Organisations encourage shareholders to invest in the place and the place audience relies on place reputation when making investment decisions and product choices. Given the significance of the place branding and place heritage and building upon the evidence discussed, this research is one of the first attempts at collecting empirical evidence that seeks to prove that a favourable place branding and place branding heritage influence a favourable place image and favourable place reputation. This study aims to explore employees and visitors/consumers’ perceptions and practices regarding the place branding and the main factors that influence place branding suitability at a visitor/consumer/employee level. By achieving these objectives, it is expected that the investigation will add to current knowledge about the place branding and provide practical insights to managers and decision-makers. Based on the research objectives of this study, three overall research questions are: (i) What are the factors that influence place branding favourability, (ii) What are the main influences of place heritage favourability on favourable place branding?, and (iii) What are the main influences of place branding favourability on favourable place image and favourable place reputation? This research addresses the general goals: first, it explores the concept of the place branding and its dimensions. Second, it identifies the factors that are most likely to have a significance influence on the favourable place branding (antecedents of the favourable place branding). Third, it develops and empirically assesses a model concerning the relationships between favourable place branding, its antecedents and its consequences. Fourth, it examines the influence of the favourable place heritage on place branding. Finally, it investigates the impact of the favourable place branding on favourable place image and favourable place reputation (consequences of the favourable place branding). Despite the potentially significant role of the favourable place branding, little empirical research has examined how the favourable place branding exposes corporations and their members to far greater scrutiny. Creating a employee/consumer/visitor level model based on attribution theory demonstrates the issues retailers face in relation to place branding: (i) the association between the place branding concept and its elements that foster or discourage; (ii) its benefits or outcome for place; (iii) the relationships between other theoretically and empirically identified variables. In order to fill this gap in the academic literature, prior studies and the insights gained from current field research were reviewed. The model and various propositions developed thereafter, merit further study.

Research Purpose This study is to clarify the image of luxury brand advertising is not equal to brand image completely, and the main purpose is to understand whether self-image congruence with luxury brand advertisement can affect the consumers’ brand loyalty. Research Background In earlier days, luxury brands were the preserve of the privileged few. But now they have become more affordable to consumers who are belong to middle-market with the problem of mass production largely solved. Now days, luxury brands play an increasingly important role in profit generation for global corporations. Atwal and Williams (2009) indicated that experiences are the central of luxury brand consumption activity, and the emotional, cognitive, and relational factors are important for luxury brand marketing. Thus, brand image is one of the most important factors for luxury brand. And, lots of scholars have proved that luxury brand has a significant positive effect on consumer purchase intention. Meenaghan (1995) identified that imagery advertising is one of the principle components of image creation. However, whether the image of the advertising is completely equal to the brand image? Most of the prior studies are only focusing on the brand image but neglect the image of the luxury brand advertising. Thus, this study is trying to emphasize the role of the image of luxury brand advertising and fill the prior research gaps. Hypotheses Theredistinguish the brand image and the advertisement image. Second is to compare the self-image with both brand image and advertisement image to understand the self-image congruence comprehensively. For the sample, we chose convenience sampling method and handed out 300 questionnaires. The totals of 248 questionnaires were used for analysis except for responses that said they had no experience of luxury brand consumption and have response error. Sample of respondents are consisting of 75% of females and 25% of males. The average of respondent's age was from 20 years old to 30 years old. The structural equation modeling (SEM) approach was used to validate the research model. Research Results As assumed in hypotheses, self-image congruence with luxury brand advertisement will increase consumers’ empathy to the advertisement and luxury brand esteem. Empathy to the advertisement and brand esteem will increase the luxury brand loyalty. Implications This study focus on the image of luxury brand advertisement and proved importance of congruence between self-image and the image of luxury brand advertisement. It is important for marketers not only just use advertisement to form the brand image but also should use the advertisement to match the target consumers’ self-image.

The fashion product image preference changes depending on one’s lifestyle and personal inclination. Women want to show the fashion product image preference, often through their clothing and makeup choices. Brand image includes those elements related to the brand. Advertising is the primary method for introducing brands. This study was conducted to investigate the effects of fashion product image preference on emphasis of brand image and advertising factor evaluation targeting working women in their 20s and 30s. The fashion product image preference was s sophisticated image. Preference for a sophisticated image has a significant effect on emphasis of brand image when selecting fashion products. Emphasis of brand image has a notable effect on the brand direct advertising factor evaluation. Fashion product image preference has a significant effect on both brand’s direct and indirect advertising factor evaluation. When selecting a fashion product (clothing and cosmetics), brand image importance was found to have a positive effect on a brand’s direct advertising factor evaluation. Therefore, fashion companies should take advantage of their brand logo. Companies should also pay attention to clothing and product containers used in advertising to show the brand. In addition, every company should create an advertising image that represents their overall brand, by using a combination of detailed advertising factor evaluation.

