• Journal of Global Scholars of Marketing Science
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• v.4
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• pp.53-86
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• 1999

오늘날 기업간 M & A가 활발히 진행되면서 브랜드 자산가치에 대한 연구는 학계와 실무계에 있어 커다란 관심이 집중되면서 브랜드의 역할에 대해서 다양한 새로운 관점이 제시되고 있다. 브랜드 자산가치와 관련한 기존의 연구들은 주로 평가에 관한 것이 대부분이었으나 최근에 와서 브랜드 자산가치의 중요성이 부각됨으로써 브랜드 자산가치의 형성에 대한 영향요인의 연구가 활발히 이루어 지고 있다. 하지만 이틀 연구의 대부분은 제품 품질과 광고톨 중심으로 한 기업의 통제 변수인 마케팅믹스-4P(product, price, place, promotion)-에 연구의 초점을 맞추고 있다. 하지만, 오늘날 기술혁신에 힘입어 규모의 경제성이나 경험효과에 의한 비용 우위는 거의 기대될 수 없게 되었고, 품질에서도 기업간의 격차가 현저히 줄어들었다. 그러고 막대한 비용의 문제로 인하여 매스미디어등의 광고를 통한 브랜드 자산가치의 형성이 결코 쉬운 일이 아니다. 특히 오늘의 국내의 기업현실을 감안하면 더욱 어려운 실정이다. 따라서, 본 연구에서는 기존의 연구에서 다루지 않았던 고객만족 실현를 위한 핵심개념인 내부마케팅과 다양한 소비자 욕구에 있어 신속히 대응하는 브랜드 수의 증가를 브랜드 자산가치의 형성에 대한 새로운 영향요인으로 선정하여 마케팅믹스 요인과 더불어 이들의 영향성을 실증분석을 통하여 검증하였다. 본 연구의 결론을 이용하여 다음과 같은 브랜드 자산가치에 대한 마케팅에 있어서 전략적 시사점을 제안한다. 첫째, 브랜드 자산가치톨 형성 내지 강화하기 위해서는 내부마케팅 요인, 브랜드수의 증가요인, 마케팅믹스 요인중에서 어느 한 요인만으로 한계가 있기 때문에 3가지 요인을 동시에 활용하여 시너지 효과를 노려야할 것이다. 아울러 다양화, 세분화되어 가고 있는 소비자 니즈에 신속히 대용하기 위해서는 브랜드의 수의 증가를 통한 마케팅전략으로의 실천이 시의 적절한 방법중 하나라고 판단된다. 둘째, 기존의 많은 연구에서 알 수 있듯이 그동안 브랜드 자산가치의 구성요소에 대한 영향 요인으로 마케팅믹스적 요인을 주로 다루어 왔는데, 본 연구 결과에 의하면 내부마케팅요인과 브랜드수의 증가요인도 브랜드 자산가치의 구성요소에 많은 영향을 미치는 것으로 나타났기 때문에 기업들은 이들 요인에 대한 세밀한 검토와 관심이 요구된다. 셋째, 기업들은 향후 브랜드 자산가치를 증대하기 위한 장기적이고 전략적인 관리방안이 요구된다.

• Journal of Korean Library and Information Science Society
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• v.38 no.3
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• pp.321-334
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• 2007

Marketing techniques developed for private organizations are being widely used in libraries. The primary focus in marketing has shifted to maximizing user perceived value from the perspective of library users. This paper examines library as an industry as a way to establish the basis for library's overall value, applies the R-I-R model and its taxonomy of value in using library and information services, and proposes market orientation approach to systematically plan and coordinate academic library marketing activities.

