• Management Science and Financial Engineering
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• 제13권1호
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• pp.73-91
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• 2007

We investigate factors that influence the choice of high-share brands(HSBs) vs. low-share brands(LSBs) among various product and consumer characteristics related to brand-share perceptions. Specifically, using 8 product categories varying in terms of purchase decision involvement, we show how the influencing factors vary across the categories. At the general level that cover all the 8 categories, our hierarchical Bayesian regressions analysis shows that factors that favor high-share brands are purchase decision involvement, search goods, experience goods, price-quality relationship, positive network externalities, and price-prestige beliefs. Conversely, consumers who value variety seeking and need for uniqueness favor low-share brands. The effects of these factors, however, vary across product categories. The identification of these characteristics can help brand managers establish a more effective brand-share strategy in such areas as setting an optimal market share goal, extending a brand, and developing ad copy. Furthermore, our consumer segmentation analysis demonstrates the general market has two distinct segments - (1) a segment composed of HSB buyers(86%) and (2) a segment composed of LSB buyers(14%). The two segments are also shown to have different significant factors that explain their brand choice. Our segmentation analysis can help marketers establish a marketing strategy that targets a specific segment of interest.

• 한국의류학회지
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• 제39권2호
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• pp.294-306
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• 2015

This study investigated how the travel motivation of Korean overseas tourists influenced shopping behavior. We first identified factors of the travel motivation and then categorized types and attributes of shopping products and shopping stores. We then examined the relationship between the travel motivation and shopping products and shopping channels. A questionnaire method was applied for this survey, while factor analysis and regression analysis were used to analyze data. The results are listed below. First, nature & leisure, rest, family, pleasure, hobby & fitness, and discovery were identified as 6 factors of travel motivation. Second, shopping products of overseas tourists were categorized into three types: fashion & luxury, daily goods, and memento. There were four attributes of products, namely, design, utility, economy, and prestige. Major types of shopping stores were souvenir shops, fashion channels and local markets; the shopping store attributes identified were location & salesperson, assortment & atmosphere, and display. Third, overseas tourists' motivation was shown to influence the selection of product types and attributes. Those who traveled for rest, family, pleasure, hobby & fitness orientation were inclined to purchase fashion & luxury goods, and daily goods; however, those who traveled for rest and hobby & fitness orientation also tended to buy memento. The effect of the travel motivation was shown to be different according to product attributes. Fourth, tourists' motivation was shown to affect store type selection and attributes. Those whose traveled for rest, family, pleasure, hobby & fitness preferred souvenir shops while those seeking nature & leisure and pleasure tended to visit fashion channels and local markets more often. Travelers seeking nature & leisure and discovery cared for all three store attributes while family oriented and pleasure seeking tourists considered shopping store location, salesperson and display attributes as important.

• Journal of Korea Trade
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• 제23권8호
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• pp.89-109
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• 2019

Purpose - We perform an empirical analysis of the effects of global consumer culture positioning (GCCP) in TV advertisements on consumer's brand evaluations (perceived quality, perceived price, and brand prestige) and attitude toward brand. Also, we analyze the moderating roles of consumer characteristics (ethnocentrism and level of product knowledge) in those effects. Design/methodology - This research is based on a survey of 210 randomly-selected university students in Seoul, Korea. The participants in the survey were shown a total of 8 TV advertisements of consumer goods of nondurable goods (fast food and carbonated drinks), and durable goods (sports shoes and digital camera), which included two advertisements for each product where one uses GCCP strategy while another uses LCCP strategy. We estimate the structural model using the AMOS 18.0 computer program. Findings - We find that GCCP has more positive effects on consumers' brand evaluations and attitude toward brand than LCCP in TV advertising. We also find that GCCP has stronger effects on brand evaluation and attitude toward brand in consumers with weak ethnocentrism and in those with a low level of product knowledge. Practical implications - Using GCCP in an advertisement is an effective way of improving consumer's evaluation of the brand and attitude toward the brand mainly when cosmopolitan consumers and consumers with low knowledge levels are segmented as targets. Originality/value - The study contributes to identify how and for what consumer groups' global brand positioning strategies in TV advertisements affect consumers' brand evaluations and their attitudes toward brands.

