Case Of Brands Research Articles

Service task compatibility for human staff vs. service robots: Roles of product type and brand level

This study explores when customers prefer service staff to service robots, or vice versa, based on uncertainty reduction theory. This study also investigates the moderating role of product type and brand level in the relationship between service agent type and experience satisfaction through perceived credibility and customer attitude. Two 2×2 between-subject experiments were conducted to test the moderated serial mediation models with product type in Study 1 and brand level in Study 2. Results show that customers tend to show higher experience satisfaction via perceived credibility and attitude toward the service agent type when they interact with service staff for inquiries of experiential products and upscale brands, compared to material products and casual brands. The study offers ways to maximize customer experience satisfaction by interactively and optimally deploying service agents and service robots for guest recommendation services, depending on the type of product and the level of brand.

Consumer Perception about Selected Aspects of Global and Local Brands

The aim of this paper is to examine the relationship between consumer brand equity (CBE). This work examines the gaps between global and local brands in the Indian market. Attitudes towards items around the world and the casual clothing brand of the Indian market are being investigated. Brand equity, consisting of brand identity, impact on the perception of consumer products regardless of age (people, inclination to local brands, personal experience, costs, advertising, sponsorships and endorsements) are recognized. A total of 255 students took part in the survey. This research shows that Indian consumers perceive global and local brands differently based on brand meaning.

Sensibility and response keywords of users according to posting types of fashion Instagram

PurposeThe purpose of this paper is to analyze the post type of the official account of the Korean fashion brands on Instagram and to analyze the images and keywords according to the use of the hashtag in it. This study also will provide data of how fashion brands use the new media of Instagram and how they promote it.Design/methodology/approachThis study investigated the types of postings and keywords of hashtag(#) of fashion brand’s official Instagram account in order to analyze the post type and keyword. In total, six apparel brand companies were selected, with two in each of three categories (classic casual brand, outdoor sports brand and designer character brand), and seven types of postings were classified (lookbook and product, collection, broadcasting ads, brand issue, sensibility pictures, sponsorship and event). The frequencies were collected according to their types that were confirmed by four fashion major specialists.FindingsFirst, the proportion of the types of postings varied according to the characteristics of the brand. Second, the six brands used keywords of a symbol because it is important to convey brand identity. Third, the sensibility keywords of each brand were investigated, and one of the designer character brands used only practical keywords without sensibility keywords. Fourth, this study examined the number of Instagram hashtags and hearts to determine if the reaction was in alignment with the marketing trends of the company’s official Instagram account and consumers. One of the classic casual brands, one of the outdoor sports brands and both designer character brands showed a high proportion of types of posts on Instagram that well matched with consumer response. As a hypothesis of this study, it was supported that the posting types of images and hashtags will be different according to the characteristics of brand.Originality/valueInstagram is the fastest growing social network service (SNS) globally, especially among young adults. Instagram is noted for its strong SNS marketing but it has not been well researched in the apparel industry. The study results will help improve the brand image and promotion by using official Instagram account in the apparel industry.

Like is a verb: exploring tie strength and casual brand use effects on brand attitudes and consumer online goal achievement

PurposeThis paper aims to offer fresh insight into attitudes towards casually used brands and the role of tie strength in the building of online non-brand-related network relationships amongst young consumers.Design/methodology/approachThirteen consumers aged between 18 and 24 years took part in in-depth interviews. The interviewees were matched on gender, age, occupation, residency and social media usage.FindingsTie strength effects are evident in changes to brand attitudes, choice of social media platforms and in the casual use of brands to further consumer relationship building and identity creation goals.Research limitations/implicationsThis paper answers calls for greater understanding of the way in which network structure influences consumers’ online motivations and attitudes towards the brand.Practical implicationsThis paper explores the importance of managers viewing brands as embedded in broader social contexts and tailoring social media communications to those broader contexts.Originality/valueThis paper is the first to combine tie strength with casual brand use to examine non-brand-related network effects on brand attitudes, growing and maintaining consumer relationships and building online identity.

캐주얼 의류 브랜드들의 브랜드 개성과 브랜드 선호도 간의 관계 - 국내 대학생들을 중심으로 -

Brand personality is the human-like traits of brands that consumers can use to identify brands. Despite the importance of brand personality, there has been limited research about it in Korea recently, especially for casual apparel brands. Considering the changes in lifestyle and the increasing popularity of leasure activities in Korea, it is important to analyze the brand personality of casual brands for understanding Korean consumers. This study aimed to analyze the brand personalities of eight well-known casual brands in Korea, and to investigate the relationship between the brand personalities and brand preference. Specifically, this study questioned whether the similarity in brand personalities leads to similar patterns of preference for the brands. The eight brands were carefully selected so that they can well represent the diversity in the dimensions of perceived brand personality, while also being well-known to the participants of the survey. Factor analysis of the data from the survey of Korean university students yielded five factors of brand personality: liveliness, high class, ordinariness, rationality, and reliability. The eight brands showed significant difference across the five factors. Multidimensional scaling analyses of the brands were conducted based on the similarity in brand personality and brand preference respectively. The result showed significant difference in the relative distribution of the eight brands in the two-dimensional space of the analyses.

