• Journal of Distribution Science
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• v.16 no.1
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• pp.17-27
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• 2018

Purpose - The purpose of this study is to practically analyze the effect of the brand equity of Korean food companies in Vietnam on the brand attitude and purchase intention of Vietnamese consumers. Research design, data, and methodology - In total, 240 subjects were examined in this study. The collected data were analyzed using statistical programs SPSS 21 and AMOS 21. The credibility of the variables was examined using the exploratory factor analysis, and confirmatory factor analysis. The hypothesis was examined through the structural equation model analysis. Results - It is proven that brand image and perceived quality are accepted, and the brand awareness is rejected from the hypothesis that "the brand equity has a positive effect on the brand attitude". However, the brand image and brand awareness are accepted, and the perceived quality is rejected from the hypothesis that "the brand equity has a positive effect on the purchase intention". Conclusions - The following are the conclusions of the study. First, among the components of brand equity, the brand image is confirmed to positively affect both brand attitude and purchase intention. Second, high brand awareness does not necessarily lead to positive brand attitudes of the consumers. Third, The brand image appears to positively affect the brand attitude and purchase intention. However, the awareness of consumers of a brand does not directly lead to positive consumer attitudes.

• East Asian Journal of Business Economics (EAJBE)
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• v.11 no.3
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• pp.47-58
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• 2023

Purpose - This study investigates which product characteristics influence customers' purchase intention for brand extension products of the fashion brands. Furthermore, this study suggests brand awareness as a moderator which strengthens the positive effects of the product characteristics on the consumers' purchase intention towards brand extension products of the fashion brands. Research design, data, and methodology - Two hundred and twenty-three Chinese consumers were randomly solicited to participate in this study. Email, website (www.wenjuanxing.com), social media (WeChat) were utilized to conduct the survey and collect data. Result - The findings obtained through hierarchical regression analysis indicate that product uniqueness, product scarcity and product popularity have significant effects on purchase intention for brand extension products of the fashion brands. In addition, brand awareness moderates the relationship between product characteristics (uniqueness and scarcity) and purchase intention positively. Conclusion -The results indicate that brand extension products of the fashion brands could attract more consumers by focusing on designing unique products and using limited release and celebrity publicity strategy. Additionally, the present research posits the crucial significance of brand awareness, thereby making a noteworthy contribution to the integrated marketing approach for fashion brand marketers.

• Journal of Korean Clinical Health Science
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• v.9 no.2
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• pp.1502-1510
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• 2021

Purpose. To investigate on the awareness of consumers on the expertise of optometrists. Methods. Data were collected and analyzed through an online questionnaire targeting 63 consumers (42 consumers over the age of 10 who wore glasses, and 21 students in the Department of Optometry). Result. As a consideration when choosing an optometrist, consumers considered the variety of products (15 persons(23.8%)), expertise such as optometry and fitting, kindness and credibility (11 persons(17.5%)). Students in the Department of Optometry of each selected expertise such as optometry and fitting, kindness and credibility (5 persons(7.9%)) and the results were high. In addition, about the main tasks of optometrists, 20 consumers (31.7%) and 9 students (14.3%)(SD 14.5±5.5) answered that they were medical technicians specializing in vision health. And the service satisfaction of the optometrist (5 point scale) was evaluated as 3.77 points for the consumers and 3.76 points for students(SD 3.77±0.01), and the reliability (5 point scale) for the consumers was 3.42 points and students 3.53 points (SD 3.48±0.06). In terms of expertise (5 point scale), the consumers scored 3.47 points and current students 3.58 points (SD 3.53±0.06). Conclusion. As a result of the study on consumer awareness of the expertise of optometrists, there was no significant difference in the perceptions of the reliability, service, and expertise of optometrists in the opinion of the consumers and students of the Department of Optometry. In terms of reliability and expertise, students in the Department of Optometry were evaluated somewhat higher than the consumers. Therefore, in order for consumers to be able to trust the expertise of optometrists in the future, it is necessary to take pride in being a medical technician specializing in vision health, and to actively promote and make efforts to inform consumers that optometrists are experts recognized by the state.

• Safe Food
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• v.7 no.2
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• pp.21-25
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• 2012

• Journal of the Korean Home Economics Association
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• v.40 no.4
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• pp.73-84
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• 2002

This study found out the consumers' awareness and information-seeking behaviors towards Genetically Modified Organism(GMO). Data were collected from 506 adults in Seoul, Daegu, and Busan by the self-administered questionnaire. Frequencies, Pearson's correlation and multiple regression analyses were conducted by SPSS Windows. The resets of this study were as follows: (1) the concerns and the need for information about GMO were high, but recognition was low, (2) the factor affecting the need for information about GMO was the concerns about GMO, and (3) sex, age, the need for information about GMO, and subscription experience of consumer journals were the factors affecting the information-seeking behaviors.