• 복식
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• 제63권8호
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• pp.14-26
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• 2013

The purpose of this study is to compare and analyze Jacqueline Kennedy and Michelle Obama's fashion style from a perspective of modernism and postmodernism. The method utilized in this study was first, to examine the properties of modernism and postmodernism. Next, we explored the types of role performance of the first ladies and the application of their fashion as an aid to their roles through the precedents of the research concerning modernism and postmodernism. The results of the study are as follows. First, there was a trend of formalism and anti-formalism. Jacqueline Kennedy made her public appearances wearing a formal dress in order to express the first lady's authoritarian figure of restrained elegance. The fashion of the first lady aspired to formalism. Meanwhile, Michelle Obama followed more of a free style by eschewing the typical formality of the first lady. She created diverse styles utilizing a variety of items, which were not interrupted by form or by using heterogeneous items. Second, there is a trend of elitism and populism. While Jacqueline Kennedy preferred only haute couture designers' costume in order to show the prestige and dignity of the upper class, Michelle Obama patronized unknown designers' clothing or mid-level casual brand goods that the public favors in order to interact with the public through her fashion. Third, while modernism regards totality or unity to be important, postmodernism puts an emphasis on the eclecticism by pursuing complexity and diversity through the deconstruction of an indigenous genre. In case of Jacqueline Kennedy, this tendency featured monotone clothing color, which presented a unified full set dress that excluded decoration. Michelle Obama, in contrast, mixed and matched formal dresses and a casual cardigan or felicitously mixed luxury brand or low to middle priced brand goods.

• 복식문화연구
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• 제13권5호
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• pp.743-755
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• 2005

The Purpose of the study was to compare clothing shopping motives, fashion information sources, evaluation criteria of apparel products, store selection criteria, apparel buying places, and purchasing experience and country of origin place on imported clothing. The total of 371 consumers, college female students in Korea and Japan were sampled in both countries. ANOVA, factor analysis, Duncan's multiple range test, t-test, frequency, and percentage as analysis methods were used. The results of the study were as follows. According to the comparative analysis of clothing purchasing behavior by factors, the result showed that both of them had more personal motives than social ones, regarding clothing purchasing motives. The clothing purchasing motives of students in Korea was higher than it of students in Japan. In the use of information sources, the students of both countries considered the information by consumer very importantly. Next to it, they highly regarded the information by marketer. The students in Korea used all informations more than the students in Japan. In the clothing selection, both of them considered criteria esthetics very importantly. The students in Korea considered 'brand name', 'versatility', and 'pleasing to others' as important, but the students in Japan considered 'price' and 'prestige' very importantly. For store selection criteria, Korean students considered 'duality guaranteed', 'service', and 'their and other's experience' as important but Japanese students regarded 'price' and 'variety of products' as important. A department store was the most highly preferred among clothing purchasing stores. After it, for Korean students, fashion mall, renowned brand stores, discount store were considered in order of preference, for Japan, speciality stores, fashion mall, renowned brand stores are preferred. Regarding imported clothing, Korean students, in order of preference, preferred the goods of America, Italy, France, England, etc. Japan students preferred the goods of America, Italy, China, France, etc.

• 마케팅과학연구
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• 제20권1호
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• pp.27-34
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• 2010

在过去的10年里，奢侈品销售已经有了显著的增长. 在2007年, 奢侈品消费额已经超过1300亿美元. 在奢侈品产业中, 有超过一半的利润来自平均收入显著增长, 对奢侈品的需求快速增加的亚洲. 在这个区域购买奢侈品牌已经成为一个有趣的社会现象并为这些公司带来利润. 作为新兴的发达国家, 韩国是亚洲最有吸引力的奢侈品市场之一. 如今, 共有120个奢侈时装品牌进入了韩国市场. 这些品牌主要集中在首尔的奢侈区域, 因此竞争也十分激烈. 本文的目的是: (1) 识别奢侈品牌态度的要素. (2) 测试奢侈品牌态度对顾客资产的影响. (3) 测定奢侈品牌态度对顾客终身价值的影响 (4) 深入研究顾客资产对顾客终身价值的影响. 以前的研究已经测定物质主义, 社会需要, 经验需要, 独特需要, 适应性和时尚卷入是对奢侈品牌态度的组成要素. Richins and Dowson (1992) 认为物质主义对与产品质量相关的购买行为有影响. Nueno and Quelch (1998) 写到对奢侈品牌的拥有传递着和所有者社会地位相关的信息. 表达着一种成功和声望的形象, 是购买行为的一个要素. 经验需要被认为是消费的一个重要方面. 尤其是发展满足消费者需求的新产品. 由于奢侈品被定义为相对稀少的产品, 对这些类型产品的拥有满足消费者对独特性的需要. 本研究中, 价值资产, 关系资产和品牌资产被测试为顾客资产的驱动因素. 样本 (n=114) 是在韩国首尔的两所私立女子大学的本科生和研究生. 我们在2009年3月进行了自填式问卷调查来收集数据. 我们运用SPSS15.0来分析数据, 包括叙述性统计, 因子分析, 信赖度分析和回归分析. 通过数据分析我们得出一些结论, 首先, 经验需要和时尚卷入对参与者对奢侈品牌的态度有积极的影响. 第二, 对奢侈品牌的态度对品牌资产有积极影响. 紧随其后的是价值资产和关系资产. 但是我们没有发现奢侈品牌态度和顾客终身价值之间的显著关系. 最后, 关系资产积极影响顾客终身价值. 总而言之, 年轻消费者是重要的潜在消费群. 他们尝试不同的品牌到最终发现哪种品牌最适合自己. 奢侈品营销者使用有效的行销策略来吸引这些可获利的潜在消费者并使他们产生忠诚度并增加顾客资产和顾客终身价值.

