This study examines the effect of cosmetic certification marks on consumer behavior. The underlying objectives of this study are threefold. First, it explores whether the certification mark inserted into the cosmetic package—such as marks denoting quality assurances, ethical practices (specifically, pertaining to animal testing), and recycling packaging—affects consumer responses. Second, it investigates whether a higher number of certification marks leads to heightened positive consumer responses. Third, it analyzes the potential moderating effect of consumers’ certification mark knowledge on the relationship between certification marks and consumer responses. In the pretest, certification marks with higher recognition were selected as stimuli, and a survey involving a total of 550 male and female consumers was conducted. The collected data were analyzed through ANOVA and post-hoc tests. The findings of this study confirm a significant difference in consumer responses to products based on the certification marks inserted in the cosmetic packaging. Compared to clusters without a certification mark, groups with two or more certifications (recycling certification + ethics certification, recycling certification + quality certification, recycling certification + ethics certification + quality certification) exhibit significant consumer responses. Second, more certification marks did not result in an increase in positive consumer responses. Third, a moderating effect of consumers’ cosmetic certification knowledge on the certification mark-consumer response relationship was not found. The findings of this study have implications for developing product promotion strategies that leverage cosmetic certification marks as a marketing tool.

A ‘brand’ metaverse is a virtual space where customers experience the brand via digital avatars. With the advancement of augmented and virtual reality technologies, a brand metaverse is an important medium for communicating the brand with customers. In this study, we focus on the resemblance between a customer’s self and his/her avatar (i.e., self-avatar resemblance) in the brand metaverse and examine its influence on brand attitude. Prior studies examine self-avatar resemblance exclusively in non-brand-related virtual gaming platforms and test its effect on identity perception and immersion in the platforms. However, few studies probe the extent to which self-avatar resemblance influences customers' exploration in a brand metaverse and their attitude toward the brand. We fill this research gap by uncovering the positive effects of self-avatar resemblance on brand attitude and purchase intentions. Moreover, we proffer that the customers’ engagement toward the brand metaverse platform mediates the relationship between self-avatar resemblance and brand attitude. In addition, based on the interactive nature of metaverse, we hypothesize copresence―the number of avatars exploring the brand metaverse at the same time―to be a moderator, which strengthens the mediation. We conduct an experiment using a fashion brand’s virtual world positioned in a popular metaverse platform. In this experiment, participants create an avatar and freely roam around in the brand metaverse with their avatars. By reviewing the screen recording of each participant’s brand exploration in the metaverse, we measure self-avatar resemblance and other constructs. We also collect responses from questionnaires designed to measure attitudinal and behavioral variables. With the accumulated data, we test the hypotheses using partial least square structural equation model and find the results largely consistent with the hypotheses. With the findings, we provide important and interesting implications to marketing practitioners considering and doing ‘metaverse marketing.’

The purpose of this study was to identify beauty influencer attributes on Instagram and their impact on product attitude and purchase intention and on influential difference between micro and mega influencers. The survey was conducted using a consumer survey method with a questionnaire, and the subjects of the survey were 506 women in their 20s and 30s using Instagram. The results of the study are as follows: First, a range of influencer attribute sub-factors were derived in relation to expertise, attractiveness, similarity, reliability, and intimacy. Second, the attributes highly impacted product attitude in the increasing order of attractiveness, similarity, reliability, and familiarity, with expertise having no statistically significant influence. Third, the consumer’s attitude toward the product introduced by the beauty influencer had a significant impact on their purchase intention. Fourth, it was shown that there is no difference in attributes according to the influencer’s number of followers. Fifth, the number of followers of the beauty influencer had a partial impact on attitude and purchase intention. A limitation of this study is that age and gender samples are narrow, but it is nevertheless meaningful to explore this topic in the absence of research on beauty influencers. It is believed that these findings will serve as a foundation for the development of beauty influencer marketing strategies on Instagram.