Development of textile electrode for electrocardiogram measurement based on conductive electrode configuration

Recently, the demands of the wearable systems and products for monitoring biosignal to manage the health are increased by the increasing interests for introducing an aging society and for the lifestyle of well-being. Global sports brands such as Adidas and Nike tried to enter into the market with the study about the wearable system for measuring the heart-rate, and lately global casual brand of Polo is going to introduce the market expansion with business implementations. However, the studies of textile materials for measuring an electrocardiogram have constantly conducted but the studies for correlation of an electrocardiogram measurement signal by electrode structure and type are insufficient. Therefore, this study developed 8 types of electro-thread by considering the condition of TM and covering based on the silver thread, and developed total 16 type electrodes by consisting two different size of electrode. By comparing and analyzing magnitudes of biosignal and noise according to electrode size when standing with applied the developed electrode into tight sports wears, we evaluated the effectiveness with electrocardiogram measurement electrode by its size. From this case, it derived the correlation of electrode for electrocardiogram measurement and design factors according to the final suitable electro-thread and the electrode size after analyzing signals and noises from standing and walking based on small size electrode that is dominant to measure signals.

남성 소비자의 캐주얼 의류에 대한 태도와 구매 특성에 관한 연구

As men have started to show more desire to express themselves through clothing and accessories also they learn by themselves and take diverse experiences about fashion. At the same time, men's fashion-consciousness is growing together. The role of male consumers' is becoming significant in the fashion market, and there has been more research on their clothes and fashion is increasing, however research on the male casual clothing for their 30~49 years old group is still insufficient. This study aims to examine the casual brands for men in their 30~40s and their characteristics among other men's brands recently appearing in Korea. The results of the study found: first, regarding the questionnaire to give men's casual brand names, 30s males' answers showed clearer recognition about the casual brand than those of 40s males. secondly, the factors affecting attitude of male consumers' towards casual brands are designed 'aesthetics', 'surroundings' and 'price', and the men in their 40s put more important than men in their 30s on 'aesthetics' and 'surroundings'. third, when men were actually buying casual brand, they then took five characteristic factors into account namely: 'the external environment', 'functionality' design 'aesthetics', 'symbolic' and 'price'. Men in their 30s did not show much difference in actual purchase characteristics in regards for the brand factors but men in their 40s showed interest when asked about 'buying product with noticeable brand logo or trademark' item among 'symbolic' factors than men in their 30s (p< .01 of significant difference).

Sensibility Evaluation of Eco-friendly Apparel Products according to Recognition of Eco-friendliness

This study investigates the changes inconsumer sensibility and product preferences according to theirecofriendly productperceptions. Stimulants (released by three companies of sport casual brands)include three shirts made of recycled polyester and three made of organic cotton. A surveymethod was used to respond to the emotion and image while watching the presented pictures of the clothes. The change in the reactions was analyzed before and after the presentation of eco-friendliness information. The questionnaire consists of sensibility adjectives, open-ended questions about the associated image of eco-friendliness, color attractiveness, product favorability, price satisfaction, and reasons for an eco-friendly productpurchase. The survey was conducted on 200adult male and female participants. Two factors ('eco' and 'design')were identifiedthrough the factor analysis of image adjectives. There was a statistically significant increase in the evaluation of sensibility, color attractiveness, product favorability, and price satisfactiondue to the re-evaluation of the same products after consumers recognized the eco-friendly information of apparel products. When consumers recognize products aseco-friendly, they evaluate the products more positively than before. The result of the analysis of the increases by textile materials shows no significant difference in the sensibility changes depending on the materials. However, with regard to 'eco', the increase of sensibility change for organic cotton products was larger than for recycled polyester products.

