ADVERTISING’S INFLUENCE ON PERCEIVED LUXURIOUSNESS OF A PREMIUM PRIVATE LABEL

Seoyoung Kim,Sungkyu Lee,Jong-Ho Lee,Charles R. Taylor 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

This study examines how advertising can be used by premium private labels to develop perceived luxuriousness and, in turn, purchase intention. The findings suggest perceived image and quality relative to regular private labels and a leading national brand as well as store-brand image congruity as key factors and support the store-type effect. Introduction Private labels (PLs) are receiving increased attention in line with their significant growth (Schnittka, 2015). Braak, Geyskens, and Dekimpe (2014) pointed out the evolving trend of more PLs offering high quality at a high price in comparison to their low-quality, low-price heritage. Among multiple tiers of PLs, PPLs exclusively aim at a premium tier of the market and try to offer the value comparable to that of top-tier NBs (Jost 2014). Acknowledging differentiated natures of PPLs, this paper analyzes what advertising strategies make consumers perceive a PPL to be luxurious and in turn, increase purchase intention. Cue utilization theory and categorization theory are used as a basis for hypotheses. Our research is an effort to shed light on adequate design of the advertising message for the successful introduction of a PPL. Theoretical Background Premium Private Label and Perceived Luxuriousness For a PPL, being able to offer outstanding value as compared to top-tier NBs is a critical issue (Geyskens, Gielens & Gijsbrechts 2010). To investigate whether a PPL is successfully positioned, we suggest the construct of perceived luxuriousness as a key variable. We define a brand's luxuriousness as its ability to satisfy multifaceted needs of consumers with its products which is not limited to functional needs (Lee, Ko, Kee & Kim, 2015), through five value dimensions (Vigneron & Johnson, 2004). Consequently, we employ the brand luxury index (BLI) to measure perceived luxuriousness (Vigneron & Johnson, 2004). Cue Utilization Theory According to cue utilization theory, when making purchases, consumers use diverse extrinsic and intrinsic cues, and make the assumption that such cues will help them make the most reasonable purchase decision (Richardson, Dick & Jain, 1994). Referring to cues, consumers decide to buy the product only if it is perceived as a better choice than the alternatives in terms of overall value that it conveys. These cues are often displayed and reinforced via advertising (Yi, 1993). Categorization Theory According to categorization theory, when exposed to advertising messages for a new brand, consumers are expected to call up information available in memory that is classified into categories (Carrillat, Harris, & Lafferty, 2010). Punj & Moon (2002) demonstrated that a successful strategy for new brands is to associate itself with a successful existing brand to be included in the consideration set while differentiating itself from other brands. Hypotheses Development Image Similarity Perceived similarity between brands and products has been discussed at various levels and scopes. It has been illustrated that shared physical attributes (Aaker & Keller, 1990) and shared abstract image (Park, Milberg & Lawson, 1991) between product lines moderate the probability of being perceived as similar by consumers. Considering the disparate positions between PPLs and RPLs, we suggested that RPLs are useful as a disparate option that may in turn emphasize the premium position of a PPL (Palmeira & Thomas, 2011). H1a. Image similarity between a PPL and a RPL, as reinforced by advertising, will have a negative effect on the perceived luxuriousness of the PPL. If a PPL can associate itself with the experiential value of a high-positioned NB, it is more likely that the PPL will be perceived as luxurious by signaling comparability (Sayman et al., 2002). H1b. Image similarity between a PPL and a NB, as reinforced by advertising, will have a positive effect on the perceived luxuriousness of the PPL. If the different positions of a RPL