• Asia Marketing Journal
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• 제17권1호
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• pp.55-67
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• 2015

Despite the well-known predictive power of Dirichlet model on customer loyalty, deviations of share of category requirement (SCR) predicted by Dirichlet model from actual SCR have been repeatedly reported. It has been shown that these deviations can be systematically explained by some factors such as brand's market share, product positioning strategy, purchase volume and retail marketing mix strategies. Presuming that brand equity would be additional sources of these deviations, current study assesses the incremental predictive power of brand equity by using over 4,000 brand-level observations for the consumer packaged goods industry in the U.S. Our model estimations indicate that brands that exhibit higher brand equity enjoy excess loyalty, with the primary driver being volume premium, rather than price premium. Overall, our findings support the notion that idiosyncratic brand properties can explain excess behavioral loyalty, a notion that is in stark contrast with the Dirichlet view of the world: brand equity does not exist.

• 패션비즈니스
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• 제14권4호
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• pp.41-57
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• 2010

DongDaeMoon fashion retail market, or so-called the new western market, has been playing an important role in DongDaeMoon area's success from 1997 to early 2000's. However, the unique and successful fashion merchandising system of DongDeaMoon retail market has been seriously threatened by consumer need changes as well as by an increased competition from new types of retail stores such as discount stores and online shopping malls. Moreover, its performance has been deteriorated due to the increased number of undifferentiated, small and medium-sized retail stores within the area. In this paper, attempts are made in building revitalization strategies for DongDeaMoon fashion retail market on the basis of analyzing fast fashion and consumers. As results, we found that DongDaeMoon fashion retail market needs cooperated area management plan from related market members. This will help DongDaemoon's image change from deal-oriented market to relationship-oriented market with consumers. Through Focus Group interview, we found DongDeaMoon fashion retail market is confronted with insufficient shopping infrastructure and new challenge from global fast fashion brand. Moreover, to overcome this situation, consumers require repaired communication activities by DongDeaMoon fashion market members on consumer relationship management basis. At the end, this paper try to provide strategic implications for DongDeaMoon fashion retailers.

• 복식문화연구
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• 제21권3호
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• pp.338-347
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• 2013

In this study, it was explored a research model consisting of slogan attitude, brand familiarity, brand attitude, brand recall, and product category recall of retailers. Experimental research was conducted with 3,028 males and females in their 20's to 40's using stimuli of 10 slogan-brand sets from various types of retailers. In results, the research model developed based on the literature was confirmed and supported by data. In the model test, all hypotheses were supported. The effects of slogan attitude and brand familiarity on brand attitude were confirmed. Also, brand familiarity affected brand recall. Category recall was predicted by brand attitude and brand recall. As consumers have better attitude toward slogans, they tend to have better attitude toward the brand. As consumers are more familiar with the brand, they are likely to better recall brands when they are exposed to the slogan. As consumers have better attitude toward brand and better recall the brand, they tend to better recall the business category when they see the slogan. Study findings may help marketers to develop better strategies for slogan use by considering diverse variables related to consumer responses toward slogan attitudes.

• Fashion, Industry and Education
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• 제14권1호
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• pp.31-39
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• 2016

With the emergence of online communities, the role of online communities in establishing brand equity has been greatly emphasized. In order to enhance our understanding of commitment in online brand communities, the present study attempts to investigate how three dimensions of community commitment (continuance, affective, and normative commitment) influence each component of brand equity (brand awareness, brand association, perceived quality, and brand loyalty) in the context of company-initiated online brand community. An online survey was conducted with a sample of online brand community members. The results found differential impacts of three types of community commitment on brand equity components, emphasizing the role of continuance and affective commitment. Continuance community commitment positively influenced brand awareness and brand association. Affective community commitment positively affected perceived quality, while among the three, only continuance and affective community commitment influenced the enhancement of brand loyalty. The results suggest that brand marketers need to focus on continuance and affective commitment factors in their online communities to effectively enhance brand equity possessed by consumers. Theoretical and managerial implications are provided.

• Fashion, Industry and Education
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• 제15권1호
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• pp.12-28
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• 2017

In the era of social media, marketers have struggled to understand and serve participants' diverse and multifaceted needs in a novel form of online brand community in the social-networking sites such as Facebook. Thus, this study identifies different groups of participants affiliated with Facebook brand pages based on their needs for brand connection. The need-based segments are validated by comparing results across foodservice and consumer goods. Results of cluster analysis reveal three distinct segments (i.e., residents, lurkers, and peepers) based on participants' functional, experiential, and incentive needs. Results of multivariate analysis of variance illustrate significant differences in relational tendencies for a brand of interest among these three groups. The three groups are profiled based on participants' engagement level. Findings of this study are expected to help marketers better understand the needs of diverse participants in their SNS-embedded brand community so they can develop tailored communication strategies for targeted groups.

