• Title, Summary, Keyword: Brand Attachment

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The Effects of Consumer Brand Identification and Brand Attachment to Brand Equity (소비자의 브랜드 동일시 및 브랜드 애착이 브랜드 자산에 미치는 영향)

  • Rhee, Young-Ju
    • Journal of the Korean Society of Clothing and Textiles
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    • v.34 no.5
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    • pp.797-807
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    • 2010
  • This study investigates the effects of consumer brand identification and brand attachment to brand equity. 332 surveys were collected from male and female university students in Seoul. In each survey, respondents were asked to choose one favorite fashion brand that they often purchase and answer questions regarding brand identification, brand attachment, and brand equity. The results were analyzed using SPSS package 12.0 and AMOS 5.0 program and factor analysis, reliability analysis, and path analysis were conducted. After the factor analysis, 3 factors were found under brand identification, 4 factors under brand attachment, and 4 factors under brand equity. The Cronbach's $\alpha$ of brand identification was .84, the brand attachment was .80, and the brand equity was .81. The results of this study show that brand identification had a positive effect on brand attachment that had a positive effect on brand equity. Additional results show that both brand identification and brand attachment had a positive direct effect on brand equity; however, brand attachment had a higher effect on brand equity.

The Moderating Effect of Gain and Loss Framework between Advertisement Uniqueness and Brand Attachment

  • Park, Seungbae;Hong, Jaewon
    • Journal of the Korea Society of Computer and Information
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    • v.24 no.1
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    • pp.231-238
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    • 2019
  • The objective of this study is to understand the relationship between type of advertising and brand attachment. We divide advertising frame into loss and gain frame and examine the effect on brand attachment, The effect of unique advertising on brand attachment and the effects of interaction effects on brand attachment were examined. The results showed that the effect of the loss and gain frame on brand attachment was statistically significant. It also showed that unique advertising had positive effect on brand attachment. Moreover, the interaction effects of the advertising frame and the uniqueness of advertising have been shown to affect brand attachment. That is, the more emphasis on gain in advertising frame and the more unique advertising, the more effective on brand attachment.

Relationship among Brand Value Propositions, Brand Attitude and Brand Attachment considering Consumer Involvement (소비자 관여도를 고려한 브랜드 가치 제공, 브랜드 태도, 브랜드 애착의 관계)

  • Kim, Gyu-Bae;Kim, Byoung-Goo
    • The Journal of Distribution Science
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    • v.14 no.2
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    • pp.103-111
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    • 2016
  • Purpose - Many variables are needed for brand loyalty such as brand attitude, brand attachment, brand love and brand commitment. Thus, we should manage these all variables successfully for strong and differentiated brand equity. This study aims to identify the process of how the brand value propositions affect the brand attitude and brand attachment. This study specially conceptualizes that not only utilitarian value and hedonic value influence the brand attitude but also hedonic value influences the brand attachment. This study focuses on the moderating role of consumer involvement such as cognitive involvement and affective involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research design, data, and methodology - The five hypotheses were proposed and tested in this study. Three hypotheses were about the relationship among the brand value propositions(utilitarian value and hedonic value), brand attitude, and brand attachment. The other two hypotheses were about the moderating effect on consumer involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research data were collected from the students of universities located in Daejeon-Si and Chungchungnam-Do. For the purpose of test the hypotheses empirically, the 208 responses were used. We utilized SPSS18.0 for statistical analysis such as reliability test, factor analysis, and regression analysis. Results - The results show that the utilitarian value and hedonic value have influence on the brand attitude positively. The results also show that the hedonic value has influence on the brand attachment positively. We found that there is a moderating effect on the cognitive involvement in the relationship between the utilitarian value and the brand attitude. However, there is no moderating effect on the affective involvement in the relationship between the hedonic value and brand attachment. In Summary, 4 of 5 hypotheses in this study were supported and 1 hypothesis was not supported. We should identify the reason why the hypothesis 5, the moderating effect of the affective involvement in the relationship between the hedonic value and brand attachment, was rejected in this empirical analysis. Conclusions - Both the utilitarian value and the hedonic value that propose a brand are important for brand attitude. Specially, the hedonic value is important for brand attachment. Companies should provide the consumers with both the utilitarian value and the hedonic value in a balanced way for their favorable brand attitude and strong brand attachment. In the retail industry, the balance between the utilitarian value and the hedonic value is important in that there are many product brands and store brands providing consumers with various benefit and values. Also, there are possibilities that the causal relationships among brand value propositions, brand attitude and brand attachment are moderated by consumer involvement such as cognitive involvement and affective involvement. Companies should understand and consider consumer involvement for their efficient and effective brand management decision making.

