• Journal of the Korean Society of Clothing and Textiles
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• 제32권1호
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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.

• Asia Marketing Journal
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• 제16권3호
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• pp.101-118
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• 2014

Parkland, which is one of the pioneer brands in men's fashion in Korea, specifically suits, has recently undertaken bold brand repositioning activities to respond to the fast-changing environment and to overcome limitations in its current image positioning. As a result, in a short time period, Parkland achieved remarkable marketing and communication success. This case study explains how Parkland drew successful brand repositioning from the fierce fashion market. This study systematically analyzes the brand repositioning strategy process and implementation strategy used to resolve the conceptual and structural issues of Parkland as a mature brand. To this end, this study assesses Parkland's brand strategy focusing on brand environment and positioning. Accordingly, the study analyzes the target concept and basic direction of the brand repositioning in terms of the repositioning strategy process, and from an integrated marketing perspective, examines the specific implementation program for repositioning. Finally, the study addresses the outcomes of brand repositioning efforts as well as steps to be taken in the future.

• Journal of Fashion Business
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• 제15권5호
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• pp.55-68
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• 2011

The purpose of this research is to study the visual characteristics of domestic national men's wear brand logos. For this purpose, 80 of national men's wear brands were selected from '2010/2011 Korea fashion brand Annual' For analysis, they were classified into three categories: logo types composed only with logomark or symbol and logomark together. Types of symbol were classified into word symbol, descriptive symbol, and abstractive symbol. And the used typefaces were classified into serif and san serif and acromatic and cromatic The results are as follows: The visual characteristics of domestic national men's wear brand logos, there were more brands that used logomark with symbol together than logomark only. And the type of symbols were appeared descriptive symbol(32% ) that meaned the men's power, nobleness and royalty. In domestic national men's wear brands, color of logos were more frequently used acromatic color as black and grey than cromatic color. Among the cromatic colors were more appeared to a kind of blue and green. And the used typefaces were the more frequently used to serif typeface of capital. As a result, the visual characteristics of domestic national men's wear brand logo were that they used the brand logos composed of descriptive logomark with symbol together, black serif typeface the most. From this results, we could find that visual stragety of domestic national men's wear brand logos had the tendency to emphasize the function of conveying information, brand concept that men's wear. The specific and continuous following research in which psychological factor of consumer reflected was requested as a measure to seek brand logo that aid to establish brand power and reinforce brand image.

• Journal of the Korean Operations Research and Management Science Society
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• 제36권3호
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• pp.107-120
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• 2011

The increased availability of store brand suppliers now provides retailers with opportunities to create their own lines of vertically differentiated multiple store brands within a product category. As the number of store brands increase, the retailer's shelf space becomes more crowded, which may force the retailer to consider dropping some national brands from its assortment. Despite these trends, the problem of product line design in a vertically differentiated product category has been analyzed mainly from a manufacturer's perspective in the marketing literature and it is not known to what extent the findings of the existing product line design literature provide applicable strategic guidelines for the new problem faced by retailers. In this study, we address this deficiency in the literature and conduct an in-depth study of the retailer's strategic design of a line of store brands and its assortment decision within the context of retail category management. We analyze the retailer's decision about not only how to design a line of store brands but also which national brand to drop from its assortment. The results of our analysis are as follows. First, if the retailer has to drop one of national brands from its assortment, it is the best for the retailer to drop the low-quality national brand rather than the high-quality national brand. Second, the retailer has to position the high-quality store brand relatively close to the high-quality national brand, remained on its shelf, in terms of quality so as to maximize the size of retail margin from the national brand. On the other hand, the retailer should set the quality of the low-quality store brand at a lower level than that of the low-quality national brand to increase the total category demand by attracting more price sensitive consumers. By doing so, the retailer can also minimize cannibalization between two store brands. Lastly, our analysis shows that the introduction of a line of store brands improves consumer welfare by increasing real values of all products on the shelf.

• Fashion & Textile Research Journal
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• 제10권2호
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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.

