• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.3
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• pp.407-416
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• 1998

The purpose of this study was to examine the effects of brand knowledge on evaluations of brand extensions in fashion market. Here, consumer knowledge toward the parent brand was based on the brand and on the company which introduced the brand. The brand extensions were classified into brand-name extension and corporate-name extension. For this study, questionnaires were administered to 700 single women in twenties. The questionnaires were designed to measure brand extension evaluations and brand knowledge in terms of familiarity, use experience and self-assessed knowledge, evaluations of the attributes and attitudes based on the brand and corporate. Employing a sample of 621 women, data were analyzed by t-test. Major findings of this study are summarized as follows; 1) The higher the level of brand knowledge such as brand familiarity, brand use experience and self-assessed brand knoil- edge was, the higher positive effects were on the evaluations of brand-name extension. Also, evaluations of brand attributes and brand attitude positively influenced the evaluations of brand-name extension. 2) The higher the level of corporate knowledge such as corporate familiarity and use experience of product manufactured by the company was, the higher positive effects were on the evaluations of corporate-name extension. Also, evaluations of corporate attributes and attitude on corporate positively influenced the evaluations of corporate-name extension. These results demonstrate that positive knowledges and affects on the parent brand are transferred to its extended product through categorization process.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.8
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• pp.1122-1131
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• 1998

The purpose of this study was to examine the effects of brand-related and corporate-realted knowledge on brand-name extension and corporate-name extension, respectively in fashion market. Here, it is designed into three types of brand and corporate awareness; 1) Higher brand awareness and corporate awareness, 2) higher brand awareness and lower corporate awareness, and 3) lower brand awareness and higher corporate awareness. For this study, questionnaires were administered to 700 single women in twenties. The questionnaires were designed to measure evaluations of brand-name extension and corporate-name extension and brand-related and corporate-related knowledge in terms of familiarity, use experience, self-assessed knowledge, evaluation of attributes and attitude. Employing a sample of 621 women, data were analyzed by Multi-Regression analysis. Major findings of this study are summarized as follows; 1) In level of higher brand and corporate awareness, the evaluations of brand-name extension were influenced by corporate-related knowledge such as brand use experience, evaluation of brand attributes and brand attitude. Also, the evaluations of corporate-name extension were influenced by both brand-related knowledge such as brand attitude and corporate-related knowledge such as use experience of product awareness and lower corporate awareness, brand-related knowledge such as evaluation of brand attributes and brand attitude was identified as the important factor in the evaluations of brand-name extension. 3) In level of lower brand awareness and higher corporate awareness, corporate-related knowledge such as attitude toward corporate was identified as the important factor in the evaluations of corporate-name extension.

• Asia Marketing Journal
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• v.12 no.3
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• pp.63-79
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• 2010

This research examined (1) the effects of the large scaled corporations' performances in the area of corporate economic responsibilities and corporate philanthropic responsibilities on the anti-corporate sentiments and (2) the effects of the anti-corporate sentiments on the consumers' evaluations of the large scaled corporations. The results of path analysis revealed that the corporate performances in philanthropic responsibilities had a negative effect on the anti-corporate sentiments as expected. However, different from the expectation, the corporate performances in economic responsibilities had a positive influence on the anti-corporate sentiments. This unexpected relationship between economic responsibilities and anti-corporate sentiments might be caused by the Korean consumers' perceptions that the more the large scaled corporations conducted their business activities illegally and unethically, that the more they achieved the various economic responsibilities. The anti-corporate sentiments showed the negative effects on the consumers' evaluations of the large scaled corporations.

• The Journal of Fisheries Business Administration
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• v.44 no.1
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• pp.1-14
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• 2013

The purpose of this study is examining an influence of a corporate on processed marine product's purchase intention with moderating effect of consumers' product evaluation adding processed marine product's evaluations as new variable. The hypothesis of a positive influence of processed marine product's corporate image on processed marine product's purchase intension is partially supported. Specifically, product itself, service, reliability, and communication among the factors of a processed marine product's corporate image significantly affect processed marine product's purchase intension whereas corporate social responsibility does not affect processed marine product's purchase intention. Processed marine product's evaluation also positively affects processed marine product's purchase intention. It implies that there are somewhat differences between influences of various factors of a processed marine product's corporate image on processed marine product's purchase intention but are overall influences of a processed marine product's corporate image on processed marine product's evaluation both directly and indirectly. Nowadays, consumer considers not only good quality of product but also its invisible image and value. Therefore, future studies should consider various ways to investigate a processed marine product's corporate image and processed marine product's product evaluation.