The Relationships among Clothing Benefits Sought, Brand Attachment, and Brand Loyalty (의복추구혜택, 상표애착, 상표충성도 관계)

  • Hwang, Jin-Sook
    • Journal of the Korean Society of Clothing and Textiles
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    • v.32 no.11
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    • pp.1704-1714
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    • 2008
  • The purpose of this research was to investigate the relationships among clothing benefits sought, brand attachment, and brand loyalty. The subjects were 559 male and female consumers who were residents in Seoul. The data were analyzed by factor analysis, multiple regression, and path analysis. The results showed that there were seven clothing benefits sought: ideal figure/impression improvement, individuality, brand, fashion, comfort, conformity, and sex appeal. Brand attachment motives had two factors of brand personality/individuality expression and conformity/status elevation. Brand attachment consisted of love/friendliness and passion. Statistical analyses showed that there were significant relationships among clothing benefits sought, brand attachment, and brand loyalty. There were significant effects of clothing benefits sought factors on brand attachment motives. The consumers who sought benefits of ideal figure/impression improvement, individuality, and sex appeal had a brand personality/individuality expression motive. In the meanwhile the consumers who sought benefits of brand, fashion, comfort, conformity, and sex appeal had a conformity/status elevation motive. There were also significant effects of brand attachment motives on brand attachment. The consumers who had a brand personality/individuality expression motive felt love/friendliness and passion for their brands.

The Relationship between Type of Ad Framing and Brand Attachment (광고 프레이밍 유형과 브랜드 애착의 관계 연구)

  • Hong, Jaewon;Park, Seungbae;Woo, Sang-Chul
    • Proceedings of the Korean Society of Computer Information Conference
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    • pp.191-192
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    • 2019
  • The objective of this study is to understand the relationship between type of advertising and brand attachment. We divide advertising type into loss and gain frame and examine the effect on brand attachment, The effect of scarcity advertising on brand attachment and the effects of interaction effects on brand attachment were examined. The results showed that the effect of the loss and gain frame on brand attachment was not statistically significant. It also showed that scarcity was not emphasized or emphasized or had no effect on brand attachment. That is, the more emphasis on gain in advertising frame and the less pressure on scarcity, the more effective ad type for brand attachment.

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Influence of characteristics, attachment and self congruity of Korean wave human brand on brand equity - Focused on Chinese female consumers - (한류 휴먼브랜드의 특성과 애착 및 자아일치성이 브랜드 자산에 미치는 영향 - 중국 여성 소비자를 대상으로 -)

  • Kim, Eunhye;Lee, Jin Hwa
    • The Research Journal of the Costume Culture
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    • v.27 no.5
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    • pp.479-495
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    • 2019
  • This study defines Korean wave stars as Korean wave human brands and examines the influence of the characteristics, attachment, and self-congruity of the Korean wave human brand on brand equity. For this, this study surveyed Chinese female consumers in their 20s and 30s who consume many Korean wave products from May 2018 to June 2018. First, human brand characteristics, attachment, self-congruity, Korean wave aspiration level, and brand equity according to demographic characteristics were identified. Second, characteristics, attachment, self-congruity, and the aspiration level of the Korean wave human brand showed correlations with brand equity. However, brand awareness, a sub-factor of brand equity, does not show correlations with self-congruity. Third, characteristics, attachment, self-congruity, and Korean wave aspiration level had a positively influenced brand equity. Fourth, when looking into the mediated effect of attachment on brand equity, both human brand characteristics and self-congruity showed a partially mediated effect. Fifth, when analyzing the adjustment effect in the Korean wave aspiration level, a group with higher Korean wave aspiration level showed more correlations with attachment and brand equity. This study found that attachment and self congruity are important elements in forming human brand and brand equity. This study is significant in that it verified the influence of Korean wave brand power that has been on the rise recently on brand equity and provided a theoretical basis that has allowed researchers to determine that the characteristics, attachment, and self-congruity of Korean wave human brand significantly influence brand equity.

