• 복식문화연구
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• 제10권2호
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• pp.103-115
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• 2002

The purpose of this study is to investigate the consumers′ cognition and buying behavior on sports brand character. Since the character industries are booming, this study focused on the source and the expression method of sports brand characters that are already known to consumers. Subjects of this study were university students who were interested in sports brand characters, living in Seoul and Kyenggi-do. The questionnaire were developed based on the previous studies. Data were analysed by Frequency analysis, ANOVA, Duncan Test, and Spearman′s Rho. The results were as follows: 1. The most preferred source of sports brands character was "illustrated human figure"(i.e. a famous athlete like Michael Jordan). And the most favorite expression method of character was the combination of letter and symbol as the character of ASICS and NIKE. 2. The important design factors of sports brand character were the symbolism and aesthetics. The consumer recognized NIKE as the most well-designed character design. 3. Consumers′ preference of sports brand was found to be NIKE, REEBOK, ADIDAS, and FILA, in order. The reasons for preference were the design, the brand image, and the quality. On the other hand, the most frequently purchased brand was NIKE, FILA, and ADIDAS in order. Most of the purchase took place in the brand outlet store, and the consumers usually came with their friends for purchase of sports brand. The display of store was the consumers′ major source of information. 4. The preference group of sports brand character recognized more importantly color, design, brand, and especially fashionability than the non-preference group. And the most important criteria for brand selection were design, price, and comfort orderly. 5. Female consumers recognized more importantly color, design, brand, and others′ recommendations than male consumers. The aged consumers recognized importantly durability, comfort, and quality.

• 한국의상디자인학회지
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• 제15권3호
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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.

• The Journal of Asian Finance, Economics and Business
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• 제7권8호
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• pp.383-393
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• 2020

The purpose of this research is to identify factors affecting consumer's brand preference toward environment-friendly products like electric vehicles in Bangkok, Thailand. The researcher conducted the study based on a quantitative approach and adapted a nonprobability sampling as a convenience sampling method. The data were collected from 400 respondents living in Bangkok, who are 18 years old and above, with significant knowledge of electric vehicles. This study adapted the Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) to examine the model accuracy, reliability and verification influence of various variables. The results revealed that social influence has significant effect on environment concern as well as a positive effect on attitude. The initial significance of environment concern leads to a positive effect on fuel efficiency, followed by brand preference. Lastly, attitude has a significant effect on brand preference as attitude of consumers toward environment-friendly products affects the encouragement of brand preference, which largely depends on individual opinion. From an environmental concern, the researchers identified fuel efficiency and attitude having a positive and significant effect on brand preference toward environment-friendly products for electric vehicles. The authors also found that environmental concern and social influences on green purchasing behavior were significantly interrelated.

• 한국의류학회지
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• 제46권1호
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• pp.116-131
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• 2022

This study used text mining to analyze big data to understand consumers' demand for and perceptions of fashion masks. Based on the text-mining analysis results, a survey was conducted with those living in Korea to investigate the influence of consumers' mask selection criteria on mask brand awareness and purchase intention for fashion masks. "Fashion mask" and "functional mask" were used as the keywords in a text-mining analysis, and an online survey of 242 respondents was conducted. The analysis results were as follows: First, the text-mining analysis extracted commonly appearing words that had a high frequency and TF-IDF, such as "COVID-19," "fashion," "celebrity," "antibacterial," and "filter." This confirmed that during the COVID-19 pandemic, consumers have demanded masks that are both functional and fashionable. Second, among consumers' mask selection criteria, trend and design had positive effects on face-mask brand awareness. Third, face-mask brand awareness had a positive effect on the purchase intention for both brand and fashion masks, and the purchase intention for brand masks had a positive effect on the purchase intention for fashion masks.

• 한국지역사회생활과학회지
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• 제16권3호
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• pp.57-64
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• 2005

The purpose of this study was to compare clothing attitudes and the criteria for clothing selection between Korean and Korean-Chinese college female students in the Yanbian region of China. The subjects were selected as follows: 404 Korean female college students in the Choongchung area and 242 Korean-Chinese female college students in the Yanbian region of China. Questionnaires were used to collect the data and the data was analyzed by frequency, factor analysis, and t-test. The major results of this study were as follows: The clothing attitudes of the total respondents were classified into 5 factors: the fashion involving factor, the modesty involving factor, the economy conscious factor, the brand-name oriented factor, and the practical user factor. The modesty involving factor, the economy conscious factor, the brand-name oriented factor, and the practical user factor were significantly different between Korean and Korean-Chinese college female students. Korean consumers thought highly of the economy conscious factor and the practical user factor compared with Korean-Chinese college female students. However, Korean-Chinese college female students thought highly of the brand-name oriented factor and the modesty factor compared with Korean consumers.

• 한국지역사회생활과학회지
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• 제18권4호
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• pp.707-714
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• 2007

This study was conducted by surveying 300 female college students in Yanbian University and 248 surveys were considered for final analysis. Each question was rated according to 5 point scale in which 1 means 'not at all' and 5 means 'definitely'. The data of this study was statistically analyzed by SAS PC program, the factor analysis, cluster analysis, ANOVA and Duncan-test and t-test. The results are summarized as follows; The clothing attitude of the college students is classified into four factors: fashionable, brand-oriented, aesthetic and modest. The behavior pattern was categorized into four groups: conservative modest group, aesthetic modest group, fashionable aesthetic group and brand oriented group. The perception and buying desire of the fashionable aesthetic group and the brand oriented group on clothing made in Korea were higher than those of the other two groups. As the perception and buying desire on clothing made in Korea depended on the average monthly expense for clothing, the group with high expense for clothing showed higher means compared to the low expense group for clothing.

