• Journal of Fashion Business
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• v.10 no.6
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• pp.79-90
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• 2006

In order to build strong brand equity in the current market circumstances, it is essential to understand the core dimensions of brand image, which is brand personality. The objectives of this study were to identify the brand personality dimensions of a casual brand, "BeanPole," and to investigate the effects of the brand personality on BeanPole buyers' brand preference, satisfaction and loyalty. The data were collected via a web survey. The sample consists of 500 people between the ages of 18-45 who are familiar with Bean Pole casual clothing brand (male- 40%; female-60%). Sixty-six percent of the sample indicated that they had purchased the Bean Pole clothing during the last three years. A total of five factors were extracted from the brand personality index scale: They were excitement/sophistication, competence, sincerity, ruggedness, and smoothness. Compared to the B/P non-buyers, B/P buyers tended to rate excitement/sophistication, competence, sincerity, and the smoothness brand personality dimensions higher. Multiple regression analysis revealed that excitement/sophistication, competence, sincerity and ruggedness brand personality were significant predictors of respondents' casual clothing brand preference, satisfaction, and brand loyalty. Among these significant predictors, competence was the best predictor of casual clothing brand preference, satisfaction and brand loyalty. Based on these findings, strategic implications are discussed.

• Journal of Environmental Science International
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• v.21 no.2
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• pp.203-215
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• 2012

In order to clarify the impacts of thermal difference in atmospheric boundary layer due to the different sophistication of building information in Busan metropolitan areas, several numerical simulations were carried out. ACM (Albedo Calculation Model) and WRF (Weather Research and Forecasting) was applied for estimating albedo and meteorological elements in urban area, respectively. In comparison with coarse aggregated and small buildings, diurnal variation of albedo is highly frequent and its total value tend to be smaller in densely aggregated and tall buildings. Estimated TKE and sensible heat flux with sophisticatedly urban building parameterization is more resonable and valid values are mainly induced by urban building sophistication. The simulation results suggest that decreased albedo and increased roughness due to skyscraper plays an important role in the result of thermal change in atmospheric boundary layer.

• Journal of the Korea Safety Management & Science
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• v.10 no.4
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• pp.315-325
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• 2008

This study examines the effect of brand personality on consumer's attitude. Previous research has suggested that the greater the congruity between consumer personalities and brand personalities, the greater the preference for the brand. However, empirical explorations of this hypothesis revealed that the congruity between consumer personalities and brand personalities is limitedly related, if ever, to the preference for the brand. It is partly because of the views of the previous researchers who considered human personality as a uni-dimensional concept, and partly because of the lack of consensus regarding what brand personality really is. This study examines the relative effect of brand personality on company image. In this study, brand personality is represented by the 'Big Five' factors - Sincerity, Excitement, Competence, Sophistication and Ruggedness - which were suggested by Jennifer Aaker.

• East Asian Economic Review
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• v.19 no.3
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• pp.223-241
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• 2015

This paper examines the existence of value premium in the Chinese stock markets and empirically provides its explanation. Our results suggest that the value premium does exist in the Chinese markets, and investor sophistication is significant in explaining its existence. In particular, there is supporting evidence that the value premium could be driven by individual investors, whereas stocks that are mostly held by institutional investors are value-premium free. We briefly discuss the implications of our findings.

• The Journal of the Korea Contents Association
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• v.18 no.3
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• pp.568-577
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• 2018

This study investigated the typicality of the leading brand in a specific product category through comparison of personality evaluation. Measuring scales for brand personality was also used to measure the product category's personality which consumers expected generally. By pre-test, an instant coffee category was selected for product category. In the instant coffee category, three brands-'kanu', 'looka', and 'supremo'-were analyzed for this study. As a result, it was found that the leading brand, kanu had the typicality for the instant coffee category. Kanu had the same dimensions of brand personality, which were sincerity, competence, success, and sophistication, as the instant coffee product category had. Comparatively, looka had just three personalities -competence, sincerity, and sophistication-which were similar to personalities in the product category. And, supremo had only two personalities-sophistication and competence-which were similar to personalities in the instant coffee category.

• Journal of Korea Society of Industrial Information Systems
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• v.24 no.5
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• pp.65-76
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• 2019

This research examines the effects of perceived design personality on consumer responses such as attitude toward products and purchase intention. Furthermore, the study analyzes if the design typicality moderates the effects of design personality on consumer responses. The research results found that when consumers are exposed to a typical design, they are more likely to perceive sincerity and ruggedness at a higher level. On the other hand, consumers tend to perceive a higher level of excitement and sophistication, as they are exposed to the atypical design. Besides, competence and ruggedness have positive effects on buying intention in the case of a typical design, while sincerity, excitement, and sophistication have positive impacts on buying intention in the case of an atypical design. Lastly, competence and ruggedness are found to have positive impacts on design attitude more in the typical design than in the atypical design, whereas sophistication showed positive impacts on design attitude more in the atypical design than in the typical design. Additionally, competence has more influence on product buying intention in the typical design and excitement has more effect on it in the atypical design.

