우홍주 교수

Abstract This study examined one of the new consumption styles of modern consumers, subscription-based online services (SOS), which is often called as box retailing. The purpose of this study was to empirically test six antecedents—utilitarian motivations, hedonic motivations, fashion consciousness, consumer innovativeness, desire for unique products, and online transaction self-efficacy—as predictors of consumers’ attitude toward and intention to use fashion/beauty SOS. The theory of reasoned a

Although Corporate Social Responsibility (CSR) is a crucial issue for the apparel industry, it was limitedly investigated whether consumers' perceptions of CSR affect apparel companies’ brand equity in previous research. The purpose of this study was (a) to examine the impact of apparel companies’ CSR on brand equity compared to the impact of apparel product attributes; (b) to compare the relative impact of different CSR activities (i.e., human rights, labor, social, environmental, product respo

Purpose The purpose of this paper is to examine an alternate halo model across the context of South Korea, China and India, and provide expanded interrelationships among their major brands’ brand images, country images, general product images and category-specific images (electronics and fashion handbags). Design/methodology/approach The proposed hypotheses in the alternate halo model were tested through a quantitative (survey) approach. Findings The results of analyzing 305 American consumers’

Purpose – Corporate social responsibility (CSR) communication is a strategy to address companies’ goodwill to the society. Based on the institutional theory suggesting the influence of environmental factors of companies’ country-of-origins on their marketing practices, the purpose of this paper is to explore and compare the CSR communication practices of apparel firms from different countries. Design/methodology/approach – As a case study approach, this study investigates six apparel firms’ CSR

Abstract During the COVID-19 pandemic crisis, the media reported different kinds of issues that global fashion retailers face. They had to unexpectedly dismiss garment workers and employees internally, while they had to perform CSR practices for their suffering communities externally. The purpose of this study is to investigate how global fashion retailers responded to these external and internal crises during the pandemic through a case study. Based on corporate social responsibility (CSR) cont

Education fever, the national obsession with the attainment of education in Korea, has received attention from the media and researchers. However, research on Korean parents’ investment in private education for their preschool children is limited. The purpose of this study was to explore what the consumption of private education means to Korean parents, and to identify factors motivating their consumption behavior. Focus group interviews with 23 Korean mothers of preschool children were conducte

Abstract While existing clothing consumption practices are contributing to increasing environmental degradation, circular fashion promises to be a more sustainable approach to keep used clothes in circulation instead of being sent to landfills. However, it is necessary to use more than just environmental benefits to motivate consumers to shop for secondhand clothing online through a circular fashion service. Therefore, through two experiments, this study tests the role of brand and social facili

Purpose The purpose of this paper is to examine how cause-related marketing (CRM) messages with a global focus and a national focus influence perceived brand authenticity and participation intentions among consumers across two countries, USA and South Korea, based on the social identity perspective. In addition, the study examines how perceived altruism of the brand mediates these relationships. Design/methodology/approach Hypotheses were tested by 2×2 between-subject quasi-experiment among abou

Purpose Country image determines consumers’ beliefs toward the country’s products, through halo effect. While the relevant literature is predominantly focused on the context of well-known products from traditionally leading exporters, the purpose of this paper is to examine the two levels of halo effect (i.e. country image as halo and a well-known product category as halo) on a less-known product category from a recently developed country. Design/methodology/approach The purpose of study was car

Abstract Negative publicity, defined as the public disclosure of a problematic incident associated with a brand, is a critical issue for fashion brands, as it vitiates the image of targeted brands and drives consumers’ voice and exit behaviors. Despite the impact of negative publicity, few studies have compared the impact of product‐related versus personnel‐related negative publicity, or explored the extent to which brands’ coping strategies can prevent consumers’ anti‐brand behavioral intention