upscale features of store image positioning by a retail channel (e.g., specialty department store) in Korea, and (c) combine apparel with lifestyle product assortments including innovative style and designer’s limited editions. With respect to brand equity, a key to successful brand extension is consumers’ brand awareness or association that ensures brand identity with new product category. It is imperative for marketers to have knowledge of what contributes to more concrete associations in a market entry into new product categories. For fashion brands, a second key of brand extension can be a "luxury" lifestyle approach into new product categories, in that higher price or store image had impact on perceived quality that established brand resonance. More importantly, this study increases the theoretical understanding of brand extension and suggests directions for marketers as they establish marketing program at Gen Y and Baby Boomers.

• Korean Journal of Community Nutrition
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• v.6 no.3
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• pp.507-515
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• 2001

The elevation of plasma total homocysteine(tHcy) is now established as a risk factro for cardiovascular disease. It is also well known that plasma levels of folate and vitamin $B_{12}$ influences homocysteine metabolism as cofactors. Recently, the effects of health-related lifestyle factors, such as smoking, alcohol drinking coffee consumption, regular exercise, and etc, on plasma tHcy have been determined. The Hordalane Homocysteine Study revealed that smoking and coffee consumption are major deter minants of plasma tHcy as well as folate levels; however, the influence of alcohol intake is still controversial. In Koreans, the effects of lifestyle factors of plasma tHcy have not yet been determined. Thus, we investigated the relationships of various lifestyle determinants with plasma tHcy, folate, and vitamin $B_{12}$ levels and the erythrocyte folate concentrations in Korean adults (99 males and 96 fermales). Plasma tHcy levels were significantly hight in male subjects. On the contrary, plasma levels of folate and vitamin $B_{12}$ and erythrocyte folate concentration of the females were significantly higher than those of the males. Among the five lifestyle factors determined in the study, regular exercise significantly affects plasma tHcy levels only in the females, Contrary to the expectation, there were on significant differences in plasma tHcy levels between alcohol drinkers and non-alcohol drinkers as well as smokers and non-smokers. And also, plasma tHcy leverls were not different between coffee consumers and non-coffee consumer and between green tea consumers and non-green tea consumers. Although alcohol intake did not influence plasma tHcy levels, the duration, frequency, and amount of alcohol drinking showed significant negative relationships with plasma folate levers. These results indicate the regular exercise and alcohol intake might influence plasma levels of tHcy and folate in Koreans, although the results were not reveled in both sexes.

• Journal of Korean society of Dental Hygiene
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• v.12 no.1
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• pp.179-187
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• 2012

Objectives : The purpose of this study was to examine the influential factors for the choice of dental institutions among adult office workers who were one of major medical consumer groups, the relationship between their health promotion lifestyle and their choice of dental institutions, ways of boosting the efficiency of hospital management and differences in differentiation strategies among dental institutions. Methods : The subjects in this study were 160 office workers who were aged 20 and over and worked in Seoul, North Jeolla Province and South Jeolla Province. They were selected by convenience sampling, and a survey was conducted from February 1 to July 20, 2011. The answer sheets from 149 respondents were analyzed by the statistical package SPSS WIN 12.0 except for 11 incomplete ones. Results : As for the selection factors of dental institutions by general characteristics, they attached a statistically and significantly different importance to convenience according to gender(p<0.05), to reliability, facilities and cleanness according to age(p<0.05), to reliability and convenience according to academic credential(p<0.05) and to facilities and cleanness according to academic credential(p<0.01). Concerning the links between the form of using dental institutions and the selection factors of dental institutions, they gave a statistically and significantly different weight to reliability according to that(p<0.05). Convenience(p<0.001) was the primary selection factor of dental institutions among those who scored higher in health promotion lifestyle. Conclusions : Given the above-mentioned findings, it seemed that the regular implementation of oral health plans geared toward workers and the development of educational programs are required to promote the oral health of workers. But this study examined the workers in several regions only, and the findings might not be generalizable.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.3
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• pp.355-365
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• 2009

The purpose of this study was to investigate the effects of cognitive age on service quality, consumer satisfaction, and repurchase intentions across the elderly's lifestyle types in the apparel store. Data were obtained from 853 women in the 50's and 60's living in Busan, and were analyzed by factor analysis, Cronbach's alpha, cluster analysis, one-way ANOVA, Duncan test, and path analysis using SPSS WIN 12.0 and LISREL 8.53. The results showed that the lifestyle of elderly consumers was classified into three factors, such as Active self-fidelitist, Economy family-oriented, and Passive-stagnant. Service qualities perceived by the elderly in apparel stores were composed of Personal Service, Facilities Service, Product Service, and Policy Service. Generally, the younger cognized their ages most of the elderly were the more importantly perceived store service quality, the greater satisfied with apparel store services, and the more intended to repurchase apparels at a store. However, economic family-oriented elderlys were the younger cognized their ages, the less satisfied with the apparel service. Additionally, personal and policy services of the apparel store were important variables for elderlys' satisfaction with store services. The findings provide potential explanations and managerial implications for the elderly market.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2008.11a
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• pp.350-356
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• 2008

Recently, house market is focusing to consumer because competition between contractors is getting more deeply. So they are suppling various plans and changing space to confront lifestyle of consumers. This study has researched types of master rooms and analyzed the Preferences of users, so offers a basic material of master room zoning plan.