Effects of What Consumers Want in Brand Identification, Brand Attachment, and Customer Loyalty in Family Restaurants (패밀리 레스토랑에서의 추구혜택이 브랜드 동일시, 브랜드애착과 브랜드 충성도에 미치는 영향)

  • Jeon, Gwee-Yeon;Lee, Eun-Ju;Ha, Dong-Hyun
    • Journal of the Korean Society of Food Culture
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    • v.26 no.6
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    • pp.682-691
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    • 2011
  • The purpose of this research was to identify not only the effect of what consumers want from their brand identification and brand attachment, but also the effect of their perceived brand identification on their perceived brand attachment in the family restaurant setting. This research also investigated the causal relationship between a consumer's perceived brand attachment and brand loyalty. A total of 332 questionnaires were collected from customers who visited one of 4 nationallybranded family restaurants in Daegu. With the consent of the store managers of each family restaurant brand, students of Dongguk University helped respondents fill out questionnaires and collected the data. There were three major findings of this research. First, the benefits that consumers wanted were found to have a significant effect on their perceived brand identification and brand attachment. Second, the perceived brand identification of customers was found to have a significant effect on their perceived brand attachment. And third, the perceived brand attachment of customers was found to have a significant effect on their perceived brand loyalty. Also, consumer's benefits sought affected their perceived brand attachment through their perceived brand identification, and consumer's benefits sought and brand identification respectively influenced their perceived brand loyalty through their perceived brand attachment. Therefore, marketing managers or general managers of family restaurants should identify consumer benefits in order to increase sales and profits.

Influence upon Brand Commitment, made by Dual Channel of Brand Attitude and Brand Attachment through On-line Brand Experience (온라인 브랜드 체험을 통한 브랜드 태도와 브랜드 애착의 이중 경로가 브랜드 몰입에 미치는 영향)

  • Kim, Jae-Young
    • Management & Information Systems Review
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    • v.29 no.3
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    • pp.123-146
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    • 2010
  • This study is to examine what role is played on formation of brand attitude and brand attachment by the 3 types of brand experiences (rational experience, emotional experience and relate experience) undergone through an on-line brand community site. Also, the study aims to have a positive investigation on what influence is given to brand commitment by the brand attitude and the brand attachment formed through brand experience. The study result reveals that rational experience gives influence rather to brand attitude than brand attachment. On the other hand, it shows that emotional experience gives meaningful influence rather to brand attachment than brand attitude. It also shows that relate experience gives stronger influence to brand attachment than brand attitude. Next, a positive analysis is conducted to find out what difference of influence the brand commitment gives to brand attitude and brand attachment formed through brand experience. The analysis result shows that brand attitude does not give affect to brand commitment but brand attachment gives affect to brand commitment.

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The Brand Attachment Motive Segments: Clothing Involvement and Clothing Behavior (상표애착동기 유형에 따른 의복관여와 의복행동)

  • Hwang, Jin-Sook
    • Journal of the Korea Fashion and Costume Design Association
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    • v.10 no.3
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    • pp.37-46
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    • 2008
  • The purposes of this article are segmenting consumers by brand attachment motives and discovering the differences among the segmented groups in relation to clothing involvement and clothing behavior (ready-to-wear satisfaction, brand loyalty, purchased items, and purchased places). The subjects of this study were male and female consumers, who were residents in Seoul, Korea. The data had been collected during May, 2007, and statistical analyses used for the study were factor analysis, cluster analysis, t-test, and chi-square test. The results showed that brand attachment motive is composed of two factors: brand personality/individuality expression and conformity/status improvement. Based on cluster analysis, there were two brand attachment motive groups: individuality expression and status improvement segments. T-test showed that brand attachment motive segments were significantly different in terms of clothing involvement and clothing behavior (ready-to-wear satisfaction, brand loyalty and purchased items). For example, the individuality expression group was more interested in clothing, was more satisfied with ready-to-wear clothing, had higher brand loyalty, and usually purchased casual wear. Meanwhile, the status improvement group had a higher perceived risk in clothing involvement, was less satisfied with ready-to-wear clothing, had a lower degree of brand loyalty, and preferred to purchase formal wear. The results implied that brand attachment motive is an important variable in market segmentation, in which specific marketing strategies should be implemented for each targeted consumers.

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