Eunju Ko

• Ph.D.
• Professor (Full) at Yonsei University

Purpose The purpose of this study is to develop the scale of the metaverse experience and examine the effect of the metaverse experience on consumer happiness in luxury brands. Design/methodology/approach A survey was distributed to metaverse users from general participants in the Republic of Korea. To reach this goal, the domain of the metaverse...

The proliferation of digital technologies and the new era of social distancing have created a flood of opportunities, thereby allowing customers to experience services without interacting with them in person. To provide social distancing services, brands and retailers must first understand how their customers perceive them. This study aims to exami...

Offering customization services via online toolkits has emerged as a growing trend among luxury brands. Previous studies in this domain have largely focused on how customization influences product evaluations and purchase intentions. Our research identifies a novel effect of luxury product customization by showing that customized luxury offerings c...

Purpose The COVID-19 pandemic has caused a decline in overall consumption, but luxury sales within offline department stores rose significantly. This study identifies changes in the market environment variable (i.e. pandemics) and their impact on clothing consumption behavior. Moreover, it examines consumer behavior characteristics and provides imp...

special issue on Consumer Well‐Being in Asia

As Facebook approaches its 20th anniversary, social media platforms are entering a stage of maturity. These platforms – old and new - offer fashion researchers an extensive data and research field. This article discusses the next frontiers for fashion scholars, and how recent research advances can help move the field forward. First it highlights th...

Service innovation with digital technology such as augmented reality allows brands to deliver additional values to customers, as interactions between brand and customer improve a brand’s performance. However, there is little research on digital service innovation and its impact on customer behavior. Thus, the authors focus on digital service innova...

Sustainable fashion is an emergent concept introduced to resolve the issues emanating from the clashes between the fast fashion production model and consumers and to establish a healthy relationship between the two. However, studies show that there are inconsistencies between the attitudes and behaviors of consumers regarding sustainability; sustai...

The authors conducted a survey of 120 consumers in South Korea to study how fashion brands can use “Higg Index” to increase information transparency, which then enhances environmental concerns, brand trust, willingness to act environmentally conscious behavior, and purchase intentions. Furthermore, consumer sustainable knowledge moderates the effec...

The art infusion effect posits that exposure to visual artworks heightens the perceived luxuriousness of related brands. Across six studies conducted in different cultural settings, we establish that the art infusion effect is dependent on cultural congruence. That is, when the artwork’s country‐of‐origin (CO) is culturally congruent (vs. incongrue...

This paper seeks to suggest user satisfaction model of digital signage to see how new in-store technology can effectively lead to customers" shopping satisfaction in fashion retails. Authors in particular focus on technological complexity, which is expected to serve a subtle role in using digital signage. This study employed a scenario-based online...

Consumers often share their various brand experiences via Instagram, which has users that indirectly enjoy brand experiences from others. Along with this trend, luxury brands have started providing brand experiences through various cultural spaces, such as cafes, restaurants, and exhibitions, and consumers obtain their experiences in those cultural...

Purpose Due to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relatio...

Wadiz, the largest Korean crowdfunding platform, recorded a 197% year-on-year growth of reward in crowdfunding projects for the fashion and accessory category in the first half of 2019. With this in mind, this study collects 135 cases of fashion and accessory projects from Wadiz to explore the success factors and impactful variables on the funding...

The purpose of this study is to investigate the status and policy of the fashion industry of fashion capitals worldwide, and to suggest a policy direction for each city to develop its fashion industry. To this end, we examined the status of the fashion industries which were selected as representative fashion capitals, based on the apparel industry...

German and South Korean cultural groups are examined in two studies to demonstrate the link between media communication about sustainability and its impact on eWOM and purchase intentions in luxury and non-luxury contexts. A mediation brand attitude model is used to compare groups across cultural, economic, environmental, and social sustainability...

This introduction briefly summarizes each of the twenty articles included in this special issue on “Bridging Asia and the World: Searching for Academic Excellence and Best Practice in Marketing and Management” and provides valuable implications for marketers and researchers. The articles are grouped by topic- luxury brand management, sustainable ma...

This study investigated whether social networking site (SNS) marketing activities are helpful in improving sales in traditional markets. For this purpose, we applied customer equity drivers (value equity, brand equity, and relationship equity) to test whether SNS marketing activities improve the overall customer outcome. The influences of customer...

Consumers often have positive attitudes about green marketing, yet their fashion purchases are not linked to sustainability, revealing an unbalanced psychological state. Based on balance theory, we explain how environmental priming can increase consumer preferences for fashion products with green logos. Using fMRI, we identify the neural representa...

Despite its success in the world market, Hallyu’s stability as the leading cultural industry has been doubted. This study explores the effect of attributes of Korean trendy drama on consumer attitude, national image, and consumer acceptance intention. Affection and affinity are attributes of Korean trendy drama found to have positive influence on t...

This study assesses customers’ assessments of place sustainability and place attractiveness of a large-scale traditional local market (TLM). The study proposes a general theory of antecedents and outcomes for customer assessments of place sustainability and place attractiveness for one category of TLM: a collection of many independent shops (e.g.,...

Virtual reality (VR) offers a new medium for marketing communications, where consumers are immersed into technologically synthesized ‘real-use’ experiences of products and services. In this study, we theorize and investigate empirically how consumers derive meanings from VR experiences. Using the ZMET technique, we uncover three themes: VR as democ...