• Culinary science and hospitality research
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• v.20 no.1
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• pp.220-237
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• 2014

This study was intended to survey on the restaurant selection preferences by elderly consumers' values and lifestyle. The survey was residing in Seoul and men and women who were 55 years of age or older to achieve the purpose of this study, the theoretical and empirical research methods research methods were combined. The results of the study are summarized as follows. First, Action oriented intrinsic value of elderly consumers highest lifestyle influence. This is an internal value-oriented elderly consumers to follow the latest fashion trends and challenges in the new one, we enjoyed the service and sometimes want to experience the frenetic fun means. Second, Realization oriented lifestyle on the Brand standards, food quality standards, environmental standards positive effect was found to be Principle oriented life style based on the environment positively influence. This trend Principle oriented lifestyle can talk comfortably while you can relax and quiet around people, mainly from a reputable place, and action-oriented selection of the hotels facilities and senior discount price menu and the service is friendly and Notice that if you use a little less meoleodo, and these results are only for the elderly consumers with access privileges and services using the factors of elderly consumers loyalty and Catering Food service satisfaction should be efforts to raise. Third, elderly consumers select attribute value and proven results Food service elderly consumers based on personal values and lifestyle are different catering companies can select the properties that standard means, elderly consumers are value-oriented properties and select the Food Service Industry catering companies by identifying the active elderly consumers in future marketing strategies to be able to bring a positive impact considered.

• Journal of Digital Convergence
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• v.15 no.5
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• pp.381-390
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• 2017

Lifestyle is an important variable to understand consumer behavior because it is a lifestyle that is common to all members of society or some members of society. so In this study, the survey has been performed on adult mobile game users over the age of 20 in Korea and China to evaluate the correlation between lifestyle and will of continuous use of game by mobile game users, and the hierarchical multiple regression analysis has been performed on the collected data by using the statistical package program SPSS 20.0. There were total 212 respondents with the gender ratio of 50:50, and 107 respondents were Korean, and 105 respondents were Chinese. As a result of study, first, regardless of lifestyle, more male and more Chinese respondents showed higher will of continuous use. Second, among mobile game user lifestyles, the challenge-oriented, trend-oriented, conservative, and ostentatious lifestyles could become significant causal variables for the will of continuous use of game. Yet, the influence of such lifestyle was not correlated with individual genders or nationalities. The result of this study will be provided as the basic data to establish the strategic solution for companies and government policies for entrance into the mobile game market of China in the future.

• Journal of Family Resource Management and Policy Review
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• v.8 no.1
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• pp.101-116
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• 2004

This study analyze using pattern of the Korean elderly leisure time to know their leisure lifestyle. In order to do this study, we analysed the time use dairy which were collected by Korean National Statistical Office in 1999 and analysis of data was done through mean of time, percentage of acting people hourly. The result of this study were as follows : 1) The elderly spend leisure time average 6 hours 34 minute in a day and enjoy leisure activities from A.M. 11:00 to P.M. 12:00 and from P.M. 8:00 to P.M:. 10:00 mainly. 2) The elderly spend leisure time for acquaintance, using mass media, sports leisure activity and dilettante life. Especially the elderly associate with more others than their family, use more TV than others and spend time for break and amusement as dilettante life.

• Fashion & Textile Research Journal
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• v.6 no.2
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• pp.195-204
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• 2004

As Korea fully entered the fashion industry in the early 1980s, the casual lifestyle trend has led the casual trend of fashion, and segmentation and specialization of the casual wear market began from the early 1990s. As of 2003, which is twelfth year after On & On's launch in 1992, this brand has succeeded in advancing into the Chinese market and has also arisen as a successful brand in the domestic market. The present research was carried out by consulting on the proposal of the marketing strategies for On & On. Firstly, in 1994 the marketing research for the consumers visiting the shop was carried out. A second investigation was conducted on the basis of the first analysis in 2003, ten after the first investigation. This research was performed to propose the future marketing strategies for On & On through an analysis of the changes of On & On consumer's purchase. This research established marketing strategies for the young casual brand.

• Journal of the Korean Home Economics Association
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• v.42 no.8
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• pp.187-201
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• 2004

This study identified the characteristics of the consumer culture of the American Bobos(Bourgeois Bohemian) and the British POSH(Port Out, Starboard Home) and their influence on the consumption culture in Korea. The sociocultural background, values and consumption patterns of both Bobos and POSH were analyzed through a literature survey. Korean periodicals were analyzed to identify the influence of Bobos and POSH on the Korean consumer culture. The results suggested that the characteristics of both Bobos and POSH were reflected in their lifestyles or values through their consumption and possessions. In addition, it was found that Korean consumers appeared to be more influenced by Bobosthan POSH.