• Journal of Fashion Business
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• v.15 no.5
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• pp.87-102
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• 2011

The research intends to exploit a strategy method of personal branding improving a personal value for construction of a personal image. As an assessment, the model of construction strategy of personal branding is developed in four steps of a model, construction of personal branding, by using elements of personal image and researching about personal branding strategy of scholars. In order to substantiate a validity of presented model, the case analyses of Martha Stewart. The strategy of four steps for construction of effective personal image is explained below. First step is an analysis of personal brand equity, deciding a direction of the concept of a personal branding through analyzing into a core value and core competence of one. Second step is a personal brand identity, constructing personal specification and identity with elements of personal image by using effective strategy, being able to be perceived to population. Third step is a personal brand positioning, constructing competitive brand image by using analysis of SWOT and strategy STP. Fourth step is a promotion of personal brand, advertising and extending a brand image of one by using a public activity and communication methods such as publication, mass media, and social network. By using the four kinds of processes, constructed strategy of a personal brand will be significant for construction of an effective personal image by having increment of a value and power of 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.17 no.8
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• pp.15-24
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• 2019

Purpose - The relationship between personal consumption value and brand trust and brand attitude, brand trust and brand attitude, and brand loyalty was analyzed at a time when customers visiting domestic and foreign brands with mutual competition recognized the coffee shop as a new cultural space. Research design, data, and methodology - To examine these research models, samples were collected from 348 peoples who visited Coffee Franchise Companies during March to April, 2019. Results - The results of the study showed that Most of the assumptions about consumers' personal consumption values and brand trust, brand attitude and brand loyalty were adopted. This shows that there is a positive and organic relationship between these variables. Conclusions - Consumers' personal consumption values are found to have a positive impact on brand trust and brand attitudes. This means that the more positive an individual's consumption value is, the more confidence and likability a brand has. Brand trust has been shown to have a positive impact on brand attitudes. Brand attitudes and brand trust also have a positive impact on brand loyalty. This means efficient management of brand trust and brand attitudes in chain service companies is necessary.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.7
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• pp.1025-1037
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• 2009

This study- 1) identifies the distribution of customer equity in luxury brands, 2) identifies customer equity dimensions of luxury brands, 3) identifies the properties that influence the customer equity of a luxury brand, and 4) compares the differences in the properties of the luxury brands that influence customer equity by brand type and relationship duration. In this research, the survey method was conducted in Seoul and 500 responses were used for analysis. For the data analysis, descriptive statistics (i.e. frequency and percentage), t-test, factor analysis, and multiple-regression analysis were used through the utilization of the SPSS 12.0 program. The results of this study are as follows: First, the distribution of customer equity are found to be 50.8% of the customer equity distributes under 1 million Korean won and 34.8% between 1 million won and 3 million won. Second, the luxury brand dimension consists of 6 factors, 'differentiated brand image', 'personal ties', 'qualitative trust relation', 'rational price value', 'store value', and 'convenience value'. Third, the higher 'differentiated brand image', 'personal ties', 'qualitative trust relation', 'store value', and 'convenience value' were related to a higher customer equity. Fourth, in the case of the consumer group having a long-term relationship, the higher' differentiated brand image', 'personal ties', and 'store value' were related to a higher customer equity. Also, in the case of the consumer group of the traditional luxury brands, the higher 'personal ties', 'differentiated brand image', 'qualitative trust relation', and 'store value' were related to a higher customer equity.

• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.307-331
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• 2008

The CEO and the Corporate Image is considered very important in the aspect of marketing. The fact that CEO image itself influences the company or value of the product directly and indirectly has been verified through many cases. Recently, the differentiation of products and services between companies became difficult because the disparity in technique between companies retrenched. As a result, the rate of people who decide to purchase or invest their money based on the corporate image or reputation has been increased. Also in the knowledge society like today, the talented employees are the company's customer and the company's necessity for managing those brains of marketing perspective on how to satisfy and attract the customers is being embossed. The Fashion industry is one of the most value-added industry and in those value-added businesses, the most important factor is the human resources' knowledge power. However the study of the relationships among the CEO image, the corporate image and employment brand value in fashion industry has not been carried out yet. This research considers that dynamic relationship exists among the CEO image, corporate image and employment brand value that affects a company's main goal of pursuing benefits and intends to investigate the relationships of the three concepts. The specific purposes of this study were, 1) to analyze the impact of CEO image on a corporate image, 2) to analyze the impact of corporate image on employment brand value, 3) to analyze the impact of CEO image on employment brand value, 4) to analyze whether corporate image plays a mediating role in the relationship between CEO image and employment brand value or not. A survey design with a structured questionnaire was employed for this research. A convenience sample of 398 subjects was selected from two groups, which are university students majoring in fashion and practitioners working in fashion industry. For the data analysis, descriptive statistic (i.e., frequency, percentage), factor analysis, and multiple regression analysis were used by utilizing SPSS 12.0 for Windows program. The results for this research are as follows, first, the study of the impact of CEO image (i.e., Managerial Competence, Reliability/Leadership, Personal Attractiveness) on corporate image (i.e., Product Image, Corporate Social Responsibility Image, Corporate Cultural Image) brought conclusion that the CEO image generally affected the corporate image in fashion industry. Managerial Competence and Reliability/Leadership affected Product Image, Corporate Social Responsibility Image and Corporate Cultural Image. However, while CEO's Personal Attractiveness affected Product Image and Corporate Social Responsibility Image, it did not affect Corporate Cultural Image. Second, the study of the impact of corporate image on employment brand value brought conclusion that corporate image (i.e., Product Image, Corporate Social Responsibility Image, Corporate Cultural Image) affected employment brand value. Corporate Cultural Image affected employment brand value the most and then the Corporate Social Responsibility Image and Product Image. Third, the study of the impact of CEO image on employment brand value brought conclusion that CEO image (i.e., Managerial Competence, Reliability/Leadership, Personal Attractiveness) affected the employment brand value. CEO's Reliability/Leadership affected the employment brand value the most and then CEO's Personal Attractiveness and CEO's Managerial Competence. Forth, the study examined whether corporate image plays a mediating role in relationship of CEO image and employment brand value and concluded that it does. Corporate image played a full mediating role between CEO's Managerial Competence and employment brand value while it played a partial mediating role between CEO's Reliability/Leadership and CEO's Personal Attractiveness. This study is meaningful in a sense that it examines the relationship among the CEO image, corporate image and employment brand value which has not been carried out yet in fashion industry. It will ultimately contribute to the success of a fashion company by providing useful information of establishing strategies for managing proper the CEO and the corporate image to the fashion company and operating the talented employees.

