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Article
Publication date: 9 August 2021

Seung-Eun Lee

This study aims to explore whether fabric contents, specifically cotton and polyester, possess particular personality dimensions, as posited by Aaker (1997). The author examined…

Abstract

Purpose

This study aims to explore whether fabric contents, specifically cotton and polyester, possess particular personality dimensions, as posited by Aaker (1997). The author examined both explicit (conscious, deliberate) and implicit (unconscious, automatic) perceptions of brand personality traits of cotton and polyester.

Design/methodology/approach

The convenience sample of this study included 51 students from different merchandising classes in a Midwestern university. Participants were first directed to the multidimensional implicit association test (md-IAT) and their implicit perceptions were measured for the content of the two fabrics (cotton and polyester) on five different personality attribute dimensions (sincerity, excitement, competence, sophistication and ruggedness). After the IAT, participants completed the post-IAT survey, including explicit measures of brand personality attributes of cotton and polyester.

Findings

The findings of this study show that fabric contents can be successfully described and differentiated by Aaker’s brand personality dimensions. Compared with polyester, the distinctive brand personality of cotton was the favorable association between cotton and sincerity. This association was significantly higher than all other personality dimensions in both consumers’ implicit and explicit perceptions. Neither cotton nor polyester was significantly associated with the exciting, competent and sophisticated personality dimensions.

Originality/value

A unique contribution of this study is that it examines implicit perceptions of the brand personality traits of cotton and polyester. The use of the md-IAT in this study allowed the assessment of consumers’ automatic associations with cotton and polyester of which they may not be aware.

Details

Research Journal of Textile and Apparel, vol. 26 no. 3
Type: Research Article
ISSN: 1560-6074

Keywords

Article
Publication date: 1 December 2001

Seung‐Eun Lee and Grace I. Kunz

The purpose of this study was to contribute to merchandising theory development by testing and refining Rupe and Kunz’s Volume per Stock‐keeping unit for an Assortment (VSA) and…

1279

Abstract

The purpose of this study was to contribute to merchandising theory development by testing and refining Rupe and Kunz’s Volume per Stock‐keeping unit for an Assortment (VSA) and Assortment Diversity Index(ADI), using multiple merchandising performance measures. Behavioural Theory of the Apparel Firm with a Quick Response construct (BTAF/QR), was used as the theoretical framework for the study. The data were generated by a computer simulation of the merchandising process called Sourcing Simulator. Statistical analyses included Pearson correlation coefficients and regressions. The VSA had significant correlations with all 14 merchandising performance measures (p < 0:001), and the ADI was a consistent indicator of financial productivity considering all 14 merchandising performance measures. The results of the study supported the proposal of additional assumptions as well as propositions and hypotheses related to merchandising responsibility for BTAF/QR.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 5 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 1 June 2001

Ann Marie Fiore, Seung‐Eun Lee, Grace Kunz and J.R. Campbell

Mass customisation, defined as the mass production of individually customised goods and services, aims at providing products and services that are more suited to the needs or…

2058

Abstract

Mass customisation, defined as the mass production of individually customised goods and services, aims at providing products and services that are more suited to the needs or desires of today’s fragmented consumer markets. Mass customisers should identify how needs or desires of the fragmented market shape the customisation of not just the product and service, but also the mass customisation experience. Towards this end, the authors examined whether an individual’s preferred level for environmental stimulation defined as optimum stimulation level (OSL) was associated with the types of products, services and experiences desired from mass customisation of apparel. As the authors hypothesised, OSL had significant positive correlations with willingness to use co‐design services to create a unique design, trying co‐design as an exciting experience, overall commitment to using co‐design, and trying body scanning as an exciting experience. OSL did not have significant correlations with the more banal willingness to use body scanning services for better fitting products or overall commitment to using body scanning. There was also a significant positive correlation between OSL and interest in customising experiential products, but not between OSL and interest in customising utilitarian products, as hypothesised. Results support research of the influence of OSL on consumer behaviour. Implications for the industry include considering experience aspects and environmental stimulation when developing a mass customisation programme.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 5 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 28 October 2010

Hyun‐Hwa Lee and Seung‐Eun Lee

The purpose of this paper is to investigate US consumers' adoption of mobile services from the perspectives of channel extension (mobile vs internet) as well as with…

3093

Abstract

Purpose

The purpose of this paper is to investigate US consumers' adoption of mobile services from the perspectives of channel extension (mobile vs internet) as well as with considerations of ethnic and gender difference. Specifically, this paper examines the effects of gender and ethnicity in consumers' current usages in different types of mobile services, the relationships between consumers' current internet and mobile service usages, and how current usages of internet and mobile services predict future intentions to use mobile services.

