• Management & Information Systems Review
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• v.14
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• pp.195-214
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• 2004

The purpose of this study is to find proper strategies for the reinforcement of brand image in the online insurance retail stores. First, from theoretical backgrounds, I have investigated acquisition effects, strategies for changing brand image, decisions on a product position and product differentiation under various strategic marketing factors based on the reinforcement strategies of brand image. Second, there is a significant difference between corporate/on-line insurance retail store names recalled first and brand names recalled first. Third, in terms of consumers' preferences, there exists a substantial difference between corporate/on-line insurance retail stores and brands. From this study, the following conclusions are drawn. First, on-line insurance retail stores and brand image should be carefully developed and used as a tool to secure competitive advantages. Second, on-line insurance retail stores and brand image should be considered and continuously enhanced as an important asset for the on-line insurance retail stores. As the importance of brands grows, brand management is an essential step for powering brands.

• Journal of Distribution Science
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• v.11 no.6
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• pp.67-80
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• 2013

Purpose - This study aims to establish the relationships among brand equity, brand attitudes, and Visual Merchandising (VMD) in bakery stores. The results will help bakery franchisees and franchisers in devising appropriate strategies for successfully managing their bakery shops. Research design, data, and methodology - The VMD model for bakery shops comprises harmony, attractiveness, suitability, pandemic, functionality, and reliability. Further, brand equity encompasses brand awareness, perceived quality, and brand image. In this study, the VMD factors of bakery shops are used as independent variables, while brand equity and brand attitude are used as dependent variables. This study aims to ascertain the extent of the influence VMD components of bakery shops have on brand equity and brand attitude. Regression analysis was used to verify those effects. The measurement items, deemed reliable and valid in a previous study, were modified for this study. Questionnaires were distributed to 500 consumers nationwide, of whom 340 were used for the sample. The SPSS 19.0 statistical program was used for the analysis. Results - First, among the VMD bakery shop components, harmony, attractiveness, and pandemic have a positive impact on brand equity (brand awareness and brand image). Second, amongst the VMD components of bakery shops, attractiveness, pandemic, and reliability have a positive impact on brand equity (perceived quality). Third, amongst the VMD components of bakery shops, harmony, attractiveness, and reliability have a positive impact on brand attitude. Fourth, brand equity (brand awareness, brand image, and perceived quality) have a positive effect on brand attitude. Conclusions - This study identifies the relationships between the VMD components of a bakery shop and brand equity and attitude in order to propose a new model. The study has several practical implications. First, the development of brand equity and management can be important components in bakery shops' determination of whether their VMD components have an impact on brand equity. Second, among VMD components, harmony and attractiveness have a positive influence on the choice of bakery shop, while reliability and pandemic have a partly positive influence on the choice of bakery shop. Therefore, store atmospheres should be attractively designed, and store menus and interiors should be reviewed periodically to conform to the latest trends. This study suggests marketing strategies for brand equity formation. First, providing collateral product quality, hygiene, and safety benefits as well as product offerings to complement the season and employees' services should be considered. Second, display methods, illumination designs, and new product ideas should be periodically reviewed. Third, these should complement the overall harmony of the interior and exterior and of the store atmosphere in order to be attractive. Funds should thus be dedicated specifically for the facilities and their interiors. Fourth, it is necessary to build a friendly and relaxed image that can be easily called to mind by the customers.

• The Research Journal of the Costume Culture
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• v.13 no.5 s.58
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• pp.833-843
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• 2005

The purpose of this study was to investigate the characteristic of logomark in unisex casual apparel brand. For this study, first 36 unisex casual apparel brands were selected from the Dictionary of Fashion Brand, second analyzed the common word showing in them. Third, the logomark of the unisex casual apparel brand were classified into two types according to the typeface character of the logomark, there were serif typeface, sans-serif typeface. Fourth, analyzed the relationship between the typeface image of logomark and brand concept. The results of the study were following : First, the common word that used the most frequently in brand concept were investigated and the order of common word was reasonable, comfort or natural, practical, modern, traditional and basic. Second, The unisex casual apparel brand used the most frequently the sans-serif typeface that represents the images of simple, modern and active sense in the typeface of logomark. Third, the unisex apparel brands used the most frequently English as brand name among the various languages. Fourth, the unisex casual apparel brands were lanuched mostly except several of them after 1990.

• The Research Journal of the Costume Culture
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• v.24 no.4
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• pp.498-510
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• 2016

As social media are emerging as essential communication channels for corporates in all areas, luxury jewelry brands have implemented enhanced strategies for brand story videos by creating brand channels on YouTube. In this study, a comparative analysis of the videos made available by Cartier and Tiffany&Co. on their YouTube Brand Channels was conducted, with the aim of identifying their strategic characteristics. The research method encompassed, both literature review and empirical investigations. A quantitative analysis was conducted by means of the 'HEART' model, a type of luxury jewelry brand story, and the following common strategic elements were identified. First, in their brand story videos both brands focus primarily on 'theme'. Second, 'relationship' and 'artisanship' are emphasized in addition to 'theme'. Third, the videos incorporate high level aesthetics to stimulate the fantasies and dreams of their audiences. The strategic differences between the brands are as follows. : First, 'artisanship' is given the greatest significance along with 'theme' in Cartier videos, while 'relationship' has prime significance in Tiffany&Co. videos. Second, a difference between a European approach and an American approach towards luxury brand building is evident, with Cartier hosting exhibitions while Tiffany&Co. provides gala videos instead.

