• 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 Human Ecology
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• v.22 no.1
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• pp.201-213
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• 2013

This study was conducted to identify adults' knowledge, attitude, dietary behavior, and lifestyle for cancer prevention, and to examine the relation between these variables. The participants were 414 adults in the Jeonbuk area. The data were analyzed using Pearson correlation coefficients, ANOVA and Duncan test with SPSS v. 12.0. The score for participants' knowledge about cancer was 23.98 points of a possible 30, the score for attitude towards cancer was 44.46 points of a possible 55, the score for preventive dietary behavior for cancer was 36.79 points of a possible 55, and their score for preventive lifestyle for cancer was 29.76 points of a possible 40. The knowledge, attitude towards cancer, dietary behavior, and lifestyle for cancer prevention showed significant differences according to the general characteristics (e.g., age, religion, monthly income, educational level, job, health condition, and interests). There was a significant positive correlation between knowledge about cancer, attitude towards cancer, dietary behavior, and lifestyle for cancer prevention. Dietary behavior for cancer prevention showed a positive correlation with lifestyle for cancer prevention. In conclusion, it is necessary to consider the related factors for the development and implementation of systematic education programs that can encourage and promote preventive health behavior for cancer among adults.

• Journal of the Korean Society of Costume
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• v.50 no.4
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• pp.63-72
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• 2000

The purpose of this study was to investigate the effects of lifestyle factors on clothing purchase motives, information use, and selection criteria in male college students. The sample included 241 male college students, and an instrument was developed based on the previous studies. The statistical analyses used for this study were factor analysis and multiple regression. The result of factor analysis showed that lifestyle consisted of six factors : clothing interest, serif-confidence, social participation, planned clothing purchase, family-orientation, and conservativeness. Clothing purchase motives consisted of conspicuous consumption motives, fashion and individuality motives, and economic motives. Clothing information use consisted of four factors: paper/display, personal advice, fashion show/clothing observation, and electronic media. Finally. clothing selection criteria consisted of practicability, fashion/individuality, and conformity, Multip1e regression revealed that there were significant effects of lifestyle factors on clothing purchase motives, information use, and selection criteria. For example, self-confidence factor had a negative impact on conspicuous consumption motive, personal advice information use, and fashion/individuality criteria. The relative importance of lifestyle factors were different according to different dimensions of clothing purchase motives, information use, and selection criteria.

• Preventive Nutrition and Food Science
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• v.5 no.4
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• pp.205-212
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• 2000

The relation of food and supplemental intake of iron, vitamin E and ascorbic acid and other lifestyle variables to packed cell volume (PCV) and serum vitamin levels was studied in urban and rural (71% Amish) communities. Subjects were interviewed (24-h dietary recalls) on three occasions over 18-months, and blood samples were taken (maximum observations = 442). Mean PCV was lower in rural males (43.3) than in urban males (45.4) despite higher man food iron intake (18.7 and 14.4 mg/day, respectively). Mean meal iron availability was higher at lunch and lower at breakfast and dinner for rural than for urban subjects. Smoking was the number one variable in males and females explaining variance in PCV. Supplemental vitamin E and ascorbate intakes explained the most variance in serum vitamin E and ascorbate levels, respectively. Serum vitamin E was also associated with supplemental ascorbate intake (r=0.29). Serum ascorbate was also associated with food ascorbate intake (r=0.28) and body weight (r=-0.24).

• International Journal of Computer Science & Network Security
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• v.21 no.6
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• pp.222-230
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• 2021

Mobile wallets have been in continuous demand and developed over the past few years, especially during the COVID-19 pandemic. Several studies have examined user intentions and perspectives. This study develops a conceptual model combining behavioral factors with the technology acceptance model (TAM). The goal is to identify key factors that influence user's intention to adopt mobile payments. This study uses the TAM and the unified theory of acceptance and use of technology (UTAUT) models with additional factors. The additional factors are security, trust, facilitating conditions, and lifestyle compatibility. The study analyzes the results of a survey of 394 Saudi citizens conducted via an online survey. The results indicate that user attitudes and intentions are positively influenced by all of the factors. Perceived usefulness, perceived ease of use, lifestyle compatibility, and facilitating conditions are direct predictors of user behavior in accepting mobile wallet payments. This study provides an empirical contribution to the literature on mobile payment acceptance on the effect of perceived usefulness and lifestyle compatibility. The results demonstrate that about 26% of the respondents started using mobile wallet services because of the COVID-19 pandemic.

• Korean Journal of Health Education and Promotion
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• v.22 no.4
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• pp.167-177
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• 2005

Objectives: This study was performed to examine the clustering of lifestyle risk factors for chronic diseases in urban poor and rural adults. Methods: As a cross-sectional study, a questionnaire survey was conducted in 2003. Data was collected from 468 urban poor adults and 385 rural adults. And 848 persons data was used for final analysis. We surveyed their smoking habit alcohol consumption, exercise habit education and disease histories. Result: In mea about 25% of the urban poor subjects and about 20% of the rural subjects had three lifestyle risk factors(Prevalence ratio was 1.29). And, in women, about 1.5% of the urban poor subjects and about 0.5% of the rural subjects had three lifestyle risk factors(Prevalence ratio was 4.00). Especially in men, clustering of smoking and excessive alcohol consumption was strongest both the urban poor and rural subjects(Observed/Expected ratio(O/E): 1.4 in the urban poor subjects, 1.3 in the rural subjects). Conclusions: These findings show that the lifestyle risk factors cluster among the urban poor and rural adults. And the clustering is stronger in the urban poor adults than the rural adults. This tendency was important for health education and health promotion. We suggest that more intensive health promotion strategies for the urban poor adults are needed.

