REFERENCES

• Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38, 102–120.
   Web of Science ®Google Scholar
• Ackerman, D., & Chung, C. (2012). ‘We’ or ‘Me’ consumer goods: A cross-national look at self-construal and gender in product choice. Journal of Global Scholars of Marketing Science, 22, 70–82. 10.1080/12297119.2012.644036.
   Google Scholar
• Alex, N. J. (2012). An enquiry into selected marketing mix elements and their impact on brand equity. The IUP Journal of Brand Management, 9, 29–41.
   Google Scholar
• Barnes, L., & Lea-Greenwood, G. (2006). Fast fashioning the supply chain: Shaping the research agenda. Journal of Fashion Marketing and Management, 10, 259–271.
   Google Scholar
• Boulding, W., Lee, E., & Staelin, R. (1994). Mastering the mix: do advertising, promotion, and sales force activities lead to differentiation?Journal of Marketing Research, 31, 159–172.
   Web of Science ®Google Scholar
• Byun, S., & Sternquist, B. (2011). Fast fashion and in-store hoarding: The drivers, moderator, and consequences. Clothing and Textiles Research Journal, 29, 187–201. 10.1177/0887302X11411709.
   Web of Science ®Google Scholar
• Cachon, G. P., & Swinney, R. (2011). The value of fast fashion: Quick response, enhanced design, and strategic consumer behavior. Management Science, 57, 778–795. 10.1287/mnsc.1100.1303.
   Web of Science ®Google Scholar
• Central Intelligence Agency. (2012). The World Fact Book: East & Southeast Asia: Korea, South. Retrieved from https://www.cia.gov.
   Google Scholar
• Chattopadhyay, T., Shivani, S., & Krishnan, M. (2010). Marketing mix elements influencing brand equity and brand choice. The Journal for Decision Markers, 35, 67–84.
   Google Scholar
• Choi, T., Liu, N., Liu, S., Mak, J., & To, Y. (2010). Fast fashion brand extensions: An empirical study of consumer preferences. Journal of Brand Management, 17, 472–487.
   Google Scholar
• Cohen, A. M. (2011). Fast fashion: Tale of two markets. The Futurist, 45, 12–13.
   Google Scholar
• Doeringer, P., & Crean, S. (2006). Can fast fashion save the US apparel industry?Socio-Economic Review, 4, 353–377.
   Google Scholar
• Foreign fashion chains take over Korean high streets. (2011, January 26). The Chosunilbo. Retrieved from http://english.chosun.com.
   Google Scholar
• Garcia, C. R. (2010, March 4). Fast fashion vs. Dongdaemun. The Korea Times. Retrieved from http://koreatimes.co.kr.
   Google Scholar
• Goldsmith, R. E., Flynn, L. R., Goldsmith, E., & Stacey, E. C. (2010). Consumer attitudes and loyalty towards private brands. International Journal of Consumer Studies, 34, 339–348.
   Google Scholar
• Herrmann, A., Huber, F., Shao, A. T., & Bao, Y. (2007). Building brand equity via product quality. Total Quality Management & Business Excellence, 18, 531–544. 10.1080/14783360701240030.
   Web of Science ®Google Scholar
• Jang, A. R., & Choi, S. H. (2010). The effects of fast fashion brand's marketing mix elements and benefit sought on brand loyaltyIn the Fall Conference: Vol. 2010. Fashion and social media (p. 115). Seoul: The Korean Society of Clothing and Textiles.
   Google Scholar
• Kang, G. (2012, April 20). Korea falling in SPA, Japanese Uniqlo runs the first…domestic ones counterattack. E-today. Retrieved from http://www.etoday.co.kr.
   Google Scholar
• Keller, K. L. (2001). Building customer-based brand equity. Marketing Management, 10, 14–19.
   Google Scholar
• Kim, K. (2004). Marketing strategy for elevating brand equity: Focused on comparing SPA brand and general casual brand. (Master's thesis). Kyunghee University, Seoul.
   Google Scholar
• Kim, S-H. (2007). A study on the fast fashion (Part I): Focusing on marketing strategy. The Research Journal of the Costume Culture, 15, 875–887.
   Google Scholar
• Kim, E. Y., & Brandon, L. (2010). Modeling brand equity for lifestyle brand extensions: A strategic approach into generation Y vs. baby boomer. Journal of Global Academy of Marketing Science, 20, 35–48. 10.1080/12297119.2010.9707342.
   Google Scholar
• Kim, C., & Heere, B. (2012). Consumers from emerging markets: Perceptions and attitude toward global sporting brands. Sporting Marketing Quarterly, 21, 19–31.
   Google Scholar
• Kim, H-J., & Lee, S-H. (2007). An analysis of consumer's buying behaviors and the importance of store attributes in SPA brand: Focused on female college student in Seoul metropolitan area and Gyeongj-do area. The Research Journal of the Costume Culture, 15, 369–382.
   Google Scholar
• Kim, E. Y., Knight, D. K., & Pelton, L. E. (2009). Modeling brand equity of a U.S. apparel brand as perceived by Generation Y consumers in the emerging Korean market. Clothing and Textiles Research Journal, 27, 247–258. 10.1177/0887302X08327085.
   Web of Science ®Google Scholar
• Kim, J., & Lee, S. Y. (2009). Global SPA brands in the Korean market: The cases of Uniqlo and Zara. International Business Review, 13, 271–297.
