• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.1
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• pp.88-98
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• 2008

The purpose of this study were to examine the effect of fashion brand personality on the consumer's brand loyalty and to investigate the role of brand identification as mediator. The questionnaire data from 218 women who had purchase experience of fashion luxury brands were collected. Factor analysis and multiple regression analysis were used in data analysis. The results of this study were as follows. First, the consumer's fashion brand personality was composed of eight factors; Status-oriented, appearance-oriented, trend-oriented, leisure-oriented, physical activity-oriented, self achievement-oriented, fun-oriented and relation-oriented factor. Second, brand identification had significantly influence on brand loyalty. Third, fashion brand personality significantly influenced on brand loyalty and brand identification. Especially, the status-oriented, appearance-oriented, trend-oriented and self achievement-oriented fashion brand personality was proved to have a crucial role in brand identification and brand loyalty. Fourth, the status-oriented, appearance- oriented, trend-oriented and self achievement-oriented fashion brand personality had both direct and indirect effects on brand loyalty mediated by brand identification.

• International Journal of Costume and Fashion
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• v.16 no.1
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• pp.17-35
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• 2016

The purpose of this study is to investigate the benefits sought by luxury good customers contingent on product category, and to understand the relationship between the benefits sought and brand loyalty. A qualitative approach was used; therefore in-depth interviews were conducted with seven panels of professionals in the luxury industry. The findings are as follows: 1) Handbag customers mainly seek the social benefits in order to express their social status by purchasing well-known, easily-recognizable brands. 2) Shoe customers primarily seek the practical-functional benefits, which are comfort and function. 3) Small Leather Goods customers seek the social benefits for themselves and as gifts for others. 4) Brand loyalty for handbag customers is reported to be low, as their primary goals are the social benefits. Rather than devoting themselves to one specific brand, handbag customers prefer to purchase from various brands. 5) Shoe customers have reportedly higher brand loyalty, as they tend to come back to brands when they are satisfied with the benefits they pursue. The findings of this study provide more information on the practical implications of luxury good customer purchasing habits. Firstly, customers pursue different benefits depending on product category, and secondly, brand loyalty differs by customers' benefits.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.7 s.155
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• pp.1126-1134
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• 2006

The purpose of this study was to examine the effect of brand identification of fashion luxury product on brand loyalty and the mediating effect of brand affect. The questionnaire developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally 227 data from women who had a buying experience of fashion luxury products were analyzed using frequency, factor analysis, ANOVA, t-test, regression analysis by SPSS for WIN program. The results were as follows. First, the consumers' brand identification was composed of three factors; actual, ideal, social. Second, the brand identification significantly influenced on the brand loyalty. Third, the brand identification significantly influenced on the brand affect. Fourth, the brand affect significantly influenced on the brand loyalty. Fifth, the brand identification had both direct and indirect effects on brand loyalty mediated by brand affect. The results indicated that causal relationship was existed among these three variables.

• International Journal of Human Ecology
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• v.10 no.2
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• pp.39-54
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• 2009

This research investigates the differences in sportswear purchasing behavior between global consumers in Korea and China. Korean and Chinese consumers showed significant differences in purchasing behavior. Brand personality, perceived price, and brand loyalty showed a significant, positive relationship with purchase intentions across both cultural groups. The results identified two lifestyle categories for Korean and Chinese consumers: Adventurer and Follower. The consumers of each lifestyle group have significantly different views regarding brand equity and purchase intentions. Several marketing implications are discussed in this paper.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.1
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• pp.55-64
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• 2008

This study attempted to identify not only dimensions of clothing brand experience, but dimensions of perceived consumer-brand relationship. In addition, this study investigated the relationships among clothing brand experience, consumer-brand relationship and brand loyalty. 354 questionnaires were distributed to female and male respondents aged 20 to 30, and then analyed by SPSS and AMOS program. The results were as follows. First, it was identified that the dimension of clothing brand experience was composed of two dimensions; individual experience(personal dimension) and relational experience(social cultural dimension). Second, the type of consumer-brand relationship was found out as three dimensions; interdependence, love and passion, and partner. Third, these results showed that individual and relational experience of clothing brand was the most influential factor for love and passion dimension of consumer-brand relationship. Forth, love and passion dimension through clothing brand experience was the most influential factor for brand loyalty. Above results imply that the key of strong brand relationship lies in the emotion of love such as human relationship.

• Journal of the Korea Safety Management & Science
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• v.10 no.4
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• pp.315-325
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• 2008

This study examines the effect of brand personality on consumer's attitude. Previous research has suggested that the greater the congruity between consumer personalities and brand personalities, the greater the preference for the brand. However, empirical explorations of this hypothesis revealed that the congruity between consumer personalities and brand personalities is limitedly related, if ever, to the preference for the brand. It is partly because of the views of the previous researchers who considered human personality as a uni-dimensional concept, and partly because of the lack of consensus regarding what brand personality really is. This study examines the relative effect of brand personality on company image. In this study, brand personality is represented by the 'Big Five' factors - Sincerity, Excitement, Competence, Sophistication and Ruggedness - which were suggested by Jennifer Aaker.