and a PPL are not perceived by consumers, consumers might judge the PPL as simply a similar but expensive option and would not be willing to purchase it (Huang & Huddleston, 2009). H2a. Image similarity between a PPL and a RPL, as reinforced by advertising, will have a negative effect on the purchase intention for the PPL. Closer associations between a PPL and a top-tier NB built through advertising lead to enhanced familiarity with the PPL and perceptions of reduced risks (Erdem, Zhao & Valenzuela, 2004). H2b. Image similarity between a PPL and a NB, as reinforced by advertising, will have a positive effect on the purchase intention for the PPL. Quality Superiority Perceived quality is defined by Aaker (1991) as: “the customer’s perception of the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives”. Consumers’ abstract beliefs regarding the product’s quality can be deduced from “credence quality attributes” (Ophuis & Trijp, 1995). The quality of products is evaluated relatively, compared with alternatives. Nueno and Quelch, (1998) pointed out that there are a few characteristics shared by premium brands, and excellent quality is one of them. H3a. Quality superiority of a PPL compared to RPL, as reinforced by advertising, will have a positive effect on the perceived luxuriousness of PPL. H3b. Quality superiority of a PPL compared to NB, as reinforced by advertising, will have a positive effect on the perceived luxuriousness of PPL. According to Sethuraman, Tellis, and Briesch (2011), consumer perceptions of quality of a PL are evaluated based on quality differentials and play a dominant role when consumers make purchase decisions. Indeed, the perceived quality differential between a PL and a NB has been found to influence the share of the PL (Erdem et al., 2004). H4a. Quality superiority of a PPL compared to a RPL, as reinforced by advertising, will have a positive effect on the purchase intention of the PPL. H4b. Quality superiority of a PPL compared to a NB, as reinforced by advertising, will have a positive effect on the purchase intention of the PPL. Image Congruity between a Store and a PPL At the individual level, a generalized store image is determined by each consumer’s beliefs about retailer-specific attributes (Lee & Hyman, 2008). If the positive store image can be transferred through a number of positive associations between the store image and a PL, it will help consumers evaluate a newly encountered PL more favorably (Collins-Dodd & Lindley, 2003). As Dubois, Laurent, and Czellar (2001) demonstrated, consistent value shared between a parent brand and an extension will further strengthen the luxurious position. H5a. Image congruity between a store and a PPL will have a positive effect on the perceived luxuriousness of the PPL. Furthermore, with congruity consumers will see a brand which maintains the standards and preserve its essence as authentic and are likely to form positive responses toward a brand (Choi, Ko, Kim & Mattila, 2015). Lee and Hyman (2008) illustrated that the congruity between beliefs about a store and a PL would lead to a relatively favorable attitude toward a PL product. H5b. Image congruity between a store and a PPL will have a positive effect on the purchase intention of the PPL. Perceived Luxuriousness and Purchase Intention Sethuraman et al. (2011) illustrated that both quality and non-quality values matter in purchase decisions of a PL. For a PPL aiming at signaling an outstanding position, representations of added value are critical to form purchase intentions (Fionda & Moore, 2008). Thus: H6. Perceived luxuriousness of a PPL will have a positive effect on the purchase intention of the PPL. Store type Effect Consumers evaluate retailers differently and their subjective evaluation of the retailer is also expected to affect evaluations of products sold in the retailer (Grace and O’cass, 2005; Pappu and Quester 2008). The more upscale image and positioning of department stores are regarded to allow products they sell to be perceived as luxurious through more diverse appeals. In turn, purchase intentions are to be facilitated