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.

Quality of Life in Food Allergy: Validation of the Korean Version of the Food Allergy Quality of Life Questionnaire Parent Form (K-FAQLQ-PF) and Risk Factor Analysis

Kim Sukyung,Kim Minji,Kim Jiwon,Park Boram,Min Nuri,Jung Minyoung,Yu Seoyoung,Lee Ji Young,Yoo Hye Won,Kim Hye-Young,Ahn Kangmo,Kim Jihyun 대한천식알레르기학회 2023 Allergy, Asthma & Immunology Research Vol.15 No.1

Purpose: This study aimed to evaluate the reliability and validity of the Korean version of the Food Allergy Quality of Life Questionnaire-Parent Form (K-FAQLQ-PF) and to identify clinical characteristics related to low quality of life (QoL) in Korean children with food allergy (FA). Methods: Parents of 0–12-year-old patients with FA were enrolled. The English version of FAQLQ-PF was translated into Korean. Construct validation was confirmed by the Food Allergy Independent Measure-Parent Form (FAIM-PF) and the Child Health Questionnaire Parent Form 28 (CHQ-PF28). Logistic regression analyses were used to evaluate associations between potential risk factors and QoL outcomes. Results: A total of 182 patients with a median age of 5.0 years were enrolled in the study. Cronbach’s α coefficient values indicating internal consistency were higher than 0.8. Intraclass correlation coefficient values for test-retest reliability were good for all age groups (r > 0.6). Total K-FAQLQ-PF scores were positively correlated with the FAIM-PF (r = 0.56, P < 0.05) and were negatively correlated with the parental impact-emotional domain in the CHQ-PF28 (r = −0.44, P < 0.05). In multivariable logistic regression analysis, low QoL was significantly associated with female sex (adjusted odds ratio [aOR], 2.07; 95% confidence interval [CI], 1.03–4.18), age ≥ 5 years (aOR, 2.84; 95% CI, 1.31–6.16), FA diagnosis before the age of 3 years (aOR, 3.96; 95% CI, 1.13–13.93), the presence of atopic dermatitis (aOR, 2.21; 95% CI, 1.07–4.57), and residence in non-metropolitan areas (aOR, 3.44; 95% CI, 1.73–6.85). Conclusions: According to parental perceptions, the K-FAQLQ-PF is a valid and reliable tool to assess psychosocial QoL in Korean children with FAs. Age, sex, residential area, and comorbid AD can affect the QoL of pediatric patients with FA.

A user-centered health mobile app to improve HIV self-management: A development and usability study

Layoung Kim,Gwang Suk Kim,Seoyoung Baek,YeonJu Kim,SangA Lee,Ji Min Kim,Jong Yae Yoon,Jin Kim,JunYong Choi,Jae-Phil Choi 한국간호과학회 2023 한국간호과학회 학술대회 Vol.2023 No.11

Mobile IP 시스템 환경에서 사용자의 시공간적 이동성향을 고려한 위치정보 관리 방법에 관한 연구

김서영(Seoyoung Kim),김소형(So-hyoung Kim),김정호(Jeong-Ho Kim) 대한전자공학회 2006 대한전자공학회 학술대회 Vol.2006 No.11

다중 인프라 기반의 공력 설계 교육을 위한 과학 워크플로우 통합 환경

김서영(Seoyoung Kim),강혜정(Hyejeong Kang),김윤희(Yoonhee Kim),김종암(Chongam Kim) 한국멀티미디어학회 2013 멀티미디어학회논문지 Vol.16 No.2

대규모 계산처리 서비스를 위한 가상머신 오토-스케일링 최적화 연구

김서영(Seoyoung Kim),최지은(Jieun Choi),김상완(Sangwan Kim),김직수(Jik-Soo Kim),노승우(Seungwoo Rho),황순욱(Soonwook Hwang),김윤희(Yoonhee Kim) 한국정보과학회 2015 한국정보과학회 학술발표논문집 Vol.2015 No.6

Towards a Next Generation Distributed Middleware System for Many-Task Computing

Jik-Soo Kim,Sangwan Kim,Seokkyoo Kim,Seoyoung Kim,Seungwoo Rho,Ok-Hwan Byeon,Soonwook Hwang 보안공학연구지원센터 2013 International Journal of Software Engineering and Vol.7 No.4

슈퍼컴퓨팅환경에서의 대규모 계산 작업 처리 기술 연구

김석규(Seok-kyoo Kim),김직수(Jik-Soo Kim),김상완(Sangwan Kim),노승우(Seungwoo Rho),김서영(Seoyoung Kim),황순욱(Soonwook Hwang) 한국콘텐츠학회 2014 한국콘텐츠학회논문지 Vol.14 No.5

