• Title, Summary, Keyword: brand familiarity

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The Influence of Cause-Related Marketing on Consumer Attitude for Fashion Brand (패션브랜드의 공익연계마케팅이 소비자 태도에 미치는 영향)

  • Park, Kyunga;Hwang, Sunjin
    • Journal of Fashion Business
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    • v.16 no.5
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    • pp.130-145
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    • 2012
  • The purpose of this study is to investigate the influence of cause-related marketing on consumer attitude for fashion brand in terms of brand familiarity, consumer's propensity for data processing and types of advertising. The design of this study is comprised of 2(brand familiarity : high vs low)${\times}$ 2(consumer's propensity for data processing : high vs low), designed with three mixed elements. The subjects of this study are 308 male and females in twenties or thirties from the area of Seoul, Kyunggi, Busan and Daegu. Data analysis is carried out through T-test, and ANOVA. The results of this study are as follows. First, when fashion brand pursues cause-related marketing, brand familiarity, consumer's propensity for data processing and types of advertising have statistically interaction effect on consumer's preference. Second, rational appeals in advertising have no significant interaction effect on consumer's preference in terms of brand familiarity. Rational appeals are preferred to Emotional appeals in both familiar and unfamiliar brand. Third, when fashion brand pursue cause-related marketing, brand familiarity, consumer's propensity for data processing, and the types of advertising have no significant interaction effect on consumer's preference.

Brand Familiarity, Personality, and Preference influenced by Attributes of Model in Print Ad of Magazine (광고 모델의 속성이 브랜드 친밀도, 개성, 선호도에 미치는 영향: 잡지 인쇄 광고를 중심으로)

  • Lee, Kwang-Sook
    • Journal of the Korean Printing Society
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    • v.30 no.2
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    • pp.69-78
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    • 2012
  • This research attempts to analyze how attributes of ad model influence on brand familiarity, personality, and preference among consumers. Attributes of ad model was classified into three; attractiveness, professionalism, and reliability. One hundred of consumers who lived in Daejeun City were selected as respondents for this research. The result of hypothesis I showed that attributes of ad model significantly influenced on brand familiarity. it was the result of hypothesis II that both Attractiveness and professionalism of ad model affected brand personality. It was also found that attractiveness and professionalism are significantly brand preference from the result of hypothesis III. In conclusion, findings showed that attractiveness of ad model mostly influenced on brand familiarity, personality, preference.

Female Consumers' Attitudes and Purchase Intentions toward Intimate Apparel Brands

  • Rose, Jennifer;Cho, Eunjoo;Smith, Kathleen R.
    • Fashion, Industry and Education
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    • v.14 no.2
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    • pp.35-46
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    • 2016
  • The purpose of this study was to examine female consumers' attitudes and purchase intentions toward intimate apparel brands. To understand female consumers' shopping behaviors for intimate apparel products, this study examined interrelationships among brand familiarity, perceived risk, attitudes, and purchase intentions toward intimate apparel brands. A conceptual model was developed by adopting perceived risk theory (Cox, 1967) and theory of reasoned action (Ajzen & Fishbein, 1980). A pre-survey using a paper and pencil was conducted to identify the most familiar intimate apparel brand to young female consumers. The majority of pre-survey respondents (66 female college students) indicated Victoria's Secret as the most prominent intimate apparel brand. Therefore, Victoria's Secret was used to examine possible effects of brand familiarity on perceived risk and attitudinal and behavioral responses toward the brand. Using a web-based survey, 384 complete responses were collected from young female college students between the ages of 18-29 at a Mid-southern U.S. university. A structural equation modeling was employed to test the proposed research model and hypotheses. Results showed positive, statistically significant associations among the four variables (e.g., brand familiarity, perceived risk, attitudes, and purchase intentions). The findings suggested that young female consumers who are familiar with a particular intimate apparel brand are likely to perceive a low level of risk, leading to positive, strong attitudes with purchase intentions toward that particular intimate apparel brand. This suggests establishing brand familiarity through integrated marketing communication is crucial for risk reduction strategy in intimate apparel shopping.

