• Asian Journal of Business Environment
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• 제8권4호
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• pp.17-27
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• 2018

Purpose - Current study aimed at investigating the symbolic and evaluation relevance to global luxury brands as the causes of inducing social identity verification, and also explored whether the social identity verification will affect the attitude toward the brands. Research design, data, and methodology - 323 questionaries from Chinese consumers were used to test hypotheses by structural equation model of AMOS 22.0. Results - First, social identity verification positively affected on the brand attitude. Second, both the symbolic relevance and the evaluation relevance positively affected on social identity verification. Third, the mediation roles of social identity verification were identified. Social identity verification played a full mediation role in the effect of the symbolic relevance on the brand attitude, and played a partial mediation role in the effect of the evaluation relevance on the brand attitude. Conclusions - This study could contribute to the advancement of theory concerned with the roles of consumers' social identity verification which induces positive attitude toward the global luxury brands. Global brand managers in China should try to search ways by which consumers can feel both the symbolic relevance and evaluation relevance to their luxury brands, and should make efforts to improve the symbolic relevance and evaluation relevance to their brand.

• Human Ecology Research
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• 제54권1호
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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.

• 패션비즈니스
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• 제8권5호
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• pp.41-59
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• 2004

The purpose of this study is to analyze consumers' purchase behavior for the counterfeits of fashion luxury brands. The research method of the study used a naturalistic approach. The first participant observation was carried out in the internet sites in order to collect the data on the purchase behavior for counterfeits; and the second participant observation was applied in the Dongdaemun shopping mall, Namdaemun shopping mall and Itaewon shopping mall; finally 6 informants were selected and then an interview was held with them. The results of the study are as follows; 1. The reasons for the first purchase of counterfeits are variously shown according to life stages, and the repetitive purchase behavior is influenced by the degree of satisfaction for the first purchase. The information collection for counterfeits is widely made through various media, and especially the information collection is active and positive in the case of planned purchase but it is passive and negative in the case of unplanned purchase. 2. The most important criteria in purchasing counterfeits is the degree of similarity with luxury brands and other criteria include price, design, utility etc. The majority of purchase items is not clothing but miscellaneous goods which are more similar in terms of design and quality. The purchase of counterfeits is made by impulse purchase but the purchase of luxury brands is made by planned purchase. 3. The rationalization mechanism for the purchase of counterfeits is observed in all informants, which is a sort of defence mechanism for avoiding a guilty conscience to buy illegal goods.

• 한국의류학회지
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• 제31권9_10
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• pp.1431-1441
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• 2007

The purpose of this study was to examine the effect of attitudes toward fashion counterfeits on brand attachment and equity. Four hundred-eight female college students in Seoul and its suburb responded for this study. For data analysis, descriptive statistics, factor analysis, and multiple regression were used for this study. The results of this study were as follows. First, attitude toward fashion counterfeits was classified into three factors such as goodwill, approve of purchase, and counterfeit quality factors. Second, brand attachment was classified into four factors such as love, interest, perception and trust factors. Third, brand equity was classified into five factors such as loyalty, quality, image and recognition factors. Generally, attitudes toward fashion counterfeits factors were correlated with lower scores on brand attachment and brand equity. Finally, the results revealed that attitudes toward fashion counterfeits had a negative effect on brand attachment and equity. Brand attachment had a positive effect on brand equity, and also brand attachment and brand equity had a positive effect on purchasing intention. Based on these results, fashion brand marketing strategies would be suggested.

• 벤처창업연구
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• 제13권6호
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• pp.1-14
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• 2018