Exhibitions are becoming a new important marketing tool in the fashion industry. Consumer’s interest in the haute couture and arts is increasing in parallel to the increase of the need of museums to attract visitors. While many fashion brands have been holding exhibitions, very few studies have investigated the effectiveness of exhibitions. This study aims to obtain practical implications which can be applied to further exhibition marketing processes. To this end, the main goals of this study are thus as follows: (1) to analyze the fashion exhibition cases by categories; and (2) to examine customer satisfaction by the fashion exhibition types and to determine how customer satisfaction affects the brand image. In order to classify the fashion exhibition types, a total of 160 cases held in the last five years in all over the world were collected and the range was set to the B2C fashion exhibition practices. For quantitative analysis of the customer recognition, the survey was distributed to total of 309 participants. Each of respondents evaluated three stimuli therefore the nine stimuli were respectively evaluated by 103 people. As a result of our analysis, nine types of fashion exhibitions were derived by two criteria, namely, (1) the main purpose of an exhibition and (2) the contents of an exhibition. Most fashion exhibitions are held with the goals of aesthetics, sociability, and remembrance. Exhibitions display various fashion products, such as apparel, shoes, bags, and jewellry, fashion photography, as well as various artistic media, such as video, drawings, and installation arts. The nine types of fashion exhibitions were used as a stimulus to quantitatively verify the effectiveness of fashion exhibitions. According to the results of the statistical analyses, customer satisfaction and brand image were significantly different in the fashion exhibition type but the exhibition type does not directly affect the brand image. This study provides a better understanding of the growing influence of factors on the fashion exhibitions and extends the limited research area by verifying the response of fashion exhibition visitors on the marketing level. Moreover, our results provide practical implications for fashion brands to establish successful exhibition marketing strategies.

The purpose of this study was to investigate the effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect data from 170 female college students and collected data were subjected to descriptive analysis and regression analysis using SPSS Window program. The results of this study showed that the congruency of parent brand image with self-image and perceived risk had a positive effect on attitude towards extended product, whereas product knowledge had a negative effect on attitude towards extended product in fashion brand extension. Also, the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension with positive moderating effect of perceived risk and negative mediating effect of product knowledge.

본 연구는 점차 다양해지고 세분화되어 가는 소비자의 감성 적 욕구에 부합하는 브랜드 아이덴티티를 구축하기 위한 전략 으로 색채 적용 방식의 3가지 유형 중, 무엇이 적합한지를 알 아보는 데 그 목적이 있다. 이와 같은 연구 목적을 달성하기 위하여 본 연구는 첫째, 문헌연구를 통해 커피 전문점의 매출 액 현황을 살펴보았다. 분석 결과, 1위는 스타벅스(4,821억)이고 2위는 카페베네(1,762억), 3위는 엔제리너스(1,567억), 4위는 커 피빈(1,432억), 5위는 이디야(785억원)로 나타났다. 둘째, 선행 연구를 통해 각 커피브랜드의 컨셉, 네이밍, 로고를 알아보았으 며, 이는 연구 가설을 설정하는데 기반이 되었다. 마지막으로 설문조사를 실행함으로써 다음과 같은 연구결과를 도출한다. 설문조사를 통한 주요 연구결과를 요약하면 다음과 같다. 첫째, 브랜드 이미지와 가장 어울리는 로고색상은 여성이 46%(23명), 남성이 36%(18명)으로 갈색이 가장 높게 나타났다. 갈색은 원 두커피의 색상을 그대로 재현한 도상적 표현이다. 둘째, 기억에 남는 로고 색상은 스타벅스가 가장 높게 나타났다. 스타벅스는 원두커피와의 연관성을 가진 녹색을 적용하였는데, 이는 지표 적 재현 방법이다. 결과적으로 본 연구는 브랜드 이미지 강화 를 위한 색채 적용으로 지표적 표현 방식을 제안하고자 한다. 왜냐하면, 치열한 경쟁사회에서 개성이 강한 이미지를 도출하 기 위해선 도상적 재현보다는 지표적 재현, 상징적 재현이 적 합하며, 원두커피의 맛을 연상할 수 있는 색채는 상징적 재현 보다는 도상적 재현, 지표적 재현이 적합함으로 커피의 맛이 느껴지는 이미지와 기업의 차별화라는 두 가지 조건을 모두 충 족시키기 위해선 지표적 재현이 적합하기 때문이다. 본 연구는 로고색상이 커피브랜드 이미지에 영향을 미치는 것으로 이해하였으며, 연구결과를 토대로 기존 커피브랜드 로고 색상이 커피 브랜드와 조화를 이룰 수 있으면서 동시에 다른 커피브랜드와 의 차별화를 줄 수 있는 방향을 제시하였다는 점에서 의의가 있다. 이상과 같이 본 연구를 토대로 적용하여 더 효과적으로 활용할 수 있는 연구가 활발하게 이루어져야 할 것이다.

