• Asia Marketing Journal
• /
• v.9 no.3
• /
• pp.1-32
• /
• 2007

In this study, we investigate the relative effectiveness of the two types of brand extensions (sequential extensions vs. direct extensions) in dissimilar extensions and examine the moderating role of two key variables - brand concept(functional brand vs. symbolic brand) and price of target extension product(low vs. high). The results from two experiments show that consumers evaluate the target extension product more favorably when brand is extended sequentially to dissimilar categories than when it is extended directly. However, the difference of target extension product evaluation between sequential extensions and direct extensions decrease when brand is symbolic and price of target extension product is high. Theoretical and managerial implications of the finding are discussed and inplications for future research are suggested.

• The Journal of Industrial Distribution & Business
• /
• v.8 no.7
• /
• pp.51-61
• /
• 2017

Purpose - Present study investigates character identification and emotional response to character that may affect consumers' intention to purchase the character-attached products. And this study explores whether symbolic relevance and object relevance affect the character identification, and whether character attractiveness and character salience affect the emotional response to characters. Research design, data, and methodology - SNS characters, animated characters, game characters, and traditional characters were used as experimental characters. And stationery as experimental product was used. 250 college students participated in the empirical study, and structural equation model was used to verify hypotheses. Results - First, the character identification and emotional response to characters affected the intention to purchase the products positively, and the emotional response to characters also positively affected character identification; second, symbolic relevance had no positive impact upon character identification, while object relevance had positive influence on character identification; and third, character attractiveness and salience had a positive effect on the emotional response. Conclusions - Present study contributes to the progress of character theories. Marketers should find ways to increase consumers' object relevance to characters and the level of characters' attractiveness and salience in order to promote the intent to purchase the products.

• Journal of the Korean Home Economics Association
• /
• v.40 no.9
• /
• pp.1-15
• /
• 2002

The multi-faceted influence of price on consumers' purchasing process of apparel products: Relationships with attitudinal and behavioral variables Price has a significant relationship to clothing products not only because of its practical, emotional and symbolic attributes but also because of its wide range and frequent changes. The purpose of this study was to identify the multi-faceted influence of price on consumers' purchasing process of clothing products. Six types of price-perceptions were related to various attitudinal and behavioral variables in a clothing purchase. A questionnaire was developed and data were collected from 720 adult women living in Seoul. Factor analysis, multiple regression, t-test and canconical correlation were employed to analyze the data. Low price consciousness was negatively related to product-oriented aspects of clothing and effected the one-price sale, visiting public markets and using interpersonal sources of price information. Value for money consciousness was positively related to product-oriented aspects of clothing and consumers' age or marriage and effected price considerations at the on-purchase and post-purchase stage. Price-quality inference was related to product-oriented and market-oriented aspects of clothing while price-prestige inference was related to visual and symbolic aspects of clothing and effected normal-price purchasing. Sale proneness was related to market-oriented aspects of clothing and effected seasonal sale price purchasing and price mavenism was related to market-oriented and visual aspects of clothing and effected price considerations at the pre-purchase stage.

• International journal of advanced smart convergence
• /
• v.10 no.4
• /
• pp.38-44
• /
• 2021

The purpose of this study is to investigate the structural relationship among brand dependence, brand attitude, brand satisfaction and repurchase intention of online golf goods consumers. To achieve the purpose of this study, a survey was conducted on consumers who had experience in purchasing golf goods online by visiting golf driving ranges in Seoul and Kyeonggi area. A total of 200 people were surveyed and 197 data were used for the final data processing. SPSS 23 and AMOS 23 were used for data processing. We obtained the following results. First, brand dependence had a positive effect on brand attitude, but it did not have a significant effect on repurchase intention.Second, brand attitude had a positive effect on brand satisfaction and repurchase intention; third, brand satisfaction had a positive effect on repurchase intentionFirst, face has been shown to have a significant impact on symbolic consumption propensity. Second, symbolic consumption tendencies have a significant impact on product satisfaction and intention to purchase new products. Third, product satisfaction has been shown to have a negative impact on the intention of purchasing new products.

• Human Ecology Research
• /
• v.55 no.5
• /
• pp.507-526
• /
• 2017

To infer the true state of a regional product's attributes, consumers use the image they have of the product's region of origin; however, products may have multiple countries of origin in their design, branding, sourcing and manufacturing becuase more products are increasingly a result of multi-firm and multi-country efforts. We examined how the country-of-origin image (country image and product image) affect international consumers' perceived value (function value and symbolic value) and purchase intentions of made-in China goods by extending and deepening the flexible model. Second, to investigate the differences of COO effects according to different types of country-of-origin we divided the traditional country-of-origin into two components: country-of-manufacture (COM) and country-of-brand (COB). We then explore how the impact of China's country image on consumers' perceived value and purchase intentions varies when China is the COM or COB of the same product. Six hypotheses were proposed to test our anticipations. We recruited 800 Korean adult consumers who previously purchased made-in China products to participate in the online investigation. Data analyses were conducted with confirmatory factor analysis and structural equation modeling using SPSS and AMOS. The main results are discussed as follows. First, the effects of China's COO image on Korean consumers' perceived value and purchase intentions vary when China is the COM or COB of a product. Second, a positive effect of the function value and symbolic value on the purchase intentions was found. Literature and practical implications of findings are discussed and suggested in the conclusion.