Online video advertisements are an increasingly important marketing tool for rapidly growing video-sharing sites such as YouTube. The authors conduct two studies to examine how consumers respond to fast-fashion and luxury-brand online video environmental claims and find agreement with hypotheses that consumers who are highly involved in environment...

This study proposes and empirically examines a case-outcome configurational theory for explaining shoppers' demographic configurations and sustainability and place attractiveness assessments impact their behaviors toward culturally traditional mega-markets (CTMM). The empirical study here supports the case-outcome theory that recipes of (separate)...

The current study adopts service dominant logic to examine how consumers react to social platforms that communicate corporate sustainability efforts. The results suggest a positive connection between corporate sustainability efforts and evaluation of e-service quality as well as between corporate sustainability efforts and e-WOM. We also find that...

This study draws on the theory of social practices as a novel theoretical lens to understand sustainable organic food consumption. Through a situated investigation of the South Korean organic foods market, the findings uncover three consumption practices, which include investing in long-term wellbeing, expressing sustainability values, and the sign...

This special issue includes twenty-three research papers written by thirty-four authors representing eleven countries. The papers address four topic areas: new product innovation and online retailing, luxury branding and sustainability, brand management and advertising, or marketing strategy and management. The introduction summarizes how each arti...

This study was undertaken to analyze whether luxury fashion retail brands can adhere to their core essence of providing personalized care through e-services rather than through traditional face-to-face interactions, particularly through Chatbot, an emerging digital tool offering convenient, personal, and unique customer assistance. The authors use...

The authors focus on a fashion brand, Patagonia, to study green demarketing advertising in the fashion industry, a strategy for enhancing sustainability by encouraging consumers to avoid buying unneeded products. The study shows that green demarketing advertising positively affects consumer attitudes and behavior intentions in consumers who have ei...

The dissemination and utilization of personal mobile social network services (SNS) have created new trends. The effects of the increase in the use of the hashtag are especially significant for brands that seek to use electronic word-of-mouth (e-WOM) in the rapidly changing environment of SNS marketing strategies, as it supplements their quick merch...

In spite of considerable prior research on luxury branding, no widely accepted definition of "luxury brand" exists. The purpose of this paper is to review the literature in order to: a) summarize the state of knowledge on luxury brand marketing; and b) provide a new and usable definition of a luxury brand. A literature review was conducted with a f...

This research aims to study consumers in South Korea, China, and Japan to better understand their decision-making processes regarding sustainable fashion, an area where demands are increasing for countering negative environmental impacts. Consumers sometimes fail to align their behavior with their positive attitudes toward sustainable consumption....

Fashion industry have been emphasizing on eco-friendly business to enhance their public image. Due to the lack of consumers` awareness and experience of eco fashion advertising, this have resulted in adverse outcomes. Therefore, it is required to develop eco fashion advertisement that meets the public interest of Koreans. This study aims to obtain...

Purpose The purpose of this paper is to analyze how national stereotype, country of origin (COO), and fashion brand’s images influence consumers’ brand evaluations and purchase intentions regarding fashion collections. Korea (Seoul) and overseas (New York and Paris) collections are compared and analyzed. Design/methodology/approach The authors c...

The paradigm of distribution channels has changed from single to multi-channels with the diffusion of smartphones and mobile equipment, as well as the emergence of new consumption patterns. Considering that Dongdaemun, which represents a brand from a special commercial district, is actively expanding its multi-channel distribution pattern, there is...

Countries’ specific traditional cultures are becoming popular subjects for commercialization. The research discussed here focuses on “traditional cultural products” (TCPs) and investigates consumer attitudes and behaviors with respect to cultural aspects. Consumer attitudes and the purposes of consumption within the commercialization of traditional...

This study aims to extract the multi-channel attributes of Dongdaemun-based fashion brands and consider the effects of these attributes on customer equity, customer satisfaction and re-purchase intention. In total, 493 samples of those who have purchased Dongdaemun-based fashion brand products using multi-channels were collected for the final data...

While sustainability has increasingly attracted the attention of scholars and practitioners, consumer attitudes and behaviors toward sustainable consumption have not yet been elucidated. The decision-making process around sustainable consumption involves diverse and complex considerations including some forms of compromise (tradeoff). In addition,...

Domestic and foreign tourism authorities show that the most favorite tourist activity is shopping. Tourism income in Korea set a record in 2014 due to a large influx of Chinese tourists. Dongdaemun fashion market was selected as the most preferred destination for Chinese tourists shopping in Korea. This study examines the effect of store attributes...

Within globalization of fashion business Korean culture is affecting fashion business. Although Korean culture is creating new content and economic value presently, the research on Korean fashion culture has been limited. Therefore, this study has identified attributes influencing cognitive, affective response as well as consumer preference and pur...

As the world economy grows rapidly, societies consume increasingly more resources. The unfortunate by-product of development is that environmental and living conditions are degrading. Consequently, sustainability is a burning issue. The study here focuses on customer perspectives regarding whether or not sustainable marketing activities are effecti...

Fashion stores have to change to fit such the taste of individual customers taste and try to give unique experiences to the customers. They need to develop a special space that entertains customers, and entices them to visit and revitalize the off-line stores. This paper aims to analyze the experimental factors of stores, and how each of the factor...