• Journal of the Korea Society of Computer and Information
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• v.15 no.9
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• pp.155-164
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• 2010

Until now, most of studies on Electronic Data Interchange(EDI) have been focused on the introduction of EDI and the performance of EDI. But recently, there have been increasing researches on diffusion of Electronic Data Interchange. The aims of this study are twofold. First, to find the impacts of various factors on EDI diffusion, second, to examine the relationship between EDI diffusion factors and EDI diffusion degree. To accomplish those aims of study, two kinds of methodologies are adopted in the studies, First, model building by wide investigation on previous papers, Second, empirical research for finding the determinants of diffusion of EDI. The results of testing the hypotheses of this research are summarized as follows. First, The important EDI diffusion variables influencing internal diffusion of EDI consist of top management support, scope for EDI, IS sophistication, compatibility, complexity, relative advantages, competition intensity and external pressure. Second, Top management support, scope for EDI, IS sophistication, compatibility, relative advantages, competition intensity and external pressure are associated with external diffusion of EDI. We are aware of the important fact that top management support, scope for EDI, IS sophistication, compatibility, relative advantage, competition intensity and external pressure were simultaneously associated with internal and external diffusion of EDI.

• Journal of Digital Convergence
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• v.16 no.1
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• pp.293-303
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• 2018

This paper aimed to research the brand personality, brand equity, and brand value of Taobao and Jindong (JD) as well as the difference between the two brands. Chinese consumers receive the questionnaire survey in groups. A total of 321 questionnaires were distributed, of which, 162 for Taobao and 159 for JD. The findings, first, determine the brand personalities of Taobao(sincerity, sophistication, competence and excitement) and JD(competence, sophistication, and excitement). Second, find the influential relationship between brand personality and brand equity. For Taobao, the sincerity of personality has a positive impact on brand loyalty, image and perceived quality. The competence impact on brand loyalty, awareness, and image. The sophistication impact on brand image and perceived quality. Competence and sophistication of the JD personality impact on the brand equity. Excitement of JD impact on the perceived quality. Third, the brand loyalty and perceived quality of Taobao have a positive influence on the brand value; and brand loyalty, image, and perceived quality of JD have a positive influence on the brand value. In the future research, the findings of the research provide a theory basis for the brand management, and can take more consideration into the relations among other variables in the context of online shopping environment.

• The Research Journal of the Costume Culture
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• v.20 no.5
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• pp.753-765
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• 2012

This study tested the validity of the six-factor model of fashion savvy which was modified from the consumer savvy scale developed by Macdonald and Uncles(2007) and explored the relationship between fashion savvy and consumer propensity to observe. Regarding the relationship, it was hypothesized that consumer propensity to observe antecedes fashion savvy. Data were gathered by surveying university students in Seoul metropolitan area, using convenience sampling, and 311 questionnaires were used in the statistical analysis. In analyzing data, factor analysis and regression were conducted. The findings show the validity of the six factors of fashion savvy, which are fashion sophistication, interpersonal network competency, online network competency, marketing literacy, consumer self-efficacy, and consumer expectations. Tests of the hypothesized relationship show that two factors of consumer propensity to observe influence fashion savvy. More specifically, the 'observing shoppers' factor positively influences all six factors of fashion savvy, whereas the 'following what others buy' factor negatively influences four factors of fashion savvy, fashion sophistication, interpersonal network competency, marketing literacy, and consumer self-efficacy. The implications of these findings and suggestions for future study are also discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.11
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• pp.1659-1668
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• 2008

The purpose of this study was to examine the impact of advertising expressive factors on brand equity and to investigate the role of brand personality as a factor mediate variable. The subject used for this study were 352 female university students. The data was analyzed by descriptive analysis, correlation analysis and confirmatory factor analysis using SPSS program and Amos program. As the result, model fit index showed $X^2$=57.824, df=19, GFI=0.969, CFI=0.959, NFI=0.942, and RMSEA=0.076, providing good model fit. Out of the advertising expressive factors, sophistication and model preference factors gave impact on brand personality. Also, among advertising expressive factors, novelty, sophistication, model preference, information factors affected brand equity. Finally, brand personality influenced on brand equity. Brand equity was affected directly by advertising expressive factors. It was also affected by brand personality which is a mediate factor between advertising expressive factors and brand equity. The results of this study would provide advertising strategy for fashion brand.