Model analysis of slogan attitude, brand attitude, and brand recall of retail brands (유통 브랜드의 슬로건 태도, 브랜드 태도, 브랜드 회상 모형 분석)

  • Yoh, Eunah
    • The Research Journal of the Costume Culture
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    • v.21 no.3
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    • pp.338-347
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    • 2013
  • In this study, it was explored a research model consisting of slogan attitude, brand familiarity, brand attitude, brand recall, and product category recall of retailers. Experimental research was conducted with 3,028 males and females in their 20's to 40's using stimuli of 10 slogan-brand sets from various types of retailers. In results, the research model developed based on the literature was confirmed and supported by data. In the model test, all hypotheses were supported. The effects of slogan attitude and brand familiarity on brand attitude were confirmed. Also, brand familiarity affected brand recall. Category recall was predicted by brand attitude and brand recall. As consumers have better attitude toward slogans, they tend to have better attitude toward the brand. As consumers are more familiar with the brand, they are likely to better recall brands when they are exposed to the slogan. As consumers have better attitude toward brand and better recall the brand, they tend to better recall the business category when they see the slogan. Study findings may help marketers to develop better strategies for slogan use by considering diverse variables related to consumer responses toward slogan attitudes.

The Influence of Fashion Involvement, Familiarity and Expertise of Negative Information as Moderate Variable on Extended Apparel Brand Evaluation (조정변수로서 소비자의 유행관여, 상표친숙성, 부정적 정보가 의류상표확장 평가에 미치는 영향)

  • 황선진;송기은;이윤경
    • Journal of the Korean Society of Clothing and Textiles
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    • v.27 no.1
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    • pp.9-17
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    • 2003
  • The purpose of this study was to investigate whether customers' fashion involvement, brand familiarity, and expertise of negative information moderate the influence of the original brand attitudes on the attitude toward extended brand attitudes in the fashion market. For these purposes, four hypotheses were developed and data was collected from 480 students. Data was analyzed using SPSS methods such as factor analysis, frequency, 1-test, and moderated regression analysis. The results were as follows; first, it was found that the original brand attitudes positively influence the extended brand attitudes. Second, the influence of the original brand attitudes on the extended brand attitudes was stronger when fashion involvement was high rather than low. Third, in the case that perceived similarity between the original and the extended product classes was high, the influence of the original brand attitudes on the extended brand attitudes was stronger when brand familarity was high. Fourth, the influence of original brand attitudes on the extended brand attitudes was stronger when the perceived expertise of negative information source on the extended brand was high. Therefore, the results suggest that extending brands requires the systematic brand management considering customers' variables such as fashion involvement, brand familiarity, negative information etc. Also, it seems that the brand strategy should be based on the segmentation for targeted customers' characteristics.

Effects of advertisement acceptance according to brand familiarity on ease of imitation and behavioral intention of mobile payment (브랜드 친숙도에 따른 광고 수용성이 모방 용이성과 모바일 간편결제 사용의도에 미치는 영향)

  • Kim, Yun-Jeong
    • Journal of Convergence for Information Technology
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    • v.9 no.4
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    • pp.48-58
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    • 2019
  • Recently, companies that have already the brand familiarity based on IT technology are changing the way of financial transactions by providing mobile simple payment service. It is difficult to apply the results of research conducted on traditional financial products, although the familiarity of the brand positively affects the brand attitude and intention of use in the preceding studies. To confirm this, this study verified whether mobile simple payment services of a company with high brand familiarity can copy the service easily and have intention of use through advertisement acceptance. The empirical results showed that the advertising of brand with high familiarity could be a motivation factor to imitate new services more easily. This results is meaningful in that it confirms the importance of strategic advertising because the more higher the brand's familiarity is, the more efficient the advertising can be used in the mobile simple payment service.

Effect of Chinese Customer's Familiarity with Korean Fashion Brands on Satisfaction and Brand Loyalty (중국 소비자의 한국 패션브랜드에 대한 친숙성이 만족과 브랜드 충성도에 미치는 영향)

  • Liu, Bo;Ko, Soonhwa;Rhee, Youngsun
    • Journal of the Korean Society of Clothing and Textiles
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    • v.40 no.4
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    • pp.763-774
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    • 2016
  • Companies have recently become interested in the importance of long-term relationships with customers because business-based marketing ideas of the past have evolved into long-term relationship-based marketing. Establishing a relationship with customers to a company is not a simple method to form a market of consumers and provider; it is now understood as an important factor directly connected to the survival of a company. This study is to help Korean fashion brands in China build an efficient strategy for sales promotion and loyal customers through the analysis of the effect of familiarity with Korean fashion brands on satisfaction and brand loyalty in a rapidly growing Chinese fashion market. An online questionnaire covering Korean fashion brands in China was completed by 377 Chinese male and female customers aged 20 to 39 years old from March 20 to March 27, 2014. Data analysis was performed by factor analysis and path analysis using SPSS 20.0 and AMOS. Both direct experiences and indirect experiences influenced brand familiarity. It showed that brand familiarity had a significant direct effect and an indirect effect through satisfaction on brand loyalty. A competitive advantage in the present Chinese fashion market requires that loyalty builds and that brand loyalty increases by creating a long-term relationship with customers when familiarity about the brand is induced.

