• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.3
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• pp.334-346
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• 2014

Green marketing is efforts to achieve the environmental responsibility in all marketing activities. This study investigates the contribution of SPA fashion brands' green marketing activities to consumers' green behavior and the brands' growth as well as the natural environment. Green marketing activities are classified by product relevance and consumer participation. An online survey is conducted using scenarios developed according to the two (high/low product relevance) by two (high/low consumer participation) research design. Green consuming intention and brand attitude are compared by product relevance and consumer participation. The positive effects of product relevance and consumer participation on green consuming intention are found. The positive effects of consumer participation and the interaction effect of product relevance and consumer participation on brand attitude. Based on the results, this study suggests effective green marketing activities for fashion brands.

• Journal of Distribution Science
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• v.15 no.6
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• pp.57-64
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• 2017

Purpose - The purpose of this study is to investigate the effect of brand message type on the object relevance between consumers and brands and to identify the mediation role of the object relevance in the effect of the message type on brand attitude. Research design, data, and methodology - Types of pride are classified into hubristic pride and authentic pride, and brand message types are divided into ability message and warmth message. Restaurant brand was selected by empirical study, and the experiment was performed with 2 (pride type: hubristic versus authentic) × 2 (message type: ability message versus warmth message) between-subjects design. The subjects of the experiment consisted of the undergraduates taking courses related to marketing. A preliminary step was taken to explore the difference in the perceived level of object relevance induced from each type of message between the consumer group that felt hubristic pride and the other group that felt authentic pride. This study analyzed the mediating role of the object relevance in the effects of the message type on brand attitude by means of Bootstrap method for each of the pride groups. Results - The results from the empirical analysis are summed up as follows. Regardless of pride types they felt in advance, consumers perceived their object relevance to be higher in the warmth information message than in the ability information message, and object relevance was analyzed to have a positive effect on brand attitude. It was analyzed that, regardless of pride types, object relevance played full mediation roles in the effect of warmth information versus ability information message on brand attitude. Conclusions - Based on the results, it may be suggested that marketers of a brand should endeavor to develop a warmth information message rather than a ability information message to prompt consumers to perceive the object relevance between their own brands and consumers, regardless of pride types, as long as a consumer feels pride in advance. In order to increase the consumers' attitude toward their brand, the brand marketers are solicited to check the object relevance between their brand and consumers, then, seek for the managerial ways to promote such object relevance.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.2
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• pp.513-522
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• 2021

The current research aims to explore which type of identity-based message can be more persuasive for Chinese consumers to form positive restaurant brand attitude based on their cultural orientation, and to examine the roles of brand objective relevance and psychological power state in the persuasive process. The study employs a 2(identity expression focus: warmth vs. competence) × 2(message description manner: identity-defining vs. identity-referencing) × 2(experienced power state: high vs. low) between-subjects design, and conducts an online survey where 240 Chinese participants in total has responded to the questionnaires. SPSS and AMOS programs have been used to examine the hypotheses. The findings suggest that, first, the warmth-focused messages (identity-defining messages) more positively affected Chinese consumers' object relevance than the competence-focused messages (identity-referencing messages); Second, high power-experienced Chinese consumers rather than low power consumers tend to perceive more object relevance at the warmth self-defining messages; Third, brand object relevance revealed a mediation effect in the process of the warmth-focused messages (identity-defining messages) affecting brand attitude. This research offers new insight into the relationships between consumers' cultural orientation, understandings of power, and identity-based consumer behavior, suggesting marketers should take those social influences and consumer diversities into account when developing the message to persuade consumers.

• International Journal of Advanced Culture Technology
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• v.10 no.1
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• pp.211-229
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• 2022

In this study, we aimed to define the effects of anthropomorphism and conversational relevance of chatbots on user experience. In specific, the chatbot designed for this study was an online shopping assistant that recommends items for consumers. Levels of anthropomorphism was manipulated by the name, profile picture, word choices, and emojis, while conversational relevance was adjusted by the depth and accuracy of the recommendation. Three categories of user experience were measured: psychological distance, usability, and purchase intentions. The results implied a significant main effect of conversational relevance on all variables for the high anthropomorphized conditions, while all but psychological distance was significant for low anthropomorphized conditions. Although there was no significant main effect of anthropomorphism observed for the variables, the main effect of anthropomorphism on responsibility was marginally significant for a specific item. The results of this study may function as a guidance for future studies regarding usage of chatbots within a marketing setting.

• Journal of Global Scholars of Marketing Science
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• v.13
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• pp.49-70
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• 2004

Recently, consumer researchers have suggested that consumers evaluate brand by subjective memory-based-emotion which was formed by their experience. However, relatively little consumer research has been done to explore conditions under which memory-based-emotion is used in brand evaluation. Therefore, this study explored the conditions to facilitate usage of memory-based- emotion such as accessibility, representativeness, relevance of consumption goal, when consumers evaluate brand. In addition, we investigated the factors that influence responses of memory-based- emotion, such as similarity of encoding and retrieving condition and level of organization. The results of this study suggest that level of organization was positively related to accessibility and representativeness. But similarity of encoding and retrieving condition was not related to them. And accessibility, representativeness influence on use of memory-based-emotion in consumer brand evaluation. But relevance of consumption goal did not influence on use of memory-based-emotion in consumer brand evaluation.