• Journal of Korean society of Dental Hygiene
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• v.14 no.4
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• pp.485-493
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• 2014

Objectives : The study investigated and analyzed the relationship between health-related lifestyle and psychosomatic self-reported symptom in dental hygiene students. Methods : A self-reported questionnaire was filled out by 478 dental hygiene students in Gyeonggi-do and Gangwon-do from March 7 to June 21, 2012 by random sampling method after informed consent. Results : The health-related lifestyle showed the results as follows. Nonsmokers accounted for 89.1%. Those who never exercise accounted for 67.9% and 37.9% of the students sleep for 5-6 hours. Those who take alcohols twice per month accounted for 58.2%. The correlation between the symptoms and lifestyle included multiple subjective symptoms(I), respiratory(A), eyes and skin(B) and digestive organs(C) symptoms and smoking status(p<.01), mouth and anal(D), depression(K), nervousness(E). There existed the correlation in average sleeping time(p<.01) and impulsivess(H) and smoking status(p<.05) and lie scale(L) and regular exercise(p<.05) and aggressiveness(F) and drinking habits and irregular and life(G) and breakfast habits. The smoking habit, sleeping time, and snack intake had an influence on psychosomatic self-reported oral health-related symptoms. Conclusions : Cessation of smoking, adequate sleeping time, and reduction of snack intake can improve the oral health-related lifestyle and reduce the self-reported symptoms in the dental hygiene students.

• The Journal of Korean Obstetrics and Gynecology
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• v.36 no.3
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• pp.114-128
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• 2023

Objectives: This study was conducted to reflect Korean Medicine doctors (KMD)' perception of lifestyle management in the process of developing a Korean Medicine (KM) Clinical Practice Guidelines (CPG) of female infertility. Methods: We sent four e-mails containing links to online questionnaires to 25,286 KMD belonging to the Association of Korean Medicine. The questionnaire consisted of sexual intercourse, weight, diet, exercise, drinking, smoking, caffeine intake, stress etc. KMD responded to self-administered questionnaires, and we analyzed 786 responds. Results: KMD put stress first among the infertile women's lifestyle management items, weight and sexual intercourse were next. Also KMD put stress first among the spouses' lifestyle management items, drinking and sexual intercourse were next. In relation to sexual intercourse, 'Recognizing the Fertile Window' was the most important. In relation to stress in the emotional domain, 'Depression' and 'Anxiety' were the most important, and in relation to stress in the relationship domain, 'Deteriorating of marital relationship' was the most important. Conclusions: We surveyed the status of KMD' awareness of infertility lifestyle management for patient education, and reflected it in the modification of the CPG for female infertility.

• Journal of Families and Better Life
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• v.11 no.2
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• pp.13-29
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• 1993

The Purpopse of this study are to classify the lifestyles of urban housewives with automobiles living in Gwangju to see their relationship between lifestyle and demographic social and econo-mic variables and to see the relationship between lifestyle and prepurchase information search activity. For these purpose a survey was conducted using questionaires on 410 The data was collected from March 8 to March 20 1993 and analyzed by factor analysis cluster analysis Duncan test {{{{ chi ^2 }} }}- t e s t a nd ANOVA. The findings are classified into 7 types: enjoyable convenience type (15.6%) conservative sound and thrifty type(17.3%) rationative type (13.2%) thrifty life type (11.0%) passive-inactive type(8.3%) fashion-pursuity type(12.9%) 2) The lifestyles of he respondents showed significant difference according to their age education level employment status. length marriage consumer education and type of housing. 3) The lifestyles of the respondents showed a difference only automobile attitude While showing no significant difference by automobile size information sources of automobile priority of automobile attitude and time spent in searching information The lifestyle of respondents showed a difference by automobile price size quality secuity warranty service and maintenance cost. 4) Among the lifestyle patterns of the respondents the passive-inactive type and rationative typ were positive about all the prepurchase information activity of automobile.

• Journal of the Korean Home Economics Association
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• v.37 no.8
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• pp.117-132
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• 1999

This study analyzed how not only socio-economic variables but also lifestyle variables affect the expenditure and the patterns of households. The result of multiple regression analysis resealed that economic variables(e.g, income, saving, property) and lifestyle variable(e.g, enjoyment and convenience seeking type) affected the consumption expenditure. Based on the result of cluster analysis, The consumption expenditure patterns of urban households were separated as 1)necessity dominant pattern, 2)transportation $.$ communication dominant patters, 3)other consumption dominant pattern, 4)education$.$culture and recreation dominant pattern. The result of logistic analysis revealed that debt, saying and living location variables were major factors to determine the consumption expenditure patterns of urban households. But did not Influence on the Consumption Expenditure Patterns.