• 유통과학연구
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• 제11권11호
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• pp.49-55
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• 2013

Purpose - This study examined the effects of susceptibility to global consumer culture (SGCC) on the brand attitude of consumers of the global SPA brand in South Korea. Research Design, Data, and Methodology -Questionnaires were used, and the sample that was extracted by the convenience sampling method comprised 703 males and females, aged 20-36. The data were analyzed with SPSS 16.0 and Amos 5.0 for frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation modeling analysis. Results - First, conformity to consumption trends was found to have a significant effect on all four variables of SPA brand attitude (brand favorability, uniqueness, ethicality, and economic utility). Second, quality perception was found to have a significant effect on brand favorability, uniqueness, ethicality, and economic utility. Third, social prestige was found to have a positive effect on uniqueness. Conclusions - The results show that consumers' susceptibility to global culture is a significant factor in their attitude to the global SPA brand. Therefore, it would be more effective if the global SPA brand develops recognition among consumers that its products play a role in sharing new trends and global lifestyles.

• Journal of Korea Trade
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• 제23권8호
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• pp.89-109
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• 2019

Purpose - We perform an empirical analysis of the effects of global consumer culture positioning (GCCP) in TV advertisements on consumer's brand evaluations (perceived quality, perceived price, and brand prestige) and attitude toward brand. Also, we analyze the moderating roles of consumer characteristics (ethnocentrism and level of product knowledge) in those effects. Design/methodology - This research is based on a survey of 210 randomly-selected university students in Seoul, Korea. The participants in the survey were shown a total of 8 TV advertisements of consumer goods of nondurable goods (fast food and carbonated drinks), and durable goods (sports shoes and digital camera), which included two advertisements for each product where one uses GCCP strategy while another uses LCCP strategy. We estimate the structural model using the AMOS 18.0 computer program. Findings - We find that GCCP has more positive effects on consumers' brand evaluations and attitude toward brand than LCCP in TV advertising. We also find that GCCP has stronger effects on brand evaluation and attitude toward brand in consumers with weak ethnocentrism and in those with a low level of product knowledge. Practical implications - Using GCCP in an advertisement is an effective way of improving consumer's evaluation of the brand and attitude toward the brand mainly when cosmopolitan consumers and consumers with low knowledge levels are segmented as targets. Originality/value - The study contributes to identify how and for what consumer groups' global brand positioning strategies in TV advertisements affect consumers' brand evaluations and their attitudes toward brands.

• 한국의류산업학회지
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• 제16권3호
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• pp.386-395
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• 2014

This study was to identify underlying dimension of marketing strategy, and to examine effect of the marketing strategic factors on store affect, brand attitude, and brand loyalty in global and domestic SPA brands. Based on pilot study, four SPA brands of which consumers were most aware were selected: Korean SPAs (e.g., Codes-Combine, Basic House) and global brands (e.g., Zara and Uniqlo). A self-administered questionnaire was developed based on literatures. By using intercept survey, 421 respondents were obtained from consumers shopping at the selected SPA retail stores located in cities (Seoul, Daejon, Chongju) in Korea. Result showed that SPA brand marketing strategy consisted of four factors: Product differentiation, store location, in-store VMD, and price value. The marketing strategic factors had partially significant effects on brand attitude, store affect and store loyalty. However, there was significant differences in those effects between global and Korean SPA brands. Specifically, the effect of in-store VMD on brand attitude was higher in Korean SPA brands, whereas the effect of price value was higher in global SPA brand. Also, the price value was significant predictor of store affects in global SPAs, while in-store VMD was significant predictor of store loyalty in Korean SPA brands. This study discussed a managerial implication for creating brand attitude and emotional responses, which obtains comparative advantages in the competing marketplace.

• 복식
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• 제61권10호
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• pp.119-134
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• 2011

The present study proposes and tests an integrative model for global consumers to examine the relation among fashion marketing mix, brand attitude, brand loyalty, and purchase intention in the jeans market. The questionnaire surveys 692 consumers in the United States, China, and France. The statistical analysis methods that are used are as follows: frequency analysis, factor analysis, SEM analysis, and multi-group analysis. The results show that fashionability, perceived quality, and advertising have a direct and also a positive effect on brand attitude; however, advertising didn't have a direct effect on purchase intention. In addition, the results of the SEM analysis show that brand attitude leads to brand loyalty, while also showing a direct and indirect positive effect on purchase intention. Furthermore, the multi-group analysis reveals significant differences in SEM among countries such as the United States, China, and France.

