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연구논문 : 마케팅 전략이 브랜드 태도, 점포감정, 점포충성도에 미치는 효과: 글로벌 SPA 대 한국형 SPA 비교
고순화 ( Soon Hwa Ko ),김은영 ( Eun Young Kim ) 한국의류산업학회 2014 한국의류산업학회지 Vol.16 No.3
This study was to identify underlying dimension of marketing strategy, and to examine effect of the marketing strategic factors on store affect, brand attitude, and brand loyalty in global and domestic SPA brands. Based on pilot study, four SPA brands of which consumers were most aware were selected: Korean SPAs (e.g., Codes-Combine, Basic House) and global brands (e.g., Zara and Uniqlo). A self-administered questionnaire was developed based on literatures. By using intercept survey, 421 respondents were obtained from consumers shopping at the selected SPA retail stores located in cities (Seoul, Daejon, Chongju) in Korea. Result showed that SPA brand marketing strategy consisted of four factors: Product differentiation, store location, in-store VMD, and price value. The marketing strategic factors had partially significant effects on brand attitude, store affect and store loyalty. However, there was significant differences in those effects between global and Korean SPA brands. Specifically, the effect of in-store VMD on brand attitude was higher in Korean SPA brands, whereas the effect of price value was higher in global SPA brand. Also, the price value was significant predictor of store affects in global SPAs, while in-store VMD was significant predictor of store loyalty in Korean SPA brands. This study discussed a managerial implication for creating brand attitude and emotional responses, which obtains comparative advantages in the competing marketplace.
보문 : 패션 콜레보레이션 브랜드에 대한 소비자 반응-콜레보레이션 유형과 브랜드 민감성 효과-
김은영 ( Eun Young Kim ),고순화 ( Soon Hwa Ko ) 한국의류학회 2012 한국의류학회지 Vol.36 No.10
This study examines the effects of collaboration type and brand sensitivity on consumer responses toward fashion collaboration brands. For this study, six brands of fashion collaboration were selected by collaboration types: collaboration with same industry (Uniqlo-Jill Sander, H&M-Sonia Rykiel, and Levis-Jean Paul Gaultier) and collaboration with different industries (LG-Prada, Samsung-Armani, and LG-Levis). A selfadministered questionnaire was developed based on the literature that mainly included brand sensitivity, consumer response (brand association, brand values, and purchase intention), and marketing strategic elements in the context of fashion collaboration. For collecting the data, respondents were asked to choose and assess a previously purchased brand. A total of 299 usable data responses were obtained from Korean consumers aged from 15 to 40 years old. The consumer response toward the fashion collaboration brand consisted of four factors: Emotional value, perceived quality, symbolic value, and brand association. The results showed that the collaboration type had the main effect on emotional value, symbolic value, and purchase intention. Brand sensitivity had the main effect on brand association, emotional value, symbolic value, and purchase intention. There was also an interaction effect on emotional value. With respect to strategic marketing elements, product differentiation, premium pricing, and value pricing had partially positive effect on consumer responses; however, promotion had a negative effect on consumer responses (e.g., perceived quality, and emotional value). In addition, collaboration type or brand sensitivity moderated the effect of strategic marketing elements on consumer responses. This study discussed a managerial implication to develop a strategic brand alliance to manage brand equity in the fashion marketplace.
연구논문 : 온/오프라인 브라우징에 따른 소비자 집단의 쇼핑성향과 구매행동 연구
이영선 ( Young Sun Rhee ),고순화 ( Soon Hwa Ko ) 한국의류학회 2014 한국의류학회지 Vol.38 No.3
This study grouped on/offline browsing consumer types according to on/offline browsing consumer behavior and investigated the differences in shopping orientation, impulse buying, and fashion goods expenditure ratio in on/offline markets based on on/offline browsing types. Data were obtained from 379 consumers aged10 to 40 in Daejeon Korea. The data were analyzed using factor analysis, cluster analysis and ANOVA. There sult were as following. First, respondents were classified into four group by on/offline browsing behavior(high offline browsing group, low on/offline browsing group, high on/offline browsing group, and high online browsing group). Second, there were significant differences among groups in the shopping orientation(except for efficient shopping orientation). Third, groups showed differences in impulse buying and fashion goods expenditure ratio in on/offline markets. This information will benefit marketers in the use of multichannel consumer strategies