Design/methodology/approach

Online survey method was employed to collect the data. A total of 492 responses were obtained from current mobile users.

Findings

The mobile services most (e.g. sending and receiving text and picture messages, checking e‐mail) and least used (e.g. gambling, educational services) were similar between both male and female respondents, yet male respondents showed a higher use of mobile services. Among ethnic groups, African Americans were the most engaged users of all mobile services, and European Americans were the least engaged. In certain service categories (e.g. informational services related to business/finance), both gender and ethnicity were shown to have significant effects on consumers' current usages of both the internet and mobile services and intentions to use mobile services.

Practical implications

Gender‐ and ethnic‐specific marketing strategies should be based on the types of mobile services. Special attention should be paid to African Americans that have expressed great interests in using the services that are offered through mobile devices (e.g. informational services related to health and business/finance, payment/billing services, and purchasing products). Understanding current internet use of each mobile service is a key to the success of the potential use of mobile services.

Originality/value

There is a lack of previous research addressing consumer issues relevant to specific types of mobile services. This paper provides a meaningful insight into consumer adoption of various types of mobile services from the perspectives of channel extension (mobile vs internet) as well as ethnic and gender difference.

Details

Journal of Research in Interactive Marketing, vol. 4 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 15 February 2008

Seung‐Eun Lee, Kim K.P. Johnson and Sherri A. Gahring

To identify factors that influence small‐town consumers' satisfaction with local independent retailers and the subsequent relationships of consumer satisfaction to in‐shopping…

2747

Abstract

Purpose

To identify factors that influence small‐town consumers' satisfaction with local independent retailers and the subsequent relationships of consumer satisfaction to in‐shopping, community attachment, and support of local independent retailers.

Design/methodology/approach

Oliver's expectancy‐disconfirmation model (1980) was used as the framework to predict consumer satisfaction. Consumer mailing addresses were attained from independent retailers in three small Midwest communities in the USA wherein at least one big box retailer was located. A survey questionnaire was sent to 903 consumers of independent retailers. The return rate was 36 per cent with 328 responses.

Findings

Most strategies performed by small‐town independent retailers did not meet their local consumers' expectations. Specially, merchandise assortment and availability, such as offering a unique and large selection of products, showed the largest discrepancy between respondents' expectations and retailers' performance, indicating that independent retailers are not meeting their consumers' needs in these areas. Participants who were satisfied with their independent retailers, shopped locally, were strongly attached to their communities, and were willing to support their local independent retailers.

Practical implications

Small‐town independent retailers need to continuously examine and re‐examine their business strategies to meet the changing expectations of their local consumers. Small‐town consumers' expectations of local independent retailers are shifting due to varying dynamics of retail environment including the entry of big‐box retailers. It is essential that independent retailers know their local customers and exploit niche strategies that big‐box retailers do not provide.

Originality/value

The authors adopted the concepts of satisfaction and disconfirmation from Oliver's expectancy‐disconfirmation model. On the basis of Oliver's model, the authorss predicted that consumer satisfaction with local independent retailers would be affected by possible disconfirmation between consumers' expectations and independent retailers' performance.

Details

International Journal of Retail & Distribution Management, vol. 36 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 1 February 2005

Seung‐Eun Lee and Mary A. Littrell

Aims to investigate consumers' shopping values and web site beliefs that influence their intention to shop for cultural products.

2983

Abstract

Purpose

Aims to investigate consumers' shopping values and web site beliefs that influence their intention to shop for cultural products.

Design/methodology/approach

Uses the Theory of Reasoned Action (TRA) as a framework to explain the structural interrelationships among internet shopping value, beliefs about the web site, shopping attitude, and shopping intention. A total of 203 persons responded to an invitation to participate in a web survey for the purpose of data analysis.

Findings

Consumers' beliefs about the web site, especially with regard to merchandising, both directly and indirectly influenced their intention to shop for cultural products in the future. The proposed model supported the effectiveness of the extended TRA in the context of cultural product shopping on the internet. Overall, the findings confirmed elements of the TRA such as belief structures as determinants of attitudes and attitudes as determinants of behavioral intention.

Practical implications

Consumers who shop for cultural products on the internet have both hedonic and utilitarian shopping values and both these values must be addressed by internet retailers. Regular changes in products and presentation are vital for maintaining repeat patronage. Future research should explore how shopping values are related to web site attributes in different contexts of shopping.

Originality/value

Offers valuable recommendations to internet retailers, if they are to retain customers in a very specialized arena.