• Asian Journal of Business Environment
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• 제8권4호
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• pp.17-27
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• 2018

Purpose - Current study aimed at investigating the symbolic and evaluation relevance to global luxury brands as the causes of inducing social identity verification, and also explored whether the social identity verification will affect the attitude toward the brands. Research design, data, and methodology - 323 questionaries from Chinese consumers were used to test hypotheses by structural equation model of AMOS 22.0. Results - First, social identity verification positively affected on the brand attitude. Second, both the symbolic relevance and the evaluation relevance positively affected on social identity verification. Third, the mediation roles of social identity verification were identified. Social identity verification played a full mediation role in the effect of the symbolic relevance on the brand attitude, and played a partial mediation role in the effect of the evaluation relevance on the brand attitude. Conclusions - This study could contribute to the advancement of theory concerned with the roles of consumers' social identity verification which induces positive attitude toward the global luxury brands. Global brand managers in China should try to search ways by which consumers can feel both the symbolic relevance and evaluation relevance to their luxury brands, and should make efforts to improve the symbolic relevance and evaluation relevance to their brand.

• 유통과학연구
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• 제15권2호
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• pp.121-132
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• 2017

Purpose - There are many variables related to consumer-brand relationship such as brand attitude, attachment, commitment and brand loyalty and we should manage these all variables successfully to achieve a strong brand loyalty. The objective of this research is to investigate the path from brand attitude and brand attachment to brand commitment and brand loyalty. Specially, this article focuses on the moderating effects of brand type and consumer innovativeness in the causal relationships between variables. Research design, data, and methodology - The seven hypotheses were proposed and tested empirically in this research. Three of seven hypotheses were the effects of brand attitude and brand attachment on the brand commitment and brand loyalty. Another two hypotheses presented the moderating effect of brand type and other two hypotheses expressed the moderating effect of consumer innovativeness in the causal relationships between variables. Research data were collected from the surveying of university students and the 282 samples were used to test the proposed hypotheses empirically. We utilized SPSS 20.0 and AMOS 20.0 for statistical analyses such as reliability test, validity test and path analysis. Results - The results show that brand attitude influences the brand loyalty and brand attachment influences the brand commitment positively. The brand attachment also influences the brand commitment positively. We found that there is a moderating effect of brand type in the causal relationship between brand attitude and loyalty though there is no significant moderating effect in the causality between brand attachment and commitment. We also fount that there is no significant moderating effect of consumer innovativeness in the causal relationships among brand attitude, brand attachment, brand commitment and brand loyalty. In Summary, 5 of 7 hypotheses in this study were supported and 2 hypotheses were not supported. Conclusions - There is a path model of consumer-brand relationship from brand attitude and brand attachment to brand commitment and brand loyalty. Companies should provide their consumers with effective marketing program in every phase of consumer-brand relationship to build brand loyalty. In addition, there are possibilities that the relationships among brand attitude, brand attachment, brand commitment and brand loyalty are moderated by brand type and consumer innovativeness. Companies should consider perceived brand type and innovativenss of their consumers in planning and executing their various marketing programs for their brand management.

• 한국콘텐츠학회논문지
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• 제14권5호
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• pp.322-331
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• 2014

국내 콘텐츠 산업의 성장과 함께 글로벌 시장으로써 중국 시장은 여전히 신흥 시장으로서 매력적이다. 그러나 지역적 차이 및 브랜드 태도에 영향을 주는 요인에 대한 연구가 부족하여 본 연구에서는 내향적 국제화와 글로벌 문화수용성을 이용하여 소비자의 글로벌 브랜드 태도에 영향을 주는 요인을 확인하고자 하였다. 이를 위해 본 연구에서는 중국 대도시의 소비자들을 대상으로 편의 표본 추출을 통해 샘플을 추출한 후 PLS를 활용하여 그 관계를 확인하고자 하였다. 연구 결과 소비자의 내향적 국제화 인식정도는 글로벌 문화 수용성에 영향을 미쳤으며 이는 다시 브랜드 태도 및 수용에 긍정적인 영향을 미친다는 사실을 파악할 수 있었다. 본 연구를 통하여 국내 기업이 신흥시장으로 진출하는데 있어서 지역의 내향적 국제화가 중요한 확인사항임을 파악할 수 있었으며 이는 상대적으로 국제화 감각이 높은 중국 연안 도시들이 여전히 글로벌 소비층으로서 주요한 타깃이 되고 있음을 시사하고 있다. 다만 본 연구에서는 중국 내륙까지 포함한 다양한 도시들에서 연구가 진행되지 못하여 향후 내륙 지역 간 소비자들의 비교 연구가 필요할 것으로 판단된다. 향후 국내의 콘텐츠 기업들은 신흥시장으로 진출 및 타깃 공략 전략을 수립하는데 있어서 지역의 내향적 국제화 개념을 활용하여야 함을 주장하는데 의의가 있다.