• Korean Management Science Review
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• v.29 no.2
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• pp.127-141
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• 2012

Business firms and consumers exist within a society, and their activities influence a society, because they are not separated from a society. Thus, consumers as well as business firms have been asked to conduct socially responsible actions (i.e., environmentally friendly production and socially friendly activities). Previous researchers have investigated on the relationship between corporate social responsibilities and business performances. For example, researchers have analyzed the effects of corporate social responsibility on consumer's corporate evaluations. The corporate social responsibility is commonly classified into the three dimensions (economic, social, and environmental responsibility). In this paper, we demonstrated that the consumer social responsibility can also be classified into the three dimensions. Previous researchers have shown that the three dimensions of corporate social responsibility influence consumer's corporate evaluation. However, they have not considered the interaction effect of the corporate social responsibility and the consumer social responsibility on consumers' corporate evaluation. Different from the past studies, this study investigated on the interaction effect of consumer social responsibility (economic, social, environmental responsibility) and corporate social responsibility (economic, social, environmental responsibility) on consumer's corporate evaluation. For the study, we collected survey data of 200 consumers and analyzed the interaction effect with ANOVAs. The result showed that the three dimensions of social responsibility to both corporate and consumers influence positively the corporate evaluation. They also showed that the interaction effect of consumer responsibility and corporate responsibility on the corporate evaluation was statistically significant. This implies that it is necessary for corporate to conduct corporate social responsibility differently depending on consumer's activity for consumer social responsibility.

• Journal of the Korea Fashion and Costume Design Association
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• v.26 no.1
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• pp.99-109
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• 2024

This study focused on analyzing the difference in the impact of non-financial performance, specifically ESG (Environmental, Social, and Governance) activity grade level, on management performance and corporate value among the 25 fashion companies listed on the Korea Exchange that completed their ESG evaluation in 2022. The companies were categorized into three levels based on their ESG evaluations: ESG Integrated Grade (ESG-T), ESG-E (Environmental), ESG-S (Social), and ESG-G (Governance). The study then empirically analyzed how these levels affected management performance and corporate value. The empirical analysis revealed significant differences in the impact on management performance and corporate value depending on the ESG activity grade level. Companies with higher ESG grades exhibited better management performance and higher corporate values across all ESG sub-variables (ESG-T, ESG-E, ESG-S, ESG-G) compared to those with lower grades. This finding demonstrates the influence of ESG activity grade levels on improving management performance and enhancing corporate value in fashion companies. The results of this research provide meaningful insights into the direction of sustainable management through ESG activities in fashion companies.

• The Research Journal of the Costume Culture
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• v.23 no.3
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• pp.523-536
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• 2015

Corporate association-which refers to consumers' beliefs, knowledge, perceptions, and evaluations of a corporation -can affect consumers' purchasing intentions. Corporate association consists of corporate ability association and corporate social responsibility association. Corporate ability association refers to a company's product quality, corporate innovation, productivity, consumer orientation, and after service. Corporate social responsibility association, which refers to the social perspective a company has of its responsibility to society, can affect corporate image and consumers' purchasing intentions. Eco-labeling for protecting and sustaining the environment is one of the important green marketing strategies in the fashion business that can influence corporate association and consumers' purchasing intentions. The purpose of this study was to investigate the effect of consumers' eco-label recognition on their corporate association and intentions to purchase eco-friendly fashion products. Questionnaires were distributed to consumers. The 263 usable questionnaires that were returned were analyzed by descriptive statistics, Cronbach's alpha, factor analysis, regression analysis, and t-test. The results were as follows: There was a significant effect of eco-label recognition on corporate association (ability association and social responsibility association). Eco-label recognition and corporate association were found to significantly affect consumers' purchasing intentions. Regarding the eco-friendly fashion product buying experience, there was no significant difference on corporate association and buying intention, but there was significant difference on eco-label recognition.

