Browse > Article
http://dx.doi.org/10.15207/JKCS.2018.9.4.241

A Study on the Effect of Branding of Consulting Company  

Choi, Yong-Kuk (Dept. Of Smart Convergence Consulting. Hansung University)
Kim, Jung-Ryol (Dept. Of Economics, Hansung University)
Kim, Sang-Bong (Dept. Of Economics, Hansung University)
Publication Information
Journal of the Korea Convergence Society / v.9, no.4, 2018 , pp. 241-249 More about this Journal
Abstract
The purpose of this study is to investigate the effect of consulting firm's professional consulting satisfaction on consulting satisfaction. The purpose of this study is to investigate the effect of consulting firm's brand awareness on consulting satisfaction. The results of this study suggest that consulting firms that have expertise in the field have a positive effect on the satisfaction of consulting and that the higher the brand awareness, the higher the consulting satisfaction. The better the brand awareness, the higher the reliability and the positive impact on the satisfaction of consulting, and the consulting firm including consultant suggests to improve the professional competence in the field.
Keywords
Consulting Company; Consulting satisfaction; Brand awareness; Expertise;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
연도 인용수 순위
1 Fritz, steele. (1975). Consulting for organizational change, Univ of Massachusetts Press, 9-12.
2 M. Kubr. (1996). How the Select and Use Consultants, 2nd, ILO,Geneva.
3 H .K. Jin. (2010). The Effect of Strategic Alliance by Management Consulting Company on Performance, Master Thesis, Pukyong National University. http://www.riss.kr/link?id=T11919454
4 I. S. Ki. (2006). A study on the performance and effects of consulting in domesticSMEs, Korean Journal of Social Science, 18 (1),159-186. http://www.earticle.net/Article.aspx?sn=70549
5 H. J. Kwak. (2008). A Study on the Establishment of Success Model for the Enhancement of Consulting Performances in Korea Consulting Market : Focused on Small and Medium Business Management Consulting Market, Research of Professional Managers. The 1st edition. 1-23. http://www.earticle.net/article.aspx?sn=264476
6 Tannenbaum, Weschler & Massarik(1973). How to Choose a Leadership Pattern, VIEW MORE FROM THE May Issue. https://hbr.org/1973/05/how-to-choose-a-leadership-pattern
7 Koons, O'donnell. (1968). Principles of Management: An Analysis of Managerial Funtioncs.
8 R. I. Oliver. (1980). A Cognitive Model of The Antecedents and Consequences of Satisfaction Decision, Journal of Marketing Reserch, 17 460-469.   DOI
9 L. Percy & J. R. Rossiter. (1987). A Mode lof Brand Awareness and Brand Attitude Advertising Strategies, Psychology and Marketing, 9(4), 263-274.   DOI
10 A. David. (1991). Managing Brand Equity;Capitalizingon The Value of a Brand Name, New York, The Free Press.
11 S. J. Hwang. (2010). A Study on the Effect of Consultant Capability on Management Consulting Performance, Master's Thesis, Dong-A University. http://www.riss.kr/link?id=T12760615
12 Keller, Kevin Lane. (1993). Conceptualizing, Measuring and Managing Customer Based Brand Equity, Journal of Marketing, 57(1), 1-22.   DOI
13 D. A. Garvin. (1987). Computing onThe Eight Dimensions of Quality, Harvard Business Review, 11(12), 101-109.
14 Parasuraman A, Valarie A. Zeithmal, & Leonard L. Berry. (1985), A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing, 49, 41-50.
15 Aaker. (1996). Building strong brands, Free Press
16 S. H. Yoon. (2009). A Study on the Impact of Consultant's and Project Manager's Competencies on Performance of Business Consulting, Master's Thesis, Soongsil Univ. http://www.riss.kr/link?id=T11670220
17 Y. W. Lee, S. S. Kim & C. S. Lee. (2011). Analyses of the Completion Index of Management Consulting on Consulting Performance and the Mediating Effect of Client Firm Characteristics, KOREAN ACADEMIC SOCIETY OF ACCOUNTING, 16(4), 273-293. http://www.dbpia.co.kr/Journal/ArticleDetail/NODE01773158?TotalCount=588&Seq=17&q=
18 Y. D. Cho. (2005). Business consulting service, Namdoo books. http://www.riss.kr/link?id=M10062259
19 Mchlachlin, R. D. (1999). Factors for consulting engagement success, Management Decision, 37(5), 394-402   DOI
20 Boughton, P. (1992). Marketing research partnerships: a strategy for the 90s, Marketing Research: Management and Applications, 4, 10-14.
21 H. C Yang. (2014). A Study of the Effect of Consulting on One-Person Creative Company : Focused on Consultant Competency & Entrepreneur's Characteristics, Master's Thesis, Dong-A University. http://www.riss.kr/link?id=T13370909
22 J. M. Kim. (2017). The Effect of Posting Source Type Information on Brand Reliability, Product Attitude and Purchase Intention, Journal of Digital Convergence, 15(8), 367-374. http://www.earticle.net/article.aspx?sn=306946   DOI
23 H. W. Yim. (2018). A Study on the Causes and Consulting Methods to Reduce the Differentiation of Incubator Center. Journal of Convergence for Information Technology, 8(1), 313-320. http://www.earticle.net/article.aspx?sn=323504   DOI
24 K. H. Cho1 & H. S. Bae. (2017), Convergence study of the in-flight meal quality on customer satisfaction, brand image and brand loyalty in airlines, Journal of the Korea Convergence Society, 8(12), 317-327.   DOI
25 J. Y. Han. (2017). Effects of Hotel Advertising Attitude and Brand Image toward Customers' Purchase Intention, Journal of Digital Convergence, 15(7), 184-190.