• Journal of the Korea Society of Computer and Information
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• v.29 no.1
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• pp.251-261
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• 2024

In this study, based on S-O-R theory and social identity theory, we aim to explore how cause-related marketing influences consumer purchase intention. Analyzing 306 questionnaire responses, our findings indicate that cause-related marketing significantly impacts perceived value, cognitive identification, and purchasing behavior. Both perceived value and cognitive identification further facilitate purchasing. Acting as mediators between cause-related marketing and consumer purchase intention, perceived value and cognitive identification strengthen the connection between marketing behavior and purchase intention. Additionally, enhanced perceived value contributes to consumers' cognitive identification with marketing activities. These findings provide crucial theoretical insights and practical implications for business marketing.

• Journal of Digital Convergence
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• v.20 no.4
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• pp.39-44
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• 2022

This study conducted an actual analysis on the effects of smart phone experience marketing by brand on consumption value and purchase intention for Chinese consumers who are interested in smart phone purchase experience or products. In addition, experience marketing was classified into five components such as sense, emotion, cognition, behavior, and relationship. The results, In the effect of the components of experiential marketing on purchase intention, sense, act, fell, and relate had an obviously positive impact on purchase intention, however The result is that think does not affect. The results of this study are more effective when considering the five components of smart phone experience marketing. This The study will contribute to the projecting and establishment of long-term experience marketing of smart phone producers by continuously providing experiences related to the direction of pursuing brand image.

• Asia Marketing Journal
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• v.10 no.3
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• pp.127-146
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• 2008

The objective of the present case study is to analyze how effectively Samsung Petrochemical, which is a representative business-to-business corporation, has created customer value through total marketing strategy. Many business-to-business companies often underestimate or even denigrate the roles played by marketing within organizations and consider marketing investments as costs. However, the current case illustrates that total marketing strategy including brand marketing and others can be effectively employed to maximize customer value even in business-to-business sectors. The case summarizes that total marketing strategy of Samsung Petrochemical is comprised of two primary pillars: brand marketing and the SPC model as an implementation tool that consists of services, product, and customers. The present study is expected to provide valuable insights and implications for many other companies that are operating in the business-to-business sectors.

• Culinary science and hospitality research
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• v.20 no.2
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• pp.136-151
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• 2014

To adapt to the constant change in the foodservice industry, dietary life is not only evolving variously and complicatedly, but eating-out styles are also changing fast. In this reality, this study is intended to examine the effects of marketing mix strategies on perceived value and loyalty in Korean restaurants. To achieve this, a survey was carried out to total 300 customers of Korean restaurants in Seoul from June 11 to June 30, 2013. The results were as follows. First, service experience, price and store image in Korean restaurants had a positive effect on the perceived value. Second, price, advertisement and store image in Korean restaurants had a positive effect on the loyalty. Third, the perceived value had a significant positive effect on the loyalty. As stated above, service experience, price and store image, and price, advertisement and store image in Korean restaurants had an effect on the perceived value and the loyalty, respectively. Also, the perceived value had an effect on the loyalty. Consequently, these factors are very useful as marketing mix strategies in Korean restaurants.

• Journal of Korea Technology Innovation Society
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• v.15 no.4
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• pp.837-861
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• 2012

In the knowledge society, the importance of sharing knowledge, technology, and information has been increasing. Due to the different characteristics of information itself, information marketing is a newly emerging perspective. This study aims to identify the factors which effect information customer value and satisfaction of the national R&D information service. The results show that information quality and service quality have a significant influence on customer value. In addition, the information quality, service quality and the information customer value have a significant positive effect on customer satisfaction. However, customer value of information acts as an intermediary between information quality and customer satisfaction. The indirect effects of information quality on the satisfaction are higher than the direct effect. On the other hand, the difference between the direct and indirect effect of service quality was not significant. After an analysis of research result, we discussed implications and limits of the study as well as future result direction.

