• 복식
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• 제50권3호
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• pp.161-178
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• 2000

This study intended to provide the visual basic data of efficient fashion advertising for Missy Brands in the 21 th by investigating and analyzing the creative strategy related to expression of fashion advertisement. The Research methdologies were as follow. First, the change of domestic advertising industry, theoretical background of the creative strategy and the condition and problems in the domestic Missy market were studied through the relevant fashion advertisement and periodical publications. Second, the content analysis was done using the advertisement of Missy Brands in Fashion magazine, " ELLE" which were published from 1992 to 1998. (3/6/9/12). The results were summarized as follows: First, the ELLE's analysis results were to increase in number of the advertisements for the teenager Brand fro 1993 and for the I.B.(Imported Brand) or L.B(License Brand) from 1995. As a result of the analyses, we suppose that a number of advertisements are proportional related to the sales of Brands. Second, the re were significant differences between D.B. (Domestic Brand) and I.B(Imported Brand) or L.B.(License Brand ) in the change of creative strategy for Missy Brands advertisements. The creative strategy of D.B. ads was used more importantly in linsuistic message than in visual message. On the contrary, the creative strategy of I.B.(L.B) ads, attached importance to the visual message(photo). Third, the ads of TIME showed ads, effect to have relevance to sales. The creative strategy of TIME ads. appeals to consumer for consistent Brand image, at the same time reflects the distinctive Brand image from the other. This study was suggested the creative strategy change of TIME through the visual data base.data base.

• 한국의류학회지
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• 제19권5호
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• pp.699-712
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• 1995

The purpose of this study was 1) to identify the constructing factors of jeans brand image 2) to analyze the domestic jeans market using perceptual maps of three benefit segments based on stdy(I). The questionnaire consisted of brand preference, attribute of brand image and wearer image was selected from the previous studies or developed for this study. The subjects were 350 male and female university students who have purchased at least one of the nine jeans wear brand selected for the study. For statistical analysis, reliability test, factor analysis, MANOVA, and multiple regression were used. The results of this study were as follows: 1. Symbolism, quality, and economy were found out as constricting factors of brand image in the attribute dimensions, while innovative and active image were found out in the wearer image dimensions. 2. 9 Perceptual maps of attribute dimensions and 3 perceptual maps of wearer image dimensions were constructed and each ideal vector was drawn.

• 한국작물학회지
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• 제53권4호
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• pp.347-352
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• 2008

전북 유통브랜드 쌀과 국내 및 수입쌀과의 품질특성을 비교한 결과를 요약하면 다음과 같다. 1. 전북유통브랜드 쌀의 품종은 일미가 대부분을 차지하였고 그 외 신동진, 일본계 품종, 여러 품종이 섞인 일반계 품종이었다. 2. 전북우수브랜드와 전북 외 우수브랜드 쌀의 시기별 품질변화에서 완전미율과 맛에 영향을 주는 수분함량, 식미값 등은 큰 차이가 없었으나 평균 완전미율은 전북 우수브랜드 쌀 95.3%, 전북 외 우수브랜드 쌀 94.2% 전북일반브랜드 쌀 89.1%였으며 전북우수브랜드 쌀과 전북 외 우수 브랜드 쌀은 동등한 품질을 나타내었다. 3. 국내쌀과 수입쌀의 외관특성 비교에서 국내쌀의 장폭 비는 1.87로 미국산 수입쌀이나 태국산 수입쌀의 2.24, 3.33 보다 작았으며 수입(중국)쌀 장폭비는 1.84로 국내쌀과 같은 단립종의 특성을 나타내었다. 4. 국내쌀의 단백질함량은 6.2%로 미국산 수입쌀 6.1%와 비슷한 함량을 나타내었고 완전미 함량도 90%이상이었다. 5. 전분호화 특성을 알아 본 결과 최고점도는 중국산 찐 쌀이 가장 낮았고 치반점도, 최종점도 등은 태국산 수입쌀이 가장 높았다. 6. 국내쌀과 수입쌀을 비교한 취반특성은 취반미의 식미를 결정짓는 요인 중의 하나인 부착성(Ad)/경도(H)의 비가 국내쌀과 미국산 수입쌀이 높았으며 태국산 수입쌀이 가장 낮았다. 7. 국내쌀과 밥쌀용으로 국내에 유통된 수입쌀 비교에서 외형적 형태는 미국산 수입쌀과 차이가 났지만 품질은 동등하였고 중국산 수입쌀과 찐쌀의 품질과는 차이를 나타내었다.