• Asia Marketing Journal
• /
• v.17 no.2
• /
• pp.15-37
• /
• 2015

This research aims to understand consumers' imagination as a subjective experience which can be evoked by marketing stimuli. The characteristics and types of imagination are identified, upon which an imagination scale was developed. Results of the scale development suggest that there are four imagination types, namely, benefit-anticipatory imagination, emotional-bonding imagination, symbolic imagination, and mind-wandering imagination. The scale demonstrated reliability, as well stability for application across product types. The scale development also includes discussion on imaginationrelated but distinctive concepts of product symbolism and tendency to imagine.

• Journal of Fashion Business
• /
• v.5 no.5
• /
• pp.49-64
• /
• 2001

Fur is conceived as a material signifier, not only with its commodity value as luxury goods but also as its symbolic value as objects invested by one's libidinal desire. In this study, complex meanings of fur as multi-layered signs of political and sexual power focusing on fetishism shall be explored, especially on the spectacle fetishism acted by mass media during the anti-fur movement in the 1980s. In conjuction herewith, a highlight shall also be made to the symbolic value in fashion design since 1990s. In this study, first, as a theoretical investigation, fetishism, that has been traditionally considered only as sexual fetishism in fashion discourse will be explored in socio-economic level. Second, in historical context, how the meanings and values of fur have become realized in various cultural spaces, such as literature, art, film and finally, fashion will be viewed. In fashion, fur is a product of desire and power influenced by commodity fetishism as well as sexual fetishism. During the anti-fur movement, mass media has developed the concept of spectacle fetishism. Fur is a sign of animal-victim, and fur-clad women is viewed with images full of imperialsm, sexism and racism, thus act as derisive spectacles of consumerism. Since 1990s as a reflection on anti-fur movement, fetishistic characteristics, which challenge traditional operation method, are expressed by disguise, parody, and returning to the nature. First, fur as disguise is intended to hide sexually perverse, decadent characteristics and expensiveness of fur by texturing or patterning techniques. Second, fur as parody uses fake fur or dyed fur in order to satirize erotically and ethnographically fetishized meanings of fur. Third, aboriginal design of fur is adapted to use symbolic values outside the West, which can potentially mobilize antagonistic oppositions out of their fetishistic regimes. In conclusion, fur as sign of female sexuality and its libidinal profits of exchange, has significant symbolic values expressed in fashion.

• Journal of the Korean Society of Costume
• /
• v.55 no.3 s.93
• /
• pp.136-149
• /
• 2005

The purpose of this study was to analyze how the purchase of BURBERRY prestigious fashion brand, accomplishing the most successful luxury brand in Korea, correlated to the demographic and psychological characteristics of the BURBERRY purchasers, especially, conformity and individuality. The responses of 304 female living in Seoul and the metropolitan area between 20sover 50s who had ever bought BURBERRY were used in the study. The following results were found: 1) BURBERRY consumer's psychological characteristics were classified into 2 types of conformity (normative conformity and identificational conformity) and 2 types of individuality (anticonformity and independence) 2) 3 factors of the attributes of BURBERRY products were identified: functionality (color, multipurpose, easy-care, pattern), symbolic(brand renown & trust, history & heritage, scarcity) and aesthetic(quality, design) 3) Women conforming to higher clothing conformity attached great importance to the symbolic attributes of BURBERRY 4) The importance factors of decision on purchasing of BURBERRY were design, brand renown & trust and product quality among which the design was the highest in degree and order.

• Korean Journal of Artificial Intelligence
• /
• v.8 no.1
• /
• pp.11-18
• /
• 2020

In this paper, it is to identify the effects of differences in interpretation levels depending on the type of brand association and the brain psychological distance on the evaluation of the product of that brand through two experiments. To test our hypotheses empirically, we conducted online survey. We addressed the hypotheses involving the general and relative impact of actual and ideal self-congruence on emotional brand attachment (H1) and explored the effect of product involvement as the moderating variable (H1-1 and H1-2). The goal of this research was to validate the results from involving our basic model and to explore the impact of two additional moderating variables (self-esteem and public self-consciousness: H2). We followed the same procedure. This finding is theoretical to the extent of the interpretation level theory in brand association research by applying the interpretation level theory to the brand association, and provides the meaning that, in practice, it is necessary to utilize the message of different types of brain psychological distance depending on the brand association characteristics that the brand has in defining the brand. In particular, it was confirmed that functional brand associations and symbolic brand annals have representational harmonization, respectively, depending on the low and high levels of interpretation levels.

• Archives of design research
• /
• v.12 no.1
• /
• pp.97-106
• /
• 1999

As the Production technology Progresses, the necessity to consider consumers needs being complex and diverse in the phase of developing product is being more important. However, existing system of consumers needs being structured with the view of marketing is too abstractive and categorical to apply in the phase of developing product. So, the goal of this study is to establish method that structuralize customer's needs for applying practically in the phase of the product concept development and to suggest guidelines to needs structuralization with emphasis on the view of cognitive science/cognitive psychology. The major findings of this study is summerized as follows. First, to structuralize not only customer's needs category which being used as standard to assort needs in existing way but also practical needs features, it must contain the concept of emotion that is actual product's meaning to customers in its structure, and for this reason, the structuralized needs with emotions can be defined as emotional needs structure. Second, categorization of concept will be divided as essential concept and referential concept centering around symbolic concept, and from this supposition, emotional needs structure can be composed as benefit concept(essential concept), customer needs(referential concept) centering around emotion(symbolic concept).