Browse > Article

A Study on the Brand Power Enhancement Strategy in Incheon Port  

Kim, Byung-Il (한국항만연수원)
Kim, Hong-Seop (인천대학교)
Publication Information
Journal of Korea Port Economic Association / v.27, no.2, 2011 , pp. 111-136 More about this Journal
Abstract
This article aims to reveal the relative influences to the Brand Power and Performance of Factors that comprise the port brand assets in order to control and manage the ports. And also this Paper want to suggest the useful strategies and implications for the improvement of Brand Power by comparing the level of brand competitiveness of Incheon Port with those of other Korean ports that are in competitive relation. In this research we can find out that the components of port brand asset are awareness level, image, service quality, and satisfaction of relation. And among those 4 factors, recognition level and satisfaction of relation are very significant relation factors for the loyalty in Incheon Port. In comparison study between Incheon and Pyungtack Ports, satisfaction of relation is revealed as especially significant factor for the customers that show highly effective management performances and we can find that, in Busan Port, image and service quality are significant as well.
Keywords
Brand Power; Brand Awareness; Brand Image; Service Quality; Relationship Satisfaction;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 김병일․유홍성․이현우, "인천항 배후단지 서비스의 고객행동의도 결정요인에 관한 연구" 한국항만경제학회지, 제25집 제2호, 2009, 177-200.
2 김병일.유홍성, "환황해권 항만의 서비스품질 각 차원이 고객만족에 미치는 상대적 영향에 관한 연구", 한국항만경제학회지, 제23권 제4호, 2007, 1-22.
3 문달주, "브랜드자산 및 성과 진단 모델에 관한 연구", 마케팅과학연구, 제9집, 2002, 77-99.
4 서창수.김철수, "구매자-공급자간의 상호신뢰가 협업과 공급사슬 성과에 미치는 영향 : 이동통신 산업을 중심으로", 경영과학, 제25권 제1호, 2008, 19.
5 신현암.강원.김은환, "브랜드가 모든 것을 결정한다", 삼성경제연구소. 2000.
6 이재순.김미경.박송희.오동훈, "도시브랜드 개발 유형에 따른 도시마케팅 특성에 관한 연구", 한국도시행정학회 도시행정학보, 제21집 제3호, 2008, 157-184.
7 채서일, 사회과학조사 방법론, 학현사, 2003.
8 한상린.성형석, "산업재 브랜드 자산의 구성요인들이 관계적 성과에 미치는 영향에 관한 연구", 한국마케팅저널, 제9권 제1호, 2007, 43-72.
9 Aaker, Building Strong Brands, New York: Free Press, 1991.
10 Aaker, Managing Brand Equity, New York: Free Press, 1991.
11 Alvin A. Achenbaum, "The Mismanagement of Brand Equity", (ARE Fifth Annual Advertising and Promotion Workshop), February, 1993.
12 Berry and Parasuraman, A., Marketing Service. New York; The Free Press, 1991.
13 Business Week, Interbrand/JP Morgan Ieague Table, 2004.
14 C. Min Han, Globalization and Brand Busan, The 18th Anniversary Seminar of Busan Development Institute., October 5, 2010, 155-188.
15 Deighton, J., Henderson, C. M. and Neslin, S.A. "The Effects of Advertising on Brand Switching and Repeat Purchasing", Journal of Marketing Research(Feb), 1994, 28-43.
16 Dick, A. S. and Basu, K., "Customer loyalty: Toward an Integrated Conceptual Framework", Journal of the Academy of Marketing Science, Vol. 22, Winter, 1994, 99-113.
17 Duncan and Moriarty, "A Communication-Based Marketing Model for Managing Relationship", Journal of Marketing, Vol. 62, 1998, 1-13.
18 Enis, B. M. and Paul, G. W., "Store Loyalty as Basis for Market Segmentation", Journal of Retailing, Vol. 46, Fall, 1970, 42-56.
19 Farquhar, Peter H., 1989, "Managing Brand Equity", Marketing Research, 1(September 1989, 24-33.
20 Fornell, Claes, "A National Customer Satisfaction Barometer : The Swedish Experience", Journal of Marketing, 56(January), 1992, 6-21.
21 Granroos, "A Service Quality Model and Its Marketing Implications", European Journal of Marketing, Vol. 18, No. 4, 1984, 36-44.   DOI
22 Grover and Srinivasan, "Evaluating the Multiple Effects of Retail Promotions on Brand Loyal and Brand Switching Segment", Journal of Marketing Research, Vol. 29, No. 1, 1992, 76-89.   DOI   ScienceOn
23 Interbrand Group, World's Greatest Brands: An International Review(New York: John Wiley), 1992
24 Jacoby, Olson, and Haddock, "Price, Brand Name, and Product Composition Characteristics as Determinants of Perceived Quality", Journal of Consumer Research, 1971, 209-216.
25 Jacoby, Syzbillo, and Sehach, "Information Acquisition Behavior in Brand Choice Situations", Journal of Marketing Research, 1977, 63-69.
26 Mittal, Ross, and Baldasare, "The Asymmetric Impact of Negative and Positive Attribute-Level Performance on Overall Satisfaction and Repurchase Intentions?", Journal of Marketing, Vol. 62, No. 1, 1998, 33-47.   DOI   ScienceOn
27 Keller, Kevin Lane, "Conceptualizing, Measuring, and Managing Customer-Based Equity," Journal of Marketing, January, 1993, 1-23.
28 Keller, K. L., S. Heckler, and M. Houston,, "The Effect s of Brand Name Suggestiveness on Advertising Recall," Journal of Marketing, Vol. 62, No. 1, 1998, 48-57.   DOI   ScienceOn
29 Kotler, Philip, "Marketing Management: Analysis, Planning and Control", 8th ed., Englewood Cliffs, New Jersey: Prentice-Hall. 1994.
30 Nedungadi, "Recall and Consumer Consideration Sets: Influencing Choice Without Altering Brand Evaluation", Journal of Consumer Research, Vol. 17, No. 3, 1990, 263-276.   DOI   ScienceOn
31 Nunnally, J.C., "Psychometric Theory, New York", McGraw-Hill Book Company, 1978.
32 Oliver, "Cognitive, Affective, and Attribute Bases of the Satisfaction Response", Journal of Consumer Research, Vol. 20(December), 1993, 418-430.
33 Parasuraman A, Valarie A. Zeithaml, and Leonard L. Berry, "A Conceptual Model of Service Quality and Its Implications for Future Research", Jounal of Marketing, Vol. 49, Fall, 1985, 41-50.
34 Parasurama, "SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality," Journal of Retailing, Vol. 64(spring), 1988, 12-40.
35 Raj, S. P., "The Effects of Advertising on High and Low Loyalty Costumer Segments", Journal of Consumer Research, Vol. 9, June, 1982, 77-89.
36 Simon and Sullivan, "Measurement and Determinants of Brand Equity: A Financial Approach", Marketing Science, Vol. 12, No. 1, Winter, 1993.
37 Yoo, B. H., Donthu, N., and S. Lee, "An Examination of Selected Marketing Mix Elements and Brand Equity", Journal of The Academy of Marketing Science, Spring, Vol. 28, No. 2, 2000, 195-211.   DOI   ScienceOn