국내 영 캐주얼 브랜드 광고에 나타난 브랜드 이미지에 관한 연구

Fashion products are goods purchased based on cultural and psychological values derived from a brand image as well as on the physical value of the product itself. Management of brand image has been one of the most important marketing strategies in the fashion industry. In this research, three best-selling young casual brands were tested with 200 male and female subjects to compare brand image, logo image, and advertisement image. The objective of the research were as follows: 1) to explore the effect of advertisement on the purchase of young casual wear and brand image management status through advertisements of domestic brands, and 2) to investigate differences in consumer perception on brand logo image and advertisement image. The results showed that most of young casual brands are depending much on star marketing rather than developing differentiated brand image through advertisements as indicated in brand image management status. Failure in development of differentiated and consistent brand image is a barrier to the long-term and continuous advancement of young casual brands. Therefore, more efforts should be made for the reinforcement of brand image for the consistent growth of domestic young casual brands.

캐주얼 브랜드의 패딩 재킷 생산실태 조사 및 20대 여성용 패딩 재킷 패턴 연구

In recent years, intense cold spells caused by climate change have encouraged an increasing number of people to wear a variety of padded jackets. In this context, this paper aims to address the production of padded jackets in casual brands and to develop basic patterns for well-fitted padded jackets targeted toward women in their 20s. The study centered on the production of padded jackets from 13 apparel companies. In addition, three sample jackets were created with 3oz. fill in the body and 2oz. fill in the sleeves, and they were subjected to a wearing test to determine their movement functionality. The research findings were as follows. Woven jackets constituted 53.4% of the winter jackets produced by casual brands; padded jackets accounted for 25.3%, leather jackets 12.6%, and other jackets 8.7%. Thus, data showed that padded jackets accounted for a considerable proportion of overall winter jacket production. Based on the wearing test results, the basic measurements of a padded jacket for women in their 20s were as follows: bust girth of B/4+3cm front length and B/4+3.5cm back length; waist girth of W/4+3.1 cm front length and W/4+1.9cm back length; and hip girth of H/4+3.3cm front length and H/4+2.8cm back length. The jacket length was set at 62.8cm, with a 63.8cm sleeve length. This study concluded that providing padded jacket manufacturers with basic pattern designs for a well-fitted jacket is expected to boost the efficiency of pattern design processes and the production of padded jackets.

An assessment of the production of padded jackets in casual brands and a study of padded jacket patterns for women in their 20s

An assessment of the production of padded jackets in casual brands and a study of padded jacket patterns for women in their 20s

Purchase of casual brand and satisfaction of body, clothing and brand

Purchase of casual brand and satisfaction of body, clothing and brand

캐주얼 브랜드의 사회적 책임과 문화마케팅에 대한 연구

The purpose of this study is to examine the influences of social responsibility and culture marketing on corporate image and brand equity in the casual wear market. In addition, whether corporate image and brand equity have impact on purchase intention is investigated among high school students in a local area. Two casual brands, Polham and Tate are selected for this study. The data are collected from male and female adolescents living in a local area with convenience sampling method. A total of 402 useful data are analyzed by SPSS 14.0 program. The results of this study are as follows. First, there are significant relationships among corporate social responsibility, culture marketing, corporate image, and brand equity of two brands. Second, environmental cultural support, social contribution, and economical responsibility of CSR present positive influences on corporate image and brand equity in common between two brands. Especially environmental cultural support of fashion business is highly important to improve corporate image and brand equity. Third, cultural direction and cultural business marketing are more influential than cultural sales promotion or cultural support marketing to improve corporate image and brand equity. Fourth, corporate image does not have a direct influence on the purchase intention, but brand equity factors show significant influences on the purchase intention. In conclusion, fashion companies should commit to perform corporate social responsibility and culture marketing that are suitable to target market for the long term, since these efforts would improve corporate image and build brand equity.

Environmental Management Portfolio of Korean Fashion Brands

Abstract Green growth or green management practices originating from advanced countries proliferated worldwide during the 2000s. According to the Low Carbon, Green Growth Act announced by the government of South Korea in April 2010, business should gradually adopt an environmental management system (EMS) to efficiently use resources and energy and to minimize the emission of greenhouse gas or other pollutants as a result of business activities. In addition, businesses should acknowledge social and ethical responsibilities. Environmental management systems were introduced in Korea as a competitive strategy in the early 1990s, and have increased in Korea since 2003 under the influence of the product-related environmental regulations of European countries and the Korean government. Achieving the ISO 14001 standard requires an EMS system. This critical and authoritative certification system, legislated in 1996, directly connects to business reliability. The number of corporations with the ISO 14001 certificat...

The Effect of Personality Factors of Brand and Advertising Model and Personality Congruence on Brand Equity in Casual Apparel Brands

Consumers fill up not only their needs but also their own identity through apparel product and company. From this point of view, Brand personality is essential to convey customer's personality through advertizing influencing on buying behavior. This study investigates how personality factors of brand and advertising model and personality congruence influenced upon brand equity in casual apparel brands. The research methodology was questionnaire distributed to individuals who used to buy casual apparel brand. A total of 58 returned questionnaires were analyzed by internal validity, factor analysis and regression analysis with SPSS 12.0. The results of this study are as follows: in casual apparel brands, personality factors of brand and advertising model influence on personality congruence. Personality congruence influences on brand recognition and brand loyalty among brand equity.