The online game market has rapidly increased worldwide, especially in China. In 2012, the world game market equaled 111.7 billion. Many game companies compete by launching new online games in various genres. In 2010, Activision Blizzard reported that the World of Warcraft (WOW) is the world’s most popular online game. Chinese gamers constitute more than half of WOW’s 10 million users. Korea is the second largest gaming market. Thus many foreign game companies target Korea and China, in competition with domestic game companies. The purposes are 1) to understand the role of country of origin and /or brand image in game consumer behavior, 2) to find out the difference of game evaluation between game users in China and Korea, and 3) to draw strategic implication game marketers. Consumers expect products from advanced countries to provide superior performance, so they often look to country of origin in evaluating products. Recently, consumers have looked to brand image as another key element in product evaluation. In this research, we study whether gamers evaluate games on the basis of country of origin and/or brand image. In this paper, we add to the gaming research and suggest that the online game market has three dimensions. First, online games are products. Second, online games are service. Last, online games are entertainment. Data collection resulted in 355 usable responses from online game (LOL) users in Korea(166) and China(189). We conduct factor analysis and reliability analysis to check reliability and validity. Country of Origin is the key element for product evaluation of utilitarian goods but it doesn’t have significant effect on product evaluation of hedonic products which mainly provide sensual pleasure, fantasy, and fun to customers such as luxury goods or online game (Dhar & Wertenbroch, 2000).

The purpose of this study is to examine the brand image and county of manufacture(COM) effect on brand luxury index, especially when the acquirer brand is afflicted by a low brand image and the acquired brand enjoys a high brand image. There were 248 responses in Taiwan (low image differences were gathered from 119 respondents and high image differences were gathered from 129 respondents). The results indicate that brand image have a positive influence on every dimension of brand luxury, while the better the luxury brand image acquired by one with an inferior image, the more the brand luxury will increase. Regarding the COM effect, the better COM image the acquirer move to, the more the brand luxury will increase. In addition, brand image and COM have interactive effect.

The purpose of this study was to clarify the impact of national and corporate brand image of Korea on chinese consumers' purchasing Intention, also the impact of China on korean consumers' purchasing Intention. And the second aim of the research is to provide Korean businessmen who are interested in chinese market with information about chinese consumers' purchasing behaviour. Data from 205 chinese and korean consumers were analysed. As the result of analyses, it was found that Korean country image positive affects corporate brand image(samsung) and Chinese country image negative affects corporate brand image(haier) and product image. Korean corporate brand image only affects product image on chinese consumers. The product image affects Korean and Chinese consumer's purchasing intention.

새로운 기술의 발달과 소비자들의 다양한 요구로 인해 기업들은 소비자들의 시선을 끌기 위해 다양한 차별화 전략을 고심하고 있다. 제품의 아이덴티티나 브랜드 이미지 또한 이러한 차별화 전략 중의 하나로 제품에 새로운 가치를 부여하는 주요한 수단이 되고 있다. 이에 본 연구에서는 소비자에게 형성된 브랜드 이미지 중에서 제품을 사용하면서 형성된 감성적인 이미지를 브랜드 감성 이미지라고 정의하고, 사용자가 제품을 사용하면서 느끼는 여섯 가지 대표감성을 평가하여 국내 대표 휴대폰 브랜드 세 개(A브랜드, C브랜드, S브랜드)의 감성 이미지를 비교해 보았다. 휴대폰을 실제 사용하고 있는 사용자들이 휴대폰을 사용하면서 느꼈던 감성을 평가해 봄으로써 국내 휴대폰 브랜드의 이미지, 특히 감성적인 측면에서의 이미지를 평가해 볼 수 있었다. 본 연구의 결과만으로 성급하게 국내 휴대폰 브랜드의 감성 이미지를 규명하기에는 다소 미흡하지만 향후 연령대, 직업, 성비 등 다양한 인구통계학적 변수를 고려하여 연구를 진행한다면 보다 명확한 브랜드 감성 이미지를 추출할 수 있으리라 기대한다.

The purpose of this study was to propose some plan which could satisfy consumer's expectation emotional needs by comparing emotional scale between fashion brand image and brand website coloration image. For this study, 12 brand websites within four fashion zone, men's clothing, women's clothing, casual wear, and sports wear were chosen. The questionnaires were comprised of 27 emotional adjectives which were selected from previous studies. The questionnaires were distributed to university students and office workers for 3 to 17 on September. Among them, 118 questionnaires were analyzed by SPSS tool. The qualitative analysis for emotional adjective sorting, content analysis for website color chip sorting, and quantitative analysis for consumers were used in this study. Some differences exist between brand image and website coloration band image as the result. As the numbers of internet user became larger, the costumer's emotional image which gives maximum satisfaction is getting more important in fashion brand website. Therefore, fashion website managers should satisfy consumers with functional and emotional needs.

