Hee-Kang Moon
AdvertisingImage (mathematics)Corporate brandingAssociation (psychology)BusinessMathematics educationBrand awarenessPsychologyMarketingBrand equityPerceptionValue (ethics)SensibilityBrand loyaltyStatistical analysisQuestionnaire dataImage evaluationExperiential learningModernization theoryBrand managementBrand extension
Publications 3
This study provides guidelines for the development of Korean fashion cultural products. This study identified adolescents` perception of Korean traditional culture and examined their attitudes towards the fashion cultural products of the Korean image with a focus on their image association of those products. For this study, questionnaire data from 447 adolescents was used for statistical analysis. Adolescents were classified into three groups (apathy group, modernization group, and balanced succ...
#1Hee-Kang MoonH-Index: 2
#2Chorong YounH-Index: 5
Last. Yuri LeeH-Index: 16
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Abstract : Active exploitation of experiential marketing is now practiced in diverse range of apparel brands such as lux-ury, sports and casual brands. Under such a market environments, this study attempts to verify the effects of consumer’sexperiential marketing perception by analyzing the formation process of brand attitude. The path from experiential mar-keting strategic modules (sense, feel, think, act, and relate) to brand loyalty is mediated by brand affect and brand trust.Two sports brand...
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