SIZE SYSTEM STATUS OF DOMESTIC AND INTERNATIONAL CYCLE WEAR BRANDS

Hyun-jeong Park,Wol-hee Do 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

This study investigates the size marking differences in domestic and international cycle wear brands offered in Korea and provides basic material to develop a size system for cycle wear suitable for the Korean somatotype. Study methods include size systems suggested in the web-sites of domestic and international cycle wear brands offered in Korea. Brands used for the study included 8 brands (3 domestic brands, 2 Italian brands, 1 Australian brand, 1 Swiss brand and 1 Japanese brand). The results of this study were as follows. Domestic brand A company marked the size from 85 to 110 based on height(cm) and weight(kg) and indicated the actual size of the product for customers to refer to. Domestic brand B company marked the size from ES:85 to 2XL:110 based on height(cm) and weight(kg), Domestic brand C company marked unisex size from XS to XXL based on weight(kg) and height(cm) and waist circumference(inch)with a separately marked women size XS-M. Italian brand, D company marked size from S-4XL for men based on height, chest, waist, hip circumference size(cm) and XS-2XL for women. Italian brand F company marked size from S-3XL for men and XS-XL for women based on chest, waist and hip circumference size(cm). Japanese brand G company marked size fromS-3L for men based on height, chest, waist circumference size(cm) and S-XL for women based on height, chest, waist and hip circumference size(cm). Australian brand H company marked sizes as XS-XXL based on chest circumference size(cm) for upper clothes for men and for women XXS-XL. For bottom clothes, they marked sizes XS-XXL for men based on waist circumference size(inch) and XXS-XL for women based on waist and hip circumference size(inch). Swiss brand, I company marked men sizes as XS-XLG and TIR based on a chest circumference size(cm) based on height(cm) for bottom clothes and chest circumference size(cm) for upper clothes with XS-XL for women based on a hip circumference size(cm) for bottom clothes and chest circumference size(cm) for upper clothes. In conclusion, domestic brands have a wide range of sizes and utilize a range of weight against height to cover various body somatotype. The Italian brand indicated that S size is bigger than other brands when it comes to deviation and a relatively small size tolerance with each size. Japanese brands have a well-organized size system based on height and basic body measurements. Australian brand are variously distributed without regular dimension tolerances for each size and Swiss brands have bigger round sizes. The investigation of size marking for domestic and international cycle wear showed that cm and inch are combined and that each country has a different size system with significant difference in dimension and size deviation. Thus, there is a need to establish standards and develop a domestic size system for international cycle wear and the purchase of overseas brands. However, it has the limitation in generalization of results because there is a little investigation brand.

국내브랜드와 해외브랜드에 대한 소비자 브랜드체험이 브랜드만족과 브랜드충성도에 미치는 영향

김혜란 한국무역통상학회 2015 무역통상학회지 Vol.15 No.4

The purpose of the current paper is to examine the direct influence of brand experience on brand satisfaction and brand loyalty and the role of brand satisfaction. In addition, domestic and global brands were compared with respect to the relationships among the three constructs, brand experience, brand satisfaction, and brand loyalty. 371 usable responses were collected from online and offline survey using convenience sampling technique. The results indicate that brand experience has an direct impact on both brand satisfaction and brand loyalty. Brand satisfaction which is influenced by experience has an direct impact on loyalty. Sensory experience is a stronger direct predictor of brand satisfaction and brand loyalty in global than domestic brands. Intellectual experience is the weakest effect in domestic brands while behavioral experience is the weakest effect in global brands. The findings provided academic contribution to the brand management research field and strategic implications for experiential marketing in domestic and global brands.