• 복식
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• 제50권6호
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• pp.177-188
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• 2000

In viewpoint of visual merchandising, display is recognized as important means of expressing fashion as well as essential factor of stimulating customers' interest in purchase. However, visual merchandising Is relatively new area and the number of specialized display personnels are limited Therefore, the purpose of this study was to investigate the practice of display in domestic fashion industry. For this study the display personnels working in 51 fashion brands were interviewed. The result was analyzed by using frequency count and percentage. It was found that few human resources were undertaking display work in various and abundant stores with relatively frequent display replacement. And main part of display work was performed outside office hours which brought out extension of working tome. Comparatively more budget assigned for ladies 'brand than mens' brand, youngsters 'than middle-ages' and obtaining display-related information was belong done mostly via domestic documentary sources and market researches. In general, optimistic attitudes were significantly shown by the interviewees that the importance of display is increasingly recognized, in the domestic fashion industry and therefore the prospect of display found to be expected as prosperous.

• 복식
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• 제33권
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• pp.105-115
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• 1997

The fashion clothing market is changing due to the appearance of new consumer group. And the import of foreign brand clothing is highly increasing. The purpose of this study is to help the domestic apparel companies set better market-ing strategy by studying the relation between fashion ivolvement and the purchase be-havior of foreign brand clothing. Subjects were 498 new generation women living Seoul metropolitan area. Data were obtained by questionnaire and analyzed by SPSS package. The main findings of this study are as follows; 1. The result of factor-analysis of the fashion involvement's variables were classified into 8 factors. 2. Consumer's main purpose of buying new clothes were To coordinate clothes with each other' 3. Consumers evaluated every clothing factors: color fit etc of foreign brand very highly except the price. 4. The factor that consumers consider most when choosing clothes is color design fit de-tail texture and brand knowledge in order. 5. the advertizing method that consumers care the most was shop and window display. 6. 'Because design and color are good' were the most important factor as motive of buying foreign brand clothing. 7. Most consumers still bought domestic brand clothing. 7. Most consumers still bought domestic brand clothing. 8. Monthly income and purchase of foreign brand were positively related 9. All variables 2of fashion involment were positively related with the purchase of foreign brand 10. Consumers with higher monthly income did not care much about 'Weather or occasion' when buying clothes. And consumers living in Kangnam(compared with consumers linving in Kangbuk) cared more about personality and bought more foreign brand. 'Social and econ-omic status' were highly related with monthly income residence and purchase of foreign brand clothing 11. Older consumers cared more about color figure texture and fit than younger con-sumer. Monthly income were positively re-lated with design color and figure. Residence were highly related with color and figure. Pur-chase of foreign brand clothing were positively related with design color figure and fit. 12. Younger consumers cared more about brand knowledge. And the purchase of foreign brand clothing were positively related with de-sign detail and brand knowledge. 13. Consumers with foreign brand's purchase experience showed negative relation between ;foreign brand's purchasing experience' and 'Weather or occasion' 14. Consumers with no foreign brand's pur-chasing experience showed negative relation between fashion innovativeness and figure. 15. Consumers with no foreign brand's pur-chasing experience showed positive relation between fit and fashion opinion exchange. The study shows that colors is most import-ant factor in purchasing clothes. And imported brands are very strong in terms of proposing various and unique colors. not all brands succeeded in Korea. Those brands that failed to group consumers have the following problems. Therefore it is critical to review the above factors when importing the foreign brand.

• 한국프랜차이즈경영연구
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• 제11권2호
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• pp.17-22
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• 2020

Purpose: As consumers have difficulty in brand choice due to excessive information, using brand popularity as an advertising cue (e.g., Sales No. 1, Hit Product) has been getting more attention as an effective curation strategy for decreasing consumers' cognitive efforts. Accordingly, recent studies empirically demonstrate that consumers tend to prefer and choose a brand with a popularity cue and offer a useful information regarding how to use a popularity cue in marketing communication. However, extant research has mainly focused on investigating the impact of "brand popularity in a domestic market" on consumer behaviors. Thus, little is known about the effect of "brand popularity in a foreign market" on local consumers' decision-making process. Given that domestic consumers tend to purchase imported products from overseas countries, it can be meaningful information for global companies. Therefore, this research derives and tests the five hypotheses to examine how local consumers respond to brand popularity in a foreign market as an advertising cue. Specifically, it tests the three hypotheses regarding the direct and indirect effects of brand popularity in a foreign market on risk perception and purchase intention. Then, it tests two additional hypotheses about moderating effects of psychic distance on the relationship between brand popularity and risk perception as well as on the relationship between brand popularity and purchase intention. Seventy participants are exposed to an advertisement for an Indian cosmetic brand using a popularity cue in Indian market and answer the questions about brand evaluation. For data analysis, regression analysis is employed. The findings of this research show that perceived brand popularity lowers local consumers' perceived risk with a foreign brand. However, perceived brand popularity does not have a direct impact on purchase intention while it has an indirect effect through perceived risk. Meanwhile, psychic distance moderates the effect of perceived brand popularity on perceived risk level, but it has no impact on the relationship between brand popularity and purchase intention. This research is one of the first studies that demonstrate the positive impact of brand popularity in a foreign market on a local consumer's purchase decision, and it shows the effect can be moderated by psychic distance.

