Fashion design itself has an independent artistic value of its own. However, legal protection for fashion design is still lacking. In the fashion market, design piracy and trademark piracy are universal phenomena and the imitation behavior is made by a wide range of subjects in real time. The protection of the authentic holder in the relatively-short-cycled fashion design should be done immediately. Accordingly, this study aims to conduct a comparative research on the laws designed to protect fashion design significantly, to promote the creation of fashion design, and to provide implications for the future fashion design protection. The specific objectives of this study are as follows. First, we aim to examine the market trends relating to the theft of the fashion design between Republic of Korea and the United States. The second objective is to consider current legislation to protect fashion design in Republic of Korea and the United States and to analyze the differences between the two countries. Thirdly, the present study seeks to measure consumers’ perception on counterfeit in order to analyze the current status of design piracy. Our results suggest that both countries cohere in that the market size of counterfeit goods is expanding and fashion products are prominent in the counterfeits market. However, while Republic of Korea is not capable of effectively controlling domestic counterfeit products, the United States is trying to protect the intellectual property rights with regulations of counterfeits through the Customs and Border Protection Agency. In the domain of legal protection for fashion design, the United States enacted individual laws such as DPPA and IDPPA through cooperation with the fashion industry and the legal profession since 2006. On the other hand, the effectiveness of laws for fashion design protection appears to be weaker in Republic of Korea. According to the analysis of consumer perception, Korean consumers continuously buy counterfeit goods, whereas U.S. consumers rarely report having had a counterfeit product purchase experience. Korean consumers have a relatively high level of legal knowledge concerning fashion design protection and, compared to their U.S. counterparts, they are negatively recognized about counterfeit goods. Despite this, they do not hesitate to buy counterfeit products in real life. The results of our analysis of the consumer perception suggest that Korean consumers’ attitudes and purchase behaviors with regard to counterfeit goods are inconsistent; the reason underlying this tendency is that the force of the legal system is insufficient. Therefore, this study suggests to strengthen the rigor of the law-enforcement and to establish the laws that would help enhance consumer awareness in the Korean society.

This paper identifies the key antecedents and moderators with regard to brand attitude and purchase intention of luxury brands. The findings suggest that is a strong importance of status seeking, as well as informational influences towards consumer brand attitude of luxury brands for both subtle and prominent brands. In addition, the moderating results indicate that consumer need for subtle branding only moderated the relationship between informational influences and consumers band attitude for subtly branded luxury products.

Nowadays, Korean culture affects fashion cultural industry. Furthermore, art and fashion collaborate considerably more now than in the past. Korean fashion experts and fashion cultural industry have mainly focused on global tourists. Fashion cultural products that promote the image of Korea synthesize both traditional and contemporary traits of the Korean culture (Cho, 2007), which reflects cultural and economic values. Hallyu, which means ‘Korean Wave’, has been a popular trend of Korean cultural contents on the global market. The target market of the contemporary Korean fashion clothing has mostly targeted global tourists. However, traditional products dominate over a few contemporary products on the Korean cultural product market. This study focuses on the contemporary Korean fashion clothing that are designed and reinterpreted in our times. When these designs become available on the market, they can excite more interest both in the fashion industry and among the consumers. This will help highlight the importance and potential of the present-day Korean cultural products. The purpose of the study is to figure out effects of contemporary Korean fashion clothing attributes on consumer response and consumer behavior. Contemporary Korean fashion clothing attributes are divided to Korean culture, fashion/practicality, creativity/uniqueness and design/aesthetic traits. Consumer response is to see the affective and cognitive response. Also, consumer behavior is to see preference and purchase intention. In the study, the data was used to conduct exploratory factor analysis and reliability analysis with SPSS, 21.0 and Amos 18.0 was used to conduct confirmatory factor analysis and structural equation modeling for testing the hypotheses. The results revealed fashion/practicality, creativity/unique attributes had positive effect on affective response and creativity/unique, design/aesthetic attributes had positive effect on the cognitive response. In addition, affective and cognitive response had positive effect on preference but only affective response had positive effect on purchase intention. Lastly, preference had positive effect on the purchase intention. The implications of this study would stimulate the expansion and further development of the Korean contemporary design market. However, as a limitation of research, limited category of product was used so more various kinds of fashion category can be used for the future research.

This study was designed to investigate luxury brand co-value creation. A mixed method approach was used to 1) identify encounter attributes of value co-creation, consumer value and brand value and 2) examine the relationships among encounter attributes, consumer value, brand value, and purchase intention to explain the process of value co-creation.