국내 스포츠용품 브랜드 활성화를 위한 제도적 개선방안 - 스포츠 광고를 중심으로 -

김현정,이영미 한국스포츠엔터테인먼트법학회 2020 스포츠와 법 Vol.23 No.3

Since the modern society, the development of industrial technology has reduced the quality difference in products and functional or physical differences in those have disappeared. It also brings difficulties to the brand differentiation strategy that emphasizes the function of the product. So, the corporate management policy has changed to a brand-oriented management that emphasizes characteristics and personality of customers. Companies use a variety of different channels such as advertising and sponsorship to approach consumers. In the case of advertising, advertisers ordinarily use celebrities in their advertisement to increase the effectiveness and heighten the credibility of commercials. The celebrities in the advertisement raises awareness by attracting the attention of consumers by presenting a specific image of the brand. They also play a vital role in enhancing interest and understanding of the brand, thereby inducing consumers' purchasing behavior. Celebrity endorsements in sports advertising are so common in that it helps build trust with current and potential customers, increase the chances of the brand being remembered, and attract a new type of consumers. Endorsements also may increase the consumer's buying desire for a product. Although Korea has recently been recognized as a sports powerhouse, there are few companies that make their sports business more profitable by using sports. In that sense, It is inevitable to cultivate a sports brand. It is absolutely the company's responsibility to develop a brand or not. Domestic companies have relatively poor marketing conditions compared to large overseas companies. In this study, I would like to suggest the following measures to improve the government's laws and policies to foster domestic sports goods brands based on the investigation of domestic sports brand problems and advertising examples First, legal institutional system related to this, such as subsidies from the government, should be prepared in relation to marketing and advertising activities of domestic sports brand companies. Second, as the sports industry grows, the advertising and promotion support system should be expanded. Third, the government should invest in developing professional and a variety of ideas and content in advertisement, promotion, support related to products of domestic sports companies. 현대사회에 들어서면서 산업기술의 발전은 제품 간 질적 차이는 줄어들고, 기능적 혹은 물리적인 차이를 사라지게 하였으며, 제품의 기능을 이용한 브랜드 차별화 전략에 어려움을 가져다주어, 기업의 경영은 소비자의 특성과 개성을 중시하는 브랜드 중심의 경영으로 변하였다. 기업은 광고, 스폰서십 등 다양한 형태를 통해 소비자들에게 다가가고 있으며, 광고의 경우 가장 보편적으로 많이 행하는 형태로 효과를 극대화시키기 위하여 광고모델을 사용하게 된다. 유명 광고모델은 브랜드의 특정 이미지를 제시함으로써 소비자의 주목을 끌어 인지도를 높이고, 브랜드에 관한 관심과 이해를 높여서 나아가 구매행동까지 유발하는 중요한 역할을 한다. 현재 우리나라는 ‘스포츠 강국’으로 그 위상이 높지만 스포츠를 통해 기업이 이익을 창출할 수 있는 의류와 용품 브랜드의 부재로 스포츠브랜드 육성이 절실한 시점이다. 브랜드를 육성하고 안 하고는 절대적으로 기업의 몫이지만 국내 기업은 해외 대형기업과 비교해 상대적으로 마케팅 등을 따라갈 수 없는 여건을 가지고 있다. 본 연구에서는 국내 스포츠용품 브랜드의 문제 고찰과 광고 사례를 통하여 도출된 내용을 토대로 ‘스포츠 강국’이라는 위상에 적합한 국내 스포츠용품브랜드 육성을 위한 정부의 법안, 정책 등의 개선방안을 다음과 같이 제언하고자 한다. 첫째, 국내 스포츠용품 브랜드 기업의 마케팅 및 광고활동에 있어 정부의 보조금 지원 등 이와 관련된 법적 제도가 마련되어야 할 것이다. 둘째, 스포츠산업 성장에 있어 광고 및 홍보 지원제도 확충이 시행되어야 할 것이다. 셋째, 국내 스포츠 기업의 용품광고, 홍보, 지원, 제작에 있어 전문적이고 다양한 아이디어 및 콘텐츠 개발을 위한 정부의 투자가 이루어져야 할 것이다.