• 복식문화연구
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• 제15권1호
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• pp.1-12
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• 2007

The purpose of this study is to identify the SPA(Specialty store retailer of Private label Apparel) characteristics and product supply process of Korean casual apparel brands. The research was conducted by questionnaire surveys to 63 casual apparel brands. SPA characteristics of each brand were measured with four SPA characteristic indices: short product supply cycle, spacious retail floor, single brand retail store, and low product price compared to the quality of the product. The 63 apparel brands were grouped by SPA index score. The brands belonged to group H had high index score and brands in group L had low index score. The results of this study showed that the most of the casual apparel brands' products were sold at department stores, especially the brands belonged to group L greatly depended on department stores. Few apparel brands have spacious retail floor. The retail product price of the brands belonged to group H was low price while the product price of the brands belonged to group L was in the medium-high price. The supply time of the new products was short in general. The most brands supplied new styles to the retail floor within 1 to 3 weeks. The information technology was heavily used. The brands belonged to group H highly used information technology including bar codes system, pas data analysis, and inventory control system. The current style trends were analyzed with street fashion and feedback from the shop managers.

• 한국의류학회지
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• 제36권2호
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• pp.138-151
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• 2012

This study determines a consumer retail store choice by applying the Analytic Hierarchy Process (AHP) method for multi-criteria decision-making in the fashion retail industry. The study provides detailed and relevant information for management, marketers of fashion retail stores, and to improve competition between suppliers. Data was collected in February 2011 from questionnaires completed by 319 university students in Busan, South Korea. One of the major findings of this study was that consumer store preference was affected by the following factors in order of importance: product, image, service quality, and purchase facilitation. Brand image was assessed to be the most important of the evaluation elements, followed by individuality, style, and price. The results of rating the relative importance and priority of fashion retailers showed that department stores ranked most highly, followed by outlet malls, Internet shopping malls, brand malls, and discount stores.

• 한국통신학회논문지
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• 제37권6B호
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• pp.453-463
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• 2012

본 접속료 차등의 효과는 선발 네트워크 사업자의 소매가격이 규제되지 않는 경우와 규제된 경우에 차이가 있다. 선발사업자의 소매가격이 규제되지 않는 경우엔 브랜드 충성도와 양 사업자간 한계비용의 상대적 크기가 소비자 후생효과를 결정한다. 즉, 브랜드 충성도와 후발사업자의 상대적 비용이 크면 접속료 차등은 소비자 후생을 증가시킨다. 그러나 선발사업자의 소매요금이 규제된 경우엔 브랜드 충성도와 비용이외에도 망간 가입자 대체성이 중요한 역할을 한다. 접속료 차등으로 인해 사회후생이 증가할 수 있기 위해서는 선발사업자의 브랜드 충성도가 높거나 대체성이 적거나 후발사업자의 한계비용이 커야 한다. 그 이외에는 접속료 차등화의 증가는 소비자 후생을 오히려 감소시킨다는 것을 알 수 있다.

• The Journal of Asian Finance, Economics and Business
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• 제7권11호
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• pp.367-379
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• 2020

The primary objective of this research is to develop a better understanding of consumer's post-purchase psychological state by examining the influence of sales promotion and emotional brand attachment on post-purchase cognitive dissonance, taking into account the mediating role of impulse buying behavior. The current study addresses several gaps in literature. Firstly, it is hard to find the direct impact of sales promotion and emotional brand attachment on post-purchase cognitive dissonance. Secondly, to the best of our knowledge, few studies have investigated the mediating role of impulse buying behavior in consumer research. A sample of 256 respondents was collected from Pakistani retail consumers. The statistical findings of this study show that sales promotion has a significant positive effect on the impulse buying behavior and post-purchase cognitive dissonance. Furthermore, results indicate that emotional brand attachment has a negative influence on impulse buying behavior but has a significant positive impact on post-purchase cognitive dissonance. Meanwhile, impulse buying behavior is a potential mediator between sales promotion, emotional brand attachment, and post-purchase cognitive dissonance relationships. The moderating role of Gender describes that the positive relationship between sales promotion and post-purchase cognitive dissonance will be stronger for women as compared to men at a higher level of sales promotion.

• International Journal of Advanced Culture Technology
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• 제10권2호
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• pp.281-291
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• 2022

Recenlty, the category of luxury wearbles has expanded and the relevant reseach has been scarce. The study tests whether the emotional mechanism regarding luxury wearables within e-tail affects luxury brand perceptions. Furthermore, it tests the moderation effect of gender in the mechanism. A total of 393 responses from U.S. populations were collected through an international research company with using online survey methods. In the results, the positive and direct effect of dominance on positive emotion was significant, and the positive emotion significantly increases perceived brand luxury. However, no direct effect of dominance was found on perceived brand luxury. The moderation effect of gender in the relationship between positive emotion and perceived brand luxury was found positive and significant, but the hypothesized moderation effect of gender was insignificant in the relationship between dominance and perceived brand luxury. Implications and study limitations are discussed.