• The Journal of the Korea Contents Association
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• v.18 no.12
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• pp.319-331
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• 2018

This study was conducted to investigate the effects of non - verbal communication of fast - food service provider on brand image, customer satisfaction, and revisit inquiry. For this purpose, 309 respondents from fast food restaurants in Daegu area were collected and used for analysis. For data analysis, frequency analysis, factor analysis, and multiple regression analysis were used using SPSS program. Through factor analysis, non - verbal communication of fast food restaurant service providers was identified as four components: facial language, appearance language, pseudo - language, and spatial act. The multiple regression analysis showed that the four components of nonverbal communication had a positive effect on brand image, customer satisfaction, and revisit inquiry. This study confirms the influence of non - verbal communication of fast - food service provider and suggests practical and theoretical implications.

• The Journal of the Korea Contents Association
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• v.22 no.7
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• pp.136-148
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• 2022

This study aims to examine the effects of customer experience on the relationship between brand trust and customer experience. The survey was conducted on consumers who experienced chatbot service through internet shopping mall, and the research hypothesis was verified by analyzing the final 299 questionnaires. The results of the study showed that the customer experience using chatbot service had a positive effect on chatbot trust, had a positive effect on shopping mall trust, seller trust and brand trust through the mediating role of chatbot trust, and the social presence of chatbot had a moderating effect in the trust transfer. This study provides a theoretical basis that customer experience of chatbot service has positive effect on brand trust through chatbot trust, and suggests implications in that chatbot service can be an important means of marketing. In future studies, various studies related to chatbot trust are needed.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.1
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• pp.1-13
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• 2018

The influence of the emotion of envy as a variable in the brand attitude has increased. This study validates the influence of envy types, brand awareness, and regulatory focus chronic of consumers on favorability of luxury fashion brand. This study was designed with the mixed factorial design of 2 (envy types: benign vs malicious) ${\times}$ 2 (brand awareness types: high vs low) ${\times}$ 2 (regulatory focus chronic types: promotion focus vs prevention focus). The data for this research was collected from a questionnaire distributed to 302 subjects aged between 20 and 39 in the Seoul and Gyeonggi areas; consequently, a total of 275 data were analyzed. Data were analyzed with SPSS 23 program and three-way ANOVA, Simple interaction effects and simple main effects analysis were conducted. The results of this research were as follows. First, envy type and brand awareness showed significant interaction for the favorability of a luxury fashion brand. Second, envy type, brand awareness, and consumers' regulatory focus chronic showed significant interaction on the favorability of luxury fashion brand. Based on the findings, the characteristics of consumers' regulatory focus in brand attitude must be taken into consideration by luxury fashion brand marketers. The use of SNS strategies to induce emotions of benign envy through the comparisons to close acquaintances is recommended in order to raise brand preferability.

• The Korean Journal of Franchise Management
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• v.9 no.1
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• pp.17-25
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• 2018

Purpose - This study was to investigate the effect of advertising attributes on advertising attitude, brand equity, and advertising effect of TV commercials of chicken franchise brand, which is one of the most popular food service brand in recent years. Research design, data, and methodology - This study aims to see the effect of advertising attributes on advertising effectiveness and the mediating effects of advertising attitude and brand equity. A total of 200 questionaire was collected, 15 respondents were discarded due to missing information. Therefore, a total of 185 respondents were used for this study. The data were analyzed using frequency analysis, confirmatory factor analysis, correlation analysis, three-step mediation regression analysis, and path analysis with SPSS 24.0 and AMOS 24.0 statistical program. Result - The results of the study are as follows. First, the effect of brand attitude on brand attitude and brand equity, brand equity and advertising effect on brand attitude, and brand equity on advertising effect were statistically significant. As a result of the mediating effect test, it was confirmed that the attitude of the ad and the brand equity mediates partly between the ad property and the advertisement effect. Conclusions - As a result of the study, it is suggested that the informativeness and notableness affect the consumers among the advertisement attributes, so that it is necessary to be able to convey the accurate information more clearly to the consumers when composing the contents of the advertisement. In other words, in the case of the advertisement of the chicken franchise brand corporation, it will be an effective advertisement campaign if it continuously transmits the correct advertisement message to the consumers in association with the brand.

• Journal of Distribution Science
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• v.18 no.1
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• pp.35-45
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• 2020

Purpose- This study examines the multi-mediation effect of personal self-congruity and social self-congruity to perceived value and brand attitude on aircraft customers in China. Research design, data and methodology- Survey was conducted on Chinese citizens who had flown via Chinese airlines and lived mainly in the Yangtze River delta. 727 cases were analyzed. SPSS 22.0 and AMOS 24.0 were used to analyze the data. Results - First, perceived economic value has a positive impact on personal self-congruity and social self-congruity but has no effect on brand attitude. Second, perceived functional value has a positive impact on personal self-congruity, social self-congruity, and brand attitude. Third, based on this, perceived economic value is not directly related to brand attitude. However, there is a relationship between perceived functional value and brand attitude, with personal self-congruity and social self-congruity having mediation effects. Conclusions - The Results show that perceived economic and functional value such as competitive airfare, mileage membership, check-in processes, diversified vouchers and coupons, and also basic services such as flight security and flight attendant service having an effect on personal self-congruity. To improve consumer brand attitude, airlines should take into consideration personal self-congruity factors such as their values and lifestyles, and their social self-congruity factors such as their social status and social security.

