• Korean Journal of Human Ecology
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• v.21 no.1
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• pp.151-163
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• 2012

The purpose of this study was to examine the effects of perceived fit and brand transfer on extension evaluation in luxury fashion brands. The instrument for this research was a self-administered questionnaire based on a previously developed scale. The variables addressed in this scale included perceived fit, brand value for both parent brand (clothing) and extension brand (home line), extension brand association, and purchase intention of the product in extension brands. The participants in this research comprised of 215 female consumers between the ages of 19 and 51 demographically distributed nationwide. Data were analyzed by descriptive statistics, paired t-test, factor analysis, and regression analysis via SPSS 12.0. Findings showed that brand value consisted of two factors: cognitive and hedonic value in luxury fashion brands. Parent brand value was significantly related to perceived fit with a positive effect on brand association and hedonic value in extension brands. With respect to brand transfer, cognitive value of the parent brand increased the extension brand's cognitive value, while hedonic value of the parent brand increased the extension brand's hedonic value. In addition, purchase intention of the product in the extension brands was determined by the perceived fit and hedonic value of extension brands. This study also discusses the managerial implications for marketers in developing effective luxury brand extensions into new product categories, which leads to a synergy effect in building brand equity in the luxury fashion market.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.3
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• pp.19-31
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• 2013

The purpose of this study was to investigate the influence of consumer-internet brand relationship on consumer's satisfaction and loyalty. In order to establish structural equation model, previous studies about consumer-brand relationship, consumer's satisfaction and loyalty were investigated. The survey was limited to the respondents over 20 years old living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. Questionnaires were collected from February 1, 2012 to February 12, 2012 and 562 useful data were analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis, reliability analysis, and Pearson's correlation analysis, using Amos 19. The results of verifying the hypotheses were as follows: First, consumer-internet brand relationship was classified into two dimensions including 'emotional affection' and 'cognitive trust'. Second, both 'emotional affection' and 'cognitive trust' had a positive effect on consumer's satisfaction. Third, 'emotional affection' had a positive effect on consumer's loyalty, but 'cognitive trust' did not affect consumer's loyalty directly. Finally consumer's satisfaction had a significant effect on consumer's loyalty. It was suggested that consumer-internet brand relationship could be an important factor to form brand equity. Therefore, internet shopping mall marketer should establish a strategy that can help customers make a strong relationship with their internet shopping mall.

• 한국생활과학회:학술대회논문집
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• 2008.05a
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• pp.145-146
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• 2008

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.27-34
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• 2010

During the past 10 years, sales of luxury goods increased significantly to more than US$ 130 billion in 2007. In this industry, more than half of the revenue comes from Asia where the average income has risen significantly, and the demand for luxury products is forecast to grow rapidly. Purchasing luxury brands appears to be an intriguing social phenomenon that is profitable for companies in this region. As a newly developed country, Korea is one of the most attractive luxury markets in Asia. Currently, a total of 120 luxury fashion brands have entered the Korean market, primarily in luxury districts in Seoul where the competition is fierce. The purposes of this study are to: (1) identify antecedents of attitude toward luxury brands, (2) examine the effect of attitudes toward luxury brands on customer equity, (3) determine the impact of attitudes toward luxury brands on customer lifetime value, and (4) investigate the influence of customer equity on customer life time value. Previous studies have examined materialism, social need, experiential need, need for uniqueness, conformity, and fashion involvement as antecedents of attitude toward luxury brands. Richins and Dowson (1992) suggested that that materialism influences consumption behavior relative to quantity of goods purchased. Nueno and Quelch (1998) reported that the ownership of luxury brands conveys information related to the owner's social status, communicates an image of success and prestige, and is a determinant of purchase behavior. Experiential need is recognized as an important aspect of consumption, especially for new products developed to meet consumer demand. Since luxury goods, by definition are relatively scarce, ownership of these types of products may fulfill consumers' need for uniqueness. In this study, value equity, relationship equity, and brand equity are examined as drivers of customer equity. The sample (n = 114) was undergraduate and graduate students at two private women's universities in Seoul, Korea. Data collection was conducted using a self-administered questionnaire survey in March, 2009. Data analysis included descriptive statistics, factor analysis, reliability analysis, and regression analysis using SPSS 15.0 software. Data analysis resulted in a number of conclusions. First, experiential need and fashion involvement positively influence participants' attitude toward luxury brands. Second, attitude toward luxury brands positively influences brand equity, followed by value equity and relationship equity. However, there is no significant relationship between attitude toward luxury brand and customer lifetime value. Finally, relationship equity positively influences customer lifetime value. In conclusion, young consumers are an important potential consumer group that tries different brands to discover the ones most suitable for them. Luxury marketers that use effective marketing strategies to attract and engender loyalty among this potentially lucrative consumer group may increase customer equity and lifetime value.

• International Journal of Costume and Fashion
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• v.10 no.2
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• pp.73-88
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• 2010

Study aims to identify customer equity drivers and their relative importance, to represent customer lifetime value (CLV) distribution, and to investigate the effect of customer equity drivers and demographics on CLV when shopping apparels at the four big department stores in Seoul. Recently, Korean department stores marked significant decrease in sales volume and it calls for more focus on customer orientation. Customer equity is a managerial concept which considers customers as a valuable asset for business success. Sustainable competitive advantage is attainable when customer equity drivers and CLV are measured, managed and enhanced. results identified four dimensions of customer equity drivers such as 'retail brand equity: 'relationship equity', 'retail service equity', and 'price value equity'. Among them, 'relationship equity' was proved to be the most influencing factor on the customer's store patronage intention. The CLV distribution represented unique characteristics of each department store. The level of CLV depended on such demographics as age and income. Marital status influenced the relationship between perceived customer equity drivers and CLV. It also analyzed competitive structure of the four big department stores in Seoul and offered managerial suggestions. This study provided conceptual framework for the future study of customer equity related to apparel shopping at the department stores as well as managerial implications.