• Journal of Digital Convergence
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• v.9 no.4
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• pp.143-156
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• 2011

To accomplish these purposes, First, this research divided hallmark of the environment friendly agricultural products into organic products and pesticide-free products and participants are classified as having promotion or prevention regulatory focus. In addition, consumer value type is categorized into value of social psychology and functional value. Second, construal level divided into high and low on the relationships between the consumer value and purchase intention. The main factors of the consumer value such as value of social psychology and functional value were found from the previous studies. This study is meaningful that the fit of regulatory focus between hallmark of organic products and pesticide-free products in environment friendly agricultural products. The regulatory relevance could moderate the level of persuasion knowledge activation. Also, This research is meaningful that the fit of construal level theory between Consumer value and purchase intention by person's psychological personality. The construal level relevance could moderate the level of marketing activation.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.1
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• pp.13-32
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• 2020

This study investigates the multi-dimensional structure of fashion store window creativity and examines its effects on consumer responses. Through an expert evaluation survey, this study proposes that fashion store window creativity involves originality, relevance, and artistry. Two experiments are conducted to test the proposed hypotheses. Consumers' emotional responses to the level of window creativity are collected using psychophysiological and self-report methods. Fashion store window creativity has positive effects on psychophysiological affective responses. When the three dimensions of creativity are specified as explanatory factors of emotional responses, relevance and artistry show positive effects on arousal and pleasure, whereas originality has a negative effect on pleasure. Its effect on attitudes is mediated by arousal and pleasure; in addition, the effect on entering intentions is mediated by arousal. Attitudes toward window display also have a positive effect on entering intentions. This study extends existing research on creativity in marketing into the context of visual merchandising in fashion store windows. Findings provide meaningful implications in that the effects of fashion store window creativity on emotions affect consumer attitudes and behavioral intention. By adopting multiple approaches in the empirical phase of this study, the findings are built on strong reliability and validity.

• Human Ecology Research
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• v.53 no.2
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• pp.143-155
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• 2015

This study analyzed domestic consumers' perceptions of and participation in consumer boycotts and its relation to ethical consumerism by surveying 1,000 people aged 20 or more with an on-line questionnaire. Collected data were analyzed in terms of frequency, factor analyses, cluster analysis, ${\chi}^2$, and one-way analysis of variance. The research findings are summarized as follows. First, consumers had an average (or higher) perception level of consumer boycotts and were categorized into consumer boycott groups of pursuit of self-realization, achievement of results, and pursuit of rationality according to perception patterns of consumer boycotts. Second, the consumer boycott group of self-realization exhibited a high intention for participation in economic and ethical consumer boycotts and was active in all aspects compared to other groups; in addition, the consumer boycott group of results achievement was in the lowest level of ethical consumerism with a low intention for participation in consumer boycotts and ethical consumer boycotts along with the lowest perception level for consumer boycotts as ethical consumption. The consumer boycott group of rational pursuit was comparatively skeptical about the influence of consumer boycotts and with a low level of deontological ethical consumerism. They had additional doubts about the effectiveness of consumer boycotts despite being active participants. The study contributes to the establishment of an ethical consumer behavior theory by investigating connections between the perception patterns of and participation in consumer boycotts as well as ethical consumerism as consumer boycotts conceptually expand as a form of ethical consumption.

• Management & Information Systems Review
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• v.36 no.2
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• pp.59-79
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• 2017

The purpose of this study is to verify the relationship between consumer 's self - determination psychological needs (autonomy, competence, and relevance) related to fair trade and brand equity related to fair trade products through empirical analysis. It is meaningful that it is linked to strategic brand management based on consumer need satisfaction. As a result of empirical analysis of this study, Fair Trade attitude plays an important role in the relationship between self - determination psychological desire and brand equity. Especially, Consumer need Satisfaction with competence was found to be a strategically important construct. Based on the results of this study, it is expected to provide important implications for future strategic management of brand equity related to Fair Trade products.

• Proceedings of the Korean Society for Noise and Vibration Engineering Conference
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• 2003.05a
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• pp.622-627
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• 2003

Until now, product mostly has revealed physical quantities created by the standpoint of engineers. Consumers, however, perceive and evaluate products on the non-physical characteristics, such as feelings, emotions, and experiences in different social and cultural situations. Especially, for the household appliances fur instance air-conditioner or refrigerator, the sound is heavily related to the satisfaction of a customer who is a real user of the product and is very important factor to decide purchasing as well as visual design. Therefore, in this research, the general tendency of consumer's psychology was investigated for the appliances. And also, in order to obtain clear guidelines for sound manipulation, the characteristics of the sound of air-conditioning systems and refrigerators were compared with others. Since it is important to overcome the discrepancy between engineering and marketing, the relevance of sound manipulation must be documented from the consumer's perspective. That is the reason why we conducted a consumer and marketing oriented study.