• 헤리티지:역사와 과학
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• 제42권3호
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• pp.106-130
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• 2009

본고는 경주지역에서 발굴된 기원전 2세기에서 기원후 3세기대까지의 목관묘와 목곽묘에 대한 구조분석과 그 변화양상을 추적하여 사로국의 정치, 사회적인 동향과 성장과정을 살펴본 것이다. 한반도 서남부지역의 적석목관묘(積石木棺墓)가 기원전 2세기 후반 무렵 영남지방으로 파급되면서 경주지역에서도 철기가 부장된 군집묘(群集墓)가 조성되기 시작하며 이후 기원전 1세기 후반에는 한군현(漢郡縣)의 설치에 따라 대동강유역의 유이민이 진한(辰韓)으로 남하, 정착하면서 전한경(前漢鏡)과 와질토기(瓦質土器)가 부장된 중소형의 단순목관묘(單純木棺墓)가 경주지역에 등장하게 된다. 청동유물을 다량 부장한 독립묘(獨立墓)의 주인공은 군집묘보다는 상대적으로 높은 최상위 계층의 것으로 사제왕(司祭王)일 가능성이 높으며 경주의 각 곡간지역을 범위로 하는 지역집단의 수장묘(首長墓)로 추정된다. 기원후 2세기에 접어들면서 단순목관묘는 규모가 확대되고 부장유물의 종류와 양이 풍부해지는 경향을 보이는데 이를 잘 보여주는 것이 사라리 130호묘이다. 이것은 피장자의 주관 옆에 부장품을 넣은 목갑(木匣)을 설치하여 칠기(漆器)나 동경(銅鏡) 등의 위신재(威信財)를 부장한 것으로, 이와같은 구조는 평양을 중심으로 한 낙랑지역의 목곽묘에서 보이고 있다. 기존의 목관묘와 구조상에서 차이가 보이는 이러한 목관계목곽묘(木棺系木槨墓)의 출현은 변 진한의 철(鐵)을 매개로 한 낙랑과 이 지역과의 활발한 교섭관계를 대변해 주는 것이며 지리적으로 물류의 집산지 역할을 한 사라리 집단은 외부와의 유통과 교역을 장악하여 경주지역의 정치와 사회문화적인 거점으로서 위치한 것으로 보인다. 2세기 후반대 이후 정치체의 규모가 크게 성장한 경주지역의 분묘시설에는 부장유물의 안정적인 공간을 위한 곽(槨)이라는 개념이 정착하게 되었고, 소형묘와 입지상에 있어 차별성을 가진 대형의 장방형목곽묘가 3세기 전엽에 보편적으로 나타나게 된다. 이는 지배집단 내 계층분화의 양상을 반영하는 것으로 해석되며 대형묘가 소재하는 지역이 소국의 중심지로써 자리를 잡게 되었다. 이후 이 지역 목곽묘의 평면구조가 점차 길어지는 경향은 묘곽 내에 보다 넓은 공간을 확보하기 위한 것으로 결국, 3세기 후반대 부곽이라는 시설을 갖춘 경주식목곽묘(慶州式木槨墓: 동혈주부곽식목곽묘)의 등장을 가져온다. 소형의 부곽은 점차 길이가 길어져 4세기대에는 주곽의 크기에 이르는데, 이는 집단 내 계급의 분화가 급속도로 진전되면서 권력의 집중화가 표면화된 것으로 경주와 주변지역 대소집단간의 통합이 진전되는 분위기 속에서 집단 내의 질서를 일원화해가는 과정을 보여주는 것으로 이해 할 수 있다.