• Asia Marketing Journal
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• 제15권3호
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• pp.97-115
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• 2013

This paper was motivated by two gaps in the extant literature on brand portfolio planning. First, research has shown that, as the number of products connected to a brand increases, the extended product receives more favorable evaluations. However, this result was obtained by comparing two brands with different number of products while controlling the brands' breadths. Hence one may question if the above result would hold when the brand is narrow as well as broad. Second, the literature has investigated the effect of brand breadth on the perceived fit and evaluations of an extended product within a relatively limited range ("narrow vs. broad") and not considered the case of a "very broad" brand. To address these gaps, we propose two hypotheses: 1) the effects of the number of products associated with a brand on the perceived fit and evaluations of a moderately far brand extension are moderated by the brand's breadth (H1); and 2) the relationship between a brand's breadth and a moderately far extension's perceived fit and evaluations looks like an inverse-U shape (H2). Study 1 was conducted to test H1. Study 1 employed a 2 × 2 within-subjects design in which the first factor was the number of products (small (2) or large (5)), and the second factor was brand breadth (narrow or broad). We measured brand breadth as the perceived similarity among products associated with a brand. Participants provided the perceived fit and evaluations of an extended product. Study 2 was conducted to test H2 as well as to replicate Study 1 in a more general setting and with different products. It employed a 2 × 3 within-subjects design, in which the first factor was the number of products (small (2) or large (5)), and the second factor was brand breadth (narrow, broad, or very broad). The results from two experiments support both hypotheses. This paper contributes to the literature on brand extensions in two ways. First, it broadens our understanding of the effects of product number and brand breadth on extended product evaluations by considering the two factors jointly. Second, we believe this study to be the first to present evidence that brand breadth can exert an inverted U-shape effect on the perceived fit and evaluations of an extended product. The results also offer implications for marketers. First, marketers should heed the finding that adding similar products to a narrow brand does not help the brand's extension launch. Second, the finding that the relationship between brand breadth and extended product evaluations might not be linear provides practical implications. While a narrow brand should not keep launching close extensions, nor should a broad brand continue producing far extensions to broaden its breadth. A firm with a broad corporate or family brand might want to consider introducing a new brand instead of adding dissimilar products under the brand umbrella.

• 복식문화연구
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• 제22권1호
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• pp.99-111
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• 2014

This study looked into the scarcity effect based on the consumers' self-regulatory modes and determined the effect that such a regulatory mode and that quantity-scarcity messages would have on evaluations of fashion products. To that end, the study used a 2 (regulatory mode: assessment mode/locomotion mode)${\times}2$ (message type: quantity-scarcity message/non-scarcity message) between-subjects factorial design in which buying impulsiveness was presented as a mediator variable that showed differences in product evaluations depending on the message type and on the presence of a self-regulatory mode. The results of this study showed that locomotion-oriented consumers evaluated products more positively compared to assessment-oriented consumers when the quantity-scarcity message was presented. When a non-scarcity message was presented, no significant difference was observed in product evaluations based on the consumers' self-regulatory modes. In addition, buying impulsiveness in consumers served a mediator role in the evaluations of fashion products. The results of this study imply that a clear understanding of consumers is a prerequisite for maximizing the scarcity effect and that companies need to differentiate in terms of the way they use scarcity messages based on consumers' self-regulatory modes.

• 한국의류학회지
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• 제31권9_10
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• pp.1333-1341
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• 2007

The purposes of the present study were to investigate the impact of a apparel brand and an ingredient brand on evaluation(perceived quality, favorable attitude, purchase intention) of apparel products, and to examine the differences in evaluations toward apparel products allied with ingredient brands between groups divided by product knowledge and leisure involvement. The subjects were 235 men and women aged 20 to 40. Two-by-two factorial design were employed. A series of ANOVA were used to determine if significant differences existed in evaluations of apparel products. There was a significant interaction effect of an apparel brand and an ingredient brand on evaluations of apparel products. Empirical results showed that ingredient brands would improve the consumers' perceived quality, favorable attitude and purchase intention toward apparel products. In addition, the results indicated that the respondents that had high leisure involvement and high product knowledge were more likely to evaluate apparel products based on the ingredient brand of the products. However, the respondents that had low leisure involvement and product knowledge were more likely to evaluate apparel products based on the host brand of the products.