국내 화장품 브랜드 아이덴티티와 색채이미지 연구 - 고가 브랜드와 중저가 브랜드의 B.I와 웹사이트를 중심으로 -

한정민 ( Han Jung Min ),강혜승 ( Kang Hae Seung ) 한국디자인트렌드학회 2013 한국디자인포럼 Vol.38 No.-

본 연구는 국내 화장품 브랜드의 색채 분석을 통해 브랜드 아이덴티티와 색채전략이 일관성 있게 나타나는지 알아보고자 하였다. 이를 위해 국내 고가 화장품인 설화수, 헤라, 오휘, 더 히스토리 오브 후의 4개 브랜드와 중저가 화장품인 더페이스샵, 미샤, 에뛰드하우스, 이니스프리의 4개 브랜드를 대상으로 B.I와 웹사이트 색채를 분석하였다. 분석결과는 다음과 같이 요약할 수 있다. 첫째, 국내 중저가 화장품 브랜드는 모두 브랜드 컨셉에 부합하는 색채이미지가 B.I와 웹사이트에 일관성 있게 나타나고 있음을 알 수 있었다. 둘째, 국내 고가 화장품 브랜드의 경우, 설화수, 헤라는 브랜드 컨셉에 적합한 색채이미지가 B.I와 웹사이트에서 일치성을 보이고 있는 반면, 오휘, 더 히스토리 오브 후는 브랜드가 추구하는 컨셉이 색채이미지와 조금 다른 경향을 나타내고 있었다. 이 결과를 통해 첫째, 중저가 화장품의 신규 브랜드들은 브랜드 아이덴티티와 색채전략의 중요성을 인지하여 색채전략을 수립해야 할 것이다. 둘째, 오휘와 더 히스토리 오브 후에 해당하는 L기업에 대해 브랜드 고유의 색채전략을 강화하여 경쟁사와 차별화할 수 있는 방안을 모색해야 함을 시사한다. This Study intended to find out if brand identity and color strategy have consistency through color analysis of domestic cosmetics` brand. For this, analyzed B.I and web site color with object of 4 brands of high-price cosmetics, like Seolwhasu, Hera, Ohui and The History of Whoo and middle-low price cosmetics like The Faceshop, Missha, Etude House and Inisfri. The result can be summarized as follows. First, all the middle-low price cosmetics brands have shown consistent color image in B.I and web site which match the brand concept. Second, high-price cosmetics brands, on the other hand, only showed consistent color image in B.I and web site of Sulwhasso and Hera which match their brand concept while Ohui and The History of Whoo showed color images that were slightly different from their pursuing brand concept. Based on these results, firstly, new middle-low price cosmetics brands should map out their color strategy knowing the importance of brand identity and color strategy. Secondly, it suggest that the L company which falls into a category of Ohui and The History of Whoo find a way to strengthen its unique brand`s color strategy to differentiate itself from other competitors.

국산 농산물의 브랜드 충성도 형성과정에 관한 연구

이용학(Lee, Yong-Hak),최광수(Choi, Gwang-Su),나준희(Na, June-Hee) 한국상품학회 2012 商品學硏究 Vol.30 No.3

본 연구는 농산물브랜드의 어떠한 요인들이 브랜드 충성도를 높이고 있으며, 어떠한 과정을 거쳐 농산물 브랜드에 대한 충성도가 형성되는지를 규명하여 브랜드 농산물의 생산 및 품질관리, 마케팅 전략, 브랜드관리 방안 등을 제시하여 농산물 브랜드의 차별화를 통한 국산농산물 브랜드의 경쟁력 강화에 기여하고자 하였다. 이러한 관점에서 본 연구는 생산 측면에서의 농산물 생산지와 소비 측변에서의 매장 형태가 농산물 브랜드 충성도 형성에 미치는 영향 과정을 분석하고자 한다. 즉, 생산지 및 매장 형태에 따라 소비자들이 농산물의 기능적 속성(가격, 품질, 안전성)에 대해 어떻게 평가하고 있으며, 소비자들이 농산물 구입 시 느끼는 불안감의 정도, 브랜드에 대한 신뢰도, 충성도 조사 등을 통하여 브랜드 충성도 형성과정을 실증하고자 하였다. 분석 결과, 가격에는 매장 형태 및 생산지 모두 영향을 미치지 않는 것으로 나타났으며, 품질과 안전성에는 매장 형태와 생산지가 매우 긍정적인 영향을 미치고 있는 것으로 나타났다. 또한, 품질은 가격에는 영향을 미치지 않고 있으나, 안전성에는 긍정적인 영향을 미치고 있는 것으로 나타났다. 지각된 위험에는 품질과 안전성이 긍정적인 영향을 미치는 반면, 가격은 영향을 미치지 않는 것으로 나타났다. 브랜드 신뢰에는 안전성은 긍정적인 영향을 미치고 있으나, 품질과 가격은 영향을 미치지 않는 것으로 나타났다. 특히, 지각된 위험은 브랜드 신뢰와 브랜드 충성도에 유의한 영향을 미치는 것으로 나타났으며, 브랜드 신뢰 역시 브랜드 충성도에 긍정적인 영향을 미치는 것으로 나타났다. This research attempted to examine what factors of full-pledged agricultural product brands heightened the brand loyalty and through what process the agricultural product loyalty was formed and to contribute to strengthening the competitiveness of locally produced agricultural product brands through differentiation of agricultural product brands by presenting the ways to produce agricultural products and quality control, marketing strategies, and brandmanagement. Fromthis viewpoint, this research attempted to analyze the effects of the producing center of agricultural products in the aspect of production and the type of stores in the aspect of consumption on the agricultural product brand loyalty. In other words, it attempted to demonstrate the process of forming brand loyalty through examining how consumers evaluate the functional properties of agricultural products (price, quality, safety) according to the type of producing center and stores and through investigating the degree of uneasiness at the time of purchasing agricultural products, reliability on brands, and loyalty to brands. As the results of the empirical analysis, the type of stores and the producing center all were found to have no effects on price, and the type of stores and the producing areas all were found to have very positive effects on product quality and safety. And the quality was found to have no effects on price but have positive effects on safety. The quality and safety were found to have positive effects on perceived danger but price did not. Safety was found to have positive effects on reliability but quality and price were found to have no effects on reliability. Particularly, perceived danger was found to have significant effects on the reliability, and the degree of brand loyalty, and reliability alsowas found to have positive effects on the degree of brand loyalty.