• 한국지역사회생활과학회지
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• 제16권4호
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• pp.59-69
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• 2005

This study examined the shop selection standards and preferred shops depending on the clothing attitudes identified by the psychological characteristics of consumers. To this end, this study selected the Korean Chinese college women in Yanbian. The study was conducted against 300 college students from May to June, 2002. Questionnaire was used for studying the subject of the thesis. Each question was rate4 in 5 point scale, where 1 means 'not at all' and 5 means 'definitely'. The data of this study was statistically analyzed using the SAS PC program. The t-test and $X^{2}$ were conducted to identify the evaluation criteria for clothing store and the preferred shops depending on clothing attitude groups and the factor analysis was carried out to analyze the clothing behavior factors. The results of study are summarized as described below. The clothing attitude of college women was classified into four factors: fashionable, brand-oriented, aesthetic and modest. The subjects were divided into two groups with higher average score and that with lower average score by factor, respectively. As a result of study on the evaluation standards of shop selection and preferred shops depending on the clothing attitude, for the evaluation standards of shop selection, three factors, fashionable, brand-oriented and modest factors, showed the significant difference between two groups. There was a significant difference between two groups in fashionable and brand-oriented factor and the preferred shops.

• 한국지역사회생활과학회지
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• 제22권3호
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• pp.327-339
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• 2011

This study aims to investigate relationships between benefit sought and selection attributes of green tea consumers. For data collection, a total of 595 copies of questionnaires were collected by convenience sampling in the Seoul and Gyeonggi-do area. The data were analyzed by using SPSS 15.0. The factor analysis identified four dimensions of the benefit sought : health benefit, sensory, sociality, and self-esteem. Six dimensions of selection attributes were identified as manufacturing, design, sensory appeal, recommendation, utility and brand. The results of the canonical correlation analysis indicated that health benefit, sensory, sociality of benefit sought and manufacturing, design, sensory appeal, recommendation, utility, brand of selection attributes were highly correlated, and the self-esteem of benefit sought and recommendation of selection attribute were highly correlated. This means it is important to place an emphasis on safety production, package design, sensory characteristics, product description, utility and brand for consumers who seek health benefit, flavor and sociality. It is also important to place an emphasis on product description for consumers who pursue self-esteem benefits. Green tea marketers should consider benefit sought aspects as the most important factors affecting selection attributes on green tea purchasing.

• 한국산학기술학회논문지
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• 제13권4호
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• pp.1518-1524
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• 2012

1953년 탄생한, 백설은 브랜드 수명주기 상 성숙기에 위치해 있다. 백설은 브랜드 쇠퇴를 미연에 방지하고 브랜드 수명을 늘리기 위해 2009년, 브랜드 노후화에 대한 예방책으로 로고와 광고 리뉴얼을 시도하였으나, 실효를 거두지 못하였다. 이후, 2011년, 독립 브랜드로서 재탄생을 맞아 로고의 변경과 리포지셔닝 광고를 집행하였고, 브랜드 이미지 제고와 더불어 브랜드 확장에 대한 의지를 나타냈다. 본 연구는 두 번에 걸쳐 단행된 백설 재활성화 캠페인에 대한 비교연구를 통해 성숙기 브랜드 재활성화 캠페인 전략의 핵심을 파악하고자 하였다. 연구결과 브랜드 재활성화를 위한 전략으로 브랜드 참신성을 최우선으로 하기보다는 브랜드의 본질을 벗어나지 않으며, 브랜드 자산을 토대로 브랜드 충성도를 굳건히 하는 것이라고 판단되었다. 특히, 백설과 같은 식품브랜드는 시간을 브랜드 노후화의 요인으로 판단하고 부정하기보다는 브랜드 자산화함으로써 소비자에게 믿음과 신뢰를 소통하는 것이 필요하다고 판단되었다.

• 한국의류산업학회지
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• 제6권5호
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• pp.605-612
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• 2004

This is a study which evaluates the brand personality on casual brands according to the sensibilities of consumers. Focus is placed on classifying the sensibilities of consumers through G sensibilities developed by the Fuji Research Institute in Japan, and then on investigating brand personality of casual wear, Levi's in particular. The subjects are 187 male and female college students living in the Busan area. Data were, using SPSS 10. 0 for Window, statistically analyzed by frequency and factor analysis for VARIMAX, Cronbach's coefficient, and ANOVA. The results of data analysis are as follow; First, in the distribution of G sensibility type, the majority of the respondents have G3(whimsical) type, and then followed by G1(my pace) type, G4(active) type, G2 type(active) type and then G5(sensualist) type. Second, as a result of brand personality evaluation on the casual brands, it has been represented by the following 5 factors; passion, competence, honesty, sophistication, and sentiment. Third, the brand personalities according to G sensibilities showed significant differences among respondents; G5 type(sensualist) especially showed the highest brand personality in the passion and sentiment factors, which are distinctive in the brand personality of Levi's. Consumers of G1 type, G2 type, G3 type, and G4 type showed high brand personality in the competence and honesty factors. The evaluation of brand personality, case study for products development and application, and application of the results need to be continued for follow-up study.