New fashion marketing &amp; management in a post-pandemic world

Kim, Hye-Young; Song, Sanga

doi:10.1080/20932685.2022.2138493

Cited by 4 publications

(2 citation statements)

References 3 publications

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“…Kim and Ko (2010) defined purchase intention as a consumer’s plan or thought to purchase a product or service of a specific brand. In the online or mobile environment, purchase intention refers to the degree of likelihood that a user will purchase a product through a website (Kim and Song, 2023). Based on these studies, we define purchase intention as the attitude and tendency of consumers to purchase products or services of a specific fashion brand.…”

Section: Literature Reviewmentioning

confidence: 99%

The effects of brand collaboration with the online game on customer equity and purchase intention: moderating effect of fashion brand type

Kim

Yoo²,

Ko³

2023

APJML

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PurposeThis study aims to investigate the relationship between collaboration product attributes, consumption value, customer equity and purchase intention – specifically, the moderating effect of fashion brand type (luxury and sports).Design/methodology/approachOnline game and fashion (luxury and sports) brands were selected and online game items showing items' logos were used as stimuli. A total of 328 South Korea consumers answered a survey. The hypotheses were tested using a structural equation model (SEM).FindingsCollaboration product attributes influence consumption value, which links to customer equity. Customer equity increases purchase intention. The multi-group analysis confirmed the difference between variables according to the brand.Research limitations/implicationsResearch on collaboration with the online environment is limited. This study provides theoretical background for future research and suggests multiple items to measure collaboration product attributes.Practical implicationsFashion brands can utilize online games to extend target markets. However, consumers perceive collaboration products differently depending on the brand types. Thus, companies should consider brand characteristics or identity when designing collaboration products with online games.Originality/valueThis study focuses on collaboration of fashion brands in the online environment. The results will help fashion brands establish relevant brand extension strategies.

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Section: Literature Reviewmentioning

confidence: 99%

The effects of brand collaboration with the online game on customer equity and purchase intention: moderating effect of fashion brand type

Kim

Yoo²,

Ko³

2023

APJML

View full text Add to dashboard Cite

show abstract

“…According to the authors, fashion companies should consider cultural values when creating and promoting their products in order to appeal to their target market. Kim and Song (2017) examined the role of cultural symbols in influencing consumers' perceptions of fashion products. The study found that cultural symbols, such as motifs and patterns, can significantly influence consumers' perceptions of the authenticity and value of fashion products.…”

Section: Literature Reviewmentioning

confidence: 99%

Role of Culture in Designing Apparels: An Empirical Study in the Contemporary Fashion Perspective

2023

jcr

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This study examines the role of culture in the design of apparel in the contemporary fashion industry. Using an empirical research approach, data was collected from a sample of fashion designers and consumers in order to investigate the ways in which culture influences apparel design and consumer preferences. The findings indicate that cultural factors such as history, tradition, values, and beliefs play a significant role in the design of apparel. The results also suggest that consumers are more likely to purchase apparel that reflects their cultural identity and values. Moreover, the study reveals that fashion designers are increasingly incorporating cultural elements into their designs in order to appeal to diverse consumer groups. Overall, the study highlights the importance of cultural factors in shaping the fashion industry and provides insights into the ways in which fashion designers and consumers navigate cultural influences in the design and consumption of apparel. The researcher had considered people from fashion industry to know the role of culture in designing apparels and found that designers often draw inspiration from cultural elements and incorporate them into their designs to appeal to local and global consumers, Fashion designers incorporates cultural symbols and imagery in their designs and Culture in apparel design, particularly in the context of globalization and increasing cultural exchange.

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Do non-fungible tokens create long-term value for luxury brands? The effect of NFT promotions on customer equity

Cho,

Ko,

Taylor

2024

Computers in Human Behavior

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New fashion marketing & management in a post-pandemic world

Cited by 4 publications

References 3 publications

The effects of brand collaboration with the online game on customer equity and purchase intention: moderating effect of fashion brand type

The effects of brand collaboration with the online game on customer equity and purchase intention: moderating effect of fashion brand type

Role of Culture in Designing Apparels: An Empirical Study in the Contemporary Fashion Perspective

Do non-fungible tokens create long-term value for luxury brands? The effect of NFT promotions on customer equity

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