• 유통과학연구
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• 제14권2호
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• pp.103-111
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• 2016

Purpose - Many variables are needed for brand loyalty such as brand attitude, brand attachment, brand love and brand commitment. Thus, we should manage these all variables successfully for strong and differentiated brand equity. This study aims to identify the process of how the brand value propositions affect the brand attitude and brand attachment. This study specially conceptualizes that not only utilitarian value and hedonic value influence the brand attitude but also hedonic value influences the brand attachment. This study focuses on the moderating role of consumer involvement such as cognitive involvement and affective involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research design, data, and methodology - The five hypotheses were proposed and tested in this study. Three hypotheses were about the relationship among the brand value propositions(utilitarian value and hedonic value), brand attitude, and brand attachment. The other two hypotheses were about the moderating effect on consumer involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research data were collected from the students of universities located in Daejeon-Si and Chungchungnam-Do. For the purpose of test the hypotheses empirically, the 208 responses were used. We utilized SPSS18.0 for statistical analysis such as reliability test, factor analysis, and regression analysis. Results - The results show that the utilitarian value and hedonic value have influence on the brand attitude positively. The results also show that the hedonic value has influence on the brand attachment positively. We found that there is a moderating effect on the cognitive involvement in the relationship between the utilitarian value and the brand attitude. However, there is no moderating effect on the affective involvement in the relationship between the hedonic value and brand attachment. In Summary, 4 of 5 hypotheses in this study were supported and 1 hypothesis was not supported. We should identify the reason why the hypothesis 5, the moderating effect of the affective involvement in the relationship between the hedonic value and brand attachment, was rejected in this empirical analysis. Conclusions - Both the utilitarian value and the hedonic value that propose a brand are important for brand attitude. Specially, the hedonic value is important for brand attachment. Companies should provide the consumers with both the utilitarian value and the hedonic value in a balanced way for their favorable brand attitude and strong brand attachment. In the retail industry, the balance between the utilitarian value and the hedonic value is important in that there are many product brands and store brands providing consumers with various benefit and values. Also, there are possibilities that the causal relationships among brand value propositions, brand attitude and brand attachment are moderated by consumer involvement such as cognitive involvement and affective involvement. Companies should understand and consider consumer involvement for their efficient and effective brand management decision making.

• Human Ecology Research
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• 제55권4호
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• pp.399-417
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• 2017

The recent globalization of the consumer market has highlighted the importance of a brand; subsequently, brand extension is strategically used to launch of various products and services. Especially, various and new services based on information and communication technology for the convenience of consumers have been provided continuously. This study examined consumer's evaluation for brand extension centered on the brand extension as a mobile payment service through consumer propensity and familiarity as well as attitude toward a brand. The research is as follows. First, it shows that self-efficacy and implicit theories among consumer characteristics positively influence familiarity and attitude toward a brand. Second, it shows that the planned consumption tendency among consumption characteristics of a consumer positively affect familiarity toward a brand. Third, it is confirmed that the brand extension on parents brand affects the attitude towards brand extension, and the attitude towards brand extension is connected to a willingness to recommend through the purchase intention. This study empirically confirms the importance of consumer propensity, the consumer's perception, and evaluation towards the brand extension of the company as well as the continuous efforts and required company activities to build and form a positive attitude and familiarity of consumers for the brand. This study can be used as basic data for the strategy development of brand extensions in service companies.

• 유통과학연구
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• 제17권2호
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• pp.77-89
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• 2019

Purpose - This study presents the relationships between parent brand-self image congruence, parent brand -functional congruity, perceived fit between parent brand and extension product, and consumer's attitude toward extension product using the structural equation model. As for preceding concepts having a direct effect on consumer's attitude toward brand extension, the study focuses on parent brand-self image congruence and parent brand-functional congruity. It also looks at the effect of parent brand-self image congruence and parent brand-functional congruity on the consumer's attitude toward extension product and identifies if the perceived fit between parent brand and extension product is a concept playing a mediating role between parent brand-self image congruence or parent brand-functional congruity and consumer's attitude toward brand extension product. Research design, data, and Methodology - SPSS for Windows 18.0 and AMOS 18.0 were used for data analysis. Then, the Cronbach's α coefficient was obtained using SPSS for Windows 18.0 to measure reliability. In addition, the convergence and discriminative measures of the measured items were statistically verified using AMOS 18.0. Finally, we have validated a path model and a parameter model in which brand personality-self-matched attitude toward brand extension. Results - Studies have shown that the impact of parent brand-self image consistency and parent brand-functional consistency on the attitude of extended products was positive. Perceived fit between parent brand and extension products has been shown to play a role of intermediary between parent brand-self image congruence and consumer attitudes to extended products. However, perceived fit between parent brand and extension products did not play a role as intermediary between the parent brand-functional congruity and the attitude toward the extended product. Finally, in relation to the causal relationship between parent brand-congruity (self image/functionality) and attitudes to extended products. The effect of parent brand-functional coherency on attitudes toward extended products was found to be greater in groups with higher involvement than in those with lower involvement. Conclusions - Although few studies have been done on what variables mediated when parent brand-self image consistency and parent brand-functional coherency affect consumer attitude, this paper is significant in finding whether perceived fitness between the parent brand-congruity and the extension product is mediated.