본 연구는 제품과 물리적 접촉이 불가능한 온라인 환경에서 다중 감각 단서가 소비자의 촉각적 심상과 제품에 대한 태도 및 구매 의사에 미치는 영향을 알아보고자 하였다. 실험 1에서는 참가자들을 음향 없이 사진만 제시한 조건, 음향 없이 영상만 제시한 조건, 일치하는 음향과 영상을 제시한 조건, 불일치하는 음향과 영상을 제시한 조건으로 나누어 제품을 탐색하게 하였고 그 후 촉각적 심상선명도, 제품 사용의 상상용이성, 제품에 대한 태도-구매 의사를 측정하였 다. 그 결과, 모든 변수에서 불일치하는 음향과 영상이 주어진 조건이 가장 낮은 평균 점수를 보였다. 실험 2는 참가자 내 디자인으로 설계되어, 참가자들에게 동일한 제품을 실험 1과 같은 네 개의 조건에서 탐색하게 하였다. 탐색 후,촉각적 심상선명도, 제품 사용의 상상용이성, 제품에 대한 태도-구매 의사, 접촉 욕구 등을 측정하였다. 접촉 욕구를 공변인으로 하는 반복측정 공분산분석 결과, 일치하는 음향과 영상을 제시한 조건은 다른 조건과 비교했을 때 유의미 하게 심상선명도, 제품에 대한 태도, 제품 구매 의사가 높았다. 이중 매개 분석 결과, 다중 감각 단서 조건은 심상선명 도와 제품 사용의 상상용이성을 순차적으로 매개하여 제품에 대한 태도-구매 의사를 유의미하게 예측했다. 결론적으 로, 음향 및 영상 단서로 유발된 선명한 촉각적 심상은 소비자가 제품을 사용하는 상황의 상상을 쉽게 만들어 태도-구 매 의사와 같은 의사 결정에 긍정적 영향을 미칠 수 있다.

This study examined the effect of Instagram usage time (short, long) and spending on fashion products (light, heavy) on product attitude and purchase intention of products promoted by an influencer. The moderating effect of influencer type (mega, macro, micro) was also investigated. A total of 515 males and females in their 20s participated in an online survey. Descriptive statistics were analyzed and exploratory factor analysis and two-way ANOVA were conducted. Research findings were as follows. First, the usage time, both short and long, had a positive effect on product attitude. Also, the interactive effects of usage time and influencer type on product attitude were found. Consumers with short Instagram usage time displayed the highest attitude toward products promoted by a macro-influencer whereas consumers with long Instagram usage time displayed the highest attitude toward products promoted by a micro-influencer. Second, usage time and influencer type did not show interactive effects on purchase intention. Third, both categoriacl variables of users’ spending on fashion products had a positive effect on product attitude. Fourth, the interaction effects of spending on fashion products and influencer types on purchase intention were found. The group of light buyers showed the highest purchase intention on products promoted by the macro-influencer while the group of heavy buyers showed the highest purchase intention of products promoted by the micro-influencer. Based on the results, implications were suggested.

As the postsecondary school-age population continues to decline, universities are building identities to differentiate themselves and create a favorable impression among this cohort. We investigated the role of logo-bearing products as a way of promoting university identity, specifically, the effects of ingroup ties, ingroup affect, and centrality on attitude toward university logo products and purchase intention. This study further examined the moderating effects of perceived university prestige on the relationship between logo product attitude and in-store purchase intention, and the moderating effect of online shopping frequency on the relationship between logo product attitude and online purchase intention. We conducted a survey of undergraduate and graduate students at a university in Seoul. Survey responses (N=561) were collected and processed using SPSS 23.0. Multiple regression analysis showed that ingroup ties and affect had significant effects on product attitude. However, centrality had no significant effect on attitude toward the product. Product attitude had a direct significant effect on both in-store and online purchase intention. Perceived university prestige moderated the relationship between product attitude and in-store purchase intention. Moreover, online shopping frequency moderated the relationship between product attitude and online purchase intention. The results of this study are expected to provide fundamental knowledge for developing product strategy of logo products.

This study attempted to investigate how satellite fans’ nostalgia influences their attitude toward the European Professional Football Leagues (EPFL) sponsors and purchase intention toward EFL sponsors’ products. Based on the sample drawn from EPFL fans in Singapore, a conceptual model was developed. This study found that satellite fans’ nostalgia significantly affected attitude toward EPFL sponsors, which positively influenced their intention to purchase EPFL sponsors’ products. The findings of this study emphasize the critical role of sport nostalgia in affecting attitude and purchase intention and offer practical implications for marketers.

Luxury companies are striving to improve their communication with customers while paying attention to online promotion and marketing activities. As companies interact with customers in luxury brand communities via various channels, they yield consumers higher value throughout the effective consumption process. In addition, this connection enhances customers’ understanding of the company, making it easier for companies to acquire empathy from customers. This study aims to analyze the value factors that affect luxury brand community members’ purchase intention and brand attitude. This study utilizes online survey results of four hundred prestige brand community users in China. The results reveal the positive effects of customer engagement on customer psychological empowerment and flow, the positive impacts of customer psychological empowerment and flow on community identity and brand attachment, the positive effects of community identity on purchase intentions, and the positive effects of brand attachment on purchase intentions and brand attitude. Furthermore, the results show that community types and fashion involvement partially moderate customer engagement. This study provides theoretical suggestions for relationship marketing in the luxury brand community environment. Last, this study presents practical implications that companies could utilize to create an emotional connection with their community members, resulting in an increase of customer support.