   Google Scholar
• Kim, J. Y. (2011). Purchasing behavior and attitudes of Korean females toward global SPA brand products as determined by their shopping orientation (Doctoral dissertation). Kyunghee University, Seoul.
   Google Scholar
• Kim, K. H., Park, S., Lee, S., Knight, D. K., Xu, B., Jeon, B. J., & Moon, H. I. (2010). Examining the relationships among attitude toward luxury brands, customer equity, and customer lifetime value in a Korean context. Journal of Global Academy of Marketing Science, 20, 27–34. 10.1080/12297119.2010.9707341.
   Google Scholar
• Ko, E., Lee, M., Lee, M. Y., Phan, M., Kim, K. H., Hwang, Y. K., & Burns, L. D. (2011). Product attributes' effects on perceived values and repurchase intention in Korea, USA, and France. Journal of Global Scholars of Marketing Science, 21, 155–166. 10.1080/21639159.2011.9711022.
   Google Scholar
• Lee, Y. S. (2011). A study of the business model of Japan's SPA brand “UNIQLO”. The Journal of Korean Association of Modern Japanology, 13, 499–522.
   Google Scholar
• Lee, H. (2012, May 11). Park Jaewan plans to develop a standard system for the Korean SPA. Newsis. Retrieved from http://newsis.com.
   Google Scholar
• Lee, H. S., Kim, H. J., & Lee, J. G. (2012). A study on the influence of SPA (Specialty store retailer of private label apparel) brand buying experience on brand loyalty. The Academy of Customer Satisfaction Management, 14, 101–123.
   Google Scholar
• Lim, S., Choi, J-Y., & Kim, M-S. (2008). A study on the strategies of the fashion industry toward fast fashion. The Research Journal of the Costume Culture, 16, 432–443.
   Google Scholar
• Lin, C., Marshall, D., & Dawson, J. (2009). Consumer attitudes towards a European retailer's private brand food products: An integrated model of Taiwanese consumers. Journal of Marketing Management, 25(9-10), 875–891. 10.1362/026725709x479273.
   Google Scholar
• Liu, T., & Wang, C. (2008). Factors affecting attitudes toward private labels and promoted brands. Journal of Marketing Management, 24(3-4), 283–298. 10.1362/026725708x306103.
   Google Scholar
• Maypole, renewal launching to a SPA brand. (2012, May 22). EBN News. Retrieved from http://www.ebn.co.kr.
   Google Scholar
• Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74, 1–17. 10.1509/jmkg.74.6.1.
   Web of Science ®Google Scholar
• Park, J. Y., Chae, D. B., & Shin, S. Y. (2011). A study on strategic factors of SPA brand specialtyIn 2011 Fall Conference: Vol. 42. Change in consumption environment and growth of distribution industry (pp. 305–323). Seoul: Korea Distribution Association.
   Google Scholar
• Rhee, D., & Choi, J. (2012). Uniqlo in Korea: The joint venture of Fast Retailing Co. and Lotte Shopping Co. International business Review, 16, 295–325.
   Google Scholar
• Riefler, P. (2012). Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin. International Journal of Research in Marketing, 29, 25–34. 10.1016/j.bbr.2011.03.031.
   Web of Science ®Google Scholar
• Shin, M. H. (2011). The influence of fast fashion value on commitment and repurchase intentions. Journal of the Korean Academic Association of Business Administration, 24, 3505–3523.
   Google Scholar
• Smith, D. C. (1992). Brand extensions and advertising efficiency: What can and cannot be expected. Journal of Advertising Research, 32, 11–20.
   Web of Science ®Google Scholar
• Sohn, B (2012, June 7). What SPA brand has the highest brand awareness?The Kyunghyang Shinmun. Retrieved from http://news.khan.co.kr.
   Google Scholar
• Sweldens, S., Van Osselaer, S. M. J., & Janiszewski, C. (2010). Evaluative conditioning procedures and the resilience of conditioned brand attitudes. Journal of Consumer Research, 37, 473–489. 10.1086/653656.
   Web of Science ®Google Scholar
• Trigui, I. T., & Giraud, G. (2012). Brand proneness versus experiential effect? Explaining consumer preferences towards labeled food products. Journal of Global Scholars of Marketing Science, 22, 145–162. 10.1080/1,229,7119.2012.655,097.
   Google Scholar
• Tsao, W-C. (2010). Investigating brand attitude changes toward high-involved hedonic products via optimal ad appeal arrangements over multiple exposures. International Journal of Management, 27, 511–527.
   Google Scholar
• Valette-Florence, P., Guizani, H., & Merunka, D. (2011). The impact of brand personality and sales promotions on brand equity. Journal of Business Research, 64, 24–28. 10.1016/j.jbusres.2009.09.015.
   Web of Science ®Google Scholar
• Yoo, J (2012, April 25). Domestic SPA begins counterattack. MK Business News Luxmen, 19, Retrieved from http://news.mk.co.kr.
   Google Scholar
• Yoon, H. N. (2012, May 31). Cheil industries, e land.domestic SPA, shaking up the 2 trillion market. Bntnews. Retrieved from http://bntnews.hankyung.com.
   Google Scholar
• Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28, 195–211. 10.1177/0,092,070,300282002.
   Web of Science ®Google Scholar
• Yu, L. (2003). The global-brand advantage. MIT Sloan Management Review, 44, 13.
   Google Scholar
• Yu, H., Kim, Y., & Kim, H. (2011). Dynamics of apparel retailing in South Korea accompanied by increased market openness. International Journal of Management Cases, 13, 448–459.
   Google Scholar