국내(國內) 의류(衣類)브랜드 네임의 네임 스펙트럼 유형(類型) 및 특성(特性) -여성복(女性服)과 남(男),여(女) 공용복(共用服)을 중심(中心)으로-

권혜숙 ( Hae Sook Kwon ),오연정 ( Yeun Jung Oh ) 한국패션비즈니스학회 2005 패션 비즈니스 Vol.9 No.5

The purpose of this research is to investigate the types of name spectrum and their characteristics of domestic fashion brand names focusing on women` wear and bisex wear, and also studied the differences based on the sex of brand target. 224 of women`s wear brands and 99 of bisex wear brands were selected from ``2002 Korea Fashion Yearbook`` under the criterion that their brand names were made in Korea and they should engage in business in 2002. The data analysis quatitatively evaluate the frequency and qualitatively evalute the image of brand product and the meaning of brand name. The result as follows; 1.The domestic fashion brands for women`s and bisex wear appeared to have to three types of name spectrum ; the descriptive name was the most frequently used one, then followed by the arbitrary, and the suggestive name. There were only one coined brand name and no generic brand name. 2. The characteristics of descriptive brand name was that, in most cases, it used the name of designer. For the suggestive brand name, it implied the features or the image of its products. For the arbitrary brand name, some bear the ideology or the foundation belief of company itself. 3. For women`s wear, the discriptive name appeared most, and followed by arbitrary, and the suggestive name. For bisex wear, the suggestive brand name appeared most, and followed by arbitrary name, and the discriptive name. 4. For descriptive brand name, the names of designer were used most in women`s wear brands. Otherwise, the brand names that directly described the image or the characteristics of products were used most in bisex wear brands. For suggestive brand name, soft and feminine images were prevailed in women`s wear brand names but comfotable and casual images were dominent in bisexsual brand names. For arbitrary brand name, as the various types of languages were combined and the various meanings and words were mixed, and imply the various meanings in both cases, it was hard to classify the characteristics into some categories.

