• Asia Marketing Journal
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• v.12 no.2
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• pp.53-81
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• 2010

Brand experience has received much attention from considerable marketing research. When consumers consume and use brands, they are exposed to various specific brand-related stimuli. These brand-related stimuli include brand identity and brand communications(e.g., colors, shapes, designs, slogans, mascots, brand characters) components. Brakus, Schmitt, and Zarantonello(2009) conceptualized brand experience as subjective and internal consumer responses evoked by brand-related stimuli. They demonstrated that brand experience can be broken down into four dimensions(sensory, affective, intellectual, and behavioral). Because experiences result from stimulations and lead to pleasurable outcomes, we expect consumers to want to repeat theses experiences. That is, brand experiences, stored in consumer memory, should affect brand loyalty. Consumers with positive experiences should be more likely to buy a brand again and less likely to buy an alternative brand(Fournier 1998; Oliver 1997). Brand attachment, one of dimensions of the consumer-brand relationship, is defined as an emotional bond to the specific brand(Thomson, MacInnis, and Park 2005). Brand attachment is target-specific bond between the consumer and the specific brand. Thus, strong attachment is attended by a rich set of schema that link the brand to the consumer. Previous researches propose that brand attachments should affect consumers' commitment to the brand. Brand experience differs from affective construct such as brand attachment. Brand attachment is based on interaction between a consumer and the brand. In contrast, brand experience occurs whenever there is a direct and indirect interaction with the brand. Furthermore, brand experience is not an emotional relationship concept. Brakus et al.(2009) suggest that brand experience may result in brand attachment. This study aims to distinguish brand experience dimensions and investigate the effects of brand experience on brand attachment and brand commitment. We test research problems with data from 265 customers having brand experiences in various product categories by using multiple regression and structural equation model. The empirical results can be summarized as follows. First, the paths from affective, behavior, and intellectual experience to the brand attachment were found to be positively significant whereas the effect of sensory experience to brand attachment was not supported. In the consumer literature, sensory experiences for consumers are often equated with aesthetic pleasure. Over time, these pleasure experiences can affect consumer satisfaction. However, sensory pleasures are not linked to attachment such as consumers' strong emotional bond(i.e., hot affect). These empirical results confirms the results of previous studies. Second, brand attachment including passion and connection influences brand commitment positively but affection does not influence brand commitment. In marketing context, consumers with brand attachment have intention to have a willingness to stay with the relationship. The results also imply that consumers' emotional attachment is characterized by a set of brand experience dimensions and consumers who are emotionally attached to the brand are committed. The findings of this research contribute to develop differences between brand experience and brand attachment and to provide practical implications on the brand experience management. Recently, many brand managers have focused on short-term view. According to this study, we suggest that effective brand experience management requires taking a long-term view of marketing decisions.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.3
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• pp.353-364
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• 1998

Consumer knowledge has been discussed as an important concept to understand information processing such as information search and evaluation process. It has been defined as the amounts and contents of information in consumer's memory accumulated by experiences. According to literature review, experts who have much knowledge are likely to retrieve their information related to products for a purchase efficiency. Therefore, they are likely to simplify the information processing for a choice. The purpose of this study was to examine the relationship between clothing product knowledge and evaluative criteria for a purchase. The results were as follows; First, it was found out that evaluative criteria were composed of four dimensions such as the management, the esthetic, the fitness and the brand. Therefore, it is implied that evaluative criteria for purchasing clothing products were multidimensional. Second, the level of objective knowledge was low, and consumers perceived that they didn't have much knowledge related with clothing products. Also, the relationships between objective and subjective knowledge were positive but low. Third, the evaluative criteria were effected by the level of consumer's knowledge significantly. In subjective knowledge, the subjects in a high group considered all criteria more deeply than in a low group. But there was a significant difference only in the esthetic between two groups in objective knowledge. The results of this study imply that consumer knowledge may influence evaluation process. Knowledgeable consumer would consider product attributes deeply for evaluating clothing products, and especially, the esthetic would be an important factor as an attribute including the instrumental and expressive functions in a purchase phase. Therefore, consumer knowl- edge would be a basis of predicting expert's information processing and managing heavy buyer or loyal consumers in apparel industry.

• International Journal of Advanced Culture Technology
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• v.5 no.3
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• pp.11-23
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• 2017

Anatomy is one of the basic subjects of the nursing course, which is included in the curriculum of the nursing. Anatomy is a basic course for understanding major in nursing and it is the first gateway to acquire expertise. It is mainly opened in nursing and first to second grades. Therefore, students who have advanced to the nursing department have great interest and expectation on the anatomy subjects. In general, nursing students are studying anatomy with theories and models, and some universities practice on tour after dissection of medical consortium for short time. This is called the Cadaver practice. This study was carried out to investigate the thoughts and experiences of bioethics through nursing students' Cadaver practice. The interview data were processed through the analysis and interpretation process using the phenomenological research method, Giorgi method. As a result, 48 semantic units were derived, and then they were divided into 10 subcomponents and divided into 6 categories. As a result of the analysis, the experience of nursing students' bioethics was tied to the topic of six questions. For example, 'what about the respect and responsibility of nursing students in Cadaver?', 'What about your experience with the Cadaver experiment and bioethics?', 'What was the academic achievement of the actual human body structure viewing experience with cadaver?', 'What was the connection with theory?', 'What was your intention to recommend to others?', 'What was your perception and interest in the Cadaver experiment?'. Analyzes were integrated into 10 structures; "Thank you for your donation", "want others to refuse donation", "Burden of practice", "Good opportunities for learning", "Understand better", "Should study harder", "Memory is better", "Compared to theory", "Good experience", "Want to rejoin". The general structural description of the participants' meanings is summarized as follows. Nursing college students who participated in the Cadaver had a gratitude for the donor, but they said they would like to talk to others about donating organs. Before they went to practice, they felt a lot of pressure on the dissection of the cadaver, but they went to the practice and thought that it was a good opportunity to learn by doing well. Specifically, they understood that they had better understanding than the theoretical lesson, and that they were more eager to study their major through practice. In other words, most of them were more memorable and they would like to participate again if the opportunity comes next time. The results of this study show that the practice of Cadaver in nursing college students is very positive in terms of educational effectiveness. However, in terms of bioethics, it can be seen that the education process is somewhat unsatisfactory. Therefore, the systematic bioethics education should be prepared before the practice in the nursing college students' Cadaver practice.