• Korean Journal of Human Ecology
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• 제19권6호
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• pp.1071-1082
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• 2010

This study examined the effects of underwear brand identity color on brand equity. A self-administered questionnaire mainly consisted of BI color, brand image, and brand equity for underwear. Five underwear brands (Calvin Klein, Yes, Solb, Venus, and Body Guard) were selected based on the frequency they were purchased in pilot study. To collect data, respondents were asked to choose a brand which they were most familiar with, and to assess BI color, brand image, and brand equity including cognitive value, emotional value and purchase intention. A total of 228 usable questionnaires were obtained from consumers aged 19 to 46. BI colors were classified into four color groups: Achromatic (white, black, gray), Vivid (red, blue, yellow), Pink, and Beige. Additionally, underwear brand images consisted of four factors: Sophisticated, Classic, Casual, and Elegant images. Findings showed significant differences in the four factors of brand image and cognitive brand value between the BI color groups. Also, the factor of cognitive value was higher for achromatic or beige brand color groups, than for vivid or pink color groups. Also, brand image factors had positive effects on cognitive or emotional brand value. Especially, the factor of emotional value was more likely to increase purchase intentions than cognitive value in the BI color groups. The implications for managerial decision marking in fashion marketing strategy were also discussed.

• Korean Journal of Human Ecology
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• 제16권1호
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• pp.159-171
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• 2007

The purpose of this research is to analyze the difference of Structural Equation Model which shows the path between BRQ and its performance variables according to purchase product types-fashion brand types, clothing item groups. The subjects were women in their 20s to 40s living in Seoul and Metropolitan areas, and 482 copies of questionnaire were analyzed. Multi-Group Analysis of AMOS 5.0 Package was used to investigate structural equation model according to fashion brand types and clothing item groups. The results of this study were as follows. As for fashion brand types, there appeared to be significant differences between high price brand type and medium-low price brand type for three paths, namely brand satisfaction to brand loyalty, BRQ to brand attitude, and brand attitude to brand loyalty. However the verification of structural equation model according to clothing item groups showed no significant differences between formal wear and informal wear. Consequently, BRQ was proved to affect brand satisfaction and brand loyalty, and brand satisfaction was the important intermediate variable between BRQ and brand loyalty. As consumers were likely to show the difference of structural equation model according to the price of purchase goods, differencial marketing strategy would be suggested.

• International Journal of Costume and Fashion
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• 제9권1호
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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 Clothing and Textiles
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• 제41권2호
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• pp.362-377
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• 2017

This study examined the relationship between country-of-brand-origin perception and brand equity elements among Korean and Chinese male consumers. It also examined if there were differences between the two national consumers in the effect of country-of-brand-origin on brand evaluation. We analyzed survey responses from 414 Korean men and 393 Chinese men in their 20s-30s. Country-of-brand-origin perception was found positively related to brand awareness and brand image for both Korean and Chinese men in each group that selected domestic or foreign country-of-brand-origin. The results revealed a positive relationship between brand attitude and brand awareness as well as brand image for the two national consumers in each country-of-brand-origin selection group. The results indicated differences in the influence of brand image on brand attitude between these two male consumers in the group that selected the domestic country-of-brand-origin. The results also support the hypothesis on differences in the effect of country-of-brand-origin as well as brand evaluation between male consumers in the group that selected foreign country-of-brand-origin. This study has significant implications for fashion marketers, particularly when building brand equity by revealing country-of-brand-origin.

• Fashion & Textile Research Journal
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• 제11권6호
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• pp.878-886
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• 2009

The purpose of this study was to identify clothing shopping orientation of university students and brand loyalty in Jinju, Korea. In addition, the effect of consumer's shopping orientation and brand equity factors on brand loyalty were analyzed. A self-administrated questionnaire was developed based on previous studies. A total of 257 useful data were analyzed by SPSS 13.0 program. About 64.6% were female with the mean age of 22.2 years old. The results of this study were as follows. First, clothing shopping orientation was classified into 6 factors: hedonic, store patronage, planned, brand-pursued, economic, and convenience shopping orientation. Second, brand equity was identified into two factors, brand image and brand-consumer relationship. Third, store patronage and hedonic orientation were significant predictors of brand loyalty($R^2$=.275). Brand image and brand-consumer relationship showed significant effects on brand loyalty($R^2$=.541). Findings of this study were expected to contribute to understand young consumers in a typical trading area and to develop marketing strategy for casual brands to increase and maintain brand loyalty.