• International Journal of Human Ecology
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• v.4 no.1
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• pp.1-14
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• 2003

This study examines apparel brand extensions in terms of types and leverage effects. The researchers identified types of apparel brand extensions based on recent data gathered from the Korean apparel market. Three hundred forty eight Korean female subjects in their 20's evaluated three hypothetically extended brands from a major casual brand which actually exists in the Korean market. Major findings of the study follow. First, apparel brands are extended to different product categories by adjusting mostly target profiles as well as product usage, product class, and distribution channel. Secondly, leverage effects, the extent of image transfer from the parent brand to extended brands, are different according to the extension types.

• Journal of Korean Society of Rural Planning
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• v.19 no.4
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• pp.95-104
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• 2013

This study developed three indices for evaluating regional brand value, i.e. awareness index, experience index, and attractiveness index. We used an AHP approach to estimate these indices for 151 rural regions (151 administrative jurisdictions in Korea). Our estimation results show that regional brand index varies considerably across regions by the individual characteristics of interviewee. First, the value of regional brand of local jurisdiction is higher than that of more integrated administrative jurisdiction. Second, the brand value of Gangwon and Jeolla region is higher than that of other regions. Third, the interviewees with school children in the age of 40-50 are likely to have higher regional brand value. The estimation results also show a need for different strategies to develop and improve regional brand.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.3
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• pp.459-471
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• 2010

This study examines the exposure effects of the brand of fashion manufacturers on the brand attitude of consumers towards the private brand of fashion retailers. In addition, it investigates the exposure effects of the brand of fashion manufacturers on the brand attitude of consumers towards the private brand of fashion retailers based on the sensitivity of consumers as related to the brand. Data are analyzed by a reliability analysis, a factor analysis, the correlation analysis, t-test, and one-way ANOVA. The main results are summarized as follows. First, when the private brand of fashion retailers (Perry Jensen) was shown to customers, three groups ('PB without exposing the brands of fashion manufactures', 'PB with exposing Galaxy', and 'PB with exposing Parkland') revealed statistically significant differences in consumer purchase intentions as well as brand preferences to the PB products of fashion retailers. The group of 'PB with exposing high-sensitive Galaxy group' showed an overall higher brand attitude than the other two groups-'PB without exposing the fashion manufactures' brands' and 'PB with exposing low-sensitive Parkland'. Second, in comparison with the effects of the brand sensitivity of each group, the group with the higher brand sensitivity showed statistically significant browsing intension as well as purchase intention on both brands of fashion manufactures (Galaxy and Parkland).

• Journal of Distribution Research
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• v.12 no.1
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• pp.65-84
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• 2007

The relation between franchiser and franchisee participated the franchise system was studied focused on brand for the correlation of relationship dissolution. Basically the relation among brand equity, internal brand, conflict and relationship dissolution based on brand on franchise system were investigated. The study of external factor and internal one of brand recognized by franchisee was conducted. The questionnaire was carried out for franchisee participated of national franchise system. The results showed that the brand external factor of brand transaction cost, brand equity and brand communication had influence on brand dissolution by the affection of brand identification and conflict classified as brand internal factor. In addition, brand internal reinforcement factor affected brand dissolution also. The structural causal inference between internal factor and external one was examined. Finally, the theoretical and managerial insight were suggested on the brand role for the consecutive relation as well as the limit of the study and future suggestion were included.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.4 s.152
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• pp.531-541
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• 2006

The purpose of this study is to examine the semantic structure about the image shown on the product, brand and advertisement and figuring out its features through the correlation among brand images. For the study, nine brands(Guess, Bangbang, ONG, NIX, TBJ, Levi's, OPT, FRJ, Jambangee) as subjects for investigation has been selected and divided into the image of brand(9 brands), product(108 products, 12 pieces for each product) and advertisement(9 points) by the measure of 26 adjective pairs. The survey has been collected on the subject of 540 men and women who live in around Busan city areas and has been taken the statistics. The results on investigating the semantic structures of the product images about jean brands, there are five main factors, such as, individuality, attractiveness, activeness, modernity, hardness & softness. The results on examining the semantic structures of the brand images about jean brands, the factors are attractiveness, activeness, vitality, hardness & softness, fadness. The results on investigating the semantic structure of the advertisement images about jean brands, the factors are attractiveness, individuality, modernity, activeness. The results on the classification of brand images are presented as four groups, the first group is that brand and advertisement image are pretty similar but product image is differential according to brand and the second group, product and advertisement image are similar but brand image is differential. The third group is that product and brand image are similar but advertisement is differential and the fourth group, product, brand and advertisement are similar.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.3
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• pp.499-515
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• 2020

This study develops and empirically tests a comprehensive model of consumers' brand page experiences that illuminates dynamics among perceived values (practical value, stimulation, enjoyment, and social identification), brand page engagement dimensions (cognitive engagement, affective engagement, and behavioral engagement) and brand loyalty. An online survey was employed for data collection. We collected 358 usable responses for data analysis. Structural equation modeling results show that three dimensions of perceived values (practical value, perceived enjoyment, and social identification) positively affect brand engagement dimensions, while perceived stimulation affects affective engagement only. As for the roles of brand page engagement, affective and behavioral engagement positively influence brand loyalty. This study demonstrates how consumers' perceived values of brand page experience influence each dimension of brand page engagement and how each dimension has a different impact on brand loyalty. The results of this study provide substantive contributions to the consumers' brand page experience and engagement literature and brand page management on social media for developing brand loyalty.