• Asia-Pacific Journal of Business
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• v.4 no.1
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• pp.43-51
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• 2013

The research is done with reference to insurance industry. Three companies are taken for the study, first one is LIC, second is ICICI Prudential and third one is ING Vysya life insurance. The impact of advertising message was seen on the brand image of these companies. Six print ads were taken for each company and data was collected from five hundred and forty respondents and forming a sample size of thirty. Three questionnaires were prepared one for brand image before showing ad; second one for advertising message and third one for brand image after showing ads. Through this study these three companies were also compared on the ground of which company has the effect on its brand image by showing ads of that company before and after.

• The Research Journal of the Costume Culture
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• v.8 no.5
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• pp.707-716
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• 2000

The purpose of this study was to explane the Net generation's characters appearing in the apparel brand naming for them. For this study, first I was trying to explane the New generation characters, second 45 apparel brands were selected by market research and questionaire survey was conducted on 53 the Net generation collage women of age 20 thru 21. Third, the apparel brands were classified into four types according to the characters reflecting in the apparel brand naming : First, the apparel brand type using the figures such as STORM=292513, 1492Miles. Second, the apparel brand type that two or more words are abbreviated into one word. Third, the apparel brand type containing more than one meaning in a brand naming or spelling the words as it pronunciate. Fourth, the apparel brand type using of slang. In conclusion, These types of the apparel brands were related to characters of the New generation, i.e., they who have grown in the advance of digital civilization are skilled in the communication through computer, internet and mobile phone, so that they are familiar with the figures, combined words, or abbreviated words etc. Also, they have individual, sensitivity character and seek after individuality, current fashion. They have also a tendency to accept various the sense of value, while they have a refusing tendency a custom or convention which the older generation has conformited.

• Proceedings of the Safety Management and Science Conference
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• 2011.04a
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• pp.185-204
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• 2011

Fast Fashion (fast fashion) is to reflect the latest trends and quickly create an immediate and quick with words related to clothing to distribute immediately reflect the latest fashion design, a relatively low cost, rapid product turnover means to succeed in fashion or business. The popularity of fast fashion is growing in the recent domestic fashion market. In this study, fast-fashion consumers' purchasing behavior recognition for brand identification and brand personality, brand reputation and brand identification, brand attitude, and affect the relationship between customer loyalty will be discussed. The results of this study can be summarized as follows. First, In this study, based on existing studies, brand personality and brand identification through a process that affects customer loyalty reaffirmed. Second, the 5 dimensions of brand personality and brand identification of the factors found by the sophistication and unique. Third, the brand's reputation in the brand identification had a significant impact. Fourth, brand identification, brand attitude and the impact on customer loyalty was significant.

• Journal of Distribution Science
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• v.21 no.10
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• pp.109-121
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• 2023

Purpose: This study aims to verify whether avatars that embody different brand concepts offer different experiences to users. Furthermore, this study explores the relationship between user identification with avatars and their actual brand purchase intentions. Research design, data and methodology: The research design employed a between-subjects approach, with two independent variables: brand concept and avatar. The measured dependent variables were brand experience in extended reality (XR) and purchase intention. Additionally, brand attitude served as a control variable. Results: First, in virtual brand spaces with symbolic benefits, ideal avatars were found to elicit higher levels of brand experience than actual avatars. Specifically, participants reported elevated levels of entertainment and relational assembly experiences in symbolic brand spaces. Second, this research reveals that the relationship between users' identification with avatars and their intention to make actual brand purchases is mediated by brand experience in XR. Conclusions: The findings suggest that ideal avatars evoke higher levels of brand experience within symbolic brand spaces, particularly in entertainment, relational connection, and a sense of community. Furthermore, this study establishes the role of brand experience in XR as a mediator between avatar identification and purchase intentions.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.3
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• pp.206-212
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• 2020

The purpose of this study is to analyze the structural relationship among information attitude, brand attitude, usage satisfaction, brand image and brand loyalty of YouTube sports Contents. The survey subjects to achieve the purpose of this study were selected the 490 YouTube sports contents Viewer in the metropolitan area. Data processing was done with SPSS 23 for frequency analysis, Cronbach's α analysis. Also, AMOS 21 was used for confirmatory factor analysis and structural equation model analysis. The results of the analysis are as follows: First, it is more effective to increase the attitude toward the brand itself rather than information attitude to use satisfaction Second, both information attitude and brand attitude were found to have a positive effect on enhancing brand image. In relation to attitude and image, it was possible to achieve research accumulation for YouTube users. Third, it was found that both the use satisfaction and the brand image presented in the previous study had a positive effect on brand loyalty.

• Journal of the Korean Society of Food Culture
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• v.28 no.5
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• pp.473-479
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• 2013

This study identified the brand personality of domestic take-out coffee shops and examined its effects on customer satisfaction and brand loyalty. The research subjects were college students in Busan who visited a coffee house. Overall, four major empirical results were obtained. First, five factors of brand personality were identified: "energy", "competence", "familiarity", "reliability", and "sophistication". Second, all brand personality factors had significant effects on customer satisfaction, but "familiarity" (${\beta}$=0.429) and "reliability" (${\beta}$=0.381) appeared to have the greatest effects. Third, brand personality factors had significant effects on brand loyalty, with"reliability" (${\beta}$=0.447) appearing to have the greatest effect on brand loyalty. Fourth, customer satisfaction had a significant effect on consumer brand loyalty. These results show that brand personality can be an important means of marketing differentiation in an intense competitive coffee market atmosphereto increase customer satisfaction and build brand equity.