• 한국항공운항학회지
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• 제26권4호
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• pp.91-100
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• 2018

Recently, the airplane use rate has been renewing its peak every year. Especially, Gimpo-Jeju route is the busiest air route in the world and all domestic airlines are competing. Therefore, the purpose of this study is to propose differentiated marketing strategies from other airlines by analyzing the effect of customers' brand attitude on satisfaction and intention to reuse of airlines competing on the most competitive routes. 350 questionnaires were distributed to domestic passengers who have experiences using Gimpo - Jeju route in recent 3 years and 338 questionnaires were analyzed by SPSS24 program. The results of the study showed that brand attitude showed meaningful effects on satisfaction and intention to reuse, and brand image was the most influential factor among the sub - factors of brand attitude. Therefore, airlines operating Gimpo - Jeju route suggest the importance of marketing strategy to enhance brand image among various brand attitudes.

• 한국프랜차이즈경영연구
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• 제10권4호
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• pp.7-18
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• 2019

Purpose: This study identifies the relative importance of the sub - factors of initial services and continuous services using AHP (Analytic Hierarchy Process) method, and calculates the competitive index for the detailed factors. The purpose of this paper is to propose the establishment of long - term and short - term management strategy for expansion of business of food service franchise, franchisors, long - term and win - win relationship with franchisees, and rationalization of operating system. Research design, data, and methodology: The population for the survey is 92 franchisees in 46 foreign brands and 46 domestic brands in the Seoul metropolitan area (Seoul / Gyeonggi / Incheon). The survey was conducted from July 1 to August 31, 2018 through the survey agency with a telephone interview and a surveyor's direct visit. A total of 100 questionnaires were collected, but a total of 92 parts were used for analysis except 8 parts that were considered to contain false information. Using the AHP method, relative importance and competitiveness index were calculated for the details of initial services and continuous services. Results: The results shows continuous services were significantly higher for both foreign brand franchises, domestic brand franchises, and overall than initial services, This suggests that the continuous services of the affiliated franchisors has a higher relative importance than the initial services. Among the continuous services, brand reinforcement and promotion were significantly higher for both foreign brand merchants and domestic brand franchises. This can be regarded as the most important factor in brand reinforcement and promotion when selecting a food service franchisors. Conclusions: In the Standard Terms and Conditions governed by the Fair Trade Commission, the franchisors should increase the fairness by creating manuals for supporting services, especially after opening, and regularly checking whether the supporting services have been carried out like manuals since the establishment of franchisees. In addition, the Brand Strengthening and Public Relations Committee (tentative name) jointly participated by the franchisors and franchisees for the purpose of strengthening and promoting the brand, suggesting a system for transparent and efficient execution of the brand reinforcement and promotion budget and monitoring afterwards.

• 한국의류학회지
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• 제34권4호
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• pp.673-685
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• 2010

This study evaluates the fitness of brassieres through size measurement, comparative pattern analysis, cross section map analysis, 3-D shape analysis number, and fitness evaluation with a focus on domestic and overseas brands. Experimental brassieres were selected as mold brassieres of 3/4 cup in 75A size that is considered a popular design. Brands of selected brassiere were 2 domestic brands (A, B), 1 licensed brand (C), and 2 overseas brands (D, E). Subjects were 8 women in their early 20's. Data were analyzed by descriptive statistics, analysis of variance, reliability analysis, and factor analysis. The results were as follows; the size and pattern of brassieres showed a difference by each brand even though brassieres are the same design. In the wearing effect of brassieres, overseas brand brassieres played a major role in the breast-up effect, but they were not appropriate for the somatotype of Korean women. Domestic brand brassieres showed the volume-up effect, that was confirmed by the increasing bust circumference, bust depth when subjects wore it. In addition, the licensed brand brassieres showed the correction effect of body shape. Therefore, when purchasing a brassiere, the most important condition is to consider the individual characteristics of the somatotype. The results of factor analysis through a functional evaluation show that wearing satisfaction, size satisfaction, and the position of the bust point were important factors for fitness satisfaction and purchase.

• 복식문화연구
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• 제7권4호
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• pp.155-167
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• 1999

The present study investigated various sales training programs used by apparel companies and compared each other in order to provide an important information for developing effective training programs for professional salesperson. Sixty eight companies were used and grouped into four categories based on brand characteristics : domestic national brand(DNB), casual brand(CB), foreign brand(FB) and domestic designer brand(DDB). Data were collected from the managers in charge or training salesperson by both questionnaires and personal and telephone interviews. Data were collected during July in 1998, and analyzed by using ANOVA, Duncan\`s multiple range test, and Chi-square test. Since the sample size was small, Yates\` correction formula was used to maximize statistical validity in non-parametric procedure of Chi-square test. The main purpose of sales training indicated by the companies were to satisfy customers and to maximize the profit. Significant differences were found among the groups in the importance level of training contents such as knowledge, and customer relation, training methods, place, and duration/frequency of training at training center.