• Asia Marketing Journal
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• v.12 no.2
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• pp.53-81
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• 2010

Brand experience has received much attention from considerable marketing research. When consumers consume and use brands, they are exposed to various specific brand-related stimuli. These brand-related stimuli include brand identity and brand communications(e.g., colors, shapes, designs, slogans, mascots, brand characters) components. Brakus, Schmitt, and Zarantonello(2009) conceptualized brand experience as subjective and internal consumer responses evoked by brand-related stimuli. They demonstrated that brand experience can be broken down into four dimensions(sensory, affective, intellectual, and behavioral). Because experiences result from stimulations and lead to pleasurable outcomes, we expect consumers to want to repeat theses experiences. That is, brand experiences, stored in consumer memory, should affect brand loyalty. Consumers with positive experiences should be more likely to buy a brand again and less likely to buy an alternative brand(Fournier 1998; Oliver 1997). Brand attachment, one of dimensions of the consumer-brand relationship, is defined as an emotional bond to the specific brand(Thomson, MacInnis, and Park 2005). Brand attachment is target-specific bond between the consumer and the specific brand. Thus, strong attachment is attended by a rich set of schema that link the brand to the consumer. Previous researches propose that brand attachments should affect consumers' commitment to the brand. Brand experience differs from affective construct such as brand attachment. Brand attachment is based on interaction between a consumer and the brand. In contrast, brand experience occurs whenever there is a direct and indirect interaction with the brand. Furthermore, brand experience is not an emotional relationship concept. Brakus et al.(2009) suggest that brand experience may result in brand attachment. This study aims to distinguish brand experience dimensions and investigate the effects of brand experience on brand attachment and brand commitment. We test research problems with data from 265 customers having brand experiences in various product categories by using multiple regression and structural equation model. The empirical results can be summarized as follows. First, the paths from affective, behavior, and intellectual experience to the brand attachment were found to be positively significant whereas the effect of sensory experience to brand attachment was not supported. In the consumer literature, sensory experiences for consumers are often equated with aesthetic pleasure. Over time, these pleasure experiences can affect consumer satisfaction. However, sensory pleasures are not linked to attachment such as consumers' strong emotional bond(i.e., hot affect). These empirical results confirms the results of previous studies. Second, brand attachment including passion and connection influences brand commitment positively but affection does not influence brand commitment. In marketing context, consumers with brand attachment have intention to have a willingness to stay with the relationship. The results also imply that consumers' emotional attachment is characterized by a set of brand experience dimensions and consumers who are emotionally attached to the brand are committed. The findings of this research contribute to develop differences between brand experience and brand attachment and to provide practical implications on the brand experience management. Recently, many brand managers have focused on short-term view. According to this study, we suggest that effective brand experience management requires taking a long-term view of marketing decisions.

• The Korean Journal of Community Living Science
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• v.26 no.4
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• pp.617-632
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• 2015

This study examines the effects of paternal parenting behaviors, child-rearing involvement, and father-child communication perceived by children on their leadership. A total of 197 children selected from three elementary schools and their fathers participated in this study. Data were collected using a parenting behavior index, a child-rearing involvement inventory, a father-child communication inventory, and a children's leadership index and statistically analyzed using the t-test, a one-way ANOVA ($Scheff{\acute{e}}$ test), and a multiple regression analysis. The results show significant differences in children's leadership according to the father's education level, family income, the father's warmth/acceptance, the father's family activity involvement, and open/problematic communication between the father and the child. The child's age, the father's education level, family income, the father's warmth/acceptance, open communication, and problematic communication were significant predictors of the child's leadership. These results suggest that a child's leadership may be strengthened if the father is warmer and more accepting and has open communication with the child.

• Computers and Concrete
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• v.21 no.6
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• pp.669-679
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• 2018

In this paper the behavior of reinforced concrete (RC) beam-column connections under cyclic loading was analyzed. The specimens, manufactured in a reduced-scale were made of (a) recycled aggregate concrete (RAC) by replacing 30% of natural coarse aggregate (NCA) with recycled coarse aggregate (RCA) and (b) RAC incorporating Polyethylene terephthalate (PET) fiber i.e., PET fiber-reinforced concrete (PFRC) at the joint region. PET fiber (aspect ratio=25) of 0.5% by weight of concrete used in the PFRC mix was obtained by hand cutting of post-consumer PET bottles. A reference specimen was also prepared using 100% of NCA and subjected to similar loading sequence. Comparing the results the structural behavior under cyclic loading of RAC specimens are quite similar to the reference specimens. Damage tolerance, load resisting capacity, stiffness degradation, ductility, and energy dissipation of the RAC specimens enhanced due to addition of PET fibers at the joint region. PFRC specimens also presented a lower damage indices and higher principal tensile stresses as compared to the RAC specimens. The results obtained gave experimental evidence on the feasibility of RAC for structural use. Using PET fibers as a discrete reinforcement is recommended for improving the seismic performance of RAC specimens.

• YAKHAK HOEJI
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• v.47 no.4
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• pp.252-259
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• 2003

Self-medication is a representative phenomenon in the domain of popular care, originated from perspective of medical pluralism and the pharmacy profession is said to be in the most appropriate position of health care professions to activate self-medication. As any healthcare reform impacts in a country, 2000 institutional separation between medicine and pharmacy implemented in Korea brought a lot of changes in behavior of drug use not only to physicians and pharmacists but also to consumers (patients). In this paper, the reality of self-medication since the institutional separation between medicine and pharmacy was analyzed, based on the empirical data which were collected by the Korea Institute for Health and Social Affairs in 2002. The major finding is that the domain of popular care including self-medication was significantly shrunk, while that of professional care was proportionally expanded. As a result, the following four points were strongly recommended for the purpose of promoting self-medication: i) upgrading the pharmacy education system from 4 year to 6 year level, ii) improvement of continuing education and introduction of GPP (Good Pharmacy Practice), iii) activating 'pharmacal encounter' (i.e., pharmacist-consumer relationship) and iv) promotion of socio-economic research activities and proactive participation in the international self-medication movement of pharmacists in Korea.