This study employed the social comparison theory, brand signally theory and the theory of planned behaviour (TPB) to examine the extent to which attributes of a celebrity endorsing a brand and brand values impact on young adults’ cosmetics brand attitude and purchase intention. Data was collected from 301 young adult South Africans. Structural equation modelling results revealed that cosmetics brand attitude was influenced by celebrity attractiveness, credibility, celebrity product expertise and the symbolic brand value enjoyed from the brand. The brand attitude in turn predicted purchase intention.

This study explores the effect of moral identity on attitude toward and purchase intention of upcycled fashion products by comparing purchasers and non-purchasers. Data from 127 purchasers and 307 non-purchasers collected through a survey was analyzed using descriptive statistics, confirmatory factor analysis, model invariance check, and multiple-group comparison tests using Amos 23.0. Results indicate consumers with purchase experiences of upcycled fashion products showed a higher level of moral identity (internalization and symbolization), positive attitude toward upcycled fashion products, and purchase intention than did consumers with no purchase experience. In model tests, internalization affected attitude toward purchasing upcycled fashion products, whereas symbolization affected purchase intention, regardless of purchase experience. The effect of symbolization on purchase intention was consistent with prior studies focusing on charity behaviors that are highly visible to others. These findings demonstrate that fashion products are visible and symbolic, so it should be carefully considered in ethical consumption studies. From these results, researchers may obtain insights on the process of how consumers apply moral identity to their purchase intention regarding upcycled fashion products. Likewise, marketers may enhance satisfaction of consumers with a high level of symbolization by putting special tags and logos that clearly highlight the products’ upcycled nature.

Fair trade implies honest wages and eco-friendly products in keeping with the demands of ethical consumerism. Although consumers are presently more interested in fair trade products, it is hard to find aggressive marketing strategies for fair trade fashion products. Therefore, the purpose of this study investigates the effect of consumption propensity on fast and slow fashion goods consumption attitudes and purchase intention on fair trade fashion products. For method of this study, 229 questionnaires were distributed to consumers residing in Seoul, South Korea. The data from the 219 returned usable questionnaires was analyzed by Cronbach’s alpha, factor analysis, regression analysis using SPSS 22.0. The results of this study were as follows: First, consumption propensities of spontaneity, histrionics, and imitative nature in descending order positively affect consumption attitude for fast fashion products. And green consumerism negatively affects consumption attitude for fast fashion products. Second, consumption propensity such as donation & sharing consumerism, ethical consumerism, green consumerism, histrionics, and imitative nature in descending order positively affect consumption attitude for slow fashion products. Third, slow and fast fashion products consumption attitude in descending order positively affect purchase intention on fair trade fashion products. Fourth, consumption propensities such as ethical consumerism, green consumerism, and donation & sharing consumerism in descending order positively affect purchase intention on fair trade fashion products. Therefore fair trade fashion products with various usages and sustainable high quality are promoted by differentiated marketing strategies.

When purchasing products or services, consumers tend to purchase multiple value attributes through the acquisition of a product rather than physical characteristics. This study empirically analyzed the relations between consumption value, brand attitude, and purchase intention of customers purchasing fair-trade coffee, by dividing consumption values that would have significant effects on consumers’ actual purchase behavior into five levels. Among the consumption value factors of customers purchasing fair-trade coffee, the functional value, social value, emotional value, and rare value all had significant effects on brand attitude and purchase intention while the influence of situational value on brand attitude and purchase intention was not verified. These finding are partially concordant with those of preceding studies, and the consumption value of consumers purchasing fair-trade coffee has positive effects on purchase behavior; therefore, it would be necessary for companies selling fair-trade products to understand consumers’ specific values. Moreover, analysis of the influence of brand attitude on purchase intention of customers purchasing fair-trade coffee revealed that purchase intention increased when brand attitude was higher. These finding indicate that it is necessary to identify measures to increase purchase intention by targeting consumer groups with high brand attitude with intensive promotions.