The purposes of this study were to provide information on customers for cosmetic companies to develop goods and promotion strategy by examining facial images of university women and their recognition level about cosmetics brand personality. The results were as follows; First, satisfaction level of university women with their lips and eyes was very high, while lowest in skins. Second, factors of brand personality of three kinds of foreign cosmetics brands and three kinds of domestic brands were sincerity, beauty, renovation, reliability and ruggedness. In beauty, reliability and ruggedness, they preferred foreign brands to domestic ones, while they preferred domestic ones in sincerity and renovation. Third, the satisfaction level with face had a statistically significant relationship to the importance of face and cosmetic brands, while the importance of face had to the beauty of the brand. In the interrelationship among facial images and the factors of brand personality, they had significant interrelationships, provided beauty and ruggedness, and reliability and ruggedness had no significant interrelationship.

The purpose of this study was to determine whether foodservice brand language localization affects consumer attitudes in terms of similar brand image recognition with an original brand. Many global foodservice companies have tried to modify their own brand identity according to local situations in order to attract more consumers. According to this study's results, consumers who similarly recognized both the original brand image and localization brand image tended to have greater purchase intention than those who did not recognize them similarly. In addition, when the original brand identity was changed to the local language, consumers more similarly conceived the original brand image and localization. And for local store marketing, foodservice companies should have a thorough marketing research plan since there can be difference results according to brand name recognition gaps or demographic characteristics. Original brand image similarity recognition by consumers affected their attitudes. In other words, the group that similarly recognized both the original brand company image and the localization brand company image tended to have greater purchase intention. Because brand language plays an important role in consumer attitudes with respect to recognizing a brand and distinguishing another brand, this study suggests that franchise foodservice companies have a local store marketing plan.

The purpose of this research was to find out types of consumers for low price cosmetics in domestic market. And on the presumption that there would be differences on impact of brand image and brand loyalty depending on types of consumers, this study started from the possibility of establishing marketing strategy from the standpoint from such difference in types of consumers. Accordingly the classified types of consumers were presented on the basis of similar research data and data published in relevant professional literature. Analysis was undertook on kinds of impact of brand image, brand satisfaction, brand sense of identity and brand attitude which were constituent elements of brand assets on brand loyalty. Analysisshowed that causative relationship between constituent elements of branch assets is different depending on types of consumers. Result of this study suggests that there is a certain need for reviewing types of consumers in order to heighten level of brand loyalty in connection with strategy for low price cosmetics brand marketing in domestic market.

디자인에 대한 중요성에도 불구하고 제품디자인에 대한 소비자의 행동적 반응과 관련된 연구는 상당히 부족한 실정이다. 특히 제품디자인에 대한 소비자의 심리적 반응에 대한 실증적 연구는 매우 부족하다. 따라서 제품디자인에 대한 반응과 브랜드 이미지나 브랜드 자산간의 관계에 대한 이해가 매우 제한적이라 할 수 있다. 본 연구는 제품 디자인에 대한 소비자의 심리적 반응을 통해 형성되는 디자인 이미지가 브랜드 이미지와 브랜드 자산에 어떠한 영향을 미치는지를 두 가지 제품 범주(효용제품과 상징제품)를 이용하여 검증하였다. 연구결과 두 가지 제품 범주 모두에서 제품 디자인 이미지는 브랜드 이미지에 긍정적인 영향을 미치는 것으로 나타났다. 또한 상징적 제품에서 디자인 이미지가 브랜드 자산에 영향을 미치는 것으로 나타났다. 그러나 효용 제품의 경우에는 제품 디자인 이미지가 브랜드 자산에 유의적인 영향을 미치지는 못하는 것으로 나타났다. 또한 두 제품군 모두에서 브랜드 이미지는 브랜드 자산에 유의적인 영향을 미치는 것으로 나타났다.

This study examines the effect of brand personality on consumer's attitude. Previous research has suggested that the greater the congruity between consumer personalities and brand personalities, the greater the preference for the brand. However, empirical explorations of this hypothesis revealed that the congruity between consumer personalities and brand personalities is limitedly related, if ever, to the preference for the brand. It is partly because of the views of the previous researchers who considered human personality as a uni-dimensional concept, and partly because of the lack of consensus regarding what brand personality really is. This study examines the relative effect of brand personality on company image. In this study, brand personality is represented by the 'Big Five' factors - Sincerity, Excitement, Competence, Sophistication and Ruggedness - which were suggested by Jennifer Aaker.