with ease, relatively. Proposition 1: According to store type, relative perception of luxuriousness of a PPL will be different. Proposition 2: According to store type, relative purchase intention of a PPL will be different. Methods Experiments were conducted among undergraduate-level students (aged 20-29) at a large Korean university, as they have relatively common traits and increasing experience with private labels (Trendmonitor, 2015). A total of 339 self-administered questionnaires were distributed, out of which 324 were used for analysis: 166 for department stores, 158 for hypermarkets. A purchase scenario of a cashmere sweater as well as an advertisement of the PPL sweater with information about each brand’s product (i.e. the material, the manufacturer, the distributor, and the advertisement) was given. For robust results, the experiment was conducted via two media types, online and paper. Analysis and Results Structural Model Testing We used structural equation modeling (AMOS 21) to test the proposed theoretical framework and propositions (see Figure 1). All estimates indicate an acceptable fit. Individual Hypothesis Testing The results indicate that image similarity between a PPL and a RPL negatively influences the perceived luxuriousness of the PPL (supporting H1a), but image similarity between the PPL and a NB positively influences the perceived luxuriousness of the PPL (supporting H1b). Although image similarity between a PPL and a RPL has no direct influence on the purchase intention of the PPL (H2a is rejected), image similarity between the PPL and a NB positively influences the perceived luxuriousness of the PPL (supporting H2b). Quality superiority of the PPL compared to the RPL positively influences both the perceived luxuriousness and purchase intention of the PPL (supporting both H3a and H4a), but quality superiority of the PPL compared to the NB does not have a significant effect (H3b and H4b are rejected). Congruity between the PPL and store is found to influence the perceived luxuriousness of the PPL (supporting H5a) but has no direct influence on the purchase intention (H5b is rejected). Meanwhile, the hypothesized effect of the perceived luxuriousness of PPL on purchase intention is supported (H6). Proposition Testing The data for each store type, department store (n =166) and hypermarket (n=158), was analyzed separately via multi-group analysis to assess store type effects on the modeled relationships. The findings for department stores indicate that the effects of image similarity between a PPL and a RPL on perceived luxuriousness, image similarity between the PPL and a NB on the purchase intention, quality superiority of the PPL compared to the RPL on the perceived luxuriousness as well as the purchase intention, and image congruity between the PPL and the store on the perceived luxuriousness are significant. Meanwhile, the findings for hypermarkets represent that the effects of image similarity between the PPL and NB on perceived luxuriousness and quality superiority of the PPL compared to the RPL on the perceived luxuriousness of the PPL are significant. For both store types, overall perceived luxuriousness turned out to be positively related to purchase intention. Conclusion The findings of this study have implications for a PPL aiming at positioning itself in consumers’ minds as luxurious, vis-?-vis a RPL and a NB. In regard to the perceived brand images, using advertising, efforts to differentiate a PPL from a RPL and to equate a PPL with the top-tier NB appears to be a reasonable strategy. Moreover, using advertising to emphasize superior quality compared to the RPL is likely to be effective whereas to compare it to a NB will not. Also, image congruity between a store and a PPL would allow the PPL to be perceived as luxurious as it aims to be. Furthermore, the results lead to a rationale for disparate strategies between two store types. As a follow-up study, we are planning to examine how direct manipulation of the comparative advertising messages influences consumers’ perceived luxuriousness and purchase intentions of a PPL.