소비자의 합리성추구, 유행추구, 과시추구성향이 국산 및 수입유명상표추구행동에 미치는 영향 구조분석

허경옥 한국소비자정책교육학회 2016 소비자정책교육연구 Vol.12 No.4

본 연구에서는 소비자의 국산 및 수입유명 상표추구행동이 소비자의 사회․인구학적 특성에 따라 어떤 차이가 있는가를 조사하였다. 또한, 소비자의 구매행동유형이 국산 수입유명상표추구와 수입 유명상표추구에 미치는 영 향에 대해 공변량구조 분석을 통해 검증하였다. 본 연구의 결과를 정리․종합하면 다음과 같다. 첫째, 10대, 의류구입액수가 많은 집단, 용돈이 150만원을 초과하는 경우, 가계소득이 200만원을 초과하는 경우 국산유명상표추구 성향이 높았다. 또한, 기혼, 10대, 의류구입액수가 100만원을 초과하는 경우, 용돈이 대 체로 많은 경우, 가계소득이 500만원을 초과하는 경우 수입 유명상표추구 성향이 높았다. 둘째, 공변량구조분석 결과 소비자의 합리성추구성향이 과시추구성향에 부적영향을 국산유명상표추구에는 정적 영향을 미치는 것으로 나타났다. 한편 과시추구성향은 국산유명상표추구에 유의한 영향을 미치지 않으나 유행 추 구성향은 국산유명상표추구에 정적 영향을 미치는 것으로 나타났다. 셋째, 공변량구조분석을 실시한 결과 합리적 추구성향이 유행추구성향 및 과시성향에 유의하게 부적인 영향을 주는 것으로 나타났다. 그러나 합리적 추구는 앞서의 국산유명상표추구 모델과는 달리 수입 유명상표추구에 영향 을 미치지 않는 것으로 나타났다. 한편, 유행추구성향이 높은 소비자일수록 수입 유명상표 추구성향이 높은 것으로 나타났다. This study investigated the differences on consumer’s rational behavior, trend-oriented behavior, showing off behavior, famous domestic and imported brand-oriented behavior. Also, this study investigated the effects of purchase behavior style on famous domestic and imported brandoriented behavior by covariance structure analysis. The major results of this study were below. First, teenager, consumer who have a lot of clothes prepared, have allowance over 1,500 thousands won, have household income over 2,000 thousands won showed high level on famous domestic and imported brand-oriented behavior. Also, married, teenager, consumer who have a lot of clothes prepared over 1,000 thousands won, have high allowance, have household income over 5,000 thousands showed high level on famous imported brand-oriented behavior. Second, as the result of covariance structure analysis, consumer’s rational behavior influenced on showing off behavior negatively, but on famous domestic brand-oriented behavior influenced positively. On the other hand, showing off behavior did not influence on the famous domestic brand-oriented behavior, but trend-oriented behavior influenced negatively on domestic brandoriented behavior. Third, as the result of covariance structure analysis, consumer’s rational behavior significantly influenced negatively on trend-oriented behavior and showing off behavior. But differently with previous analysis regarding domestic brand-oriented behavior, rational behavior did not influence on the imported brand-oriented behavior. Meanwhile, consumer who have trend-oriented behavior and showing off behavior showed high level on imported brand-oriented behavior.