명품에 대한 관심과 소비가 점차 대중화되면서 명품시장은 급성장하고 있다. 소비자들은 명품을 구매하고 사용함으로써 물질적인 풍요와 함께 심리적인 만족을 얻을 수 있다. 또한 기업의 입장에서는 명품은 가격 비탄력적인 특성을 가지고 있어 가격 프리미엄을 누릴 수 있고 양호한 성과를 산출하는데 유리하므로 명품성 확보방안에 많은 관심을 기울여야 할 것이다. 본 연구는 선행연구를 기반으로 명품성을 '다른 제품과 차별적으로 명품을 인식하게 만드는 제품의 속성으로서, 소비자의 구매행동에 중요한 동기를 부여하는 상황적 혜택을 제공하는 요인'으로 정의하고, 한국 중소기업의 브랜드 명품성 구축방안을 살펴보았다. 구체적으로는 명품산업의 세계시장과 한국시장 현황을 알아보고, 기존연구들과 관련문헌을 조사하여 명품성의 구성요소를 규명하였으며, 이론적 근거를 바탕으로 연구모형을 설계하여 마케팅 믹스를 활용한 한국 중소기업의 브랜드 명품성 구축방법을 제시하였다. 명품성의 하위차원은 기존연구들의 문제점을 감안하여 제품관련 속성여부와 소비자가 얻는 혜택여부에 따라 규명하였다. 제품관련 명품성은 우월성 (기능적 혜택)과 희소성(경험적 혜택)으로 구분하고, 비제품관련 명품성은 차별성 (상징적 혜택)과 전통성 (배타적 혜택)으로 구분하였다. 브랜드 명품성 구축방안은 다음과 같다. 첫째, 제품요인을 이용하는 것이다. 높은 품질, 우수한 디자인, 인지도가 높으면서 강력하고 호의적이며 독특한 연상의 브랜드를 통해 명품성을 제고할 수 있다. 둘째, 가격요인을 이용하는 것이다. 소비자들은 명품을 고가품으로 인식하는 경향이 있으므로 제품의 가격을 너무 낮게 책정하는 것은 명품성을 훼손할 수 있다. 셋째, 유통요인을 이용하는 것이다. 제한적인 유통 채널을 통해 소비자에게 명품성의 차별성과 희소성을 지각시키는 것이 효과적이다. 또한, 명품브랜드에 적합한 매장 분위기를 조성하여야 한다. 넷째, 촉진요인을 이용하는 것이다. 소비자가 광고에 많이 노출될수록 명품브랜드에 대해 호의적의 태도를 형성하여 명품성을 높게 지각한다. 가격촉진은 소비자의 명품성 지각에 부정적 영향을 미친다. 다섯째, 기업속성을 이용하는 것이다. 제품에 대한 소비자의 평가는 제품속성뿐만 아니라 그 제품을 둘러싼 기업연상이나 기업이미지에 영향을 받는다. 기존연구를 참고하면 높은 기업역량, 양호한 기업평판을 통해 명품성을 제고할 수 있다. 기업역량을 높이기 위해서는 지식창출능력과 연계하여 다차원적으로 접근하면 유용한 시사점을 얻을 수 있다. 기업평판에 있어서는 외부 이해관계자들의 평판도 중요하지만 이에 못지않게 내부구성원들의 평판도 중요하다. 한국의 중소기업들은 본 연구결과를 활용하여 상황에 따라 개별적인 마케팅전략을 수립하거나 혹은 믹스 (통합)한 마케팅전략을 수립하여 추진함으로써 브랜드의 명품성을 구축할 수 있을 것이다.

• 통상정보연구
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• 제19권2호
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• pp.193-212
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• 2017

본 연구는 복합원산지제품에 대한 평가를 파악하기 위해 제품의 카테고리 유사성에 따라 구분하고 매장유형 별로 비교해 봄으로써, 복합원산지제품을 생산하는 기업들에게 실무적으로 활용 가능한 대안을 제시하고자 하였다. 이를 위해 본 연구는 복합원산지제품의 평가를 제품카테고리 별로 비교하기 위해 소비자들의 심리적 기저를 바탕으로 공적사치재, 공적필수재, 사적사치재, 사적필수재로 구분하여 분석에 적용하였으며, 매장의 유형은 백화점/직영점, 아울렛/할인매장으로 구분하여 측정의 정교화를 기하고자 하였다. 검증결과, 제품유형과 매장유형에 따라 브랜드평가 및 매장평가는 상호작용효과가 있는 것으로 나타났다. 구체적으로 공적사치재의 경우 브랜드평가와 매장평가 모두 아울렛/할인매장이 백화점/직영매장 보다 긍정적인 평가가 나타나는 것으로 분석되었으며, 사적필수재의 경우는 브랜드평가에서 큰 차이를 보이지 않았으나 매장평가에서 백화점/직영매장이 아울렛/할인매장 보다 상대적으로 긍정적인 평가를 보이는 것을 확인할 수 있었다. 이를 통해, 각각의 제품 별로 판매매장 유형에 따라 소비자들의 평가가 달라질 수 있음을 검증하였다.