The purpose of this study was to determine the relationship between conspicuous consumption tendency, brand attitudes, and purchase intentions of college students regarding eating out by limiting conspicuous consumption tendency among several psychological variables to acquire a more precise and concrete influence factor on consumption behavior to eat out. First, as for sensing other people, pursuing individuality and brand orientation among conspicuous consumption tendency of restaurant costumers had significant effects on brand attitudes, whereas the influence of status symbols and pursuing trend factor on brand attitudes was not verified. Second, as for sensing other people, pursing individuality, pursuing trends, and brand orientation factor among conspicuous consumption tendency had significant effects on purchasing intention. Otherwise, the significant effect relationship between status symbols factor and purchasing intentions was not confirmed. Third, as purchase intentions increased, brand attitudes of consumers increased according to existing research. Thus, this study suggests a more departmentalized marketing strategy method to create profits and enhance competitiveness of food service enterprises, and academic implications suggest fundamental data of relevant studies on conspicuous consumption tendency and purchasing behavior of consumers to eat out

There is a variety of mobile beauty application specialized services providing information, such as reports on the advantages and disadvantages of a product, as well as tips and recommendations, based on consumers' comments for products that demand much consultation on the part of the consumers to critique the products. From goods purchased through mobile shopping apps, beauty-related products come right after fashion/retail and food/health-related goods, while promotions, followed by review/comments, are known as influential factors when selecting mobile shopping apps. Consumer reviews about a product are seen as important instruments for obtaining a variety of information about a product for those consumers who have not yet used it. Moreover, there is an increasing interest in authentic information instead of purely advertised narrations, while studies are actively in progress to verify the effectiveness of consumer reviews according to their nature and direction. The results vary with each researcher and since online consumer reviews differ, there is a need to research dynamically blended reviews and the forms that they take. Accordingly, this study attempts to observe and identify the factors that affect the perceived authenticity of the information, brand attitude, purchase intention and electronic word-of-mouth (e-WOM). The sample consists of 110 respondents in their twenties and thirties who have purchased beauty products online. The respondents were given online and offline questionnaires, and the collected information was analyzed with SPSS 21.0 and AMOS 18.0 using factor analysis, reliability analysis, t-tests, structural equation modeling (SEM) and multi-group analysis. The results show that perceived information authenticity has a significant influence on brand attitude, purchase intention and e-WOM. Positive, negative and subjective evaluations have more significant impact on information authenticity than did only positive and negative reviews, while perceived authenticity has significant relevance to brand attitude, purchase intention and online word-of-mouth. The implications of these findings

This study was analyzed to provide fundamental data of food safety education way on the recognition, knowledge and purchase attitude of GMO foods. Data was collected from 270 University students in the Gyeong-gi region through a self-administered questionnaire. According to the results of the reliability and factor analysis, the knowledge and purchase attitude of GMO foods showed 0.742 and 0.832 in Cronbach alpha coefficient, 0.791 and 0.831 in KMO. There were significant differences in the recognition and intake possibility and purchase will, safety and absorption to a GMO foods between the specialty person and non-specialist (p<0.05). By the kind of GMO foods it appeared highly by the order corn (70.0%), tomato (67.5%), beans (63.3%) and potato (51.3%). There were significant differences in the general knowledge of GMO foods (p<0.05), whereas no significant differences in question ‘There were no genes in ordinary beans’ by a presence of a specialty (p>0.05). After the purchase attitude difference to the GMO foods was analyzed by a presence of a specialty, I appeared most highly in the question to which I say ‘I think a GMO foods is ethical.’ by a negative question and ‘I think a GMO foods is mass-produced, and it's possible to make a food problem decrease.’ by an affirmative question. Therefore, the purchase attitude of GMO foods showed a significant differences of University students according to their major (p<0.05). Based on this study, it is considered that provision of detailed and continuous education must be accomplished by raising the recognition of GMO foods and its acceptance level, allowing a proper understanding of GMO foods to be conveyed and assisting subjects from receiving the information they desire effectively by various education mediums.

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.

With the development of industry, environmental deterioration has become a global problem. Not only national policies on environmental issues should be strengthen but also environmental consciousness of corporate and consumers should be changed. In particular, corporate should strive to develop and improve green products for sustainable development. Green advertising is one of an efficient marketing tools to sell the green product. The important role of green advertising is to awaken necessity of green product and to imprint green brand image consumer`s mind. Green advertising influencing consumer attitude plays a useful role of green purchase behavior. This study explores dynamic relationships among personal uses of green advertising, attitude toward product, and purchase behavior for green products. The purpose of research is how personal uses of green advertising effects on attitude toward green products and green purchase behavior. Consumers are exposed to a large number of advertisings so that it is important to investigate how much they trust green advertising and what aspect of green advertising affects green purchase behavior. This study tries to contribute useful insights to practitioners who need a more effective communication strategy of green advertising.