DRIVERS OF PERCEIVED LUXURIOUSNESS OF A PREMIUM PRIVATE LABEL PRODUCT

Seoyoung Kim,Sungkyu Lee,Jong-Ho Lee,Charles R. Taylor 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Premium private label brands (PPLBs) are receiving increased attention in line with their significant growth. Private label brands (PLBs) have been evolving from offering low quality at a low price to high quality at a higher price. Among multiple tiers of PLB, PPLBs are assumed to be in an exclusive tier and compete with top-tier national brands. In consumers’ minds, PPLBs are perceived and evaluated in reference to alternatives represented by regular private label brands (RPLBs) and top-tier national brands (NBs). Thus, for PPLBs, being able to provide outstanding value that is perceived in relation with competitive alternatives is a critical issue. In addition, related marketing entities such as a store type are assumed to affect consumers’ perceptions and evaluations. Based on cue utilization theory and categorization theory, this research aims to identify key relationships influencing the perceived luxuriousness and eventual purchase intention of PPLB products. This research analyzes what strategies make consumers perceive a PPLB to be luxurious and in turn, increase purchase intention. The empirical study consists of a survey conducted among college students in their 20s in Korea. The data were analyzed to test the theoretical framework using a confirmatory factor analysis and structural equations.

EEG and EMG recording system for sleep study with a freely moving rat

Youjin Lee,Yena Lee,Seoyoung Hwang,Hee Soo Jeong,Yunjin Kim,Yunbin Lee,Jihoo Lee,Seoyeon Park,Sang Beom Jun 한국실험동물학회 2021 한국실험동물학회 학술발표대회 논문집 Vol.2021 No.7

Sleep is known to play an important role in cognitive functions as well as in physical recovery. Especially, high-quality sleep is closely associated with smooth sleep cycles between NREM (non-rapid eye movement) and REM (rapid eye movement) sleep. It is well known that both sleep stages show clear distinction in electroencephalogram (EEG) and electromyogram (EMG) signals. Therefore, as a first step for sleep study with rodents, a sleep monitoring system must be established for stable measurement of EEG and EMG. There are two challenges for the setup. First, animals should be able to freely move without interruption of EEG or EMG recording cable, so that their natural behavior and sleep can occur. Second, long-term EEG and EMG should be recorded stably. Also, the movements of animals can cause a cable tension and moving artifacts. The movement-related artifacts can interfere with judgment of sleep stages. Also, rodent gnawing of the recording cable frequently leads to early termination of sleep study. In this study, in order to overcome these problems, acrylic cages were developed for sleep monitoring which can minimize the interruption of cables and the artifacts. Principle of lever mechanics is applied to rotational cover of the cage, and it rotates vertically in synchronization with rat’s movement. When the rat stand up, the cage cover opens up to prevent the cable from loosening. Therefore, cable tension can be stably maintained, allowing the rat to move freely without causing artifact. As a result, long-term EEG and EMG recordings are successful performed, and specific characteristics of each sleep stages can be extracted due to the high-quality recorded signals. We expected that the developed sleep monitoring setup can be applied to various long-term in vivo experiments with rats.

섭입 과정에서 압력의 변화에 따른 비정질 마그네슘 산화물의 영구적 고밀도화 기작 규명

이서영(Seoyoung Lee),Elias El Ghazaoui,이정재(Jeongjae Lee),권진중(Jin Jung Kweon),이성근(Sung Keun Lee) 대한지질학회 2022 대한지질학회 학술대회 Vol.2022 No.10

Negative-feedback coordination between proteasomal activity and autophagic flux

Lee, Jung Hoon,Park, Seoyoung,Kim, Eunkyoung,Lee, Min Jae Informa UK (Taylor Francis) 2019 Autophagy Vol.15 No.4

Real-time Analysis of Target RNA Based on Exponential Signal Amplification Reaction

Seoyoung LEE,Hyowon JANG,Hyun Gyu PARK 한국생물공학회 2019 한국생물공학회 학술대회 Vol.2019 No.10

DNA three-way junction structure-induced exponential amplification reaction

Seoyoung LEE,Hyowon JANG,Hyun Gyu PARK 한국생물공학회 2018 한국생물공학회 학술대회 Vol.2018 No.10

Is Political Support Determined by Emotional or Rational Judgment?