• Asian Journal for Public Opinion Research
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• v.4 no.2
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• pp.108-122
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• 2017

This study explores how South Korean citizens evaluate corporate social responsibility (CSR) practices based on communal and exchange relationships. Specifically, it examines whether their evaluations of the two types of relationships are related to their supportive opinions, such as positive attitudes toward corporations and behavioral intentions to purchase products. The findings show that the communal relationship between an energy corporation and its local residents is more related to their supportive opinions than exchange relationship. That is, a communal relationship tends to generate more positive business outcomes than an exchange relationship. This study concludes that corporations should prepare for useful community outreach and CSR programs for their local community. Practitioners need to focus on building communal relationships with community members through their programs.

• Journal of Distribution Science
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• v.14 no.3
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• pp.45-54
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• 2016

Purpose - There have been numerous studies investigating the effects of corporate social responsibility initiatives on corporate associations or corporate images. In line of this research stream, current research examined the potential impact of customer participation in the process of corporate social responsibility initiatives on attitude toward the company. This research differentiates from previous studies that it is the first to connect corporate social responsibility and customer participation. Specifically, we suggest a structural model on corporate associations which was classified into corporate ability associations and corporate social responsibility associations that the more the customers participate in initiating corporate social responsibility, corporate associations were formed more positively. And this leads to the increase of revisit intentions through customer satisfaction. Research design, data, and methodology - To test our research model, we collected data of real consumers of a large discount store in Korea. At the large discount store, customers were given an opportunity to participate the discount store's CSR activity program. We performed field survey and collected data of 146 respondents. We analyzed the data using PASW statistics 21.0 and AMOS 16.0 in order to test our structural model. Results - The results showed that consumers who participated more in initiating corporate social responsibility revealed higher score for corporate ability associations and corporate social responsibility associations. These corporate associations had a positive effect on customer satisfaction, which leads to higher attitude toward revisit intentions. Specifically, hypothesis 1.1 "As Customer participation in CSR process increases, the evaluation of CA associations will be positive,"was supported. Hypothesis 1.2 "As Customer participation in CSR process increases, the evaluation of CSR associations will be positive," was supported. Hypothesis 2.1 "As the evaluation of CA associations is positive, satisfaction with the firm will increase," was supported. Hypothesis 2.1 "As the evaluation of CSR associations is positive, satisfaction with the firm will increase," was supported. Hypothesis 3 "As satisfaction with the firm increases, revisit intentions with the firm will increase," was supported. Conclusions - This research is the first to study the relationship between customer participation in CSR process, CSR, and consumer reactions. This research also contributes to customer participation and corporate social responsibility literature by suggesting customer participation as an antecedent and empirically demonstrating the positive relationships between the constructs. The findings of this research may offer managerial implications for marketing practitioners. When performing corporate social initiatives, it is better to let the customer participate in the process which leads to higher corporate ability associations and corporate social responsibility associations, also higher satisfaction and revisit intentions. Our results provide useful information to practioners that spontaneous participation of consumers makes CSR initiatives effective and successful. Limitations and ideas for further research remain in this research. For example, our focus on the logic was cognitive evaluations(e.g. corporate associations) but affective dimensions might be considered since recent researches are investigating the relationship between customer participation and affective reaction as a response. Despite the limitations, this research have unique and applicable implications for academics and practitioners.

• Journal of Distribution Science
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• v.11 no.7
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• pp.47-56
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• 2013

Purpose - In the academic literature, the researches on a comparative study on purchase behaviors of the consumers from emerging and mature markets remain limited. Therefore, this empirical study is attempted to examine the effects of country of origin (COO), brand image and corporate image on the purchase behavior of Chinese consumers (as from emerging market) and Korean consumers (as from mature market). Research Design, data, methodology - In total, 615 valid questionnaires were collected from the main cities of China and Korea respectively, and a multiple group analysis was conducted to test the hypotheses with SPSS 16.0 and AMOS18.0. Results - Chinese consumers are not influenced by country-of-origin effect, whereas Korean consumers are sensitive to it. Both Chinese and Korean consumers are sensitive to brand image, whereas corporate image does appear to influence Chinese consumers but not Korean consumers. The effects of country-of-origin are not more influential in less developed market (China) than more developed market (Korea). Conclusions - According to the results of this empirical study, the country-of-origin effect does impact Korean consumers but not Chinese consumers' purchase behavior. Therefore, multinational companies are relatively free to make the decision, if Chinese consumers are the marketing targets, when choosing manufacturing sites.