• Journal of Distribution Science
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• v.21 no.7
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• pp.11-20
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• 2023

Purpose: The development of e-commerce in the marketplace is becoming a big trend, but there is a handful of research about the unique characteristics of e-commerce. Online distribution has several differences from offline, such as consumer approach, payment, and product assortment. In addition to the relationship between quality factors and e-commerce satisfaction, this study research how brand awareness affects consumer satisfaction and which quality factor affects brand awareness. Research design, data, and methodology: This study conducted a survey on 457 customers using top online shopping malls. As for the analysis method, multiple regression analysis to verify the mediating effect. Results: All quality factors and brand awareness affect consumer satisfaction. Among the quality factors, only price, payment, and delivery had an effect among the four factors. As a result of verifying the mediating effect of brand awareness in the relationship between online shopping mall quality factors and consumer satisfaction, price, payment, and delivery showed mediating effects. Conclusion: Online shopping mall satisfaction affects the satisfaction of brand awareness consumers perceive aside from consumers' direct experience. The result showed that price, payment, and delivery were significant in the relationship of quality factor and brand awareness of an online shopping malls.

• Journal of the Korean Society of Costume
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• v.52 no.2
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• pp.1-17
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• 2002

The Traditional Look, a class of fashion, represents image based on British aristocratic authenticity and cultural heritage as unchangeable and lasting classic fashion style. And recently, it keeps up with the trend of modern and young consumers' desire by putting various images. The purpose of the study is to investigate the concept, image and present market condition and to analyze degree of consumers' brand awareness of Traditional brand in pursuit of developing new market and ensuring power between competitive brands. From above work, surveyed on degree of brand awareness and interest, preference, associable image and purchase factors coming from consumers. 606 data were analyzed with SPSS package. Frequency, Factor analysis, one-way ANOVA, Multiple response, and correlation were applied. The results of this study were as follows. 1. Traditional brand has a high degree at consumers' brand awareness but comparatively lower at interest in it. In band name, while the Burberry has the highest brand awareness, the Polo and the Hunt take first and second position in a purchasing rate. Brand preference has tendency to be concentrated on certain brands showing the outstanding highest degree like the Polo in the 20s, and the Burberry in the 50s in aspect of age structure. 2. In associable image of Traditional brand, it is associate with noble image as dignified, classical and intellectual with itself strongly among practical, individuality, confidential and noble image. 3. As the purchase factors of traditional brand products, it depends on mainly the reliability and esthetic factors like design and quality rather than ostentatious and practical factors. 4. Associable image except individuality image is correlated with the purchase factors of traditional brand.

• Journal of Digital Convergence
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• v.18 no.4
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• pp.113-119
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• 2020

This study analyzed the relationship between consumers' awareness of marine products and the food index level, which is a sub-domain of the Pukyong Maritime Index. Specifically, the evaluation of marine products by Korean consumers verified the relationship between taste, nutrition, diversity, price, and safety-related systems and the food index. The analysis results were as follows. First, it was found that consumers' awareness of marine products had a significant positive correlation with the food index. Second, as a result of the regression analysis, the food index had an effect on the order of nutrition, taste, and price. These findings are required to understand consumers' awareness of aquatic products, and the food index can be used as the center of northeast asia sea region to provide a framework for improving consumer's satisfaction.

• The Research Journal of the Costume Culture
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• v.23 no.3
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• pp.353-367
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• 2015

This study analyzed consumers' awareness, preference levels, and effect expectations in relation to fashion art marketing according to the types of such marketing (collaboration between fashion and art in fashion products, called product collaboration; sponsorship for art foundation; artist sponsorship; collaboration for the design of a space/store/display; ad/promotional film collaboration). The study also investigated the influence of consumers' attitudes toward fashion art marketing with respect to purchase intention. The study was implemented through a descriptive survey method. The sample consisted of 342 men and women between the ages of 20 and 45. The data were analyzed by factor analysis, one-way ANOVA, and multiple regression analysis. The results revealed that there are significant differences in consumers' awareness and effect expectations in relation to fashion art marketing according to the types of fashion art marketing activities. While no differences were found in preference levels according to the type of fashion art marketing, all the types of art marketing showed overall high levels of preference. The collaboration between fashion and art in fashion products, which had the highest awareness, also showed the highest expected effect. In all the types of fashion art marketing, consumers' attitudes had a significant influence on purchase intention. In cases of sponsorship for an art foundation, artist sponsorship, collaboration for the design of a space/store/display, and ad/promotional films, consumers' effect expectations had the most significant influence on purchase intention, followed by preference and awareness level. These results could be used to provide appropriate proposals to fashion brands when they plan to set up an art marketing strategy.

• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.3
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• pp.15-31
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• 2014

The purpose of this study was to investigate the effects of sociocultural attitudes toward appearance on male consumers' apparel buying behavior and appearance management behavior. The subjects were 353 males aged from 40 to 59 years old. The research method was a survey and the questionnaire consisted of sociocultural attitude toward appearance items, apparel buying behaviors items, appearance management behaviors items, and subjects' demographic characteristics items. The data were analyzed by Cronbach's ${\alpha}$, factor analysis, cluster analysis, multiple response analysis, ${\chi}2$ test, ANOVA and Duncan's multiple range test. The results were as follows. Three dimensions (appearance importance awareness, slimness importance awareness, internalization) were emerged on sociocultural attitude toward appearance, and subjects were divided into 4 groups(receptive, unreceptive, awareness, and internalized group) by this variable. The 4 groups by sociocultural attitude toward appearance showed many differences on apparel buying behaviors and appearance management behaviors. Receptive and internalized group more importantly regarded fashion trend and store display as apparel buying motives, design and trend as selection criteria, and did shopping to buy clothes more often than awareness and unreceptive group. Receptive and internalized group recognized higher the need for various appearance management behaviors and spent more expense to enhance their appearance than other groups.