Chorong Youn

The Influence of Luxury Brands’ Cross-Border Acquisition on Consumer Brand Perception

With global recession and growing international competition among brands, cross-border acquisitions (CBAs) are increasing in the luxury industry. Since country-of-origin (COO) plays a large role in a luxury brand’s image, a CBA that changes the nationality of the company owning the luxury brand and modifies consumer COO knowledge can influence consumer brand perception. This study explores the influence of a luxury brand’s CBA on perceived brand value and the moderation effect of brand loyalty. In the case of a CBA by a company associated with a superior country image, only perceptions of low-loyalty consumers are affected positively by the CBA information. In the case of a CBA by a company associated with an inferior country image, only perceptions of high-loyalty consumers are affected negatively by the CBA information. The result of this study provides a deep understanding of how consumer brand perception is influenced by the changes of brand-country association.

Adolescents` Perception of Korean Traditional Culture and the Image Association with Fashion Cultural Products of Korean Image

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 succession group) according to their perception of Korean traditional culture. There were notable differences among the three groups in the image association with the fashion cultural products of Korean image and their value seeking. A large number of adolescents showed positive attitudes towards products with splendid and decorative images as well as simple and refined images. It is important to maintain a balanced strategy in developing cultural products between modernization and the succession of traditional images in order to magnity the market opportunities for fashion cultural products of the Korean image that focus on adolescents.

Effects of Consumers' Technology Readiness on Telepresence and E-loyalty toward 3D Online Shopping Mall

Consumer responses to 3D online shopping malls are influenced by their attitudes toward technology. This study examines the consumer differentiation according to technology readiness, compares customers with different technology readiness in terms of their perceived telepresence and e-loyalty, and examines the effect of their perceived telepresence on their e-loyalty. Samples from 300 females aged 21 to 39 were used for the final analysis. The results are as follows. First, consumers were classified into three groups, Explorers (N

The Depending Effect of Proactive CSR Activity and the Overcoming Effect of Reactive CSR Activity on Fashion Retailer`s Corporate Social Irresponsibility Crisis

Abstract This study examines the effectiveness of CSR through the expectancy disconfirmation theory. The changeof CSR belief after a corporate social irresponsibility (CSIR) crisis was investigated in terms of activitytiming (proactive activities before CSIR crisis / reactive activities after CSIR crisis). Study 1 explores theinfluence of CSR belief perceptions formed through usual CSR activities on CSR belief decline after a CSIRcrisis and the moderating effect of CSR activity types. Higher CSR belief perceptions are formed throughusual CSR activities that result in a large CSR belief decline. The moderating effect of CSR activity typeson CSR belief decline is found. Volunteer activity has the strongest depending effect on CSIR crisis. Study2 explores the influence of CSR belief perceptions formed through CSIR crisis on a CSR belief inclineafter CSR activities and the moderating effect of CSR activity types. The lower CSR belief perceptionafter CSIR crisis results in a high CSR belief incline after CSR activities. The moderating effect of CSRactivity types on CSR belief incline is found. Cause-related marketing has the strongest overcoming effecton a CSIR crisis.Key words: Corporate social responsibility (CSR), Corporate social irresponsibility (CSIR), CSR types,Expectancy disconfirmation theory, Risk management; 기업의 사회적 책임, 기업의 사회적무책임, CSR 유형, 기대불일치, 위기 관리