• Journal of Distribution Science
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• v.21 no.7
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• pp.11-20
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• 2023

Purpose: The development of e-commerce in the marketplace is becoming a big trend, but there is a handful of research about the unique characteristics of e-commerce. Online distribution has several differences from offline, such as consumer approach, payment, and product assortment. In addition to the relationship between quality factors and e-commerce satisfaction, this study research how brand awareness affects consumer satisfaction and which quality factor affects brand awareness. Research design, data, and methodology: This study conducted a survey on 457 customers using top online shopping malls. As for the analysis method, multiple regression analysis to verify the mediating effect. Results: All quality factors and brand awareness affect consumer satisfaction. Among the quality factors, only price, payment, and delivery had an effect among the four factors. As a result of verifying the mediating effect of brand awareness in the relationship between online shopping mall quality factors and consumer satisfaction, price, payment, and delivery showed mediating effects. Conclusion: Online shopping mall satisfaction affects the satisfaction of brand awareness consumers perceive aside from consumers' direct experience. The result showed that price, payment, and delivery were significant in the relationship of quality factor and brand awareness of an online shopping malls.

• Korean Journal of Human Ecology
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• v.23 no.1
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• pp.101-122
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• 2014

In this study, the Pine & Gilmore(1998) and Schmitt(1999, 2003), based on previous studies. Recent trends in large department stores and distribution outlets, discount stores and large retail centers, such as the consumer's experience is divided into internal and external fashion brand stores navigation study. Fashion Brand Stores are defined as the inside of the fashion brand store of the form that sells only the products of a fashion company's brand. Meanwhile, shopping center is defined as all the places at the inside and out of the shopping center excluding the inside of the fashion brand store. Likewise, definitions are clarified as such for use. As for the research method for this study, semi-structured focus group interviews were used since they could provide many more data compared to in-depth interviews. Accordingly, data was collected while carrying out free discussions while two to three subjects listened to each other's opinion regarding the key words raised by the interviewer and while thinking about their experience at the inside and outside of the fashion brand stores. As for the subjects, female consumers between the ages of 20 and 50 were targeted, and the interviews conducted with four, seven, four and three women in their 20s, 30s, 40s and 50s, were used, respectively. Likewise, there were a total of 18 subjects. Exploratory Study of Customer Experience area was classified into integration of significance and categorization. In particular, the contents were classified into elements of experience inside the fashion brand stores and fashion brand stores outsider experience in the shopping center elements and the elements of the common experience of fashion stores and shopping centers based on the results concerning the key contents identified in-depth from the customer aspect. The key experience elements at the inside of fashion brand stores were identified as VMD experience, emotional experience, and experience of the service provided by sales representatives. As for the key experience elements at the shopping center which is at the outside of the fashion brand store, they included service scape experience, cultural event experience, playful behavior experience. Meanwhile, elements of common experience included educational experience and exclusivity experience and human respect experience, which demonstrated some difference in terms of the contents.

• The Journal of the Korea Contents Association
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• v.10 no.12
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• pp.352-365
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• 2010

Most of studies concerned with on-line Brand community show that it makes users to increase their brand loyalty and brand attachment. But it wouldn't be explained that on-line brand community could be the field of consumer's public complaining in service failure. So, this study tried to focus the dimensions of negative emotions and customer characteristics that may cause relationship dissolutions in on-line brand community. The findings of the present study following as, high relationship quality of on-line brand community user directly effects negative emotions, especially, disappointment and betrayal. second, disappointment and betrayal influences the desire of revenge. Third, customer's negative reactions (for example, negative replies about the brand or public complaining in community) are mediated by customer's desire of revenge. The analysis was held with brand community customers who has been experienced service recently by using SPSS14K and Smart PLS 2.0. The study verified the structural equation model hypothesizing the between emotional factors and negative reactions. In conclusion, this article provides implications into understanding of customer's negative emotions and user's characteristics that cause negative reactions in on-line brand community. thus, this may allow marketers to have managerial insights on handling of on-line brand community independently operated by consumers.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.16 no.1
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• pp.43-69
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• 2005

Generally, brand is the title for discriminating their own goods and service from other competitive company, brand-image means customer's good and bad affection or loyalty the brand of specific company. Customers often choose the goods according to the value of goods brand. In terms of this viewpoint, the value of company's brand is very important factor to the company's success. Brand-image also effects customers on selling company's goods. Specially, to the hotel business that should ensure lots of customer for a long period with the interest and credit of customers, its brand-image is more significant. What the image is looked upon as a important factor in marketing is due to the difficulty of discrimination against goods standardized in price and quality. Therefore, the company's image acts as a more important marketing factor in the high industrial society. Also it means a lot to the customer's purchasing behavior. When the company's brand-image is recognized or discriminated, customer's memory is longer and customer's reliability is raised than other company's advertisement and public information. Nowadays, most of hotels are perceiving the importance on their own brand-image but in the lack of deep study and systematic strategy in reality. The purpose of this study is to research the effect on customer's purchasing intention of hotel brand-image and choice-attribution. The empirical research has been done from 23April, 2004 to 20May, 2004. Data were collected from general customers who are using hotel located in Taegu. In conclusion, hotel brand-image depends highly on, the service quality of hotel staff and reputation of hotel. Besides, this acts on customer's hotel choice decisively.

• Korean Management Science Review
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• v.31 no.2
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• pp.87-103
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• 2014

This study looks for the service factors influencing to conversion among the domestic telecommunication companies and finds out the effect which the switching benefit affect the customer satisfaction and the switching intention. Eight service factors of the telecommunication company such as usability, call quality, terminal quality, auxiliary service, rates, after service, application and brand image are selected and verified using the structural equation model. Auxiliary service, rates and brand image give positive (+) effects to the customer's satisfaction, but the application gives negative (-) effects to the customer's satisfaction. Switching benefit affects significantly to the switching intention, but not to the customer satisfaction. The customer satisfaction gives a positive effect to the switching intention. The telecommunication service factors influence to customer satisfaction and switching intention, and switching benefit also influences to switching intention. It was analyzed that the significant influencing service factors were a little different among the telecommunication companies.