The Effects of Brand Knowledge on Evaluations of Brand Extensions in Fashion Market (패션시장에서 모상표에 대한 지식이 확장상표의 평가에 미치는 영향)

  • 정찬진;박재욱
    • Journal of the Korean Society of Clothing and Textiles
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    • v.22 no.3
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    • pp.407-416
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    • 1998
  • The purpose of this study was to examine the effects of brand knowledge on evaluations of brand extensions in fashion market. Here, consumer knowledge toward the parent brand was based on the brand and on the company which introduced the brand. The brand extensions were classified into brand-name extension and corporate-name extension. For this study, questionnaires were administered to 700 single women in twenties. The questionnaires were designed to measure brand extension evaluations and brand knowledge in terms of familiarity, use experience and self-assessed knowledge, evaluations of the attributes and attitudes based on the brand and corporate. Employing a sample of 621 women, data were analyzed by t-test. Major findings of this study are summarized as follows; 1) The higher the level of brand knowledge such as brand familiarity, brand use experience and self-assessed brand knoil- edge was, the higher positive effects were on the evaluations of brand-name extension. Also, evaluations of brand attributes and brand attitude positively influenced the evaluations of brand-name extension. 2) The higher the level of corporate knowledge such as corporate familiarity and use experience of product manufactured by the company was, the higher positive effects were on the evaluations of corporate-name extension. Also, evaluations of corporate attributes and attitude on corporate positively influenced the evaluations of corporate-name extension. These results demonstrate that positive knowledges and affects on the parent brand are transferred to its extended product through categorization process.

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Influence of Brand Origin Related Perception on Brand Performance Variables (브랜드 원산지에 대한 인식이 브랜드 성과관련 변수에 미치는 영향)

  • Kim, Kee-Hun;Kim, Moon-Tae
    • Management & Information Systems Review
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    • v.37 no.4
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    • pp.219-236
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    • 2018
  • The purpose of this study is to investigate the effect of image of brand origin on brand related variables in the formation of attitude or loyalty of global brand, We tried to identify more influential relationships through sub-variables such as brand familiarity, brand identification, and brand attitude. This study presents the following results and implications. It is shown that the manufacturing ability image has no direct effect on brand identification, but the general image has a direct positive effect on brand identification. In addition, the manufacturing capability image and general image of brand origin have indirect effects on brand familiarity through brand identification without directly affecting brand familiarity. In addition, consumers are more likely to be more familiar with brands that they think are consistent with their own images, maintain a good attitude, and be more likely to be loyal to brands. Brand familiarity had a positive effect on brand attitude but not on brand loyalty. Familiarity showed a positive attitude, but it did not necessarily lead to strong repeat purchase or purchase.

The Effects of the Attributes of Korean Celebrity Advertising Models on Chinese Consumer's Intention to Purchase Korean Fashion Brands (한국 연예인 광고모델 속성이 중국 소비자 한국 패션브랜드 구매도에 미치는 영향)

  • Kwon, Yoo-Jin;Hong, Byung-Sook;Seo, Si-Won;Cho, Mi-Ae
    • Journal of the Korean Society of Clothing and Textiles
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    • v.33 no.3
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    • pp.477-488
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    • 2009
  • As the Korean cultural contents, such as drama, films, music, gained popularity in China, Korean fashion brands used Korean celebrities as their models to as a sales promotion strategy for Chinese consumers. With the point of view that the advertising model as a human capital as well, the purpose of this study is to investigate the factors of attributes of Korean celebrity advertising model, and to analyze effects on fashion brand recognition, preference, trust and purchase intention. With convenience sampling, the research surveyed Shanghai consumers in their 20's to early 30's who had purchased Korean fashion items. The 291 responses were analyzed by frequency analysis, reliability test, factor analysis, multiple regression analysis, The results are as follows. Frist, Korean celebrity advertising model attribute factors were divided into similarity, familiarity, popularity, attractiveness and trust. Second, the brand recognition was affected by similarity, familiarity and popularity factors, and the brand preference was affected by similarity, familiarity, popularity and attractiveness factors. Third, the trust of Korean fashion brands was affected by similarity, familiarity, attractiveness, trust, brand recognition and brand preference. Lastly, the intention to purchase Korean Fashion brand was affected by similarity, familiarity, attractiveness, brand recognition, brand preference and brand trust.