국내 캠핑용품 BI 디자인의 미래 방향성에 관한 연구 - 카즈미, 코베아, 캠프밸리, 몬테라, 헬리녹스, 아베나키를 중심으로 -

이현주 한국브랜드디자인학회 2022 브랜드디자인학연구 Vol.20 No.2

마니아를 중심으로 이루어지던 캠핑문화는 소득수준의 향 상 및 여가 시간의 증가로 2004년부터 꾸준히 활성화되기 시 작했으며 지자체의 캠핑장 개발 및 사설 캠핑장의 증가 그리 고 정부의 캠핑카 보급의 활성화는 캠핑의 대중화를 가속화 시켰다. 특히 지속되는 코로나(COVID-19)의 영향으로 인해 바이러스로부터 가족과 함께 보낼 수 있는 안전한 장소를 찾 는 캠퍼들이 최근 들어 급격히 증가하고 있다. 이러한 캠핑 인구 유입은 다양한 캠핑용품의 수요와 함께 캠핑용품 전문 브랜드의 증가로 이어지고 있다. 이에 캠핑용품 업체들은 날 로 늘어나는 경쟁사와의 브랜드 차별화와 경쟁력을 높이기 위한 노력의 방편으로 자사의 브랜드 아이덴티티를 강화하고 브랜드 관리를 통해 소비자 인식을 상향시키는 것이 매우 중 요한 시점이 되었다. 이에 국내 캠핑 용품브랜드의 컨셉과 브 랜드별 BI 디자인의분석을통해현재 캠핑 브랜드 BI 디자인 의 특성을 파악하고 바람직한 방향성을 찾고자 하였다. 연구 결과, 대다수의 국내 캠핑 용품 브랜드들은 야외에서 자연과 함께 하는 캠핑의 특성을 살려 자연과 어우러지고 하나가 되 는 삶, 즉 자연 속에서 휴식을 구하고 쉼을 갖고자 하는 브랜 드 컨셉과 함께 가능성의 한계를 뛰어넘고자 하는 의지를 담 고 있었다. 또한 국내 캠핑 용품 브랜드의 로고는 텐트나 브 랜드 컨셉을 표현해주는 심볼마크가 브랜드명과 함께 배치된 사례가 가장 많았다. 컬러에 있어서는 흰색과 검정색을 사용 하여 무채색으로 표현하는 사례와 유색을 사용한 사례는 주 로 오렌지나 블루 계열의 색을 사용하는 경향을 보였다. Camping culture, which was centered on maniacs, start ed to be activated steadily from 2004 due to an increase in income level and an increase in leisure time. The local government's development of campgrounds, the increase of private campgrounds, and the revitalization of the gov ernment's supply of campers accelerated the popularizati on of camping. There is a sharp increase in campers look ing for a safe place to spend with their families, especiall y due to the ongoing impact of COVID-19. This influx of camping population led to an increase in domestic campin g equipment brands. Accordingly, management of the co mpany's brand image became a very important point. Ac cordingly, the characteristics of the domestic camping br and BI design were identified. As a result of the study, most of the domestic camping brands had the characteris tics of camping with nature outdoors. It had a brand conc ept of becoming one with nature and seeking rest in natu re, and furthermore, it contained a will to go beyond the limits of possibilities. In addition, in the logo of a domesti c camping brand, a symbol mark expressing a tent or a brand concept was placed together with the brand name in the most cases. The color was divided into the case w here only white and black were used for expression and the case where color was used. In the case of colored, the re was a tendency to mainly use orange or blue-based co lors.

국내저가화장품브랜드의 브랜드 이미지와 컬러 아이덴티티의 관계 연구

이현지 ( Hyun Ji Lee ) 한국미용학회 2016 한국미용학회지 Vol.22 No.5

The purpose of this study attempted to determine if color identity is efficiently utilized by investigating relations between brand image and color identity in domestic low-price cosmetic brands. For this, a total of 480 questionnaires were used for analysis among women in their 20-40s living in Seoul and the capital region who have no problem in color identification and who bought domestic low-price cosmetic brand products before. For data analysis, frequency analysis and multidimensional scale analysis were conducted, using SPSS 17.0. The study results found the following: First, according to the assessment on image adjectives perceived regarding brand image and color identity, there was no difference in awareness between Nature Republic and Etude House. Therefore, it was confirmed that the color identity might be used as a differentiation strategy with other brands. Nature Republic presented an ‘intimate, natural and comfortable’ image while Etude House displayed a ‘lovely, pleasant, feminine and refreshing’ image. Second, while the Faceshop creates an ‘intimate, natural and comfortable’ image, the color identity generated a ‘practical’ image. Therefore, color identity should be adjusted to match well with brand images. Third, Innisfree has a ‘lovely, pleasant, feminine and refreshing’ image’ while the color identity presents ‘intimate, natural and comfortable’ image. In other words, brand image and color identity are recognized similarly. Therefore, it was shown that color identity could be used as a effective differentiation strategy with other brands.

Place Brand Equity and Domestic Investors' Choice: A Case Study in Vietnam

PHAM, Huong Thi Thu,PHAM, Nga Thi Korea Distribution Science Association 2020 The Journal of Asian Finance, Economics and Busine Vol.7 No.10

Selecting an investment location is one of the most crucial decisions of investors as it has a great influence on the operation and development of the business in the future. At the same time, the attraction of localities will bring advantages for socio-economic development for the localities invested. Investors are interested in localities that have the potential to invest. The study focused on analyzing and testing the influence of place brand equity on the choice of investment locations of domestic investors through a regression analysis using 425 survey samples of investors in Phu Tho province, one of the northern industrial zones in Vietnam. Research results showed that 56.5% of investment decisions depended on factors from place brands. In addition, in the decision-making process for choosing investment locations, brand awareness factor had the greatest impact on investor's decisions, followed by brand image and brand personality, and finally brand confidence had the smallest impact. Therefore, in the coming time, in order to retain and attract domestic investors to choose Phu Tho as an investment and business destination, it is necessary to increase the value of place brand equity and implement solutions to promote place brands to investors.