슈퍼컴퓨팅 자원들은 주로 MPI와 같은 메시지 교환 인터페이스에 기반한 통신 집적도가 높은 고성능 컴퓨팅(HPC: High Performance Computing)응용 분야를 지원하는데 활용되어 왔다. 반면에, 대규모 계산처리 컴퓨팅(HTC: High Throughput Computing)방식의 패러다임은 주로 계산 집적도가 높고(상대적으로 적은 I/O연산),독립적인(작업들 간의 통신이 적음)많은 수의 작업을 처리하는 것을 요구하고 있다. 국내에서도 고에너지 물리, 신약개발, 핵물리와 같은 연구 분야를 중심으로 대규모 컴퓨팅 자원을 요구하는 계산처리에 대한 수요가 증가하고 있다. 본 논문에서는 이러한 HTC과학 응용들에 대한 효율적인 지원을 국가차원의 슈퍼컴퓨팅 분산 환경에서 제공하기 위해 연구/개발되어진 대규모 계산처리 서비스(HTCaaS:HighThroughputComputingasaService)의 전체 구조 및 구성 요소, 실행 시나리오 및 실제 응용 적용 사례 등에 대해 서술한다. Petascale systems(so called supercomputers) have been mainly used for supporting communication-intensive and tightly-coupled parallel computations based on message passing interfaces such as MPI(HPC: High-Performance Computing). On the other hand, computing paradigms such as High-Throughput Computing(HTC) mainly target compute-intensive (relatively low I/O requirements)applications consisting of many loosely-coupled tasks(there is no communication needed between them). In Korea, recently emerging applications from various scientific fields such as pharmaceutical domain, high-energy physics, and nuclear physics require a very large amount of computing power that cannot be supported by a single type of computing resources. In this paper, we present our HTCaaS(High-Throughput Computing as a Service) which can leverage national distributed computing resources in Korea to support these challenging HTC applications and describe the details of our system architecture, job execution scenario and case studies of various scientific applications.

대규모 계산처리를 위한 멀티레벨 스케줄링 기법 분석

김직수(Jik-Soo Kim),김석규(Seok-Kyoo Kim),김상완(Sangwan Kim),노승우(Seungwoo Rho),김서영(Seoyoung Kim),황순욱(Soonwook Hwang) 한국정보과학회 2014 정보과학회 컴퓨팅의 실제 논문지 Vol.20 No.7

본 논문에서는 대규모의 배치(Batch) 작업들을 효율적으로 수행할 수 있는 파일럿 작업(Pilot-Job) 기반의 멀티레벨 스케줄링(Multi-level Scheduling) 기법(로컬 배치스케줄러를 통한 에이전트 실행으로써 자원을 확보하고, 작업들은 별도의 큐를 통해 배포 및 실행함)에 대해서 소개하고 이의 장단점을 분석한다. 파일럿 작업에 기반한 효율적인 자원 관리 및 작업 스케줄링을 통해 멀티레벨 스케줄링 기법은 작업성공률의 향상, 자원 활용의 극대화, 동적 자원 할당?재분배 기능, 다양한 워크로드의 지원 등 많은 장점을 가지고 있다. 본 논문에서는 KISTI에서 연구/개발한 국가슈퍼컴퓨팅 인프라 기반의 HTCaaS 시스템을 통해 이러한 기법의 효과를 실험적으로 확인할 수 있었다. In this paper, we introduce the concept of pilot-job based multi-level scheduling mechanism(where existing batch schedulers are utilized for submitting pilot-jobs and each pilot-job bypasses the batch scheduler and directly contacts the job queue) which can efficiently execute ensemble of batch jobs and present detailed analysis of the mechanism. By employing multi-level scheduling mechanism, we can effectively improve the task sustainability and the resource utilization, employ dynamic resource allocation, and support various scientific workloads. We experimentally prove the effectiveness of the multi-level scheduling mechanism based on our HTCaaS system which can leverage distributed national supercomputing infrastructures in Korea.

Analysis on Design and Fabrication of High-diffraction-efficiency Multilayer Dielectric Gratings

Hyun-Ju Cho,Kwang-Hyun Lee,Sang-In Kim,Jung-Hwan Lee,Hyun-Tae Kim,Won-Sik Kim,Dong Hwan Kim,Yong-Soo Lee,Seoyoung Kim,Tae Young Kim,Chang Kwon Hwangbo 한국광학회 2018 Current Optics and Photonics Vol.2 No.2

We report an in-depth analysis of the design and fabrication of multilayer dielectric (MLD) diffraction gratings for spectral beam combining at a wavelength of 1055 nm. The design involves a near-Littrow grating and a modal analysis for high diffraction efficiency. A range of wavelengths, grating periods, and angles of incidence were examined for the near-Littrow grating, for the 0<SUP>th</SUP> and –1<SUP>st</SUP> diffraction orders only. A modal method was then used to investigate the effect of the duty cycle on the effective indices of the grating modes, and the depth of the grating was determined for only the –1<SUP>st</SUP>-order diffraction. The design parameters of the grating and the matching layer thickness between grating and MLD reflector were refined for high diffraction efficiency, using the finite-difference time-domain (FDTD) method. A high reflector was deposited by electron-beam evaporation, and a grating structure was fabricated by photolithography and reactive-ion etching. The diffraction efficiency and laser-induced damage threshold of the fabricated MLD diffraction gratings were measured, and the diffraction efficiency was compared with the design’s value.