The Name spectrum of domestic menswear brands

The purpose of this research is to study the types of name spectrum and their characteristics of domestic men's wear brands focusing on formal and casual wear and also examine the differences based on the type of brands' product and brand style. Total 184 of men's wear brands, which were consisted of 66 formal wear brands and 84 casual wear brands, were selected from '2009 Korea Fashion Yearbook'. For data analysis, quantitatively evaluated the frequency and qualitatively evaluated the image of brand product and the meaning of brand name. The result as follows; 1. The domestic fashion brands for men's wear appeared to have four types of name spectrum. The descriptive name was the most frequently showed, and followed by arbitrary, suggestive, and coined name. For formal wear brands, four types of name spectrum were appeared in the order of descriptive, suggestive, coined, and arbitrary name. In casual wear brands, three types of name spectrum were appeared in the order of descriptive, arbitrary, and suggestive name. 2. The characteristics of men's brand name according to their name spectrum was as follows.; In the descriptive brand names, person's name was used the most and some ascribed the characteristics, feature or geographic location of the product. The suggestive brand names contained images and symbols of the product and also implied the relevant benefit information in a particular product context. In the arbitrary brand name, they imply the various meanings according to the product and are made up of either coined or natural. For the coined name, some bear the ideology or symbolized the characteristics of product itself. 3. The descriptive name spectrum showed the most in domestic menswear brands, regardless of the brand type. Except this, there were differences in the type and the frequency of name spectrum depending on the brand type.

파티웨어 디자인 개발을 위한 국내 여성 캐릭터 캐주얼 브랜드 디자인 분석

Many efforts to develop the domestic fashion industry have continued under the influence of a rapidly changing fashion industry environment. The fashion industry has emerged as a future growth industry leading lifestyle and as a core industry for the culture biz. Since the 2000's the markets that combined party and fashion wear as a new cultural trend has grown and an in-depth study of design development for party wear is required. This study presents basic materials for design development for the future domestic woman character casual brand prior to the design development by analyzing design characteristics of domestic female character casual brands. In the research methods, nine brands were selected based on the discussion of ten fashion specialists and then the brand concept, target, configuration of items, price, and design characteristics were analyzed. The following conclusions were drawn from this study. First, each brand concentrated the main focus on establishing a clear and unique brand identity that meets the needs of consumers to enhance competitiveness in the woman's dress market. To enhance competitiveness, many character casual brands targeting women aged 20's and 30's (including BEART) held party wear goods exhibitions as the market for party wear has increased significantly. Second, according to study results of the selected nine brand designs, it was found that the style characteristic of each brand varies depending on concept. However, all nine brand designs developed various styles such as feminine and cute style making use of laces, ruffles, A line silhouette, colorful motifs, and a stylish style that used layers with various materials along with unique decorations based on romantic emotions. Third, seven hundred and thirty eight pictures of nine brands were analyzed by items without identifying brands. According to the result of the analysis, the percentage of items used by brands was as follows: a one-piece dress was 34.5%, jacket 25.7%, skirt and pants 15.5%, blouse and shirt 13.6%, and tops 10.6%. The result showed that one-piece dresses accounted for the highest percentage. Frill accounted for 16.6%, the highest percentage followed by ribbons at 16% in regards to detail and trimming.