• 지능정보연구
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• 제22권1호
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• pp.63-82
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• 2016

최근 정보기술의 발달로 인해 소비자들은 온라인상에서 많은 정보를 쉽고 빠르게 획득할 수 있다. 소비자가 제품 구매시에는 소비자들이나 전문가들이 작성한 제품 후기 정보를 주로 탐색한다. 기존의 연구들이 소비자들이 창출한 제품 후기 중심으로 주로 진행되어 왔기 때문에, 전문가 제품 후기의 영향력에 대해서는 상대적으로 소수의 연구들만 존재하고 있다. 본 연구는 전문가가 생성하는 제품 후기에 초점을 맞추어, 방대한 실제 비정형데이터인 전문가의 후기를 어떻게 언어학적인 차원과 심리학적인 차원으로 나눌 수 있는지의 방법론을 제안하며, 실제 전문가 제품 후기를 사용하여 의미 있는 다섯 가지 차원의 새로운 변수들을 도출하였다. 그 결과 소비자들이 전문가 후기에서 반응하고 있는 언어적 특성은 제품에 대한 깊이 있는 정보의 양이나 충분한 설명을 나타내는 변수인 Review Depth, 그리고 전문가가 기술하는 방식이 제품에 대한 확신이 없는 듯한 말투를 나타내는 변수인 Lack of Assurance는 소비자의 전반적인 제품평가에 유의한 상관관계가 있는 것으로 밝혀졌다. 또한, 제품에 대한 칭찬이나 긍정적인 면을 서술하는 방식인 Positive Polarity가 소비자의 제품 평가에 영향을 미치지 않았지만, 전문가가 하는 제품에 대한 비관적인 평가인 Negative Polarity는 소비자들의 평가와 유의한 음의 상관관계가 있었다는 점이다. 전문가가 스토리텔링 관점에서 자주 사용하는 Social Orientation 특성은 유의한 관계를 미치지 못함이 밝혀졌다. 본 연구는 새로운 방법론을 제안하고 이를 실제로 활용한 결과를 보여준다는 차원에서 이론적이고 실무적인 공헌을 가진다.

• 한국의류학회지
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• 제22권3호
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• pp.407-416
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• 1998

The purpose of this study was to examine the effects of brand knowledge on evaluations of brand extensions in fashion market. Here, consumer knowledge toward the parent brand was based on the brand and on the company which introduced the brand. The brand extensions were classified into brand-name extension and corporate-name extension. For this study, questionnaires were administered to 700 single women in twenties. The questionnaires were designed to measure brand extension evaluations and brand knowledge in terms of familiarity, use experience and self-assessed knowledge, evaluations of the attributes and attitudes based on the brand and corporate. Employing a sample of 621 women, data were analyzed by t-test. Major findings of this study are summarized as follows; 1) The higher the level of brand knowledge such as brand familiarity, brand use experience and self-assessed brand knoil- edge was, the higher positive effects were on the evaluations of brand-name extension. Also, evaluations of brand attributes and brand attitude positively influenced the evaluations of brand-name extension. 2) The higher the level of corporate knowledge such as corporate familiarity and use experience of product manufactured by the company was, the higher positive effects were on the evaluations of corporate-name extension. Also, evaluations of corporate attributes and attitude on corporate positively influenced the evaluations of corporate-name extension. These results demonstrate that positive knowledges and affects on the parent brand are transferred to its extended product through categorization process.

• Journal of Korea Trade
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• 제26권6호
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• pp.83-95
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• 2022

Purpose - With the recent spread of COVID-19, U.S. consumers' consumption pattern is changing towards purchasing large-capacity products, as they stay at home longer. Thus, the current research investigates the effects of box shape and component diversity for large-sized products on product evaluation in logistic business. Moreover, this research examines that information-processing fluency mediates the moderating effects of box shape and product components on target evaluations to confirm psychological mechanism for generating this effect. Design/methodology - In order to examine the hypotheses, the current research conducts two online experiments. The 184 participants (Study 1), and 205 participants (Study 2) of U.S. nationality were recruited through Amazon Mechanical Turk. This research analyzes the data by using SPSS 25 and PROCESS macro 4.0. Findings - Study 1 demonstrates that when the height of a box is greater than its width, products with single components promote positive target evaluations, while when the width of box is greater than its height, products with a variety of components lead to positive target evaluations. Study 2 shows that the same results are replicated in other product categories and with different box shape ratios. Moreover, Study 2 also finds that the ease of information processing mediates the interaction effects of box shape and component diversity on U.S. consumers' target evaluations. Originality/value - The current research has originality in that it investigates the effect of box shape and product composition diversity on U.S. consumer product evaluation from the perspective of information-processing theory Moreover, this research has practical implications for global traders who prepare for entering the U.S. market.