• Product Safety
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• s.65
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• pp.19-23
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• 1998

IMF체제하에서 비록 소비자의 구매심리는 꽁꽁 얼어붙었고, 실질 임금의 하락 및 실업의 증가로 인해 수요가 급감되었어도 성장의 기회는 있다. 소비자의 구매행태 및 생활습관의 변화로 새로운 시장이 창출될 수 있을 뿐만 아니라 제품이나 서비스가 소비자에게 줄 수 있는 가치를 강조하여 다른 제품이나 서비스와의 차별화를 시도하는 가치마케팅을 통하여 기회를 만들수 있다.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.3
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• pp.1238-1245
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• 2012

The main purpose of this study was to identify the current awareness and preference on the promotions of products in Korean professional baseball teams. For this study, the subjects were randomly selected where they have experienced purchasing any products in the Korean professional baseball stadium. Totally, 520 subjects were asked to answer the questionnaire relevant to the current awareness and preference of promotion of products. There were 11 questions for the current awareness and 14 questions for the preference on the promotion of products. The data gathered was determined within a frequency analysis, an independent sample T-test and one-way ANOVA tests. The results were discussed when the p-value were lest than .05. There were a couple of results found throughout this study. Firstly, there were no significant differences of the current awareness between gender. Secondly, there were significant differences of the preference on the promotion between age(p<.05). Especially, there were significant differences on the value of products and price between 20's, 30's and 40's groups. Thirdly, there were significant differences of the preference on the promotion between level of earing per year statistically(p<.05). In addition, there were significant differences on the price of products between 2000-2500 million won, 2500-3000 million won and 4000 million won groups. Consequently, the product promotion by the Korean professional baseball teams has to be more variety and structured.

• Journal of Distribution Science
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• v.10 no.2
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• pp.19-28
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• 2012

Rapidly growing sales amount and the number of discount stores caused many side effects and sensitive issues in Korea. Because these severe competition due to more expensive cost just like excessive increase in advertising and location selection, and these caused completely ruined small merchants as well as passed on to the consumer. This Study focused on competitiveness of discount store in Korea to the perspective of college students, as explored the relationships between marketing communication and store loyalty. And, examined for two moderating effect, 1) consumers' value separated by hedonic value and utilitarian value between marketing communication and store loyalty, and 2) consumers' value separated by hedonic value and utilitarian value between marketing communication and consumption emotion. Finally, this study examined for mediating effect of consumption emotion between marketing communication and store loyalty. In order to verify the relationship, moderating and mediating effects, data were collected from 130 college students in Whasung, Gyeonggi Province to test theoretical model and its hypotheses. Findings are as followed : First, analysis showed that factors such as advertisement(β =.221, p<.05), publicity(β =.513, p<.01), sales promotion(β =.234, p<.01), word of mouth(β =.627, p<.01) and physical environment(β =.339, p<.01) for marketing communication in the discount store have statistically significant positive effect on store loyalty. But the result of regression analysis for which factors are more impact in marketing communication between store loyalty showed that word of mouth(β =.53, p<.01) is only statistically significant. Second, publicity(β =-.895, p<.05), the sub-dimension of marketing communication shows only statistically significant negative moderating effect on store loyalty. But, the results of the moderating effect of value between marketing communication and consumption emotion verified that utilitarian value show statistically significant, specifically advertisement(β =.294, p<.01), physical environment(β =.418, p<.01), sales promotion(β =.245, p<.01), word of mouth(β =.414, p<.01) and publicity(β =1.137, p<.05), respectively. And hedonic value show statistically significant, specifically advertisement(β =.286, p<.01), physical environment (β =.418, p<.01), sales promotion(β =.236, p<.01) and word of mouth(β =.420, p<.01), respectively. But publicity(β =.145, p=.119) is not statistically significant. Finally, the results verified mediating effect for consumption emotion between all factors for marketing communication and store loyalty showed that factors such as advertisement, publicity, word of mouth and physical environment for marketing communication except sales promotion were statistically significant fully mediated in advertisement, and partially mediated in publicity, word of mouth and physical environment. This testified that the consumption emotion had the most important factor to enhance store loyalty to the perspective of College students. These results can provide important implications and invaluable tips for planning marketing strategies and gaining access to new potential customers. Implications and future research directions are also discussed.