This study analyzed consumers’ awareness, preference levels, and effect expectations in relation to fashion art marketing according to the types of such marketing (collaboration between fashion and art in fashion products, called product collaboration; sponsorship for art foundation; artist sponsorship; collaboration for the design of a space/store/display; ad/promotional film collaboration). The study also investigated the influence of consumers’ attitudes toward fashion art marketing with respect to purchase intention. The study was implemented through a descriptive survey method. The sample consisted of 342 men and women between the ages of 20 and 45. The data were analyzed by factor analysis, one-way ANOVA, and multiple regression analysis. The results revealed that there are significant differences in consumers’ awareness and effect expectations in relation to fashion art marketing according to the types of fashion art marketing activities. While no differences were found in preference levels according to the type of fashion art marketing, all the types of art marketing showed overall high levels of preference. The collaboration between fashion and art in fashion products, which had the highest awareness, also showed the highest expected effect. In all the types of fashion art marketing, consumers’ attitudes had a significant influence on purchase intention. In cases of sponsorship for an art foundation, artist sponsorship, collaboration for the design of a space/store/display, and ad/promotional films, consumers’ effect expectations had the most significant influence on purchase intention, followed by preference and awareness level. These results could be used to provide appropriate proposals to fashion brands when they plan to set up an art marketing strategy.

The purpose of this study is to examine the impact of perceived sustainability management fit of SPA brands on consumer purchase intention. A survey was conducted targeting women in their 20s and 30s from April 27th to May 6th 2013, and a total of 350 questionnaires were used in the final analysis. Frequency analysis, reliability analysis, factor analysis, ANOVA, simple regression analysis and multiple regression analysis were carried out using SPSS ver 21.0. The results of this study are as follows. First, fit of all three areas- economic, ecological and socialof sustainability management activities have a significant impact on consumer perception on sustainability activities. Second, perceived sustainability activities by SPA brands are found to have a positive effect on brand attitude, brand trust and consumer satisfaction. Third, brand attitude and consumer satisfaction forged by perceived sustainability activities by SPA brands have a positive impact on consumers' purchase intention. Based on the result of this study, the following marketing implications can be suggested. First, SPA brands need to be more active in all three area of sustainability activities while coming up with measures for differentiated social sustainability activities. Second, SPA brands need to meet their primary obligation by providing consumers with quality products at a reasonable price. Third, SPA brands need to recognize the potential value of sustainability activities as a driver of a longstanding relationship with consumers as well as long-term profit and value creation, leading to a great financial performance.

The online word-of-mouth exert an growing influence on consumers, but how Internet word of mouth influences consumers' attitude and the purchase intention, this problem and its mechanism of action has not been fully researched yet. In this paper, the theory of word-of-mouth and the results of the existing system are proposed, and it contains three independent variables which influence the spread of word-of-mouth effects: the intensity of relationship, perceiving risk and the profession of transmitter. Moreover, an investigate was acted in the college students, the data was disposed with SPSS16.0 to describe statistical analysis and fitting degree evaluation. Based on the analysis of data, the customer relationship management. Suggestions and corresponding analysis are put forward.

This paper aims to contribute to the existing literature about social influence on products purchase intention. Specifically, it focuses on social influence among young adults’ purchase intention for luxury products, through investigation about Macau young adults consumption culture. Three types of social influence (informational influence, utilitarian influence, and value-expressive influence) are examined in this study. In terms of product conspicuousness, two types of luxury products can be identified based on the degree to which products usage is performed in public versus private. Hypotheses include that informational influence, utilitarian influence, and value-expressive influence will be significantly and positively related to consumer purchase intention for luxury products, both publicly and privately consumed. A convenient sample of 120 Macau young adults aged 18 to 24 participated in this study. The result of Regression and Analysis of Variance indicated that consumers have been affected by different types of social influence when they purchase different types of luxury products. Value-expressive influence is significantly and positively related to purchase intention for public products. Moreover, both informational influence and value-expressive influence are significantly and positively related to purchase intention for private luxury products. However, the effects of utilitarian influence are insignificant to both public and private luxury products, which are contrary to the hypotheses specified in this study and surprising findings about contemporary Chinese culture. Additionally, female has higher intention to buy luxury products. Based on the results of this study, marketing implications and managerial insights in the luxury retail market are recommended accordingly. Future research can provide a more comprehensive perspective of social influence than the exploratory one offered in the present study.