• The Research Journal of the Costume Culture
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• v.31 no.5
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• pp.607-626
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• 2023

This study analyzes consumer fashion purchase patterns from a big data perspective. Transaction data from 1 million transactions at two Korean fashion brands were collected. To analyze the data, R, Python, the SPADE algorithm, and network analysis were used. Various consumer purchase patterns, including overall purchase patterns, seasonal purchase patterns, and age-specific purchase patterns, were analyzed. Overall pattern analysis found that a continuous purchase pattern was formed around the brands' popular items such as t-shirts and blouses. Network analysis also showed that t-shirts and blouses were highly centralized items. This suggests that there are items that make consumers loyal to a brand rather than the cachet of the brand name itself. These results help us better understand the process of brand equity construction. Additionally, buying patterns varied by season, and more items were purchased in a single shopping trip during the spring season compared to other seasons. Consumer age also affected purchase patterns; findings showed an increase in purchasing the same item repeatedly as age increased. This likely reflects the difference in purchasing power according to age, and it suggests that the decision-making process for pur- chasing products simplifies as age increases. These findings offer insight for fashion companies' establishment of item-specific marketing strategies.

• Fashion & Textile Research Journal
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• v.10 no.2
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• pp.181-190
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• 2008

Active exploitation of experiential marketing is now practiced in diverse range of apparel brands such as luxury, sports and casual brands. Under such a market environments, this study attempts to verify the effects of consumer's experiential marketing perception by analyzing the formation process of brand attitude. The path from experiential marketing strategic modules (sense, feel, think, act, and relate) to brand loyalty is mediated by brand affect and brand trust. Two sports brands were selected as stimuli brands, and a survey was conducted on 286 consumers in their 20s and 30s. The study validates the importance of sense/feel marketing for apparel brands as it had extensive effects on brand affect which is highly significant in the formation of brand loyalty. As a result of comparative analysis of brand attitude and the path model of its formation for two brands which were different in consumers' perception of experiential marketing brand activities, the study realized that the higher the level of perceived experiential marketing, the higher the levels of brand affect, brand trust and brand loyalty. In particular, for brands perceived as actively engaged in experiential marketing, the path from the perception of experiential marketing activity to brand loyalty was clearly segmented between sensibility and rationality as sense/feel marketing had significant effects only on brand affect, and act/relate marketing only on brand trust. This study verifies the positive effects of perceived experiential marketing activities of apparel brands on brand equity, and proposes the strategic appropriateness of experiential marketing that embeds sensibility and feeling appeals.

• Journal of Fashion Business
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• v.15 no.5
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• pp.87-102
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• 2011

The research intends to exploit a strategy method of personal branding improving a personal value for construction of a personal image. As an assessment, the model of construction strategy of personal branding is developed in four steps of a model, construction of personal branding, by using elements of personal image and researching about personal branding strategy of scholars. In order to substantiate a validity of presented model, the case analyses of Martha Stewart. The strategy of four steps for construction of effective personal image is explained below. First step is an analysis of personal brand equity, deciding a direction of the concept of a personal branding through analyzing into a core value and core competence of one. Second step is a personal brand identity, constructing personal specification and identity with elements of personal image by using effective strategy, being able to be perceived to population. Third step is a personal brand positioning, constructing competitive brand image by using analysis of SWOT and strategy STP. Fourth step is a promotion of personal brand, advertising and extending a brand image of one by using a public activity and communication methods such as publication, mass media, and social network. By using the four kinds of processes, constructed strategy of a personal brand will be significant for construction of an effective personal image by having increment of a value and power of the brand.

• Fashion & Textile Research Journal
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• v.13 no.1
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• pp.44-54
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• 2011

This study aims to clarify the asset evaluation attributes of imported brands exclusively by department stores based on qualitative study. For the qualitative research, hands-on staff of the branch office who had at least 5 years experience in PB-related positions at one of the four domestic department stores(Lotte, Shinsegae, Hyundai, Galleria), and at least 20 years old adults who had purchased imported brand items exclusively by a certain department store(Shinsegae, Lotte) were included. The asset evaluation attributes of department store-exclusively imported brands were drawn up through the one-to-one in-depth interview method. As a result of qualitative study on the asset evaluation attributes of department store-exclusive importation brands, it turned out that there were 4 factors in view of business entity - stability, profitability, growth potential, and relationship, and that there were 6 factors in view of consumers - product quality, recognition, country of origin, image, preference, and reliability. In comparison with the existing preliminary study, it was notable that relationship in view of business entity, and country of origin in view of consumers were added to the asset elements.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.2
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• pp.328-339
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• 2008

The purpose of this study is to investigate the difference of the response to fashion ad and its effect between traditional ad and postmodern ad, to examine the difference of the response to fashion ad and its effects according to sensation seeking tendency, and to investigate the effect of the response to fashion ad on its effect. For the purposes of this study, two postmodern ads and one traditional ad were selected as stimuli and data were collected from 230 female college students. The results are as follows: 1) Postmodern advertisement was unique, impacting, hard-to-understand, sensory-stimulating, and fantastic, when compared to traditional advertising. 2) Consumers felt disgusted by confusion and shock coming from postmodern advertising, but at the same time, recognized its value as an advertisement and took more pleasure and fun from it. 3) Consumers with high sensation-seeking-tendency perceived postmodern ads more sensually and showed more positive response to the postmodern ads. 4) While subjective, emotional response affected the attitude toward advertisements, sensory-stimulating affected the attitude toward brand and purchase intention. Thus, cognitive response should also be considered significant to form brand equity in long term.