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http://dx.doi.org/10.13000/JFMSE.2017.29.1.158

The Roles of Company for Securing The Brand Equity in Ship-repair Industry  

LIM, Yong-Suk (Pusan National University)
JUNG, Ho-Jin (Pusan National University)
Publication Information
Journal of Fisheries and Marine Sciences Education / v.29, no.1, 2017 , pp. 158-168 More about this Journal
Abstract
The aim of this study is to propose the plausibility of Ship-repair industry brand in the global market. It has been argued that it is necessary to secure the identity of company because of the expansion of international market in the age of globalization. Authors of this paper have considered that the brand is a solution for global ship-repair industry's development in Busan region with focusing on the 5 elements (Salience, Imagery, Performance, Feeling, and Judgments) of Keller's brand equity block except Resonance. As a result, we presented the roles of company for securing the brand equity in ship-repair industry comparing with the elements of Keller's brand equity block. and implied the plausibility of global ship-repair industry's development. Especially, Securing the licences and certifications related to ship-repair industry is very important thing about the brand equity.
Keywords
Ship-repair industry; Brand; Global Brand; Brand equity; Company;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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