• Human Ecology Research
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• 제51권4호
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• pp.455-472
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• 2013

This paper's aim is to explore how China's country image affects the product evaluations and purchase intentions through three major hypothesize. Four hundred eighty-nine Korean adult consumers, who have the purchase experiences of goods made in China before, were invited to take part in this investigation. Data analyses were conducted by reliability test, confirmatory factor analysis and structural equation modeling with SPSS ver. 19.0 and AMOS ver. 18.0. This study focused on multi-dimensional country image and found that China's country image contains 5 elements (people, evolution, politic, economic and culture). Empirical verification through structural equation modeling indicates that the data offer substantial supports, such that China's country image represents the predominant influence on product evaluations and people, evolution, and politic image showed positive effects. Also, China's country image has a positive influence on the product purchase intentions directly (culture image) and indirectly (people, politics, and evolution image) through the product evaluations. Practical implications of findings will be discussed and suggested as follows. First, this study complements the lack of researches on China among the studies regarding country image. Secondly, research results would help us to understand the perception on China's country image of Korean consumers' and to seek the criteria by which consumers evaluate goods made in China. Finally, this research can help Chinese companies to make market strategies effectively when they entering Korean market by exploring the factors which have strong influences on Korean consumers' purchase behaviors.

• 한국의류산업학회지
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• 제18권1호
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• pp.27-37
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• 2016

This study examined consumer perceptions towards outdoor wear differentiation and product attributes for outdoor wear differentiation to develop an outdoor wear differentiation strategy. It also investigated how consumer's evaluated product attributes according to consumer's demographic characteristics. Data were acquired from a survey of 454 adult respondents aged over 20 that was analyzed with descriptives, frequency, t-test, one-way ANOVA, factor analysis, and reliability. The results were as follows. First, it showed that consumers did not have a positive or a negative perception toward outdoor wear differentiation, and they thought outdoor wear should be differentiated. Those married and older tended to think that outdoor wear should be differentiated more than that for those single and younger. Consumer evaluations were significantly different on the necessity of outdoor wear differentiation according to age and total income. Second, consumers assessed that color, pattern and textiles had similar characteristics among outdoor wear brands; in addition, brand recognition and brand image had very different characteristics. Third, product attributes for outdoor wear differentiation were service and store, product quality, brand and popularity, and product designs with mean values of product quality, product design, service and store, and brand and popularity, respectively. Fourth, consumers were significantly different in the importance assessment of product attributes for differentiation according to gender, marital status and age.

• Asia Marketing Journal
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• 제19권2호
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• pp.25-43
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• 2017

This paper addresses the central issue of whether it is effective for a firm to discourage the purchase of its own product in order to support a social cause. The objectives of this study were: a) to examine whether a cause-related self-prevention ad would stimulate more positive evaluations compared to promotional ad, particularly when the product category is more negatively socially accepted; and 2) to determine if a negative attitude toward the product could induce a boomerang effect of a selfprevention ad. Results from three experiments revealed that socially responsible prevention campaigns against firm's own product may be more effective for the product category negatively associated with social concerns or welfare. If products are more limited in the social context, communications of product prevention are beneficial to improve the public image of the brand. However, the self-hurting approach may be inappropriate for potential customers who currently possess a strong negative attitude toward the product.

• International Journal of Advanced Culture Technology
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• 제8권3호
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• pp.148-158
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• 2020

With the limited product information available in the m-shopping context, product-naming strategies affect consumer choices by expressing the key product features or the brand's images. Given the increasing dominance of the mobile commerce in consumption across various product categories, few studies have examined the role of product naming in consumer choices in the m-shopping. In filling the research gap, this study empirically analyzes the influence of the perceived diagnosticity of product names in m-shopping on consumer attitude towards the product. Moreover, the study tests the moderating influences of the individual characteristics of consumers (i.e., age, gender, and m-shopping experience) in the dynamics of the perceived diagnosticity impacting the product evaluations. The results of the study using an online survey reveal that the perceived diagnosticity of the product names significantly increases consumer attitude towards the product. Additionally, the moderating effects of gender, age, and m-shopping experience are all found significant: (1) The positive influence of the perceived diagnosticity of the product names is greater for males than for females. (2) The older the respondent, the more statistically significant the positive influence on diagnosticity. (3) The more respondents having m-shopping experience, the more positive the impact of the diagnosticity. Implications and limitations of the study are discussed.