• 복식
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• 제66권2호
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• pp.45-60
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• 2016

As a method to satisfy needs and emotions of consumers who pursue diversity, the use of Kitsch in the fashion industry has been increased. Previous studies on Kitsch fashion have focused on qualitative research on the characteristics of Kitsch product, and little empirical researches have been conducted on consumer attitude such as consumer response to Kitsch products and brand equity. Therefore, the purpose of this study are 1) to investigate comparisons of experiential values (i.e., Aesthetic, Amusing, Cultural) with Kitsch product moderated by consumers' characteristics (i.e., consumer uniqueness, fashion involvement), and 2) to explore the relationship between experiential values and brand equity. Factor analysis, reliability analysis, ANOVA, and structural equation model using SPSS 18.0 and AMOS 18.0 were used for the data analysis. 210 questionnaires were analyzed for this study. The results of this study were as follows. First, significant difference in aesthetic values of Kitsch products were shown. Kitsch Product with nostalgic characteristics has higher aesthetic values than others. Specifically differences in experiential values with Kitsch product were partially moderated by consumers' characteristics (i.e., consumer uniqueness, fashion involvement), Second, cultural value had a positive influence on brand awareness, while amusing and cultural values had a positive influence on brand image. Also aesthetic and amusing values had a positive influence on brand loyalty. Academic and business implications were discussed from this study.

• 통상정보연구
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• 제18권2호
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• pp.169-194
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• 2016

본 연구는 복합원산지제품의 가격할인이 특정제품의 소비행동에 어떠한 영향을 미치는지를 살펴보고자 하였다. 가격할인은 장기적으로 기업의 출혈경쟁을 야기하고 브랜드 자산에 부정적인 영향을 미치기도 하지만, 기업의 단기적인 수익성 증대에 도움을 주기 때문이다. 이에 복합원산지제품의 가격할인이 어떻게 효율성을 증대시킬 수 있는지 제품유형별, 유통채널별로 차이가 있는지를 비교함으로써 세분시장에서의 전략적 대안들을 모색하고자 하였다. 본 연구는 총 223명의 피험자를 대상으로 실험을 실시하였다. 연구결과, 사치재 복합원산지제품은 고급유통채널인 백화점에서 가격할인을 실시할 때 제품선호수준이 높아지는 것으로 나타났다. 반면 비사치재 복합원산지제품은 유통채널별 상호작용효과보다는 가격할인여부에 따라 선호수준이 높아지는 것으로 나타났다. 가격할인이 복합원산지제품에 대한 소비자의 반응에 미치는 영향을 제품유형과 유통채널별로 살펴본 본 연구의 결과는 기업이 복합원산지제품 전략을 수립할 때 차별화된 대안을 제공해 줄 수 있을 것으로 여겨진다.

• 한국의류산업학회지
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• 제26권3호
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• pp.251-264
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• 2024

This study identified the structural impact relationships, mediated by information reliability and brand authenticity, of different types of environmental messages from the perspective of luxury fashion brands, leading to formation of brand attitudes. Additionally, the study investigated how the impact of message sidedness on the formation of information reliability and brand authenticity varies according to consumers' regulatory focus tendencies. Data were collected through online surveys targeting individuals from Generation MZ, utilizing a professional research firm. A total of 300 respondents (150 for one-sided scenarios and 150 for two-sided scenarios) were selected. The collected data were validated using SPSS and AMOS. The following results were obtained. First, message sidedness influenced information reliability and brand authenticity, both of which demonstrated positive effects on brand attitude as mediating factors. However, message sidedness did not directly affect brand attitude. Second, consumers with both promotion and prevention focus tendencies perceived higher information reliability in two-sided message scenarios, and the perception difference in information reliability based on message sidedness was more pronounced among consumers with a prevention focus. Additionally, consumers with a prevention focus did not show a significant difference in brand authenticity between one- and two-sided message scenarios, while consumers with a promotion focus demonstrated an increase in brand authenticity in two-sided message scenarios compared to one-sided ones.

• 복식
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• 제66권2호
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• pp.32-44
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• 2016

Having set a trend for luxury fashion brand markets since the $17^{th}$ century, France has established the norms and the forms of the fashion business. In addition, it has maintained its status as a leading fashion power by discovering economic value from the intangible value of design and brand, and developing fashion into a high value-added industry. This paper aims to examine the socio-cultural factors that have exerted a positive influence on the formation of "fashion power" in France from a historical perspective. It will focus on four major external historical factors that made France the top fashion power: insights and innovation of French leaders as well as their constant concerns and efforts for the promotion of fashion, a tradition of experimental cultures and arts, open and the public-centered social environment and an atmosphere of cherishing the values of creation, and the establishment of a legitimate system that protects them.