Many authors and practitioners have suggested that scarcity increases a product’s perceived value, because scarcity affects availability of a product and people assume that what is less common is more valuable (Cialdini, 1987). Communicating such restrictions on product availability is a common advertising tactic intended to motivate consumer purchasing behavior by arousing product scarcity perceptions. To further our knowledge on scarcity effects researchers indicate the need to examine contextual or individual factors which are related to demand-caused scarcity and/or supply-caused scarcity. Corresponding to the call for further research this study empirically examines seller credibility, product type, and consumer orientation as moderators on the relationship between scarcity and purchase intention. Extant research have found that both excess demand and limited supply lead to increased product choice, but engender distinct inference processes (Hsuan, Chien & Tzu, 2012). Scarcity can be based on changes in demand or supply. Demand scarcity arises when supply cannot meet market demand. Advertisers may emphasize this limited availability in positive terms by claiming “only while stocks last”. Demand scarcity messages, either “in popular demand” or “over sold” indicates consumers that a product’s popularity is creating demand that exceeds the product’s available supply (Herpen, Pieters, & Zeelenberg 2009; Verhallen, 1982). Supply scarcity suggests that the product is exclusive, and affects consumer preferences through perceptions of the symbolic benefits the product can provide, including uniqueness (Snyder, 1992) and social status (Lynn, 1992). Advertisements convey supply scarcity when marketers produce quantities of a new product less than enough to meet initial demand and distribute a competitive number of units to individual retail store. Researchers have indicated the need to examine contextual or individual influences on the distinct type of scarcity to gain further insight into these two scarcity effects. This research examines the moderating effect of seller credibility, product type, and consumer orientation on the relationship between scarcity and purchase intention. The first research objective is to examine if scarcity effect is stronger when a seller is more credible than not. The second research objective is to examine if demand scarcity produces a stronger purchase intention for utilitarian products as opposed to symbolic products. In contrast, supply scarcity will be valued more highly for symbolic products, because the product’s limited availability can deliver consumers symbolic benefits such as uniqueness (Snyder, 1992) and social status (Lynn, 1992). The third research objective is to examine if demand scarcity produces a stronger purchase intention for consumers with prevention-focus than those with promotion-focus. Similarly, the research also examines if supply scarcity produces a stronger purchase intention for consumers with promotion-focus than those with prevention-focus. This research employs a laboratory experiment to empirically test the research hypotheses. The experiment manipulates scarcity, seller credibility, and product type and it measures consumer orientation as either promotion-focus or prevention-focus. Thus it employs a 3 (scarcity: demand scarcity, supply scarcity, no scarcity) x 2 (high credibility, low credibility) x 2 (utilitarian product, symbolic product) between-subjects design. Results of hypothesis tests and implications will be discussed.

Mobile phone makers compete for market shares through domination in media advertisements. These include domination of advertisements (Ads) in TV and the internet. However, the abundance and complexity of the competitions of Ads in TV does not guarantee advertising success which can influence consumers’ emotion and the purchase intention towards the brand. This research analyses the case of a directional model on Attitude-towards-the-Ad model as a baseline into a new proposed correlation models (MacKenzie, Scott, &Lutz, 1989). The survey targets the involvements of Asian smartphone owners’ attitude on advertisements, brands and purchase intentions. CFA (Confirmatory factor Analysis) was used in the research experiments, including hypothesis testing, the outcome of model fit which revealed significant levels and were successful. The study revealed that all three paths have consistently high coefficient paths (Attitude to Ads – Attitude to Brands – Purchase Intention), showing significant value of (β=>.80), which supported each correlation factors. Therefore, this structural model, could set standards for creative managers and advertising teams to improve the brands visibility and build strong influences on attitudes in advertisements and improve purchase intentions.

As multinational brands have made inroads into domestic food service industry, and its recognition has been high to consumers, This research has tried to examine the general identity of brand, their recognition, and re-purchase behaviors. The purpose of this study is to inquire into how the brand value by brand identity was caused by recent development of food service industry, and how it had an effect on the purchase behaviors of them. In particular, factors of general identity have a significant effect on the revisit and purchase intention, as the image and ads of family restaurant among brand property factors of family restaurant showed an significant effect on the revisit intention. This study was made with priority given to the brand identity as four brand factors such as product brand, organizational brand, community brand and design brand based on the confidence. Results found that the community brand and design brand had a significant difference on purchase intention. Consequently, it has been suggested that the marketing strategies to make the brand identity strong have to be established with various brand enhancement tactics in the food service industry.

This study aims to examine the influence of attitudes on customers’ intention to participate in online fashion sharing. A framework was proposed to investigate the relationships between consumer motivation, consumer attitude, and purchase intention in the manner of adopting a fashion-sharing platform. Consumer motivations are divided into three categories: utilitarian, hedonic, and ecological. The moderating effects of product replacement cycle (PRC) on consumer attitude and purchase intention are also investigated. Data collection was developed using a web-based survey where 180 consumer respondents from South Korea participated. The results of our analysis indicate that consumers’ hedonic and ecological motivations are positively related to favorable consumer attitudes, even when consumers’ utilitarian motivation is denied. Consumer attitude is also positively related to purchase intention in the fashion-sharing platform. A moderating effect of PRC is recorded between consumer attitude and purchase intention based on high and low PRC, as well as the effect of ecological motivation and consumer attitude on high PRC. This study enhances knowledge of consumer motivational factors in a fashion-sharing platform and provides insights for service providers to help them improve their target marketing.