• Food Science of Animal Resources
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• v.41 no.2
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• pp.353-353
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• 2021

• Asia Marketing Journal
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• v.25 no.2
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• pp.61-70
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• 2023

Although research on Virtual Reality (VR) has uncovered numerous technical advantages of VR over traditional media, little is known about how individual VR users with varying prior experience respond to VR differently. This paper examines the effect of users' prior VR experience on their subsequent real-life behavior in the domain of charitable consumption. Specifically, we find that compared to experienced VR users, novice VR users are more likely to support a charitable cause in real life (e.g., ocean conservation) after experiencing this cause in VR. The increased support among novice VR users occurs because they perceive the use of VR to be more novel. We find a boundary of this effect such that when VR is used to promote a noncharitable cause, novice VR users no longer increase their real-life support after VR. This research offers new possibilities for future studies on the use of VR in societal marketing.

• Journal of Fashion Business
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• v.17 no.5
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• pp.57-69
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• 2013

The purpose of this study is to compare the traditional shopping model and virtual avatar fitting model with regards to credibility and favorable impression effects on shopping mall satisfaction, product preferences, and purchasing intentions of apparel e-commerce. Questionnaires are distributed to 10-30s years old consumers who live in Seoul. Data are analyzed by descriptive statistics, Cronbach's ${\alpha}$, and regression analysis. The results are that the provoked credibility and favorable impression from the traditional shopping model affects the consumers' shopping mall satisfaction and buying intention in descending order. In additional, the credibility from traditional shopping model affects the product preference. The provoked credibility from the virtual fitting model influences the consumers' product preferences, and buying intentions. The favorable impression from the virtual fitting model affects shopping mall satisfaction. In general, provoked credibility from virtual avatar fitting model and traditional shopping model play key roles which could influence the consumers' buying intention.

• Journal of Distribution Science
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• v.18 no.8
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• pp.75-87
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• 2020

Purpose: This study uses the protection motivation theory and information processing theory to discuss the high number of fraud phenomenon in Indonesia which causes worries to the internet users. The second problem is the large amount of information transparency in e-commerce which actually hinders the users in making decisions so it causes a negative behavior pattern, namely discontinue usage intention. Design/methodology: Therefore, this research hopes to provide insight to the online or e-commerce business community, especially for Tokopedia, to develop its business from understanding the factors influencing consumer attitude when shopping online. The sample are students from Universitas Indonesia, Institut Teknologi Bandung, Institut Pertanian Bogor, Universitas Gadjah Mada and Institut Teknologi Surabaya, with total 900 respondents. Result: The results of this research indicate that ubiquitous connectivity (UC) variable significantly affects variables such as the privacy concern (PC), information transparency (IT) and information overload (IO). PC and IO variables also significantly affect Discontinue Usage Intention (DUI). Conclusion: This study gives a new perspective that despite the phenomenon, the millennial generation especially are not entirely concerned about the privacy concern, however, this study clearly shows that the privacy issue in the digital word continues to be something that needs to be cared for.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.4
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• pp.43-54
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• 2021

The study evaluates India's technological advancement, which has created a range of opportunities for consumers to enter into digital payment space. Demonetization in India has forced all consumers and companies to embrace and create cashless digital payment platforms. The cashless economy scenario involves various factors for its adoption such as reach, availability and awareness. This study considers factors responsible for adopting new digital payment technologies in India's different regions across various consumers. The study includes descriptive statistics and variance analysis (ANOVA) to identify elements to achieve maximum satisfaction. The research collects data from 250 respondents living in India, experiencing digital payments and online transactions. The data is collected through a structured questionnaire and critically analyzed using statistical analysis. The data has been analyzed with no sectorial biases and tracked by creating real-time indications. The study uses various hypotheses after taking responses from a sample of respondents. Cronbach's Alpha analysis is also used to determine the validity and reliability of the data. The study illustrates the complete shift of consumer behavior from cash to a cashless economy. A certain number of factors are shown to directly influence the rate of such a shift toward digital transactions in India.

• Journal of Distribution Science
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• v.21 no.6
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• pp.39-49
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• 2023

Purpose: This paper aims to investigate the influence of different methods of distributing sweepstakes (i.e., whether consumers choose to enter into the sweepstakes themselves or they are given the sweepstake ticket by default) on the effectiveness of the sweepstakes promotion (i.e., interest in the sweepstakes and intention to participate in the sweepstakes). Research design, data and methodology: The paper verifies this effect through three experimental studies: an online experiment using a sweepstakes promotion scenario at a department store, an online SNS sweepstakes promotion event, and a face-to-face card lottery game. Results: Participants belonging the group that chose sweepstakes tickets by themselves showed higher interest and intention to participate in the sweepstakes than those who were given the sweepstakes ticket by default. Furthermore, the group that chose the sweepstakes card thought it had a higher probability of winning than the group given the sweepstakes card. Conclusions: This paper shows a way to enhance the promotional effect of sweepstakes in the retail stores, without incurring additional costs, by approaching from sweepstakes design from the psychological perspective of the consumer. The study also sheds new light on the effect of sense of control manipulation using choice behavior in the promotional context.