• Korean Journal of Human Ecology
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• v.18 no.4
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• pp.945-958
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• 2009

This study is to examine the factors affecting success of business withhigh accomplishments in customer recognition and financial aspect in the fashion industry. In addition, through survey on consumers and interviews on industry officials who concerned fashion brand, perceived success factors were compared between consumer and industry groups. This study selected a total of 20 brands, which were 5 brands per 4 categories(e.g., women, men, sports and casual wear), with high customer satisfaction and customer loyalty in consumer's perspective and high revenues, revenue growth, and profit rate in 2004 in a financial perspective. The survey on consumer group and interviews on officials in industry were conducted simultaneously. One thousand respondents were obtained from survey on consumers and 40 respondents were obtained from interviews on industry officials. Multiple regression analysis and t-test were used for data analysis via the SPSS 12.0 program. The result of this study was as following. From a consumer perspective, respondents recognized that both consumer satisfaction and brand revenues were positively related to brand factors of consumer, product and marketing. From an industry's perspective, consumer, product and marketing factors affected consumer satisfaction as a brand success factor. In comparison of perception difference in brand success factors between consumer and industry groups, industry group was more likely to concern about the importance of brand success than consumers. In addition, the consumer group perceived the most highly consumer factor as a brand success factor, followed by product and marketing and external environment factors, while industry group did in order of consumer, marketing, product, and external environment factors, which indicated significant difference in perceptions of the two groups. Through this study on consumer satisfaction to improve positive and amicable buying behavior and comparative analysis on difference of perception of consumers and industry on factorsfor financial ability and revenue increase, the foundation for strategy establishment of brand distinction in fashion industry can be provided.

• International Journal of Costume and Fashion
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• v.9 no.1
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• pp.15-25
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• 2009

As fashion brand logos have been used conspicuously, they have been recognized as a part of the product design. Since the 2000s, fashion designers have actively begun to apply fashion brand logos to product designs by transforming, patterning, and distorting, so the importance of fashion brand logos were emphasized. This article has attempted to establish the implications between fashion brand personality and the motif which is applied to a fashion brand logo. 27 of fashion brand logos were chosen because they are easy to access and have a history of more than 10 years. As a result, these 27 logos were categorized into 5 animal motifs: a horse, a bird, a snake, a dog and a tiger. In recent years, numerous studies have found that the appearance and behavior of an animal affects their symbol system which is recognized by humans. To deduce the symbolism which is communicated by a brand logo, archetypical symbols of 5 animals were analyzed as mentioned and the brand personality and image of 27 brands. As a result, there are implications between the archetypical symbol of animal motifs and a brand image and brand personality. A majority of the adjectives which express the archetypical symbolism of animal motifs as well as brand image and brand personality are similar. Moreover, the personalities of fashion brands categorized by animal motifs are different from each other, so how each animal motif communicates different images and symbols was explored.

• Journal of the Korean Society of Costume
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• v.63 no.7
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• pp.148-163
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• 2013

The purpose of this study is to examine the attributes and internal structure of fashion brand authenticity, which is a new concept of brand association. For quantitative research, a total of 591 samples of consumer survey were taken from 24th of August to 7th of September, 2009. The results of this study were as follows: 1) The scale for the fashion brand authenticity was developed, which consisted of 33 questions. These questions estimated a total of 8 dimensions, including heritage, authority, relationship to place, consistency, non-popularity, trend leading, originality, and ethics. 2) The internal structure of the fashion brand authenticity was confirmed. The internal structure was constituted into core attributes and promoted attributes. 3) The relationship between the fashion brand authenticity and consumer related variables were found. The core attributes of authenticity were putting positive influence directly on brand loyalty. However, paths through brand attachment or brand commitment were not found. The promoted attributes showed that it had a direct negative influence on brand loyalty, but it has also showed positive influence on paths, which underwent brand attachment and commitment.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.7
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• pp.1030-1041
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• 2007

The purposes of this study were to identify the sub-dimensions of consumers' attitude and types of loyalty behavior toward fashion brands, and to analyze the influence of consumers' brand attitudes on brand loyalty. A survey was conducted with the questionnaire for consumer's buying experience of fashion brand. A total of 350 questionnaires were distributed, and 341 complete responses were analyzed. Exploratory factor analysis, confirmatory factor analysis, path analysis, and multi-group analysis were used for data analysis. The results of this study were as follows. First, the consumers' brand attitude consisted of four sub-dimensions of affective, familiar, value-expressive, and utilitarian attitude. Second, each brand attitude significantly influenced the brand loyalty behavior(single-brand loyalty, multi-brand loyalty, and brand switching). Finally, the causal relationship between brand attitude and brand loyalty differed by consumer's variety seeking tendency.