Achieving Brand Power: Bean Pole of Samsung

Along with continuous increases in the globalization of market, today’s business is challenged by a maturing domestic retail environment and an aging consumer market. Given this atmosphere in Korean fashion market, one of critical issues to survival for companies is a strong “brand power” with brand image (identity) and its strategic marketing Strong brands are viewed to differentiate themselves from unknown brands, resulting in favorable brand images that mirror the brand’s identity. As exploratory approach, this study identifies a strategic business focus on achieving brand power and provides an insight into developing effective brand positioning and fashion marketing strategy toward global markets. By focusing on a Korean fashion brand “Bean Pole”, objectives of this study are to profile the Cheil Industry in Samsung Group, define brand identity of the Bean Pole, and explore critical factors of strategic brand management. Korea’s economy ranks among the top 10 in the world, and its consumers have long been familiar with Western cultures through travel abroad and mass communications. Now, the Korean fashion marketplace is characterized by two market niches; (a) primarily domestically-produced, inexpensive apparel lines and (b) high-end collections dominated by designer brands imported mostly from the U.S. and Europe. More recently, apparel retail industry has shown strong rates of growth in South Korea, increasing its attractiveness to new entrants from foreign retailers. While some retailers selling apparel are highly diverse, many retailers still retain a strong emphasis on clothing, which intensifies rivalry. Cheil Industries is an affiliate of the Samsung Group, founded in 1954, as an initiative company with force in the development of textile industry, Korea. Today, the company has established a worldwide reputation for high quality and value in the three aspects: (a) leadership of electronic material in the IT area, (b) creating high profit by business structure of chemicals, and (c) gaining competitive fashion brand power. Currently, the Cheil Industry became a leading fashion firm with dominant brand power by launching various brands in domestic as well as foreign markets. As a traditional casual brand, “Bean Pole” launched in 1989 is currently expanding to family brands with different product lines. In 2005, the company had annual sales of $950million for fashion business. “Bean Pole” is the core fashion brand of the Cheil Industries, contributing 31% ($290million) of total sales in the fashion division in 2005. Now, the Bean Pole is number 1 brand in the retail venue of casual wear and children wear. Obviously, Bean Pole plays an important role as the best brand in achieving powerful brand asset of Cheil Industries’ fashion brands in Korea. This case study discusses Bean Pole from two aspects. The first thing is building brand salience. For fashion products, brand salience may be strongly related to brand image (or concept) including fashion image and style. The second thing is how to do strategic brand management. Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity. This study provides an insight into marketers and researchers to develop devise strategic brand management in the area of high-end fashion brand and underscore the inherent need for further, in-depth empirical research in the brand equity theory. A basic observation exemplify the brand identity of Bean Pole and its strategic brand management for sustaining strong brand equity in three aspects: brand extension, image positioning, and marketing mixes. In case of Bean Pole, success of marketing strategy for brand management heavily relies on its prestige image with high quality, establishing the brand equity. The brand equity can be leverage of brand extension entering into variety of new product categories within a same category of apparel. Especially, masstige brand positioning is critical to success of lifestyle brand extension for Bean Pole, which may have synergy effect on achieving strong brand value in both core brand and its extension. A strategic brand managing effort of Bean Pole can help companies establish brand equity. Fashion firms that are able to have a strong relationship with their customer should real a host of value, such as salient brand identity, premium brand price, and efficient marketing programs. Such understanding Bean Pole’s business focus allow marketers or retailers to entry into global brand extensions.

고등학생의 의복 착용 동기, 캐주얼 브랜드 선호 및 구매 실태에 나타나는 지역과 성별 차이

This study intended to identify regional and gender differences between high school students groups in clothing-wearing motives, casual brand preference and actual purchasing condition. Using a sampling frame, 100 responses were collected for each regional and gender group: male students in Seoul, females in Seoul, males in Gumi, and females in Gumi. In terms of clothing-wearing motives, Gumi students and female students showed more highly extroverted motives than males and Seoul students, respectively. And three groups were determined on the basis of clothing-wearing motives: the extroversion group, the introversion group, and the least clothing-cognizing group. Concerning the brand preference factor, female students showed more dispersed brand preference than males. Adidas and Puma were preferred by all 4 groups. Polo and Guess were preferred by Seoul students, and Clide, Banila B, and TBJ were preferred by female students. The determinants of brand preference were identified as quality, reliability, affirmative image, and some brand personas such as `neat`, `natural` and `polished`. The students from Seoul tend to pay more money for clothing than those from Gumi, and Seoul students` main purchasing place was identified as department store while Gumi students shop more at brand chain stores.

남성복 캐쥬얼 브랜드 무늬셔츠에 대한 패션감성과 소비감성 분석

The purpose of this study is to understand consumer needs through Fashion Sensibilities and Consumer Sensibilities on Men's Casual Brand's Patterned Shirts. This study suggests the basis of planning effective design of Men's Casual Brand's Patterned Shirts by categorizing. The product from 2005 S/S to 2007 F/W is divided into the following sector: years, seasons, and product zones(adult, character, traditional), focusing on the design property of Men's Casual Brand's Patterned Shirts. An evaluation tool is composed of 19 pairs of image adjectives and 3 questionnaire as consumer need tool. Data were collected on March 3th to 31th in 2008 over Busan area. The data were sorted by using the SPSS statistics package program. Fashion sensibility of Men's Casual Brand's Patterned Shirts were expressed with 4 factors of attractivity, visibility, sensibility, hardness occupied 58.6% of the total. Therefore as attractivity, visibility, sensibility, hardness are important for product planning, it would be effective to consider these 4 factors before product planning.