Details

International Journal of Retail & Distribution Management, vol. 33 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 1 July 2004

Ann Marie Fiore, Seung‐Eun Lee and Grace Kunz

Mass customization entails the mass production of individually customized goods and services. Co‐design is a mass customization option where a product's design is based on the…

11591

Abstract

Mass customization entails the mass production of individually customized goods and services. Co‐design is a mass customization option where a product's design is based on the customer's selections from a range of design feature offerings. A model comprised of relationships between individual differences, motivations for using co‐design, and willingness to use co‐design was proposed and statistically supported using 521 university subjects from different regions of the USA and the analysis of moment structures (AMOS) statistic. As hypothesized, optimum stimulation level (OSL) predicted two clothing interest factors: experimenting with appearance (EA) and enhancement of individuality (EI). As proposed, OSL and EA predicted the two motivations, trying co‐design as an exciting experience and using co‐design to create a unique product, whereas EI only predicted using co‐design to create a unique product. Both motives were mediating variables between individual differences and willingness to use co‐design, but using co‐design to create a unique product had a stronger effect. Theoretical and marketing implications were discussed.

Details

European Journal of Marketing, vol. 38 no. 7
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 11 May 2015

Ben Touchette, Morgan Schanski and Seung-Eun Lee

– The purpose of this paper is to examine features of branded entertainment in apparel brands’ Facebook pages based on the conceptual framework of play themes (Zhang, 2010).

6140

Abstract

Purpose

The purpose of this paper is to examine features of branded entertainment in apparel brands’ Facebook pages based on the conceptual framework of play themes (Zhang, 2010).

Design/methodology/approach

A content analysis was performed for 1,443 posts present on 50 apparel brands’ Facebook profile pages in the time period from November 28, 2011 to December 25, 2011.

Findings

The findings provide meaningful insights into apparel brands’ use of Facebook as a social media strategy. The most dominant branded entertainment consisted of photos and advertisements and was directed toward promoting specific products and sales without using a particular play theme. Among the play themes used, play as frivolity, which includes simple and fun activities, was predominant. Overall, apparel brands utilized limited types of branded entertainment on their Facebook pages.

Research limitations/implications

By integrating play themes into branded entertainment, apparel brands can optimize their branded contents on Facebook to connect with consumers and increase consumer motivation to interact with the brand. More specifically, apparel brands that adopt additional play themes other than play as frivolity for their branded entertainment will stand out and cut through the clutter of competitors’ Facebook pages.

Originality/value

No previous research investigated apparel brands’ use of Facebook pages. This study fills the void in the literature by addressing how apparel brands utilize types of branded entertainment on their Facebook profile pages.

Details

Journal of Fashion Marketing and Management, vol. 19 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 5 July 2013

Katelyn Fulton and Seung‐Eun Lee

The purpose of this study is to identify retailers selling sustainable apparel goods on the internet and examine their sustainable initiatives in the supply chain based on the…

4406

Abstract

Purpose

The purpose of this study is to identify retailers selling sustainable apparel goods on the internet and examine their sustainable initiatives in the supply chain based on the United Nation's Global Reporting Initiative (GRI), one of the most widely used sustainability reporting guidelines.

Design/methodology/approach

A total of 156 sustainable apparel websites were content analyzed based on presence or absence of the website contents. A systematic coding scheme was developed based on previous research on the sustainability of the apparel industry and the GRI.

Findings

Findings of this study support the GRI as a useful framework to assess sustainability in online apparel retailers. The most commonly addressed aspects of the GRI that were addressed by companies in this study were the environmental and social aspects. Few sustainable apparel retailers on the internet made initiatives in all three areas of sustainability addressed in the GRI.

Originality/value

This study provides general characteristics of websites as well as endeavours along the supply chain to illustrate a full overview of sustainable apparel retailers online. The initiatives discussed in this study are meant to serve as a guide and inspiration for future researchers, companies and consumers.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 17 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 1 December 2003

Seung‐Eun Lee and Mary Littrell

The purpose of this study was to examine a series of retail Web sites for their potential in marketing cultural products to a projected audience of amenable US consumers and draw…

1883

Abstract

The purpose of this study was to examine a series of retail Web sites for their potential in marketing cultural products to a projected audience of amenable US consumers and draw conclusions for marketing of cultural products to this market segment. Among 1,288 Web sites purported to market cultural products and crafts, a simple random sample of 101 retail Web sites were content analyzed based on the existence of five categories of information related to: company, product, culture, craft media and type, and transaction and fulfilment. The analysis revealed that a scarcity of information about the products, cultures, and artisans would hinder customers from purchasing cultural products. It was hypothesized that Web sites with greater appeal to the potential market segment would need to expand product information to include who, where, and how a product is made and cultural information to include indigenous symbolism and meaning underlying the products and the lives of artisans and families in the country.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 7 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

1 – 10 of 18