SeoYoung Lee,Sang-Ho Lee 한국소통학회 2016 한국소통학보 Vol.15 No.3

본 연구는 유권자의 후보자에 대한 감성 혹은 이성적 가치인식과 지지에 관한 연구 이다. 이를 위해 유권자가 정치후보자 또는 정치인에 대한 이성적 혹은 감성적인 인식 이 정책신뢰, 소통 기대감, 그리고 정치인에 대한 선택과 지속적인 지지에 영향을 주는 가를 확인하였다. 또한 연구자는 감성적 인식과 지지에 관한 연구모형을 제시하고, 유 권자의 진보, 보수 정치적 성향에 따른 차이가 있는지도 확인하였다. 이를 위해 연구자 는 2012년과 2013년 사이에 온라인 샘플 271명으로 조사하였다. 연구결과 유권자들의 정치인에 대한 감성적 가치인식은 이성적 가치 인식에 영향을 주는 것으로 나타났으며, 정책에 대한 신뢰도에도 영향을 주는 것을 확인할 수 있었다. 또한 정책 신뢰는 소통에 대한 기대와 정치인에 대한 계속 지지에 영향을 주는 것으로 나타났다. 따라서 유권자 의 정치인에 대한 감성적 가치인식이 종속변수인 계속 지지에 영향을 미치는 경로와 모 형을 확인할 수 있었다. 유권자의 정치적 성향에 따른 조절변수의 확인의 경우, 보수 성 향 유권자의 정치인에 대한 감성적 인식이 이성적 인식에 더 많은 영향을 미쳤으며, 정 책 신뢰도 지지에 더욱 영향을 미친 것을 확인할 수 있었다. 반면 진보 성향 유권자는 소통에 대한 기대감이 지지에 더욱 큰 영향을 미친 것을 확인할 수 있었으나 통계적으 로 유의미하진 않았다. 상기 연구결과는 유권자의 감성적 인식이 지지에 영향을 준다는 통합적 연구모형을 검증하였다는데 의미가 있으며, 특히 진보와 보수 유권자 그룹간의 정치적 선택경로의 차이를 확인하였다는 점에서 이론적, 실무적 공헌점이 있는 연구라 고 할 수 있다. This paper presents and tests an integrated model for how voters develop and maintain support for politicians. We argue that voters' "emotional value perceptions" of a politician influence their "rational value perceptions;" that both types of cognitive perceptions influence their trust in a politician and his/her policy pledges; and that this trust influences voters' ongoing support for the politician, both directly and indirectly through their expectations for how the politician will communicate with them. Further, we argue that the relative importance of these variables in this cognitive process will vary depending on the ideological persuasion of citizens. We test this model using an online questionnaire administered to a sample of 271 voters for the period between December 2012 and May 2013, which followed the presidential election in South Korea. Results provide support for our overall model, and suggest that emotional value perception strongly affects conservative voters' rational perception and trust in politicians and their policy pledges, while communication expectations may be a factor in garnering the political support of progressive voters. Taken as a whole this paper provides new insights into the psychology of voters' decision making in the age of digital communication.

Growth of Self-Aligned Ga2O3 Nanostructures Deposited on r-plane Sapphire by Using Metal-Organic Chemical Vapor Deposition

Seoyoung Lee,Seunghyun Lee,Hyunjin Jo,Sangki Bae,Kimin Kim,Jiho Song,Younghwan Cho,Jinsung Kim,안형수,양민 한국물리학회 2016 THE JOURNAL OF THE KOREAN PHYSICAL SOCIETY Vol.69 No.10

The growth temperature dependence of self-aligned -Ga2O3 nanostructures grown on an rplane sapphire substrate by using metal-organic chemical vapor deposition is reported. Periodic self-alignment of the -Ga2O3 grains was observed for certain growth temperature windows and the grain size of the -Ga2O3 structure varied in response to the growth temperature. At temperatures under 800 C, self-alignment of the -Ga2O3 structures was not observed. The self-alignment tendency began to appear at 900 C, and obvious self-alignment characteristics in a certain direction were observed at approximately 950 C. However, as the growth temperature was increased to more than 900 C the growth mode of the -Ga2O3 structure gradually deviated from the self-alignment mode, finally exhibiting a two-dimensional thin film mode at 1100 C. We surmise that the driving force of -Ga2O3 grain self-alignment is the surface-potential difference between the planar and the step regions of the substrate on an atomic scale, which originates from misorientation occurring during the r-plane sapphire cutting process.

Enzyme-free and Label-free Strategy for MicroRNA Based on Mass Spectrometry Using Catalytic Hairpin Assembly and DNA-cleaving DNAzyme

Seoyoung LEE,Hyowon JANG,Hyun Gyu PARK 한국생물공학회 2017 한국생물공학회 학술대회 Vol.2017 No.10