• Human Ecology Research
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• v.54 no.1
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• pp.97-106
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• 2016

The purposes of this study were to examine the effect of consumers brand identification of a luxury fashion brand on brand attachment and to determine the moderating influences of self-monitoring and social self-esteem on this effect. For this study, a questionnaire was developed through a literature search. The developed survey was then conducted by means of on-line and off-line questionnaires. Data from 228 women with experience in buying luxury fashion brands was analyzed with descriptive statistics, Cronbach a, factor analysis, regression, two-way one-way analysis of variance (ANOVA) and t -test using SPSS for Windows 21.0. First, the brand identification of consumer was composed three factors; actual, ideal, social identification. The brand attachment was composed five factors; emotional, dependency, attraction, intellectual curiosity, and general interest. Second, it was shown that brand identification has a positive influence on brand attachment. Third, it was also shown that there is a moderating influence from self-monitoring on the effect of consumer's brand-identification of a luxury fashion brand on brand attachment. Interaction effect between consumer's brand-identification and self-monitoring was found out to be meaningful at brand affect. Fourth, there was an additional moderating effect from social self-esteem on this effect. Interaction effect between consumer's brand-identification and social self-esteem was found out to be meaningful at brand affect.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.8
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• pp.1263-1274
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• 2006

Consumers' store loyalty and brand loyalty are closely related in apparel product purchase decision making process. The purpose of this study was to identify consumers' composite loyalty orientation considering both store loyalty and brand loyalty. As for the method of the research, in-depth face-to-face interviews were carried out. 20 interviewees were asked to describe apparel product purchase decision making process related to store choice and brand choice. Store loyalty and brand loyalty were combined to identify composite loyalty orientation. In this process, 6 types of loyalty orientation were identified; single-store type loyal/convenient brand loyal, single-store type loyal/low brand involved, multi-store type loyal/affected brand loyal, multi-store type loyal/economic multi-brand loyal, multi-store type loyal/value-seeking multi-brand loyal, multi-store type loyal/brand non loyal. The characteristics of each loyalty orientation were compared.

• Journal of Distribution Science
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• v.15 no.3
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• pp.5-15
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• 2017

Purpose - This study verifies the relationship of the authenticity and the fit of CSV activities on brand equity, brand attitude, and purchase intention. The moderating effect by the ethical consumerism was also verified. Research design, data, and methodology - In order to carry out the purpose of this study, 388 survey data were used. Statistic programs, SPSS 18.0 and AMOS 20.0 were used to analyze the data. Results - It was found that the authenticity and the fit of CSV activities had a positive effect on brand equity. However, the fit of CSV activities did not have any positive effect on brand attitude directly. To bring out the optimal brand attitude and purchasing intention from operating the CSV activities, the corporation must recognize the consumers who possess high ethical consumerism and perform suitable marketing strategies. Conclusions - The results of this study show that when establishing positive brand attitude by operating CSV activities, the corporation must put an effort to show the authenticity of the activity. Additionally, to establish brand equity, brand attitude and purchasing intention, corporation must recognize the consumers with high/low ethical consumerism in order to bring out the optimal brand attitude and purchasing intention by operating the CSV activities.

• East Asian Journal of Business Economics (EAJBE)
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• v.11 no.3
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• pp.47-58
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• 2023

Purpose - This study investigates which product characteristics influence customers' purchase intention for brand extension products of the fashion brands. Furthermore, this study suggests brand awareness as a moderator which strengthens the positive effects of the product characteristics on the consumers' purchase intention towards brand extension products of the fashion brands. Research design, data, and methodology - Two hundred and twenty-three Chinese consumers were randomly solicited to participate in this study. Email, website (www.wenjuanxing.com), social media (WeChat) were utilized to conduct the survey and collect data. Result - The findings obtained through hierarchical regression analysis indicate that product uniqueness, product scarcity and product popularity have significant effects on purchase intention for brand extension products of the fashion brands. In addition, brand awareness moderates the relationship between product characteristics (uniqueness and scarcity) and purchase intention positively. Conclusion -The results indicate that brand extension products of the fashion brands could attract more consumers by focusing on designing unique products and using limited release and celebrity publicity strategy. Additionally, the present research posits the crucial significance of brand awareness, thereby making a noteworthy contribution to the integrated marketing approach for fashion brand marketers.