• Journal of the Korean Society of Clothing and Textiles
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• v.20 no.5
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• pp.738-752
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• 1996

The purposes of this study were 1) to test the interactive effects of usage-situation (wedding receptions, home, and vacation) and personal characteristics (age, income, education, job or self-monitoring) on clothing benefits sought and 2) to identify brand type preference of consumer groups segmented by age, income, education, job or self-monitoring within a situation. The data were collected via a questionnaire from 601 housewives of ages 20's∼ 50's living in Seoul, Korea. The data were analyzed by factor analysis, repeated measure two-way ANOVA and Chi-square test. The results of this study were as follows. First, by repeated measure tow-way ANOVA, there were significant interactions of age and situation, and interactions of education and situation on Youth/Fashion benefits and Brand-value benefits. And interactive effects of education and situation on Self-expression benefits and Economic-value benefits were significant by repeated measure two-way A NOVA. Second, based on x2-test, brand type preference was significant difference between consumer groups segmented by age, education and job within a situation. And preferences of brand type were different among usage situations.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.9
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• pp.1515-1526
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• 2010

Consumer expectations for ethical businesses have become increasingly high in recent years; the fashion industry is working to implement greater corporate social responsibility (CSR). This study establishes the effects of the evaluation for participation in fashion brand CSR on perceived purchase values. In particular, the process for the evaluation for participation that affect the perceived purchase value through consumer-brand identifications (personal/social) was verified and how the consumer regulatory focuses would influence this process was identified. For this study, an on-line survey was conducted that included a series of filtering questions that measured the level of social concern of respondents. Valid data from 505 female consumers were analyzed for the structure equation modeling. The empirical results suggested that the evaluation for participation in fashion brand CSR positively affected the two dimensions of consumer-brand identification; personal identification and social identification. In addition, consumer-brand identification played a role as a mediating variable in the path to influence the perceived purchase values of CSR brands. Lastly, there were differences in reactions to CSR activities by consumer groups with different regulatory focuses. The effect of the evaluation for participation in fashion brand CSR was shown to be higher for consumers with promotion focuses than on consumers with prevention focuses. The results of this study will help fashion companies understand the importance of the consumer participation in CSR by having consumers participate in ethical consumption.

• Journal of Convergence for Information Technology
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• v.12 no.5
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• pp.92-99
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• 2022

This study show the empirical results and the models that explain the content creator's personal brand value in the user-generated content platform. Producer's brand value performance could have enhancement and dilution by their activities for the long-term and repetitive change. Therefore, for the measure and analysis, the models have to catch the effect from producer's the diverse activities. This study would find the guideline by competitive analysis between (1) the impact of in-group user's self-motivated participation and (2) the impact of the social links from the outside platform. Based on the analysis results, producer's creation activity as focused on the specific and professional category increase their brand value for the long-term. However, producers would have to upload diverse category, after users are bored to their similar videos' as before. These empirical results would be a guidelines to the content management strategies for producers and the platform.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2006.05a
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• pp.135-139
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• 2006

Today, brands are transforming into a strategic structure which emphasize brand image more so that the product itself, and the brand identify that factors in personal preference and taste assume important positions. In particular, space where brand identify is factored in is increasingly in importance these days, which means that it is no longer about selling products themselves, but selling brand image. Accordingly, it is necessary to approach in a strategic manner when it comes to the space that factor in brand value in terms of selling brand image. Accordingly, this research examines the relationship between brand identity and space components through the space in coffee shops where brand identity is applied, to identify how indoor expression trend is utilized.

• Journal of the Korean Society of Costume
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• v.64 no.4
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• pp.91-105
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• 2014

As luxury goods market has expanded and has become more affordable, luxury consumption value has become more diversified. The purpose of this study is to classify visible characteristics of luxury consumption by the degree of logo clarity, and to explain this classification in relation to personal luxury consumption values. Also, the study utilized the concept of cultural capital, in addition to the concept of economic capital, in order to aid understanding of current new luxury consumption trend and give directions on brand signal strategies for luxury brands. In order to develop a survey that could measure an individual's cultural capital, focus group interviews, each composed of 5 women in their twenties and thirties, were conducted. Then, the survey was conducted on 230 females residing in Seoul who have purchased at least one product from a luxury brand within a year. The results suggest that luxury consumption can be explained by 'self-oriented value' and 'others-oriented value' as suggested in precedent studies. However, no significant difference was found between economic capital and these two luxury consumption values. However, the more cultural capital one possesses, the more one is likely to pursue 'self-oriented consumption value'. In studying the correlation between luxury consumption values and preference for brand signal clarity, respondents with 'self-oriented consumption value' has shown low preference towards highly visible brand logo when design and quality were equivalent. Also, respondents with 'other-oriented consumption value' has shown high preference towards highly visible brand logo.